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Live streaming commerce has emerged as an essential strategy for vendors to effectively promote their products due to its unique content presentation and real-time interaction. This study aims to investigate the influence of viewer-streamer interaction and viewer-viewer interaction on consumer trust and the subsequent impact of trust on consumers' purchase intention within the live streaming commerce context.

A survey questionnaire was conducted to collect data, and 403 experienced live streaming users in China were recruited. Covariance-based structural equation modeling (CB-SEM) was used for data analysis.

The results indicated that viewer-streamer interaction factors (i.e., personalization and responsiveness) and viewer-viewer interaction factors (i.e., co-viewer involvement and bullet-screen mutuality) significantly influence trust in streamers and co-viewers. Additionally, drawing on trust transfer theory, trust in streamers and co-viewers positively influences trust in products, while trust in co-viewers also positively influences both trust in streamers and products. Furthermore, all three forms of trust positively impact consumers' purchase intentions.

This study enriches the extant literature by investigating interaction-based trust-building mechanisms and uncovering the transfer relationships among three trust targets (streamers, co-viewers and products). Furthermore, this study provides some practical guidelines to the streamers and practitioners for promoting consumers’ trust and purchase intention in live streaming commerce.