Unveiling the Influence of Streamer Characteristics and Consumer Experiences on Purchase Intention in Live Commerce

The phenomenon of live commerce has witnessed a significant surge in popularity, prompting the need for a comprehensive understanding of the factors that motivate consumer purchase intention. This research aims to investigate the role of streamers and their impact on purchase intention through consumer experiences. Adopting a S-O-R framework, this study explores how streamer attributes, namely physical attractiveness, professionalism, and similarity, influence consumer purchase intention through the experiences of flow and parasocial relationship. The findings reveal that the physical attractiveness and similarity positively influence consumer purchase intention, mediated by both flow and parasocial relationship. However, professionalism does not have a direct impact on building parasocial relationship, but rather primarily affects purchase intention through the mechanism of flow.