Influencing mechanisms of live streaming influencer characteristics on purchase intention: The mediating role of emotional trust.

ABSTRACT: Live streaming e-commerce emphasizes the role of live streaming influencers and the dynamic interactions between viewers and live streaming influencers. Utilizing data collected from 400 questionnaires, this study delves into the mechanisms through which characteristics of live streaming influencers influence consumer purchase intentions, with a focus on consumer emotional trust as a mediating variable as well as consumer education level, age, perceived risk, and live-stream engagement as moderating factors. The findings indicate that the traits of live streaming influencers have a positive effect on consumers' intent to purchase. Emotional trust mediates the influence of live streaming influencer characteristics on purchase intention. Consumers' educational level positively moderates the

SUBMITTER: Zhou R 

PROVIDER: S-EPMC12040182 | biostudies-literature | 2025

REPOSITORIES: biostudies-literature