Factors Influencing Consumer Trust in Beauty Product Live Streamers and Improvement Pathways: An Analysis Based on the SOR Model

Shubo Xie; Dr. Manuelita Valencia

doi:10.63313/EBM.9197

Authors

Shubo Xie Researcher, Angeles University Foundation, Angeles City, Philippines Author
Dr. Manuelita Valencia Adviser, Angeles University Foundation, Angeles City, Philippines Author

DOI:

https://doi.org/10.63313/EBM.9197

Keywords:

Beauty Live Commerce, SOR Model, Consumer Trust, Streamer Characteristics, Trust Enhancement

Abstract

With the rapid development of digital transformation and e-commerce, beauty live commerce has emerged as the core growth engine of China’s beauty retail market. However, the industry’s explosive expansion has been marred by escalating trust issues, including false advertising, exaggerated efficacy claims, and inadequate quality control, which severely hinder its sustainable development. Grounded in the Stimulus-Organism-Response (SOR) theoretical framework, this paper systematically examines how three core characteristics of beauty live streamers—professionalism, authenticity, and interactivity—shape consumer trust. The study identifies four key points underlying the current trust crisis: insufficient professional literacy among streamers, fabricated scenarios and personas, weak supply chain quality control, and severe content homogenization. To address these challenges, this study proposes a four-pronged trust enhancement framework encompassing capacity building, technology empowerment, institutional safeguards, and content innovation. This research provides theoretical insights and practical strategies for regulating the beauty live commerce industry, building streamer IPs, and optimizing brand marketing practices.

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