Building consumer trust through live streaming: A study of fashion purchase behavior
Keywords:
E-Commerce, Live Streaming, Purchase Decision, TrustAbstract
In recent years, live streaming has emerged as a transformative force in the digital commerce landscape, particularly within the fashion industry. This study aims to analyze the effect of live streaming on consumer purchasing behavior, with trust as a mediating variable. This research uses a quantitative approach, with data collected through questionnaires distributed to 276 respondents in Gorontalo Province, who are active consumers in purchasing fashion products through live streaming services such as Shopee Live and TikTok Live. The analysis was carried out using SmartPLS 3 software to test the validity, reliability, and structural relationships between variables. The results reveal three key findings: (1) live streaming exerts a significant and positive direct influence on purchase decisions; (2) live streaming significantly enhances consumer trust; and (3) trust itself significantly predicts purchase decisions. These findings underscore the dual function of live streaming as both a transactional and relational tool in online shopping contexts. Theoretically, the study enriches the literature by integrating real-time interactive media into trust-based consumer behavior models. Practically, the findings offer strategic insights for digital marketers and e-commerce platforms seeking to optimize live streaming as a trust-building and conversion-enhancing mechanism. These findings strengthen previous literature and emphasize the importance of interaction quality in live streaming-based digital marketing strategies. This research provides strategic implications for fashion businesses to optimize live-streaming features in building customer trust.
References
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Chen, N., & Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
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Februadi, A., & Septiani, N. (2024). Interactivity and Professionalism to increase Purchase Intention in Live-Streaming Distribution Channel: The Mediation Effect of Trust in Sellers and Platform. Journal of Distribution Science, 22(10), 55–63. https://doi.org/10.15722/jds.22.10.202410.55
Ghozali, I. (2021). Structural Education Modeling Dengan Metode Alternatif Partial Least Squares (PLS) (5th ed.). Badan Penerbit Universitas Diponegoro.
Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.767876
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3). https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
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Lay, M., Wijaya, A. P., Octaviany, C., Handranata, Y. W., & Dewi. (2024). Digital Influence: The Role of Live Streaming, Endorsements, Promotional Tools, and Online Reviews in Fashion Industry Shopping Behavior. 2024 International Conference on Informatics, Multimedia, Cyber and Information System (ICIMCIS), 686–691. https://doi.org/10.1109/ICIMCIS63449.2024.10956659
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Liao, H. (2025). E-commerce Live-Streaming Platform and Decision Support System Based on Fuzzy Association Rule Mining. International Journal of Computational Intelligence Systems, 18(1). https://doi.org/10.1007/s44196-025-00744-4
Liu, J., & Zhang, M. (2024). Formation mechanism of consumers’ purchase intention in multimedia live platform: a case study of taobao live. Multimedia Tools and Applications, 83(2), 3657–3680. https://doi.org/10.1007/s11042-023-15666-6
Puspitarini, I., Indra, R., Mani, L., Larasati, F., & Arief, A. A. (2024). The Distribution of Cosmetics Products, Brand Trust and Promotion Impact on Purchase Decision during Live Streaming. Journal of Distribution Science, 22(7), 1–11. https://doi.org/10.15722/jds.22.07.2024.07.1
Qing, X. (2025). Live streamers impact on consumer purchase intention: exploring social presence trust and innovation acceptance. Innovation: The European Journal of Social Science Research, 1–31. https://doi.org/10.1080/13511610.2025.2487461
Tian, B., Chen, J., Zhang, J., Wang, W., & Zhang, L. (2023). Antecedents and Consequences of Streamer Trust in Livestreaming Commerce. Behavioral Sciences, 13(4). https://doi.org/10.3390/bs13040308
Tirtayani, I., & Aghivirwiati, G. (2025). Building Consumer Trust in E-Commerce: The Role of Influencer Marketing and Live Streaming in Purchase Decisions within Asia’s Digital Business Environment. Asian Journal of Business Environment, 15(2), 1–10. https://doi.org/10.13106/ajbe.2025.vol15.no2.1
Yang, C. Y., Koh, B. X., & Chew, K. W. (2025). How live streaming influences trust in social commerce: A parasocial relationship perspective. Telematics and Informatics, 99, 102274. https://doi.org/10.1016/j.tele.2025.102274
Yudha, J., Komaladewi, R., & Budhyawan, T. (2022). EFFECT OF LIVE STREAMING E-COMMERCE IN BUILDING CUSTOMER TRUST AND CUSTOMER ENGAGEMENT (STUDY ON TOKOPEDIA CONSUMERS). Journal of Business Studies and Management Review (JBSMR), 6(1).
Zein, R., & Ambarwati, D. (2025). The Influence of Live Streaming and Trust on Gen Z’s Purchase Decisions for Fashion Products on Shopee E-Commerce. International Journal of Asian Business and Management, 4(2), 329–340. https://doi.org/10.55927/ijabm.v4i2.194
Chen, A., Chen, Y., Li, R., & Lu, Y. (2024). The interaction between the anchor and customers in live-streaming E-commerce. Industrial Management & Data Systems, 124(6), 2151–2179. https://doi.org/10.1108/IMDS-07-2023-0513
Chen, N., & Yang, Y. (2023). The Role of Influencers in Live Streaming E-Commerce: Influencer Trust, Attachment, and Consumer Purchase Intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601–1618. https://doi.org/10.3390/jtaer18030081
Chin, W. (1998). The Partial Least Squares Approach to Structural Equation Modeling.
Cui, X., Law, M., Ng, M., & Lam, L. (2024). What Drives Consumers to Buy in Live Streaming Commerce? A Systematic Literature Review. Journal of Logistics, Informatics and Service Science, 11(2). https://doi.org/10.33168/JLISS.2024.0229
Dai, Q., & Cui, X. (2022). The influence and moderating effect of trust in streamers in a live streaming shopping environment. Journal of University of Science and Technology of China, 52(2). https://doi.org/10.52396/JUSTC-2021-0219
Februadi, A., & Septiani, N. (2024). Interactivity and Professionalism to increase Purchase Intention in Live-Streaming Distribution Channel: The Mediation Effect of Trust in Sellers and Platform. Journal of Distribution Science, 22(10), 55–63. https://doi.org/10.15722/jds.22.10.202410.55
Ghozali, I. (2021). Structural Education Modeling Dengan Metode Alternatif Partial Least Squares (PLS) (5th ed.). Badan Penerbit Universitas Diponegoro.
Guo, J., Li, Y., Xu, Y., & Zeng, K. (2021). How Live Streaming Features Impact Consumers’ Purchase Intention in the Context of Cross-Border E-Commerce? A Research Based on SOR Theory. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.767876
Hair, J., & Alamer, A. (2022). Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example. Research Methods in Applied Linguistics, 1(3). https://doi.org/10.1016/j.rmal.2022.100027
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. In European Business Review (Vol. 31, Issue 1, pp. 2–24). Emerald Group Publishing Ltd. https://doi.org/10.1108/EBR-11-2018-0203
Iisnawati, I., Nailis, W., & Daud, I. (2022). Does Live Streaming Feature Increase Consumer’s Trust on Online Shopping? SRIWIJAYA INTERNATIONAL JOURNAL OF DYNAMIC ECONOMICS AND BUSINESS, 373–388. https://doi.org/10.29259/sijdeb.v5i4.373-388
Ko, H. C., & Ho, S. Y. (2024). Continued purchase intention in live-streaming shopping: Roles of expectation confirmation and ongoing trust. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2397563
Kotler, P., & Armstrong, G. (2008). Prinsip-Prinsip Pemasaran (12th ed.). Erlangga.
Lay, M., Wijaya, A. P., Octaviany, C., Handranata, Y. W., & Dewi. (2024). Digital Influence: The Role of Live Streaming, Endorsements, Promotional Tools, and Online Reviews in Fashion Industry Shopping Behavior. 2024 International Conference on Informatics, Multimedia, Cyber and Information System (ICIMCIS), 686–691. https://doi.org/10.1109/ICIMCIS63449.2024.10956659
Li, J., & Santirojanakul, S. (2025). Research on the Factors Influencing Consumer Purchase Intention in the Cross-Border Live Streaming E-commerce of the Cosmetics Industry from Thailand to China. 2025 Joint International Conference on Digital Arts, Media and Technology with ECTI Northern Section Conference on Electrical, Electronics, Computer and Telecommunications Engineering (ECTI DAMT & NCON), 92–97. https://doi.org/10.1109/ECTIDAMTNCON64748.2025.10962118
Liao, H. (2025). E-commerce Live-Streaming Platform and Decision Support System Based on Fuzzy Association Rule Mining. International Journal of Computational Intelligence Systems, 18(1). https://doi.org/10.1007/s44196-025-00744-4
Liu, J., & Zhang, M. (2024). Formation mechanism of consumers’ purchase intention in multimedia live platform: a case study of taobao live. Multimedia Tools and Applications, 83(2), 3657–3680. https://doi.org/10.1007/s11042-023-15666-6
Puspitarini, I., Indra, R., Mani, L., Larasati, F., & Arief, A. A. (2024). The Distribution of Cosmetics Products, Brand Trust and Promotion Impact on Purchase Decision during Live Streaming. Journal of Distribution Science, 22(7), 1–11. https://doi.org/10.15722/jds.22.07.2024.07.1
Qing, X. (2025). Live streamers impact on consumer purchase intention: exploring social presence trust and innovation acceptance. Innovation: The European Journal of Social Science Research, 1–31. https://doi.org/10.1080/13511610.2025.2487461
Tian, B., Chen, J., Zhang, J., Wang, W., & Zhang, L. (2023). Antecedents and Consequences of Streamer Trust in Livestreaming Commerce. Behavioral Sciences, 13(4). https://doi.org/10.3390/bs13040308
Tirtayani, I., & Aghivirwiati, G. (2025). Building Consumer Trust in E-Commerce: The Role of Influencer Marketing and Live Streaming in Purchase Decisions within Asia’s Digital Business Environment. Asian Journal of Business Environment, 15(2), 1–10. https://doi.org/10.13106/ajbe.2025.vol15.no2.1
Yang, C. Y., Koh, B. X., & Chew, K. W. (2025). How live streaming influences trust in social commerce: A parasocial relationship perspective. Telematics and Informatics, 99, 102274. https://doi.org/10.1016/j.tele.2025.102274
Yudha, J., Komaladewi, R., & Budhyawan, T. (2022). EFFECT OF LIVE STREAMING E-COMMERCE IN BUILDING CUSTOMER TRUST AND CUSTOMER ENGAGEMENT (STUDY ON TOKOPEDIA CONSUMERS). Journal of Business Studies and Management Review (JBSMR), 6(1).
Zein, R., & Ambarwati, D. (2025). The Influence of Live Streaming and Trust on Gen Z’s Purchase Decisions for Fashion Products on Shopee E-Commerce. International Journal of Asian Business and Management, 4(2), 329–340. https://doi.org/10.55927/ijabm.v4i2.194
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Published
2025-07-28
How to Cite
Larasati, S. ., Aisyah, M. R. ., Habie, R. O. ., & Rusdi, W. . (2025). Building consumer trust through live streaming: A study of fashion purchase behavior . Journal of Management Science (JMAS), 8(3), 569–576. Retrieved from https://www.exsys.iocspublisher.org/index.php/JMAS/article/view/704
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