From Language Appeals to Consumer Trust: A Comparative Case Study of TikTok Cross-Border Live Streaming

DOI

10.2991/978-2-38476-611-6_125How to use a DOI?

Keywords

cross‑border e‑commerce; live streaming; language strategies; consumer trust; S‑O‑R model; SSO theory; TikTok Shop

Abstract

Cross‑border live‑streaming e‑commerce on TikTok Shop relies heavily on anchors’ language to build consumer trust. This study investigates how rational versus emotional language appeals influence trust formation in TikTok English broadcasts. Integrating the Stimulus‑Organism‑Response (S‑O‑R) model and the Stressor‑Strain‑Outcome (SSO) theory, a qualitative comparative case analysis is conducted. Findings show that emotional/experience productspredominantly use emotional appeals, triggering positive strain (self‑referencing, anticipated elation) and building affective trust. The study extends platform trust research to verbal strategies and offers practical implications for cross‑border live‑streaming anchors.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 3.0 International License (http://creativecommons.org/licenses/by-nc/3.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yuting Zhao
PY  - 2026
DA  - 2026/09/07
TI  - From Language Appeals to Consumer Trust: A Comparative Case Study of TikTok Cross-Border Live Streaming
BT  - Proceedings of the 2026 12th International Conference on Digital Humanities and Frontiers in Social Sciences (DHFSS 2026)
PB  - Atlantis Press
SP  - 1172
EP  - 1178
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-611-6_125
DO  - 10.2991/978-2-38476-611-6_125
ID  - Zhao2026
ER  -