Effect of TikTok live streamer characteristics on purchase intentions: the mediating role of trust

The phenomenon of live-streaming commerce through the TikTok platform has become an increasingly popular digital marketing strategy because it is able to present direct interaction between streamers and audiences. This study seeks to investigate the impact of TikTok live streamer attributes (credibility, interactivity, and beauty) on purchase intentions, with trust serving as a mediating variable, utilizing the S-O-R model as the theoretical framework. Data were gathered via a survey of 203 participants who had experience watching TikTok Live with commercial content using the purposive sampling method. The PLS-SEM method was employed for data analysis. The results showed that the credibility, interactivity, and attractiveness of live streamers positively affect consumer trust. In addition, consumer trust positively affects purchase intentions. Furthermore, trust modulates the impact of streamer characteristics (credibility, interactivity, and attractiveness) on purchase intentions. The outcomes of this study provide significant implications for marketers in building sales strategies on the TikTok platform.