Trust, emotion, and purchase: why human streamers still matter in the age of virtual commerce

The rise of virtual streamers has intensified competition with traditional human streamers, necessitating a deep understanding of factors influencing user purchase intentions. This study explored how self-satisfaction, social influence, compatibility, perceived usefulness, trust, and emotional connection shape consumer behavior in live-streaming platforms. A survey questionnaire was administered, and structural equation modeling was utilized along with two studies to examine the relationships between the variables. The findings revealed that perceived usefulness significantly enhances user attitude and intention to use, ultimately driving purchase intention. Compatibility and social influence positively influence perceived ease of use and perceived usefulness, fostering adoption. While self-satisfaction does not directly affect purchase intention, it exerts an indirect influence via trust and emotional connection. These results highlighted the pivotal roles of trust and emotional engagement in consumer decision-making, offering strategic insights for optimizing user experience, fostering trust, and improving conversion rates on live-streaming platforms.