This study focuses on building product trust in live commerce based on TaoBao Live which is one of the popular live-streaming platforms of electronic commerce. Consumer trust in e-commerce has been argued as a key factor affecting the purchase decision-making process in a situation of uncertainty. Given that there is a lack of trust in Korean products, it is difficult to attract Chinese consumers’ purchasing intentions. By applying the theoretical framework for perceived value of live commerce, consumer trust, and purchase intentions, this study demonstrates the relationships among key variables in live-streaming shopping. Furthermore, the study examines how influencers’ characteristics affect consumers’ perceived value of live commerce (i.e., utilitarian and hedonic value) and product trust with a lack of brand awareness. More specifically, we consider influence and attractiveness as influencers’ characteristics and verify their effects on perceived value and product trust, thereby affecting purchase intentions. To test the proposed model and hypotheses, the partial least squares (PLS) analysis is used with a total of 220 data from buyers who have experience in TaoBao Live. The key findings are as follows. Firstly, product trust depends on utilitarian and hedonic values. Thus, it is important to appeal utilitarian and hedonic values in building consumer trust in products. Secondly, purchase intentions of Korean products are determined by product trust and both types of perceived value. It is noteworthy that utilitarian value has considerable influence on purchase intentions in live commerce. Finally, influencers’ influence and attractiveness contribute to the increase of product trust as well as utilitarian and hedonic values.