Abstract
With the rise of live-streaming commerce as a key driver for secondhand luxury retail, concerns over counterfeits and the lack of standardised authentication hinder consumer trust in products and retailers. AI authentication, leveraging machine learning and real-time image recognition, offers a potential solution by providing automated, highly accurate verification during secondhand luxury live-streaming commerce.
Although AI authentication has been employed across various industries, its application in secondhand luxury live-streaming has yet to be investigated. This study addresses this gap by examining AI authentication-related factors that influence consumer trust in products and retailers in secondhand luxury live-streaming commerce. This research enhances the Technology Acceptance Model (TAM) by including AI-authentication-specific factors to assess their influence on customer trust in products and retailers, which subsequently influence purchase intention. This study addresses counterfeit issues, fostering ethical consumption and greater transparency in secondhand luxury markets.