Extending Trust Transfer Theory to Live Social Commerce:
Impacts of Personalization on Loyalty
Keywords:
personalization, trust transfer, live streaming commerce, product trust, customer loyaltyAbstract
This study aims to examine how personalization influences consumer loyalty in live-streaming social commerce through trust transfer mechanisms. Specifically, it investigates the effects of personalization on trust in products and in streamers as well as evaluates how these 2 trust dimensions mediate the relationship between personalization and loyalty. A quantitative survey was conducted with 300 active TikTok Shop Live users in East Java, Indonesia, and the data were analyzed using Partial Least Squares Structural Equation Modeling with SmartPLS 4. The results showed that personalization had positive and significant effects on both trust in products and in streamers. Both trust dimensions also significantly enhanced consumer loyalty, but trust in products had a stronger influence. The mediation analysis confirmed that trust transfer was a key mechanism linking personalization and loyalty, with trust in products serving as the more dominant mediator. Theoretically, this study extended trust transfer theory by distinguishing product-based and streamer-based trust pathways in live social commerce. The results suggested that sellers and platforms must prioritize personalized recommendations, credible product demonstrations, and transparent product information to strengthen product trust and sustain consumer loyalty.
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