ISSN: 2225-8329
Open access
With the rapid growth of e-commerce live streaming, live streamer characteristics have emerged as crucial drivers of consumer purchase intention. Grounded in the SOR theory, this study explores how the attractiveness, interactivity, and professionalism of live streamers impact consumer purchase behavior through the mediating roles of perceived value and trust. Data were gathered via a questionnaire survey, and analyses were conducted using SPSS 26.0 and AMOS 26.0 to test the proposed hypotheses. The findings indicate that streamer attractiveness, interactivity, and professionalism significantly enhance perceived value, while interactivity and professionalism also strengthen consumer trust. Although attractiveness does not directly affect trust, perceived value mediates the relationship between attractiveness, interactivity, professionalism, and purchase intention. Trust further mediates the effects of interactivity and professionalism on purchase intention. These results underscore that interactivity and professionalism play pivotal roles in boosting purchase intention by enhancing perceived value and trust, whereas attractiveness influences purchase behavior primarily through perceived value. This study highlights the critical pathways through which live streamer traits shape consumer purchasing decisions in e-commerce.
Akram, U., Junaid, M., Zafar, A. U., Li, Z., & Fan, M. (2021). Online purchase intention in Chinese social commerce platforms: Being emotional or rational? Journal of Retailing and Consumer Services, 63, 102669. https://doi.org/10.1016/j.jretconser.2021.102669
Apasrawirote, D., & Yawised, K. (2022). Factors influencing the behavioral and purchase intention on live-streaming shopping. Asian Journal of Business Research, 12(1), 39. https://doi.org/10.14707/ajbr.220119
Boonchutima, S., & Surakanon, A. (2023). The Impact of VTubers and Streamers on the Purchase Intention of Otaku and Non-Otaku Respondents: A Comparative Study. Basic and Applied Social Psychology, 1-17. https://doi.org/10.1080/01973533.2023.2208246
Chandrruangphen, E., Assarut, N., & Sinthupinyo, S. (2022). The effects of live streaming attributes on consumer trust and shopping intentions for fashion clothing. Cogent Business & Management, 9(1), 2034238. https://doi.org/10.1080/23311975.2022.2034238
Chen, J. (2022). Research on problems and countermeasures of e-commerce live streaming in Jilin Province under the digital economy. Industrial Innovation (20), 67-69. https://doi.org/CNKI:SUN:CYCX.0.2022-20-021
Chen, Z. Y., & Cui, L. Y. (2023). Empirical Analysis of the Relationship between E-commerce Host Characteristics and Irrational Consumption Behavior. Journal of Commercial Economics, (04), 81-84. https://doi.org/10.13956/j.ss.1001-8409.2023.04.020
Dabbous, A., & Barakat, K. A. (2020). Bridging the online offline gap: Assessing the impact of brands’ social network content quality on brand awareness and purchase intention. Journal of Retailing and Consumer Services, 53, 101966. https://doi.org/10.1016/j.jretconser.2019.101966
Gao, G. B., & Wang, K. L. (2024). Research on the impact of anchor characteristics on consumers' impulse buying intention in food live-streaming selling. Journal of Researches on Dietetic Science and Culture, (02), 32-39. https://doi.org/10.19913/j.cnki.2095-8730msyj.2024.02.05
Gao, Y. H. (2020). The impact of e-commerce anchor characteristics on consumer purchase intention [Master's dissertation, Harbin Institute of Technology]. CNKI. https://bit.ly/41pyqQZ
Guo, K. (2021). The influence of e-commerce live-streaming opinion leaders on consumer purchase intention [Master's dissertation, Southwest University of Finance and Economics]. CNKI. https://bit.ly/470UVwX
Harrigan, M., Feddema, K., Wang, S., Harrigan, P., & Diot, E. (2021). How trust leads to online purchase intention founded in perceived usefulness and peer communication. Journal of Consumer Behaviour, 20(5), 1297-1312. https://doi.org/10.1002/cb.1936
He, C. Z., & Ye, X. Y. (2023). The Influence of Live Stream Host Information Source Characteristics on Consumer Brand Attitudes. Journal of Commercial Economics, (17), 68-73. https://doi.org/10.13956/j.ss.1001-8409.2023.17.016
Heo, J., Kim, Y., & Yan, J. (2020). Sustainability of live video streamer’s strategies: Live streaming video platform and audience’s social capital in South Korea. Sustainability, 12(5), 1969. https://doi.org/10.3390/su12051969
Huang, S. H., Deng, F. M., & Xiao, J. C. (2021). Research on impulse purchase decision of audiences on live streaming platforms: From the perspective of dual paths perspective. Finance & Economics, (05), 119-132. https://doi.org/10.14089/j.cnki.cn11-3664/f.2021.05.011
Jing, Q. (2023). Beyond Product Power: A Study on the Practice Logic of Knowledge-based Streamer Live Marketing. Contemporary Communication, (06), 88-95. https://doi.org/10.14089/j.cnki.cn11-3664/f.2023.06.016
Joo, E., & Yang, J. (2023). How perceived interactivity affects consumers' shopping intentions in live stream commerce: Roles of immersion, user gratification, and product involvement. Journal of Research in Interactive Marketing, 17(5), 754-772. https://doi.org/10.1108/JRIM-02-2022-0037
Khoi, N. H., & Le, A. N. H. (2023). Real-time interactivity and impulsive buying in livestreaming commerce: The focal intermediary role of inspiration. International Journal of Human–Computer Interaction, 1-16. https://doi.org/10.1080/10447318.2023.2176987
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027. https://doi.org/10.1016/j.jretconser.2019.102027
Li, G. M., & Yan, J. Y. (2023). The Marketplace Literacy of the Streamer and its Impact on Consumers’ Purchase Intention. Journal of Harbin University of Commerce (Social Science Edition), (04), 59-70. https://doi.org/10.14089/j.cnki.cn11-3664/f.2023.04.005
Li, J.Y., & Li, L.Z. (2022). The influence of live streamer characteristics on consumer repurchase intentions in e-commerce live streaming: A case study of Douyin live. Journal of Commercial Economics, (10), 71-75. https://doi.org/10.14089/j.cnki.cn11-3664/f.2022.10.017
Li, K. W. (2021). Exploration of the Impact of E-Commerce Live Streaming Features on Consumers' Online Purchasing Behavior [Master's dissertation, Shanghai University of Finance and Economics]. CNKI. https://kns.cnki.net/KCMS/detail/detail.aspx?dbname=CMFD202301&filename=1021151343.nh
Li, Q., Li, X., & Wei, X. J. (2020). Study on consumers' community group purchase based on the integration of SOR and commitment-trust theory. Journal of Xi'an Jiaotong University (Social Sciences), (02), 25-35. https://doi.org/10.15896/j.xjtuskxb.202002004
Lian, Y., & Fu, T.J. (2022). Research on customers' online purchase intention under the stimulation of e-commerce live broadcast: The mediating role of customer perceived value. China Circulation Economy, 3, 14-16. https://doi.org/10.16834/j.cnki.issn1009-5292.2022.03.006
Liu, F.J., Meng, L., Chen, S.Y., & Duan, S. (2020). The impact of network celebrities’ information source characteristics on purchase intention. Chinese Journal of Management, 17(1), 94-104. https://doi.org/10.14089/j.cnki.cn11-1010/f.2020.01.011
Liu, P.S. & Shi, Y.D. (2020). Research on the influencing mechanism of live broadcasting marketing pattern on consumers' purchase decision. China Business and Market, 34(10), 38-47. https://doi.org/10.14089/j.cnki.cn11-3664/f.2020.10.004
Liu, Y. Q., Zhang, X. Y., & Wang, Q. (2024). A study on the influence of streamer characteristics on consumer purchase intention in the era of nationwide live streaming. Price: Theory & Practice, 1-5. https://doi.org/10.19851/j.cnki.CN11-1010/F.2024.04.211
Liu, Y., Li, Q., & Yin, M. (2018). The influence of internet shopping festival atmosphere on consumer impulse buying. Commercial Research, (07), 18-23. https://doi.org/10.13902/j.cnki.syyj.2018.07.003
Liu, Y., Li, Q., & Yin, M. (2020). Research on the influence of webcast shopping features on consumer buying behavior. Soft Science, 34(6), 108-114. https://doi.org/10.13956/j.ss.1001-8409.2020.06.17
Meng, L., Liu, F. J., Chen, S. Y., & Duan, S. (2020). Can I Evoke You? A Study on the Influence Mechanism of Information Source Characteristics of Different Types of Live Broadcasting Celebrity on Consumers' Willingness to Purchase. Nankai Business Review, 23(01), 131-143. https://doi.org/10.19913/j.cnki.CN11-1010/F.2020.01.013
Merritt, K., & Zhao, S. (2022). The power of live stream commerce: A case study of how live stream commerce can be utilized in the traditional British retailing sector. Journal of Open Innovation: Technology, Market, and Complexity, 8(2), 71. https://doi.org/10.3390/joitmc8020071
Nasir, M., Sularso, A., Irawan, B., & Paramu, H. (2020). Brand trust for creating brand loyalty in automotive products. International Journal of Management, 11(06), 1237-1250. https://doi.org/10.5267/j.ijdns.2022.5.001
Rasool, A., Ul Islam, J., & Shah, F. A. (2023). Unravelling relational dynamics between experiential value and customer engagement: Does customer gender matter? Journal of Marketing Communications, 1-28. https://doi.org/10.1080/13527266.2023.2261946
Sanusi, B. O., Daniel, H. A., Olanihun, S. Z., & Olanrewaju, M. M. (2022). TV News Presentation, Source Attractiveness, and Credibility: An Audience Perception Study. KIU Journal of Social Sciences, 8(3), 179-186. https://doi.org/10.58709/kiujss.v8i3.1516.179-186
Terblanche, N. S., Boshoff, C., & Human-Van Eck, D. (2023). The influence of cause-related marketing campaign structural elements on consumers’ cognitive and affective attitudes and purchase intention. International Review on Public and Nonprofit Marketing, 20(1), 193-223. https://doi.org/10.1007/s12208-022-00338-2
Tian, Y. Y. (2023). Analysis of factors influencing online consumers' impulse shopping based on the SOR model. Trade Fair Economy, 3(05), 88-90. https://doi.org/10.19995/j.cnki.CN10-1617/F7.2023.05.088
Wang, H. J. (2023). Interactivity of Agricultural Product Live Streaming, Consumer Psychological Experience, and Purchase Intention. Journal of Commercial Economics, (22), 80-83. https://doi.org/10.19913/j.cnki.2095-8730msyj.2023.22.018
Wang, J. B., Wu, Y. C., Wang, Q. L., & Li, J. (2021). Research on the relationship between e-commerce anchor attributes, consumer trust and purchase intention: The moderating effect based on commodity price and reputation of e-commerce platform. Price: Theory & Practice, (12), 151–154. https://doi.org/10.19851/j.cnki.CN11-1010/F.2021.12.469
Wang, S. M. (2022). The Impact of Digital Literacy on Citizen Participation in Online Policy Making (Master's dissertation, Guizhou University). CNKI. https://bit.ly/3GK0qVZ
Wang, Y., Lu, Z., Cao, P., Chu, J., Wang, H., & Wattenhofer, R. (2022). How Live Streaming Changes Shopping Decisions in E-commerce: A Study of Live Streaming Commerce. Computer Supported Cooperative Work (CSCW), 31(4), 701–729. https://doi.org/10.1007/s10606-022-09439-2
Wongkitrungrueng, A., Dehouche, N., & Assarut, N. (2020). Live streaming commerce from the sellers’ perspective: Implications for online relationship marketing. Journal of Marketing Management, 36(5-6), 488–518. https://doi.org/10.1080/0267257X.2020.1748895
Xu, X., Wu, J. H., & Li, Q. (2020). What drives consumer shopping behavior in live streaming commerce? Journal of Electronic Commerce Research, 21(3), 144–167.
Yin, Y. & Wang, Y. L. (2022). The influence of e-commerce livestreaming on users' purchase intention—Based on the characteristics of the hosts and a social presence perspective. Journal of Hubei University of Science and Technology, 42(01), 26-33. https://doi.org/10.16751/j.cnki.hbkj.2022.01.005
Zhang, B. S., Zhang, Q. P., & Zhao, C. G. (2021). The influence of webcast characteristics on consumers' purchase intention under e-commerce live broadcasting mode——the mediating role of consumer perception. China Business and Market, 35(6), 52–61. https://doi.org/10.14089/j.cnki.cn11-3664/f.2021.06.005
Zhang, B. Y. (2023). Investigation of the relationship between virtual tactile congruence, perceived value, and consumer loyalty. Journal of Commercial Economics, (09), 65-67. https://doi.org/10.19913/j.cnki.2095-8730msyj.2023.09.015
Zhang, S. S. (2024). An analysis of the new directions for the regulated development of the online streaming industry. Contemporary TV, 08, 38-42. https://doi.org/10.16531/j.cnki.1000-8977.2024.08.011
Zhao, B. G. & Wang, Y. F. (2021). The Influence of E-commerce Anchor Characteristics on Consumers' Purchase Intention. Commercial Research, (01), 1–6. https://doi.org/10.13902/j.cnki.syyj.2021.01.001
Zhao, D. W. & Feng, J. X. (2021). The impact of characteristics of e-commerce anchor as a key opinion leader on consumers' purchase intention. Commercial Research, (04), 1-9. https://doi.org/10.13902/j.cnki.syyj.2021.04.001
Zheng, Y. K. (2022). Research on e-commerce anchor setting communication based on scene theory [Master's thesis, Hunan University of Technology]. CNKI. https://bit.ly/3KRYIVh
Zuo, J. J., & Li, Y. Y. (2023). The Influence and Mechanism of E-commerce Anchor Professionalism on Consumers' Impulse Buying Behavior. Consumer Economics, (04), 94-102.
Huang, M. X., Ye, Y. Q., & Wang, W. (2023). The interaction effect of broadcaster and product type on consumers' purchase intention and behaviors in livestreaming shopping. Nankai Business Review, (02), 188-198.
Huanyu, D., Hamid, A. B. A., & Rahim, H. A. (2024). Exploring the Impact of Live Streamer Attributes on Consumer Purchase Intention: An SOR-Based Perspective. International Journal of Academic Research in Accounting, Finance and Management Sciences, 14(4), 1207–1227.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode