With the ever-increasing popularity of livestreaming commerce, understanding how livestreaming contributes to online consumption becomes crucial to social commerce. However, studies pertain to livestreaming commerce are still at a nascent stage. Based on the elaboration likelihood model and trust transfer theory, we aim to examine the underlying mechanism of how livestreaming influences consumers’ trust building and purchasing intention. The determinants, process and consequences of trust are discussed. More than 545 experienced livestreaming commerce users participated in this study in China. Our findings show two different routes through which consumers’ trust can be built and affect their purchase intention and willingness to pay more. We also verify the trust transfer effect exists from trust in the streamer to trust in product in livestreaming commerce. We hope this study will bring more insight into trust and the underlying mechanism of how livestreaming increases product sales.

The recent emergence and rapid growth of new financial services by financial technology (Fintech) companies have driven banking institutions towards operational innovation in order to gain sustainable competitive advantage. This study aims to conduct an in-depth investigation of the banking sector in response to the challenges brought by Fintech startups. Based on the service innovation theory, we propose a novel hybrid multiple criteria decision-making method (MCDM) to evaluate service innovation strategies for improving the sustainability of China’s banking industry during the Fintech revolution. A six-dimensional model comprising 20 sub-criteria is constructed and both the decision making trial and evaluation laboratory (DEMATEL) technique and DEMATEL-based analytic network process (DANP) are used to explore interrelationships among the indices and their related weights. Finally, the modified VIšekriterijumsko KOmpromisno Rangiranje (VIKOR) method is employed to evaluate performance gaps in the four major types of commercial banks in China—state-owned, joint-stock, city commercial banks, and other credit cooperatives—in the field of service innovation. The improvement priorities, ranked from highest to lowest, are new business partners, new service concepts, organizational innovation, technological innovation, new customer interactions, and new revenue models. These results will provide strategies for the sustainable development of China’s banking industry and the implementation of changes in response to the impact of the Fintech revolution.