Abstract
Livestreaming commerce has become the mainstream of e-commerce in recent years. The key difference between livestreaming commerce and traditional e-commerce lies in the presence of the streamer. However, there are few studies that examine the significant role of streamer trust in the focal context. In our study, based on the cognitive-affective-conative (C-A-C) framework, we develop a research model to explore antecedents of streamer trust and its important role in influencing consumers' purchasing behavior. Using the survey method, we find that (1) antecedents, including interactivity, informativeness, personal impulsiveness as well as the attitude toward livestreaming shopping are positively associated with streamer trust; (2) streamer trust is positively associated with consumers' purchasing intention; (3) livestreaming value has significant moderating effects on interactivity and informativeness but not on personal impulsiveness and attitude toward livestreaming shopping. Both theoretical and practical implications are discussed.