How Streamers Influence Viewers Purchase Intention in Live Streaming Shopping

This paper investigates the factors influencing purchase intention on live streaming shopping platforms from a streamers' perspective based on the SOR framework. This study uses a non-probability convenience sampling method by using an online survey distributed to live streaming shopping viewers through the comment section and direct messages to random viewers. The analysis revealed streamers that have experienced, skilled, and knowledgeable are effective in influencing the viewers' persuasive perception and developing viewers' trust and could drive viewers' intention to purchase in live streaming shopping. This research focused on the streamers' perspective that affects purchase intention in the context of live streaming shopping in Indonesia. Future research may add other variables related to the streamers' perspective with regional and cultural differences. As streamers' perspectives affect viewers' purchase intention through trust in sellers and perceived persuasiveness, this study provides insights into sellers who sell their products through live streaming platforms. Previous research focused on customer motivation in purchase intention and streamer-consumer interaction using different variables. Therefore, our research seeks to analyze other variables and combine perceived persuasiveness and trust in sellers into mediating variables that affect purchase intention in live streaming shopping.