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This study examines the inverted U-shaped relationship between a live-streaming seller’s disclosure of two-sided product information and consumers’ trust in the seller and product. It also explores the interaction between these two types of information disclosure and their impact on purchase intention in the live-streaming sales context.

An e-questionnaire survey was conducted in China, followed by multiple regression and structural equation modeling analyses.

The disclosure of both negative and positive product information is positively correlated with consumers’ trust in the seller or product but does not directly affect their purchase intention. Negative information disclosure neither enhances nor diminishes the positive impact of disclosing positive information on consumer trust.

Live-streaming sellers (i.e. retailers or manufacturers) should disclose both positive and negative product information to form consumers’ trust toward them (or products) and enhance sales.

Live-streaming sellers often worry about the negative effects of excessive promotions or disclosure of positive or negative product information. However, these negative effects were not statistically significant.

Since some researchers have found nonlinear effects of two-sided product information in other contexts, this study is the first to focus on the impact of live-streaming sellers’ disclosure of two-sided product information on consumers’ trust in the live-streaming sales context rather than on the information per se.

Property developers identify the vital role of social media brand engagement (SMBE) in sustaining their businesses in competitive marketplaces, but it remains underexplored. This paper examines how SMBE mediates the effects of firm-generated content (FGC) and user-generated content (UGC) on brand trust, considering the moderating effects of social media influencer endorsement (SMIE) and self-image congruence (SIC) for luxury residential properties (LRPs).

Around 516 high-income homebuyers in Vietnam who shared information about LRP on social media were targeted to test the research model empirically. The primary data collected from paper-based surveys were analysed using SPSS 26 and AMOS 24.

Results indicate that FGC and UGC positively impact SMBE and consequently significantly affect brand trust. Further, results confirm the moderating roles of SMIE and SIC in the effects of FGC and UGC on SMBE.

Data and sample size were limited to meet the generalisation from different nations and cross cultures.

The authors' findings suggest that marketers should apply the authors' integrated SMBE model to strengthen brand–consumer interactions and increase their sales revenue.

This study is the first in its application of the uses and gratifications theory and self-congruence theory to investigate how SMBE mediates the relationship between FGC and brand trust as well as between UGC and brand trust. Noticeably, this study makes a novel contribution as the first to quantitatively explore the moderating effects of SMIE and SIC in the authors' research model.

The purpose of this study is to understand the psychological mechanism that affects consumer trust by focusing on the formation and influence process of psychological contracts, and taking this opportunity, explore the influence paths of food quality, food safety and service quality on consumer trust in the online food market, and provide theoretical suggestions for building trust in food businesses' consumers.

This study is based on an empirical investigation and uses partial least square structural equation modeling for analysis. Survey data were collected online from 359 APP users of online food transaction platforms in China.

Food quality, food safety and service quality influence consumer trust through the mediating effects of relational and transactional psychological contracts. However, the differences between these influencing paths are obvious and shift with changes in the marketing channels.

This study contributes to the body of consumer trust research by exploring online food transactions as an emerging trend in China. Some optimization strategies for food quality, food safety and service quality are provided for enterprises involved in online food transactions.

This is a pioneering study revealing psychological contracts as a missing but significant mediator between consumer trust and its antecedents.

This study aims to explore how consumers’ purchase intentions concerning dietary supplements are affected by two pivotal factors: pharmacist professionalism and celebrity endorser attractiveness. In addition, this study investigates the moderating role of consumers’ awareness of product knowledge about dietary supplements in the relationship between brand trust and purchase intention.

The research data was collected through online questionnaires from a convenience sample of 340 individuals residing in Taiwan. The research model, consisting of four hypotheses, was formulated based on a literature review. The partial least squares structural equation modeling technique was used for data analysis.

The findings indicate positive effects of both pharmacist professionalism and celebrity endorser attractiveness on dietary supplement brand trust. The results also suggest a significant impact of brand trust on purchase intention. Finally, product knowledge significantly moderates the relationship between brand trust and purchase intention.

The findings from this study provide valuable insights for marketers, pharmacists and practitioners about the drivers of consumers’ dietary supplement purchase behavior. It will enable marketers to develop better strategies for the dietary supplement market segment.

This paper has made a significant contribution to the understanding of consumer buying intentions toward dietary supplements, addressing a gap in the literature. First, unlike previous research, this study considers both pharmacist professionalism and celebrity endorser attractiveness in the research model, effectively bridging this gap. Furthermore, this study identifies the pivotal role of brand trust as a critical factor in enhancing consumers’ purchase intentions toward dietary supplements, offering valuable insights for dietary supplement companies regarding consumer purchase decision-making.

Corporate social responsibility (CSR) ISO standards have been noted as an essential marketing strategy by which firms can achieve consumer trust while improving environmental, social, and quality factors. This study discloses the contextual relationship between CSR ISO standards and sustainable impulse buying behavior. This study also looks to uncover the CSR ISO driving and linkage factors that motivate consumers to make sustainable impulsive purchases.

Three distinct research methods were employed in this research. First, a consumer expert opinion-based Interpretive Structural Modeling (ISM) approach was adopted to reveal the contextual relationship between CSR ISO factors and sustainable impulse buying behavior. Secondly, Matrice Impacts Croises Multiplication Appliques Classement (MICMAC) was used to examine these factors' driving and dependent power. In addition, Minitab package software was also used to check the statistical validation of ISM-MICMAC results.

The results indicate that although environmentally responsible CSR ISO 14001, socially responsible CSR ISO 26000, and consumer perception of product quality CSR ISO 9001 standards contain strong driving power, their dependent power was weak. All these CSR ISO factors (14,001, 26,000, and 9001) strongly impact each other and sustainable impulse buying. Therefore, these three CSR ISO factors have been placed at the bottom of the ISM model. The CSR ISO 14020 standard (labeling of the product), knowledge of CSR ISO standards, consumer trust, and advertising about CSR ISO standards have been placed in the middle. The mentioned factors have intense driving and dependent power and are classified as linkage factors for sustainable impulse buying. Impulse buying behavior has weak driving and strong dependent power, yet this factor strongly depends on other CSR ISO factors. Hence, this factor is placed at the top of the ISM model. In addition, the Minitab package software results indicate that ISM-MICMAC results are statistically valid.

To the best of our knowledge, this research is unique and examines the influence of CSR ISO factors on sustainable impulse buying in the context of Pakistani consumers. Secondly, our study has thoroughly investigated several CSR ISO factors and allied these factors in the context of consumer buying behavior. Third, several CSR ISO factors and impulse buying behavior were examined using a mix of ISM-MICAC and Minitab methods. Thus, including these steps in our study has led to the development of a novel technique.

This study aims to examine the mechanisms underlying social media commerce by investigating the interplay between platforms, people and information. Drawing upon trust transfer theory, the research model proposes that the platform’s information provision enhances the credibility of the information source, leading to increased information usefulness, adoption and sharing, ultimately influencing purchase intention.

The research design used in this study was a quantitative approach using a cross-sectional survey method. The study developed a research model based on trust transfer theory and hypothesized relationships between the platform’s information provision, information source credibility, information-related responses and purchase intention. Structural equation modeling was used to analyze the collected data and test the research hypotheses.

The findings supported most of the hypotheses and provided valuable insights into the role of information credibility in shaping consumers’ purchase intentions. Specifically, the study revealed that the platform’s information provision enhances the credibility of the information source, leading to increased information usefulness, adoption and sharing. Furthermore, information usefulness and adoption mediate the relationship between information source credibility and purchase intention.

The limitations of this research include the use of convenience sampling, which may not represent the broader population, and the cross-sectional design, which does not provide an in-depth understanding of the adoption process. The reliance on self-reported data and the limited scope of investigation with only six constructs are additional limitations. Future studies should consider national random sampling, longitudinal designs, multiple data sources and explore negative effects and other potential mediating variables. Despite these limitations, this research contributes to the understanding of social media commerce mechanisms and provides valuable insights for practitioners in the field.

The findings of this study provide valuable insights for platform providers and marketers in the social media commerce environment. First, the study emphasizes the importance of effective messaging in improving information credibility. Platform providers should focus on delivering accurate and trustworthy information to enhance consumers’ perceptions of product quality and increase purchase intentions. Second, marketers can leverage the information-related factors identified in this study, such as information usefulness and adoption, to optimize their marketing efforts. By understanding how consumers perceive and interact with information on social media platforms, marketers can tailor their strategies to effectively engage and influence potential customers. Overall, these practical implications can enhance success in the competitive social media commerce landscape.

The social implications of this study are significant for social media commerce practitioners. The findings highlight the importance of effective messaging and information provision on social media platforms in improving information credibility, thereby enhancing purchase intention. By understanding the mechanisms that drive consumer behavior in the context of social media commerce, platform providers and marketers can optimize their marketing efforts. This includes focusing on delivering trustworthy and useful information, fostering information adoption and sharing among users and ultimately increasing the likelihood of successful transactions. These insights provide valuable guidance for practitioners to navigate the competitive landscape of social media commerce and enhance their chances of success.

The originality of this research lies in its application of trust transfer theory to investigate the mechanisms driving social media commerce. By examining the interplay between platform, people and information, the study specifically focuses on the role of the platform’s information provision in enhancing information credibility and its impact on information-related responses and purchase intentions. This study extends the understanding of the trust transfer mechanism between customers and sellers/brands in customer-to-customer social commerce by emphasizing the importance of effective messaging and information credibility in shaping consumer behavior. The empirical findings contribute to the understanding of information trust transfer and provide a unique perspective on the underlying mechanisms that drive social media commerce.

The purpose of this research article is to explore the behavioural intention of consumers to use app-based shopping for green-tech products in the emerging economy of Bangladesh. The study investigates the indirect effects of perceived ease of use, usefulness, perceived delivery and perceived security on the behavioural intention to use app-based shopping for purchasing green-tech products by considering the mediating role of perceived trust.

A quantitative research approach was applied to collect data from the respondents who had previously used app-based shopping for green-tech products in Bangladesh. An online, self-administered survey questionnaire was used to collect data from 348 respondents. The survey data was analysed using SmartPLS-4 to measure the reliability and validity of the constructs. In addition, partial least squares structural equation modelling (PLS-SEM) was employed to test the research model and hypotheses.

The study's results reveal that perceived usefulness, ease of use, security and delivery positively and significantly influence perceived trust, leading to a higher behavioural intention to use app-based shopping for green-tech products. Additionally, perceived trust significantly mediates the relationship between the behavioural intention to use app-based shopping and perceived usefulness, perceived ease of use, perceived security and perceived delivery.

The study's findings have important implications for app-based shopping services to support customers interested in purchasing green-tech products in an emerging economy. The results also indicate that green-tech product companies must adopt new service delivery channels and ensure consumers' convenience and cost and time savings. The present research findings suggest that green-tech product companies need to ensure that they integrate digital technologies into their services for secure and timely delivery of products, improving customer convenience.

The study's findings can be insightful for app-based shopping service providers to foster their businesses by focussing on developing a positive trust perception in the consumer's mind, leading to a positive intention to use the app-based shopping services. The present study will enrich the current literature by investigating how consumers' perceived trust affects their behavioural intention to use app-based online shopping for purchasing green-tech products. It will also expand the existing knowledge on app-based shopping by exploring how perceived delivery impacts perceived trust, which subsequently affects customers' intentions to adopt the purchase of green-tech products.

This research extends self-congruity theory and assesses the predictive validity of the triad personality congruence among brand, brand-related sustainability initiatives (BSI) and self-concept (BSSC: brand-sustainability-self-congruence) on consumers’ brand evaluation.

Three studies assessed BSSC using the brand personality scale (BPS) and the direct congruence measure (DCM). Through moderated mediation analyses, BSSC effects were examined on consumers’ behavioral intention, behavior and subjective well-being (SWB). The mediating role of brand trust and the moderating role of brand/BSI types and consumer characteristics were also assessed.

BSSC increased consumers’ brand trust, behavioral intention, behavior and SWB. Data based on BPS revealed impactful attributes that increase/decrease BSSC levels across brand-BSI combinations and the moderating role of sustainability involvement and income to enhance BSSC effects. BSSC was particularly effective, according to DCM.

For BSI planning, strategic consideration of BSSC based on both BPS and DCM is recommended. Thus, managers may predict the psychological impact of BSI and align its attributes to increase consumers’ brand evaluation.

In the sustainable marketing context, this research discusses BSSC – triad personality congruence – based on BPS and DCM and its predictive effects on consumers’ short-term brand evaluation, their actual behavior and SWB, a long-term life evaluation. The results imply a possible variation in consumers’ information processing according to the congruence measurement approach. Thus, it is relevant to the research on self-congruity, sustainability, marketing, consumer psychology/behavior and well-being.

This study aims to investigate the impact of service quality (SQ), perceived value (PV) and consumer satisfaction on Thai street food, with customer satisfaction (CS) as a mediator for customer loyalty and repurchase intention (RI). It also explores how consumer trust (CT) in Thai street food safety moderates these relationships.

Structural equation modelling (SEM) was utilised to analyse the complex interrelationships between various constructs. Multi-group analyses were conducted to investigate the moderating effects of CT on the structural model, considering two distinct groups based on trust levels: low and high.

The findings revealed that SQ and PV significantly influenced CS and behavioural intention, while the perceived quality of Thai street food had no significant impact on post-COVID-19 consumer satisfaction. The study highlighted the critical role of CT in moderating the relationships between SQ, PV and CS, with distinct effects observed in groups with varying trust levels.

The research emphasises the importance of enhancing SQ and delivering value to customers in the context of Thai street food, which can contribute to increased CS, RI and positive word-of-mouth. Furthermore, the study underscores the critical role of building CT in fostering enduring customer relationships and promoting consumer satisfaction and loyalty.

This research offers valuable insights into consumer behaviour and decision-making processes, particularly within the realm of Thai street food. It underscores the significance of understanding and nurturing CT, especially in the post-COVID-19 landscape, emphasising the need for effective business strategies and consumer engagement.

Cryptocurrencies are becoming increasingly attractive as alternatives to traditional currencies. Although many retailers accept cryptocurrencies as a means of payment in online shopping, consumers’ cryptocurrency adoption intention in online shopping (CCAI) is still low. This study aims to investigate the influence of attitudes, subjective norms, consumer trust, financial literacy and fear of missing out (FOMO) on CCAI.

A quantitative research approach was followed using a consumer survey. Hypothesized relationships were tested through regression and mediation analyses.

The results revealed that consumers could accept cryptocurrencies as a means of payment in online shopping. Attitudes, subjective norms, consumer trust and financial literacy directly and positively influence CCAI, while they indirectly affect CCAI through the mediating impact of FOMO.

Marketing managers should improve consumers’ knowledge about cryptocurrencies and trust in online shopping to increase CCAI. Social media marketing can be appropriate, while the advertising content can address keeping up with others and staying connected.

This study addresses a critical gap in the literature by empirically examining the antecedents of CCAI within an original conceptual model based on the theoretical framework provided by the theory of planned behavior. Attitudes, subjective norms, trust and financial literacy influence CCAI, where FOMO plays a significant role as a mediator.