A STUDY ON THE RELATIONSHIP BETWEEN LIVE STREAMER CHARACTERISTICS AND CONSUMER PURCHASE INTENTION IN THE FOOD LIVESTREAMING SCENARIOS
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This study aimed to: 1) explore the relationship between food live streamer characteristics and consumer purchase intention; 2) examine the mediating role of flow experience between live streamer characteristics and purchase intention; and 3) investigate the moderating effect of impulsive buying tendency on the relationship between flow experience and purchase intention. This study employed a quantitative research method using questionnaire surveys. Data were collected from 353 consumers who had experience watching food e-commerce livestreaming. SPSS and AMOS software were used for reliability testing, validity testing, descriptive analysis, correlation analysis, regression analysis, and bootstrap analysis.
The research results revealed that:
- Food live streamer characteristics, including professionalism, interactivity, presentation, credibility, and entertainment value, significantly positively influence consumer purchase intention.
- Flow experience plays a significant mediating role between food live streamer characteristics and purchase intention.
- Impulsive buying tendency significantly moderates the relationship between flow experience and purchase intention.
This study enriches the theoretical perspective of e-commerce livestreaming and provides practical implications for improving livestreaming quality and promoting the sustainable development of the food livestreaming industry.
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