Live Influence: Redefining Credibility and Attractiveness in Healthcare Livestreaming

Abstract

This study examines the evolving dynamics of healthcare livestreaming on digital platforms, specifically focusing on its impact on audience engagement and the credibility of medical professionals. By integrating the Source Credibility Model (SCM) with observational learning and digital influence theories, this research provides a nuanced understanding of how real-time interactivity and cultural norms in Vietnam shape consumer trust and behavior in healthcare livestreams. Unlike traditional media, livestreaming offers a dynamic and personalized medium, allowing healthcare professionals to build credibility and engage with audiences more effectively. Using a sample of 249 respondents and employing structural equation modeling (SEM), our findings reveal that while utilitarian and hedonic values significantly influence consumer willingness to pay for premium healthcare services, the transient and interactive nature of livestreaming also redefines traditional credibility pathways. This research proposes a new model that connects these variables, providing empirical evidence of how digital platforms can enhance or diminish the perceived credibility of healthcare providers. The study’s significance lies in its contribution to digital health communication, offering a framework for healthcare professionals to leverage digital media effectively while acknowledging the role of cultural and social norms in influencing communication outcomes.