Modeling the Effects of Streamer Characteristics and Platform Affordances in Livestreaming E-Commerce: A Mixed-Methods Approach

Abstract

While livestreaming e-commerce is drawing increasing attention from advertisers, insights into the effects of streamer characteristics and platform affordances are discrete. This research adopts a sequential mixed-methods design that combines in-depth one-on-one interviews and a cross-sectional survey to (1) qualitatively map out crucial streamer characteristics and platform affordances from the perspectives of consumers and (2) delineate the underlying mechanisms through which these factors enable online purchases. In Study 1, guided by the frameworks of source credibility, personality, and the MAIN (modality, agency, interactivity, and navigability) model of affordances, we extracted five streamer characteristics (expertise, trustworthiness, attractiveness, sincerity, and excitement) and four affordances of livestreaming e-commerce platforms (synchronicity, network association, metavoicing, and searchability) that facilitate online purchases. In Study 2, drawing on dual processing theory, we exemplified two information-processing routes (i.e., experiential route and rational route) and identified perceived pleasure and product trust as parallel mechanisms predicting purchases. Results revealed that a steamer’s attractiveness, sincerity, and excitement, as well as a platform’s searchability affordance, significantly facilitate purchase intentions via perceived pleasure. Meanwhile, a streamer’s expertise, trustworthiness, and sincerity, as well as a platform’s network association and metavoicing affordance, significantly shape purchase intentions via product trust.