This study examines how "anchor-user" co-creation in live-streaming e-commerce builds trust and drives purchases. Through a comparative analysis of three brands—Perfect Diary (beauty), Three Squirrels (food), and Sephora (international beauty) - it explores how co-creation activities foster consumer trust and enhance conversion. Findings reveal that co-creation builds trust through information transparency and emotional resonance, which in turn promotes purchase conversion. While co-creation approaches vary by product category, effective interaction consistently improves both trust and sales. The research offers theoretical insights and practical suggestions for brands operating in live-streaming commerce.
Li Zhan (Wed,) studied this question.