Unpacking Anchor Characteristics Through the S-O-R Model: Exploring the Mediating Role of Online Trust in Live-Streaming E-Commerce
List of Authors
Cynthia@Annamaria Robert Dawayan, Imelda Albert Gisip
Keyword
Live streaming e-commerce, anchor characteristics, Online trust, Purchase intention, SOR theory
Abstract
This study employs the Stimulus–Organism–Response (S-O-R) framework to examine the influence of various anchor characteristics professionalism, credibility, attractiveness, and interactivity on consumer purchase intentions in live-streaming e-commerce. This research examines the psychological process influencing consumer behavior in trust-sensitive digital contexts by conceiving anchor features as external cues and online trust as the organismic mediator. Analysis of 221 valid survey responses utilizing PLS-SEM indicates that anchor professionalism, trustworthiness, and beauty significantly positively influence trust, thereby enhancing buy intention. While interactivity may not directly predict purchase behavior, it exerts an indirect influence through trust, highlighting the inherent importance of contact. This work advances the theoretical application of the S-O-R model by incorporating nuanced social cues and trust dynamics into consumer decision-making, offering practical implications for platform operators and anchors in optimizing live commerce strategies.