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

Purpose Shaping consumer buying behavior in livestream commerce is increasingly important as streamers play a central role in influencing real-time purchase decisions. While prior research has examined streamer attributes as direct antecedents of consumer behavior, the emotional and engagement-based mechanisms underlying these effects have not been fully explored. Therefore, this study aims to explore how streamer attributes (expertise, trustworthiness, attractiveness, entertainment and interaction) are associated with impulsive buying and purchase behavior through emotional trust and viewer engagement in livestream commerce. Design/methodology/approach A cross-sectional online survey was conducted among livestream shoppers in Vietnam. A total of 386 valid responses were analyzed using partial least squares structural equation modeling (PLS-SEM) via SmartPLS 4. Findings The results reveal that emotional trust are associated with impulsive buying and purchase behavior through viewer engagement. Streamer expertise shows no significant indirect effects on buying behaviors. Interestingly, trustworthiness and attractiveness affect impulsive buying through emotional trust alone and through a serial mediation pathway involving emotional trust and viewer engagement, whereas their effects on purchase behavior emerge only via serial mediation. Entertainment and interaction are also associated with buying behaviors indirectly through viewer engagement. Originality/value This study proposes a dual-path model that integrates source credibility theory (SCT), uses and gratifications theory (UGT) and the affective-cognitive processing model to explain how streamer attributes are associated with impulsive buying and purchase behavior through emotional trust and viewer engagement. By distinguishing between two types of buying behaviors and incorporating SCT- and UGT-based streamer attributes, this research offers novel insights into the affective-cognitive mechanisms driving consumer decision-making in livestream commerce. In particular, the study highlights the serial mediating role of emotional trust and viewer engagement, providing a deeper understanding of the psychological pathways linking streamer attributes to consumer behavior.