Assessing Streamer Attributes: The Role of Trust in Purchase Intention for Live E-Commerce

Monica Law (), Mark Ng (), Lubanski Lam () and Xiling Cui ()
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Monica Law: Hong Kong Shue Yan University
Mark Ng: Hong Kong Shue Yan University
Lubanski Lam: Hong Kong Shue Yan University
Xiling Cui: Hong Kong Shue Yan University

A chapter in Advances in Digital Marketing and eCommerce, 2023, pp 53-61 from Springer

Abstract: Abstract This study aims to examine which streamer attributes enhance consumer trust and thus increase purchase intention. Regarding signalling theory, each attribute conveys specific signals to consumers. Results obtained from a survey of 453 respondents for live e-commerce in Hong Kong and analysed with a structural equation model indicate that attractiveness, parasocial interaction and responsiveness have significant positive relationships and are fully mediated by trust, whereas trust has a significant positive relationship with purchase intention. However, creativity is neither related nor mediated with trust but has a positive direct relationship with purchase intention. This research contributes to live-streaming e-commerce literature to provide further understanding of the impacts of different streamer attributes on trust and purchase intention. It also provides significant implications for marketers to review current live e-commerce strategies and adopt improved strategies for selecting and cooperating with streamers.

Keywords: Attractiveness; Creativity; Parasocial interaction; Responsiveness; Trust; Purchase intention (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-31836-8_7

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DOI: 10.1007/978-3-031-31836-8_7

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