TRUST–ENGAGEMENT–PURCHASE INTENTION MECHANISMS IN LIVE STREAMING COMMERCE
Keywords:
live streaming commerce; trust; engagement; purchase intention; narrative review
Abstract
Live streaming commerce has transformed online shopping into an interactive experience that combines information, entertainment, and social interaction. This study examines trust, engagement, and purchase intention mechanisms in live streaming commerce through a focused narrative review. Literature was identified in Scopus using a TITLE-ABS-KEY search combining live streaming commerce, trust, engagement, and purchase intention. The initial search retrieved 408 documents; 304 English-language articles remained after document-type and language filtering, and 141 open-access articles were used for descriptive mapping. Six conceptually relevant empirical studies were then purposively selected for in-depth narrative synthesis. The findings indicate three main pathways to purchase intention: trust and credibility mechanisms, engagement and social-experiential mechanisms, and integrative mechanisms connecting interactivity, social presence, streamer credibility, and information processing. The review concludes that trust and engagement operate as complementary rather than isolated mechanisms in explaining purchase intention in live streaming commerce.References
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Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934. https://doi.org/10.1016/j.jretconser.2019.101934
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Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886. https://doi.org/10.1016/j.elerap.2019.100886
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, C., Li, Z., & Su, J. (2022). Live shopping interactivity, social presence and sustainable consumer purchase intention: Based on TAM model. International Journal of Sustainable Development and Planning, 17(8), 2631-2639. https://doi.org/10.18280/ijsdp.170832
Xu, X., Wu, J.-H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144-167.
Xue, J., Liang, X., Xie, T., & Wang, H. (2020). See now, act now: How to interact with customers to enhance social commerce engagement? Information & Management, 57(6), 103324. https://doi.org/10.1016/j.im.2020.103324
Zhang, G., Cao, J., & Liu, D. (2023). Examining the influence of information overload on consumers’ purchase in live streaming: A heuristic-systematic model perspective. PLOS ONE, 18(8), e0284466. https://doi.org/10.1371/journal.pone.0284466
Baethge, C., Goldbeck-Wood, S., & Mertens, S. (2019). SANRA—a scale for the quality assessment of narrative review articles. Research Integrity and Peer Review, 4, 5. https://doi.org/10.1186/s41073-019-0064-8
Chen, C.-D., Zhao, Q., & Wang, J.-L. (2022). How livestreaming increases product sales: Role of trust transfer and elaboration likelihood model. Behaviour & Information Technology, 41(3), 558-573. https://doi.org/10.1080/0144929X.2020.1827457
Chen, W.-K., Chen, C.-W., & Silalahi, A. D. K. (2022). Understanding consumers’ purchase intention and gift-giving in live streaming commerce: Findings from SEM and fsQCA. Emerging Science Journal, 6(3), 460-479. https://doi.org/10.28991/ESJ-2022-06-03-03
Ferrari, R. (2015). Writing narrative style literature reviews. Medical Writing, 24(4), 230-235. https://doi.org/10.1179/2047480615Z.000000000329
Grant, M. J., & Booth, A. (2009). A typology of reviews: An analysis of 14 review types and associated methodologies. Health Information & Libraries Journal, 26(2), 91-108. https://doi.org/10.1111/j.1471-1842.2009.00848.x
Green, B. N., Johnson, C. D., & Adams, A. (2006). Writing narrative literature reviews for peer-reviewed journals: Secrets of the trade. Journal of Chiropractic Medicine, 5(3), 101-117. https://doi.org/10.1016/S0899-3467(07)60142-6
Guo, L., Hu, X., Lu, J., & Ma, L. (2021). Effects of customer trust on engagement in live streaming commerce: Mediating role of swift guanxi. Internet Research, 31(5), 1718-1744. https://doi.org/10.1108/INTR-02-2020-0078
Lu, B., & Chen, Z. (2021). Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective. Information & Management, 58(7), 103509. https://doi.org/10.1016/j.im.2021.103509
Mongeon, P., & Paul-Hus, A. (2016). The journal coverage of Web of Science and Scopus: A comparative analysis. Scientometrics, 106, 213-228. https://doi.org/10.1007/s11192-015-1765-5
Ngo, T. T. A., Bui, C. T., Chau, H. K. L., & Tran, N. P. N. (2023). The effects of social media live streaming commerce on Vietnamese Generation Z consumers’ purchase intention. Innovative Marketing, 19(4), 269-283. https://doi.org/10.21511/im.19(4).2023.22
Park, H. J., & Lin, L. M. (2020). The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement. Journal of Retailing and Consumer Services, 52, 101934. https://doi.org/10.1016/j.jretconser.2019.101934
Sawmong, S. (2022). Examining the key factors that drives live stream shopping behavior. Emerging Science Journal, 6(6), 1394-1407. https://doi.org/10.28991/ESJ-2022-06-06-011
Snyder, H. (2019). Literature review as a research methodology: An overview and guidelines. Journal of Business Research, 104, 333-339. https://doi.org/10.1016/j.jbusres.2019.07.039
Sun, Y., Shao, X., Li, X., Guo, Y., & Nie, K. (2019). How live streaming influences purchase intentions in social commerce: An IT affordance perspective. Electronic Commerce Research and Applications, 37, 100886. https://doi.org/10.1016/j.elerap.2019.100886
Wongkitrungrueng, A., & Assarut, N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543-556. https://doi.org/10.1016/j.jbusres.2018.08.032
Xu, C., Li, Z., & Su, J. (2022). Live shopping interactivity, social presence and sustainable consumer purchase intention: Based on TAM model. International Journal of Sustainable Development and Planning, 17(8), 2631-2639. https://doi.org/10.18280/ijsdp.170832
Xu, X., Wu, J.-H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144-167.
Xue, J., Liang, X., Xie, T., & Wang, H. (2020). See now, act now: How to interact with customers to enhance social commerce engagement? Information & Management, 57(6), 103324. https://doi.org/10.1016/j.im.2020.103324
Zhang, G., Cao, J., & Liu, D. (2023). Examining the influence of information overload on consumers’ purchase in live streaming: A heuristic-systematic model perspective. PLOS ONE, 18(8), e0284466. https://doi.org/10.1371/journal.pone.0284466
Published
2026-09-16
How to Cite
Sahetapy, K. (2026). TRUST–ENGAGEMENT–PURCHASE INTENTION MECHANISMS IN LIVE STREAMING COMMERCE. Curve Elasticity: Jurnal Pendidikan Ekonomi, 6(2), 175-188. https://doi.org/10.57094/jpe.v6i2.5613
Section
Articles
