The Mediating Role of Consumer Cognition in the Relationship Between Live Streamers’ Personal Qualities and Consumer Purchase Intention
Keywords:
E-commerce, live-streaming, personal traits, purchase intention, consumer cognitionAbstract
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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