Social versus Technical Characteristics: Influence Mechanisms of Virtual Streamers on Consumers' Purchase Intention in E-Commerce Live streaming

Description

This dataset contains 654 valid responses from a scenario-based experiment exploring how virtual streamers’ social and technical features shape consumer dual trust and purchase intention in e-commerce live streaming. We hypothesized social attributes (interactivity, anthropomorphism, personalization) and technical attributes (perceived ease of use, perceived usefulness, synchronicity) influence purchase intention through trust in virtual streamers and trust in shopping platforms, with product type as a moderator and a trust transfer effect between the two trust constructs. Analyzed via PLS-SEM, the results confirm socio-technical asymmetry: social factors strongly build streamer trust while synchronicity shows no relevant effect; platform trust is dominated by technical attributes, and perceived usefulness only benefits platform trust for search products. Significant trust transfer from streamer trust to platform trust is also verified. Anonymized cleaned survey data is provided for replication or secondary research, aligned with the corresponding academic paper.

Institutions

• Hefei University of Technology

  Anhui, Hefei

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