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The rapid development of information technology, epitomized by AIGC and the metaverse, presents unprecedented challenges to techno-ethics, exposing society to significant risks and uncertainties. A systematic investigation and discussion of the construction of techno-ethical order become crucial under the paradigm of risk society theory. The selection of conditions and pathways for constructing a techno-ethical order under the risk society theory paradigm becomes an unavoidable and vital issue.

Drawing on risk society theory, this study employs scientometrics and qualitative comparative analysis (QCA) to empirically analyze the key factors and conditional pathways in the construction of techno-ethical order. Initially, a quantitative analysis is conducted on 1,490 thematic literature retrieved from CNKI and WoS to identify the hot topics and core concepts in techno-ethical research. Subsequently, QCA configuration analysis is applied to calculate eight evaluation indicators and their weights from the perspectives of government, society and individuals. Finally, the study explores the mechanisms of the impact of these indicators’ weights on the construction of techno-ethical order.

The analysis of factor weights and pathways indicates that the selection of pathways for constructing techno-ethical order is influenced both by the inherent development patterns of technology and societal systems and cultural values. Literature metrics analysis reveals an overall trend of sustained growth in techno-ethical research, indicating an unprecedented prosperity in this field. Alongside technological advancements, keywords related to “artificial intelligence” play a crucial role in current techno-ethical research. Configuration analysis demonstrates that conditional variables from the dimensions of government, society and individuals form a configuration pathway, influencing and synergistically impacting the overall level of techno-ethical order construction. Attention should be given to the mutual constraints and synergistic effects of factors related to technological development, societal systems and cultural values.

This study, grounded in the risk society theory paradigm, quantitatively explores the key factors and pathways of techno-ethical order construction in academic texts, expanding new perspectives, providing novel insights, establishing innovative methodologies and extending new boundaries in the field. Further enrichment of the dataset and in-depth discussions are warranted for continued advancement.

Homophily, a prominent phenomenon in social networking, profoundly shapes user behaviors on social media but has not been well studied in the livestream commerce context. This study aims to investigate its moderation role in leveraging the effects of key livestream commerce factors – perceived expertise of live streamers and perceived interaction during live streaming – on audience trust, a critical determinant of purchase intentions.

A survey was conducted among livestream shoppers on Taobao. A sample of 313 responses was analyzed. SPSS (version 29) was used for general statistical analysis. The partial least squares structural equation modeling approach with SmartPLS 4.1 software was used to assess the research model and hypotheses.

The results reveal noteworthy differential effects of homophily: it negatively moderates the expertise–trust association but positively moderates the interaction–trust relationship. When the audience perceives strong homophily with live streamers, their trust in these live streamers becomes increasingly contingent on the level of interaction, whereas the effect of perceived expertise diminishes.

The insights on the differential effects of homophily are novel to the literature. These findings extend theoretical understanding of the homophily effect and provide valuable guidance for live streamers, marketers and platforms seeking to reinforce audience trust and drive purchase intentions in livestream commerce.