Reframing the Dilemma of Consumer Trust in Food E-commerce Live Streaming: Problems, Reasons and Strategies

Food e-commerce live streaming, a new form of food products selling in the internet age, has become increasingly popular. However, due to its natures of direct impact on health, difficulty in checking food quality and emphasis on instant experience, the current food e-commerce live streaming marketing presents consumer trust problem. Given that trust is an important factor affecting consumer purchase, it is critical to investigate consumer trust issues in the context of food e-commerce live streaming. Drawing on the literature on food e-commerce live streaming and consumer trust, this study refines the reasons of consumer trust problems, and proposes effective strategies to enhance consumer trust. Through in-depth analysis and discussion, this study shed new insights into the influence factors of consumer trust. In addition, this study offers practical implication for food e-commerce live streaming managers to solve the consumer trust problems, promoting the sustainable development of food e-commerce live streaming.