The influence of trust in streamers, price promotions and group interactions on young consumers’ herding behavior in live streaming commerce

Purpose This study aims to investigate the formation of herding behavior among young consumers in live streaming commerce contexts. It explores how key platform features trigger conformity-based purchasing decisions among digital native generations. Design/methodology/approach Study 1 used Python data scraping to collect high-frequency, real-time interaction data from TikTok live streaming rooms. Study 2 supplemented Study 1 with a survey questionnaire administered to 114 young consumers to measure perceptual factors. Data were analyzed using correlation and regression methods. Findings Herding behavior is prevalent among young consumers. Price promotions significantly stimulate impulsive purchases through scarcity cues. Trust in streamers, built on professionalism and authenticity, enhances identification and persuasiveness. Group participation and interactions create a contagious atmosphere of social proof, which primarily drives conformity purchasing. Real-time behavioral data showing that interactive peaks precede purchase peaks by 1–3 min, which is consistent with an emotional contagion behavioral following pathway. Practical implications The results suggest the need for streamers and brands to foster authentic communities and leverage real-time social interaction features to engage young audiences. Platforms can optimize interface design to enhance group participation while safeguarding against impulsive consumption among vulnerable young consumers. Originality/value This study offers methodological and contextual originality by integrating objective live streaming metrics with self-reported survey data to empirically decode herding behavior. Focusing specifically on live streaming ecosystems catering to young consumers, this research provides a novel understanding of how digital affordances transform social influence into conformity consumption. Its primary contribution lies in contextualizing the mechanisms of social influence within a unique digital marketplace, thereby enriching the literature on young consumers’ behavior.