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The Effect of Live Streaming and Content Quality on Purchase Decision: The Mediating Role of Consumer Trust in Social Commerce

Year: 2026

Type: article

Abstract: The purpose of this study is to examine the effect of live streaming and content quality on purchase decisions, with consumer trust as a mediating variable on social commerce platforms. The sample consisted of 156 respondents residing in Pekanbaru City, selected using the purposive sampling method. The data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) approach. The results of this study indicate that live streaming has a negative and insignificant effect on both consumer trust and purchase decisions. Meanwhile, content quality has a positive and significant effect on consumer trust and purchase decisions. Furthermore, consumer trust has a significant effect on purchase decisions.

Source: PENG Jurnal Ekonomi dan Manajemen

DOI: 10.62710/r125yp68

Authors: Davin Huang, Sarli Rahman

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W7225261436

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