Determinants of Retailers' Trust in Live-Stream Selling on Social Commerce Platforms: Evidence Using PLS-SEM and FsQCA

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dc.contributor.authorAlnoor, Alhamzah
dc.contributor.authorSalah, Mohammed
dc.contributor.authorSammar, Abbas
dc.contributor.authorMuhsen, Yousif Raad
dc.contributor.authorSadaa, Abdullah Mohammed
dc.contributor.authorChew, Xinying
dc.contributor.authorBayram, Guel Erkol
dc.date.accessioned2026-04-25T14:20:07Z
dc.date.available2026-04-25T14:20:07Z
dc.date.issued2026
dc.departmentSinop Üniversitesi
dc.description.abstractThe social commerce live-streaming feature has propelled the business model into the global spotlight by generating huge profits. Numerous studies in the past have evaluated different dimensions of live-stream selling from the consumer's perspective, however, there is little research on live-stream business from the viewpoint of online retailers. Accordingly, this study aimed to address the gap by evaluating the determinants of retailers' trust in live-stream selling. This study explores the determinants of retailers' trust in live-stream selling via social commerce platforms. An online questionnaire was developed, which was distributed among 572 Malaysian retailers who utilize social commerce platforms for live-stream selling purposes. The determinants, among others, include cost perception, scarcity persuasion, vicarious experience, anchor (parasocial interaction), audience (social contagion, the attractiveness of the online store), and situational (selling motivation, time pressure, product involvement). The results of causal relationships revealed the influence of content, anchor, audience, and situational factors on retailers' trustworthiness along with multi-way interactions of platform assistance and anchors' professionalism which strengthen this relationship. The results provided eight fundamental solutions to tackle the concern of retailers' trust in social commerce platforms' live-stream selling.
dc.description.sponsorshipUniversiti Sains Malaysia, Bridging grant [R501-LR-RND003-0000000913-0000]
dc.description.sponsorshipThis work was supported by Universiti Sains Malaysia, Bridging grant with Project No: R501-LR-RND003-0000000913-0000.
dc.identifier.doi10.1080/10447318.2025.2514729
dc.identifier.endpage890
dc.identifier.issn1044-7318
dc.identifier.issn1532-7590
dc.identifier.issue2
dc.identifier.orcid0000-0001-6060-7814
dc.identifier.orcid0000-0003-2873-2054
dc.identifier.orcid0000-0001-9764-2883
dc.identifier.scopus2-s2.0-105008442639
dc.identifier.scopusqualityQ1
dc.identifier.startpage870
dc.identifier.urihttps://doi.org/10.1080/10447318.2025.2514729
dc.identifier.urihttps://hdl.handle.net/11486/8378
dc.identifier.volume42
dc.identifier.wosWOS:001511160700001
dc.identifier.wosqualityQ1
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isoen
dc.publisherTaylor & Francis Inc
dc.relation.ispartofInternational Journal of Human-Computer Interaction
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/closedAccess
dc.snmzKA_WOS_20260420
dc.subjectLive-streaming commerce
dc.subjectretailers' trustworthiness
dc.subjectselling motivation
dc.subjecttime pressure
dc.subjectproduct involvement
dc.titleDeterminants of Retailers' Trust in Live-Stream Selling on Social Commerce Platforms: Evidence Using PLS-SEM and FsQCA
dc.typeArticle

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