The Role of Trust Transfer in Facilitating Stickiness Behavior in Live Streaming: A Socio-technical Perspective

In recent years, research on live streaming has developed rapidly among scholars. Especially scholars are increasingly interested in understanding consumer behaviors regarding purchasing behavior on live streaming platforms, which is classified as transactional behavior. A separate consideration is a non-transactional behavior, as there are currently many live-streaming platforms that are not only used for sales activities but also to broadcast games, cooking, and eating activities, which do not focus on consumer behavior in live-streaming activities. This study investigates consumers' non-transactional behavior (e.g., stickiness behavior) on live streaming platforms using socio-technical theory and trust transfer. This study tested the hypothesis on 285 Indonesian participants participating in various live-streaming activities across various platforms. Data analysis was performed using a structural equation modeling approach using Smart-PLS 4.0 software. In the study, interactivity and visualization significantly impacted cognitive trust more than affective trust. Although cognitive trust significantly impacts affective trust, it will also similarly impact consumers when they already possess it. The study also confirms that both types of trust increase stickiness behaviors. This is primarily because building cognitive trust is a priority for trust transfer. Therefore, it can increase stickiness behavior and affective trust, which, in this study, evolve significant managerial implications.