The Effects of Trust, Perceived Risk, Innovativeness, and Deal Proneness on Consumers’ Purchasing Behavior in the Livestreaming Social Commerce Context

Abstract

Livestreaming shopping platforms have emerged as dynamic and innovative channels for e-commerce, mobile commerce, and social commerce, revolutionizing the way consumers engage with online retail. Drawing upon the Technology Acceptance Model 3 framework, this research seeks to provide a comprehensive understanding of the interplay between perceived risk, trust, innovativeness and deal proneness in shaping consumers’ purchasing behavior in the livestreaming social commerce context. A snowball sampling method was applied to collect data from 675 Chinese livestreaming customers in December 2022. A PLS-SEM analysis was used to measure the proposed model. The results confirm that the present model has weak explanatory power except for medium predictive accuracy in explaining consumers’ purchasing behavior in the livestreaming social commerce context (R2 = 0.35; Q2 = 0.31). This research contributes to the social commerce literature by extending the Technology Acceptance Model 3 (TAM 3) to the novel domain of the livestreaming social commerce context, offering insights into the unique drivers of consumers’ purchasing behavior. It also provides practical implications for platform developers and marketers aiming to enhance consumer experiences and increase sales performance, thereby increasing economic growth.