Year: 2026
Type: article
Study design: Observational Study
Abstract: Purpose: Aims to identify the key role of building trust in live-streaming e-commerce scenarios, and to clarify the mechanism through which trust drives purchase intention among vocational college students. Specifically, an integrated conceptual framework is developed to examine the structural relationships among influencer characteristics, perceived value, trust, and behavioral intentions, thereby providing actionable implications for improving live-streaming sales effectiveness. Research Design, Data and Methodology: A quantitative survey (N = 500) was conducted among students from vocational colleges in Kaili, China, using purposive, quota, and convenience sampling. Confirmatory Factor Analysis was applied to assess measurement reliability and validity, and Structural Equation Modeling was employed to test hypothesized relationships and evaluate overall model fit. Results: The findings indicate that Popularity (β = 0.281), Professionalism (β = 0.368), Interactivity (β = 0.272), Perceived Usefulness (β = 0.294), and Price Discounts (β = 0.305) have significant positive influences on Trust. Meanwhile, Trust has a significant positive influence on purchase intentions (β = 0.620). Conclusions: This study reveals a mechanism of building trust to purchase intentions, extends trust-related theories. It contributes to the academic literature and provides practical guidance for influencers and platforms, empowering them to building trust and enhance conversion performance in competitive live streaming e-commerce environments.
Source: Scholar: Human Sciences
Author: Fan, Qionghui
Institution: Assumption University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W7219328389