The Dual Driving Effect of "Anchor-User" Co-Creation Relationship on Trust Construction and Consumption Conversion in Live Streaming E-Commerce

Zhan Li

doi:10.47297/wspdecWSP2515-797322.20250912

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The Dual Driving Effect of "Anchor-User" Co-Creation Relationship on Trust Construction and Consumption Conversion in Live Streaming E-Commerce

9卷第12期

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The Dual Driving Effect of "Anchor-User" Co-Creation Relationship on Trust Construction and Consumption Conversion in Live Streaming E-Commerce
The Dual Driving Effect of "Anchor-User" Co-Creation Relationship on Trust Construction and Consumption Conversion in Live Streaming E-Commerce
Hunan Broadcasting System Media Group Co.Ltd, Changsha, Hunan, 410000, China
2025年9卷第12期页码：106-109
纸质出版：2025-12-30
DOI：10.47297/wspdecWSP2515-797322.20250912
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Zhan Li. (2025). The Dual Driving Effect of "Anchor-User" Co-Creation Relationship on Trust Construction and Consumption Conversion in Live Streaming E-Commerce. 发展经济学, 9(12), 106-109.

Zhan Li.The Dual Driving Effect of "Anchor-User" Co-Creation Relationship on Trust Construction and Consumption Conversion in Live Streaming E-Commerce[J].Development Economics of China,2025,09(12):106-109.
Zhan Li. (2025). The Dual Driving Effect of "Anchor-User" Co-Creation Relationship on Trust Construction and Consumption Conversion in Live Streaming E-Commerce. 发展经济学, 9(12), 106-109. DOI： 10.47297/wspdecWSP2515-797322.20250912.

Zhan Li.The Dual Driving Effect of "Anchor-User" Co-Creation Relationship on Trust Construction and Consumption Conversion in Live Streaming E-Commerce[J].Development Economics of China,2025,09(12):106-109. DOI： 10.47297/wspdecWSP2515-797322.20250912.

摘要

Abstract

This study examines how "anchor-user" co-creation in live-streaming e-commerce builds trust and drives purchases. Through a comparative analysis of three brands—Perfect Diary (beauty)

Three Squirrels (food)

and Sephora (international beauty) - it explores how co-creation activities foster consumer trust and enhance conversion. Findings reveal that co-creation builds trust through information transparency and emotional resonance

which in turn promotes purchase conversion. While co-creation approaches vary by product category

effective interaction consistently improves both trust and sales. The research offers theoretical insights and practical suggestions for brands operating in live-streaming commerce.

关键词

Keywords

references

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