Exploring the Impact of Live Streamer Attributes on Consumer Purchase Intention: An SOR-Based Perspective

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.