The Mediating Role of Consumer Cognition in the Relationship Between Live Streamers’ Personal Qualities and Consumer Purchase Intention

Authors

  • Shi Binrui Rajamangala University of Technology Krungthep, Bangkok
  • Piyarat Pipattharasakul Rajamangala University of Technology Krungthep, Bangkok
  • Supaphorn Akkapin Rajamangala University of Technology Krungthep, Bangkok https://orcid.org/0009-0005-0114-8220

Keywords:

E-commerce, live-streaming, personal traits, purchase intention, consumer cognition

Abstract

Online live-streaming platforms have rapidly emerged as streaming media technology advances. E-commerce live-streaming is a new business concept that combines live-streaming with regular e-commerce, going beyond simple entertainment. Marketing hosts are essential to this new marketing paradigm. Therefore, the purposes of this study are to 1) examine the relationship between the personal characteristics of e-commerce live-streaming hosts and the intention of consumers to make a purchase, and 2) use consumer cognition as a mediating variable to further examine the relationship between the personal characteristics of live streamers and the intention of consumers to make a purchase. The findings indicated that consumer purchase intention was positively impacted by the personal characteristics of live streamers. Consumer cognition had a positive impact on consumer purchase intention and the relationship between live streamers’ personal traits and consumer purchase intentions was mediated by consumer cognition, according to the statistical analysis.

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Published

2025-06-18

How to Cite

Binrui, . S., Pipattharasakul, P., & Akkapin, S. (2025). The Mediating Role of Consumer Cognition in the Relationship Between Live Streamers’ Personal Qualities and Consumer Purchase Intention . International Journal of Social Sciences and Business Research, 1(2), 93–101. retrieved from https://so20.tci-thaijo.org/index.php/ijssbr/article/view/610