How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective

作者：

Highlights：

• Interactivity and IT affordance are essential for trust-building in live streaming.

• Trust in different entities is associated with customers' continuance intention.

• Trust in streamers is more crucial because it can be transfer to products.

• Live streaming genres moderate the impact of trust on continuance intention.

摘要

•Interactivity and IT affordance are essential for trust-building in live streaming.•Trust in different entities is associated with customers' continuance intention.•Trust in streamers is more crucial because it can be transfer to products.•Live streaming genres moderate the impact of trust on continuance intention.

论文关键词：Live streaming commerce,Trust,Continuance intention,Social interactivity,IT affordance

论文评审过程：Received 13 June 2021, Revised 4 September 2021, Accepted 8 October 2021, Available online 12 October 2021, Version of Record 23 October 2021.

论文官网地址：https://doi.org/10.1016/j.chb.2021.107052