The Role of Streamer Characteristics and Product Factors in Building Trust and Purchase Interest in Live Streaming Commerce in Indonesia

Elvi Nidya Sari; Lia Febria Lina

doi:10.63922/ijebir.v5i05.6141

Elvi Nidya Sari Universitas Teknokrat Indonesia
Lia Febria Lina Universitas Teknokrat Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i05.6141

Keywords: Live Streaming Commerce, Streamer Characteristics, Product Factors, Trust, Purchase Intention

Abstract

The rapid development of digital technology has driven live streaming commerce to become one of the marketing strategies that enables real-time interaction between streamers and consumers. This study aims to examine the influence of streamer characteristics, including attractiveness, humor, expertise, and warmth, as well as product-related factors, namely product quality and price, on trust and purchase intention in live streaming commerce in Indonesia. The study adopts the Stimulus-Organism-Response (S-O-R) theory as the theoretical framework to explain the relationships among the variables. A quantitative approach was employed by distributing an online questionnaire to 210 respondents who had previously made purchases through live streaming commerce. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that attractiveness, price, and product quality have a positive and significant effect on trust, whereas humor, expertise, and warmth do not significantly affect trust. Furthermore, trust has a positive and significant effect on purchase intention. These findings suggest that consumer trust is established through a combination of streamer attractiveness and product-related factors, particularly price and product quality. This study contributes to the growing literature on live streaming commerce and provides practical implications for businesses in building consumer trust and enhancing purchase intention.

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