How Live Streaming Commerce Platforms Drive Consumer Purchase Intention: Dual Mediation of Trust and Perceived Value in a UK Sample

Live streaming commerce delivers conversion rates up to ten times higher than conventional online stores, yet research on the psychological mechanisms behind that lift has tested platform features in isolation, through single-mediator pathways. This study examines how three live streaming characteristics (streamer credibility, perceived interactivity, and product demonstration quality) shape consumer purchase intention through consumer trust and perceived value, operating both independently and sequentially. The stimulus–organism–response (S-O-R) framework provides the organising structure, with source credibility and value-based theories anchoring specific paths. A structural equation model was tested on survey data from 478 UK live streaming consumers. All three characteristics predicted consumer trust; only perceived interactivity and product demonstration quality predicted perceived value directly. Streamer credibility reached perceived value entirely through consumer trust. Credibility’s parallel path through value alone was not supported, but its serial path through trust and then value was. Eleven of twelve hypotheses were supported, and bootstrap analysis with 5000 resamples confirmed serial mediation through trust then value for all three antecedents. The asymmetric pattern positions trust as the gateway through which competence-based credibility reaches purchase decisions, with implications for platform-design choices that sequence trust signals before value-oriented promotional cues.