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April 17, 2026Spanish Journal of Marketing - ESICOpen Access

How streamer attributes shape buying behaviors through emotional trust and viewer engagement

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Authors

MLMai Thi Thuy LinhNNNguyen Tran Le NaPTPhạm Tiến Thành

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Overview

Cross-sectional study examines how streamer attributes impact buying behaviors through emotional trust and viewer engagement, highlighting critical connections.

Key Points

  • This research explores how streamer attributes influence consumer buying behaviors via emotional trust and viewer engagement.
  • Conducted a cross-sectional online survey among livestream shoppers in Vietnam.
  • Analyzed 386 valid responses using partial least squares structural equation modeling (PLS-SEM).
  • Emotional trust is associated with impulsive buying and purchase behavior through viewer engagement.
  • Trustworthiness and attractiveness influence impulsive buying through emotional trust and viewer engagement.
  • Entertainment and interaction affect buying behaviors indirectly via viewer engagement.

Cite This Study

Linh et al. (2026) studied this question.

synapsesocial.com/papers/69e1cfcb5cdc762e9d858c41https://doi.org/10.1108/sjme-09-2025-0311
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions2024 · 33 citations
  2. 2Influencing Factors and Configurational Paths of Streamer Interaction Quality on Consumer Impulse Buying Intention2026
  3. 3Effects of streamer, context and product on consumers’ purchase and continuous watching intentions in livestreaming commerce2025 · 2 citations
  4. 4The Role of Streamer Type in Consumer Trust Formation and Repurchase Intention in Live-Streaming Shopping2026
  5. 5How Live Streamer and Price Attributes Influence Buying Behavior in Live Streaming Commerce2025