Open Access Journal Article

Online consumers build trust with online merchants through real-time interaction function

by Lifu Li a,*
a
School of Professional Practice and Leadership University of Technology Sydney 15 Broadway, Ultimo NSW 2007, Australia
*
Author to whom correspondence should be addressed.
JIE  2024, 17; 1(4), 17; https://doi.org/10.58567/jie01040002
Received: 14 December 2023 / Accepted: 26 December 2023 / Published Online: 8 January 2024
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Abstract

Given the rapid development of live streaming commerce in China, this study focuses on the interactivity and sociability of live streaming shopping activities and explores online consumers’ real-time interaction intentions and trust-building behaviours with online merchants. To discover the real-time interaction between online consumers and online merchants, this study builds a research model based on the Theory of Planned Behaviour (TPB). Through the data analysis based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the key findings state that, three factors, including attitude, subject norm, and perceived control, positively affect online consumers’ real-time interaction intentions and lead them to build trust with online merchants. Meanwhile, control variables, including gender, age, and educational background, demonstrate insignificant effects across the model. Unlike existing literature, the current study pays much attention to the interactive characteristics of live streaming shopping activities and can provide some valuable suggestions both for online consumers and online merchants, which can promote the co-development of the commercial and social aspects of live streaming platforms.

Keywords: Online consumer; Online merchant; Real-time interaction; TPB model; Live streaming commerce;
Copyright: © 2024 by Li. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY) (Creative Commons Attribution 4.0 International License). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.

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ACS Style
Li, L. Online consumers build trust with online merchants through real-time interaction function. Journal of Information Economics, 2023, 1, 17. https://doi.org/10.58567/jie01040002
AMA Style
Li L. Online consumers build trust with online merchants through real-time interaction function. Journal of Information Economics; 2023, 1(4):17. https://doi.org/10.58567/jie01040002
Chicago/Turabian Style
Li, Lifu 2023. "Online consumers build trust with online merchants through real-time interaction function" Journal of Information Economics 1, no.4:17. https://doi.org/10.58567/jie01040002
APA style
Li, L. (2023). Online consumers build trust with online merchants through real-time interaction function. Journal of Information Economics, 1(4), 17. https://doi.org/10.58567/jie01040002

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