The Power of Live-Streaming Commerce Purchase Intention Among Millennials Generations: The Mediating Role of Trust

Abstract

The expansion of live-streaming platforms has been recognized as a global economic phenomenon. The trend has become practical to reach the products easily by the customers who have engaged with real-time online interaction and information presence. Even though social commerce live-streaming has become more popular, however, up to the scholar’s knowledge there are very less research endeavors on how the formation of trust and purchase intention on the live-streaming platforms occur by the specific consumers' millennial generation. Grounded by the stimulus-organism-response (S-O-R) model, this study aims to understand factors that affect live-streaming commerce purchase intention among the millennial generation. A total of 384 respondents were collected and useable among millennials age. The finding from analysis found that perceived social presence and perceived social support significantly influence trust besides, trust was found to be a significant influence on online purchase intention in the live-streaming platforms. However, perceived information overload was identified as not significant with the trust. The mediation analysis found that trust does not mediate the relationship between perceived information overload and online purchase intention. This finding extends meaningful insights into how live-streaming commerce affects the millennial generation. Besides, the information overload sheds light on the effects of consumers being reluctant to make their purchases.