Abstract

Purpose: This study explores the impact of interactivity and professionalism on consumer trust and purchase intentions in live-streaming distribution channels, explicitly focusing on Shopee Live in Indonesia. While prior research has examined trust as a general mediator between live-streaming features and consumer behavior, this study focuses on the distinct effects of trust in sellers versus in platforms. Utilizing the S-O-R framework, thisresearch provides a novel exploration of how these trust dimensions act as an intermediary between live-streaming features and purchase intentions. Research Methods: Data were collected from 373 Shopee Live users who purchased fashion products via online surveys. The research employs Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed model and hypotheses. Results: Findings reveal that interactivity positively affects trust in both sellers and platforms but does not directly influence purchase intentions. Conversely, professionalism directly impacts purchase intentions and enhances trust. Trust in sellers and platformssignificantly mediatesthe relationship between interactivity, professionalism, and purchase intentions. Specifically, trust in sellers substantially affects purchase intentions more than trust in platforms. Conclusion: The study concludes that while interactivity builds essential trust, professionalism directly drives purchase intentions, highlighting the importance of professional conduct in live-streaming distribution channel contexts.