Impact of Service Quality in Mongolian Live Commerce Using the SOR Model on Multiple Trusts and Purchase Intention: Focusing on Trust Transfer Mechanism

This study empirically analyzed the impact of service quality on consumer trust and purchase intention in the Mongolian live commerce market based on the SOR model. It divided quality factors into process, interaction, and outcome quality. The results revealed that interaction quality (interactivity) and outcome quality (informativeness and economic incentives) significantly impacted the formation of trust in influencers and brands. Furthermore, the multi-dimensional trust formed strongly drives purchase intentions, and the mechanism by which influencer trust is transferred to brand trust was revealed. In particular, brand trust was demonstrated to be a key factor mediating the relationship between all quality factors and purchase intentions. This study provides theoretical and practical implications for building an efficient service delivery system and establishing a trust-based operational strategy that takes into account the unique characteristics of Mongolia as an emerging market.