TY  - JOUR
T1  - The Influence of Live Streaming on Purchase Intention: Cognitive and Institutional Trust Pathways
A1  - Yurou Wang
A1  - Kittipol Wisaeng
JF  - Journal of Organizational Behavior Research
JO  - J Organ Behav Res
SN  - 2528-9705
Y1  - 2026
VL  - 11
IS  - 2
DO  - 10.51847/S2cBPez0TR
SP  - 15
EP  - 35
N2  - Live-streaming commerce has rapidly become a dominant digital retail channel by combining real-time interaction, immersive media, and instant purchasing. Despite its widespread adoption, empirical evidence remains limited on how the experiential features of livestreams influence consumers' purchase intentions through underlying psychological mechanisms, particularly multidimensional trust. Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study examines how visual realism, real-time interactivity, and personalization shape consumers’ internal evaluations and, in turn, drive purchase intention. A quantitative, cross-sectional survey was conducted among Thai consumers who had recently experienced live-stream shopping. Using purposive sampling, 480 valid responses were collected and analyzed through Structural Equation Modeling (SEM). Confirmatory factor analysis verified measurement reliability and validity, while overall model fit indices indicated strong explanatory power. The results reveal that visual realism, real-time interactivity, and personalization significantly enhance perceived usefulness and trust-related constructs. Perceived usefulness, trust in the streamer, and trust in the platform each exert a positive and significant effect on purchase intention. Notably, trust in both the streamer and the platform functions as a key psychological mechanism that translates immersive and interactive livestream features into behavioral intention. The findings extend research on livestream commerce by integrating cognitive, affective, and institutional trust within a unified S-O-R framework. In practice, the study provides guidance for platforms and marketers on optimizing livestream design to enhance trust and stimulate consumer purchase intent in technology-mediated retail environments.
UR  - https://odad.org/article/the-influence-of-live-streaming-on-purchase-intention-cognitive-and-institutional-trust-pathways-z6gzwsi4igcshpk
ER  -