Mediating Roles of Trust and Interest in Influencing Consumer Purchase Decisions in Live Streaming E-commerce Scenarios

As users migrate from traditional e-commerce platforms to streaming platforms, showing interest-based recommendations and interactions, understanding consumer purchase decisions in live streaming e-commerce is crucial for businesses. This study constructs a theoretical behavioral model of consumer purchase intention based on the SOR theory, examining the mediating roles of trust and interest. Empirical research reveals that the authenticity and professionalism of recommendations, as well as the timeliness and effectiveness of interactions, influence consumer purchase intentions through trust and interest, with trust having a chain mediation effect on interest.