Exploring the Influence of Live Streamer’s Personality 
and Features on Customer Purchasing Decisions

Xin Cheng

doi:10.18686/eer.v2i4.4472

Exploring the Influence of Live Streamer’s Personality and Features on Customer Purchasing Decisions

Xin Cheng

Abstract

With the rapid development of e-commerce, live streaming has become an important channel for marketing as an emerging sales
model. As the core of this model, the personality and features of the live streamer have a significant impact on the audience’s purchasing decisions. This paper analyzes the impact of the live streamers’ language, behavior, and interaction methods on customer purchase intention by
qualitative analysis and observing live streamer videos and social media comments of Dong Yuhui, a best-known live streamer of the Oriental
Selection Live Stream. The study found that the live streamer’s professionalism, sense of humor, and trustworthiness are key factors that influence customer purchase decisions.

Keywords

Knowledge Personality; Purchasing Decisions; Live Stream

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References

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DOI: http://dx.doi.org/10.18686/eer.v2i4.4472

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