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Are Trust and Its Dimensions Important in Influencing Gen Z's Impulse Buying in Live-Streaming Commerce? A Trust Transfer Theory Perspective

Author

Listed:
  • Xiu Jing Siow

    (Universiti Malaysia Sabah, Sabah, Malaysia)

  • Ing Grace Phang

    (Universiti Malaysia Sabah, Sabah, Malaysia)

Abstract

Live streaming within short-video applications has emerged as a major social commerce channel integrating entertainment, real-time interaction, and product discovery. Generation Z demonstrates strong engagement with live-streaming shopping. However, although trust is a key predictor of impulsive buying, trust transfer mechanisms in this context remain underexplored. Hence, grounded in Trust Transfer Theory, this study aims to investigate the relationships among platform trust, streamer trustworthiness, and impulsive buying intentions in live-streaming commerce on short-video applications. This research employed a quantitative methodology to collect responses from 272 Generation Z consumers in Malaysia, aged 18–25, all of whom had direct or indirect experience with live-stream shopping. Data collection was carried out via a bilingual online survey using purposive sampling. Reliability and validity were established through measurement model evaluation, and the hypothesised relationships were tested via Structural Equation Modelling (SEM) using SmartPLS 4. Results reveal that platform trust significantly enhances both streamer trustworthiness and impulsive buying intentions. However, streamer trustworthiness was found to have no significant direct effect on impulsive buying intentions and did not serve as a mediator in the relationship between platform trust and impulsive buying. The study contributes to the theoretical understanding of trust transfer in the interactive digital economy and offers practical implications for platform-level trust strategies aimed at fostering consumer engagement and stimulating impulsive purchases.

Suggested Citation

  • Xiu Jing Siow & Ing Grace Phang, 2025. "Are Trust and Its Dimensions Important in Influencing Gen Z's Impulse Buying in Live-Streaming Commerce? A Trust Transfer Theory Perspective," Virtual Economics, The London Academy of Science and Business, vol. 8(4), pages 69-81, December.
    • Handle: RePEc:aid:journl:v:8:y:2025:i:4:p:69-81
    DOI: 10.34021/ve.2025.08.04(4)
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    References listed on IDEAS

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