Unveiling how nano live streamers boost consumer purchase intention: The mediating role of trust in nano live streamer using PLS-SEM

Existing research mostly focuses on top live streamers but neglects the cultural adaptability differences of trust mechanisms in the context of nano live streamers and fails to reveal the unique boundary conditions of trust in a collectivist cultural background. Thus, this study aims to explore the mechanism by which trust in nano live streamer influences nano live streamer characteristics (expertise, interactivity, and popularity) and purchase intention. Based on SOR model and persuasion theory, this study constructs a theoretical model of the complex relationship between nano live streamer characteristics (expertise, interactivity, and popularity), trust in nano live streamer, and purchase intention. Using PLS-SEM, data from 552 samples were analyzed to determine the factors influencing purchase intention in live commerce context and to verify the hypothesized relationships between variables. The results indicate that: (1) expertise and popularity have a significant direct positive impact on purchase intention; (2) although interactivity does not directly affect purchase intention, it significantly enhances trust in nano live streamer; (3) trust in nano live streamer directly drives purchase intention, partially mediates the relationship between expertise and popularity and fully mediates the effect of interactivity. Theoretically, this study clarifies the psychological mechanisms of trust in nano live streamer in terms of expertise, interactivity, popularity and purchase intention in collectivist cultural background, and expands the application of the theories of live commerce in specific scenarios. Practically, this study provides empirical references for nano live streamers, merchants and policymakers to optimize marketing strategies.