Title The impact of live streamer’s characteristics, perceived persuasiveness of video streaming content and trust with live streamer on consumer purchase intention
Translation of Title Tiesioginių transliacijų vedėjo savybių, vaizdo transliacijų turinio suvokiamo įtikinamumo ir pasitikėjimo transliacijų vedėju įtaka vartotojų ketinimui pirkti.
Authors Hamidallah, Yassine
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Pages 86
Keywords [eng] live streaming, live streamer characteristics, SOR model, consumer trust, consumer engagement, purchase intention, commerce, perceived persuasiveness
Abstract [eng] The master thesis investigates the impact of live streamer’s characteristics on consumer trust, perceived persuasiveness, and consumer engagement on purchase intention in the context of live streaming social commerce. Live streaming is an internet based real time interaction communication medium that has gained significant consumer attention with a projected market growth of 196.5 billion by 2029 (Bruce et al., 2018; Statista). Academic exploration is necessary under this immense growth. The master thesis aim is to analyse the way certain live streamer characteristics, attractiveness, interactivity, expertise and popularity, impact and influence consumer behaviours, in particular consumer trust, consumer engagement, perceived persuasiveness and purchase intentions. The research utilizes the Stimuli-Organism-response (SOR) model to build the relationship between these variables with a focus on the emotional response from the live streaming viewers. The collected studies data was from 289 respondents was used to assess 16 hypotheses related to the different effects and impacts between those variables. The findings showcase that 14 out of the 16 hypotheses were confirmed and accepted. This indicated a strong positive correlation between the live streamer characteristics and both perceived persuasiveness and consumer trust and these latter and purchase intention. The live streamer attractiveness, interactivity, expertise, and popularity were found to positively impact the perceived persuasiveness of their message which build stronger trust with the consumer. Other than that, a strong consumer trust has shown to positively impact the perceived persuasiveness of the message and for both of them to directly and positively impact the consumer purchase intention. The results and conslusions of this thesis contribute to the previously conducted research on live streaming social commence by focusing on gaps in understanding of the emotional and persuasive dynamics between the different presented variables. The study also highlights the importance of engaging live streaming content in building emotional responses through the presented live streamer characteristics.
Dissertation Institution Vilniaus universitetas.
Type Master thesis
Language English
Publication date 2026