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April 12, 2026The TQM Journal0 citations

Drivers of Consumer Engagement in Live Streaming Commerce

What drives consumer engagement in live streaming commerce? A socio-technical systems and trust configuration approach

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Authors

ASAndri Dayarana K. SilalahiIEIxora Javanisa EunikeDPDo Thi Thanh Phuong

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Overview

This research uncovers how socio-technical factors and trust influence engagement in live-streaming commerce, indicating complex interrelations.

Key Points

  • The study aims to explore the interplay of socio-technical attributes and trust to understand consumer engagement behavior in live streaming commerce.
  • Utilized socio-technical systems theory.
  • Employed fuzzy-set qualitative comparative analysis (fsQCA).
  • Investigated seven socio-technical elements: expertise, humor, beauty, warmth, passion, personalization, interactivity.
  • Analyzed configurations of elements and trust-transfer mechanisms affecting consumer engagement behavior.
  • High consumer engagement behavior arises from configurations of streamer warmth and expertise, combined with platform interactivity and strong product trust.
  • Lack of social and technical cues leads to user disengagement and low consumer engagement behavior.
  • Identified trust as an essential factor enabling high engagement pathways, with its absence negating strong socio-technical bundles.

Cite This Study

Silalahi et al. (2026) studied this question.

synapsesocial.com/papers/69db36e64fe01fead37c4d30https://doi.org/10.1108/tqm-04-2025-0235
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