A Study on the Influence of E-commerce Live Streamer Characteristics on Consumer Purchase Intention Based on the SOR Theory

Abstract

With the rapid development of e-commerce live streaming, the characteristics of live streamers have become a key factor influencing consumer purchase intention. Based on the SOR theory, this study examined how the attractiveness, interactivity, and professionalism of e-commerce live streamers influenced consumer purchase behavior through perceived value and trust. Data were collected through a questionnaire survey, and path analysis and hypothesis testing were conducted using SPSS 26.0 and AMOS 26.0 software. The results showed that streamer attractiveness, interactivity, and professionalism had significant positive effects on perceived value; interactivity and professionalism also enhanced consumer trust. This study revealed that interactivity and professionalism were critical pathways for promoting consumer purchase intention by enhancing perceived value and trust, while attractiveness primarily influenced purchase intention indirectly through perceived value.