Understanding the purchase intention in live streaming from the perspective of social image

This article investigates how various characteristics of a streamer's social image influence purchase intentions within e-commerce live streaming (ELS), using a conceptual model comprising fourteen hypotheses based on the Stimulus-Organism-Response (SOR) framework. The findings indicate that consumers' purchase intention is significantly influenced by physical attractiveness, matchup congruence, authenticity, and expertise. Surprisingly, entertainment features had no significant effect on trust or purchase intention, while responsiveness affected trust but not purchase intention. The article offers strategic recommendations for streamers and e-commerce businesses.

Jiangbo Zou, Xiaokang Fu