Abstract
In China, live streaming has grown significantly in recent years, and live streaming platforms have allowed companies to interact with their target audience in more profound and engaging ways. Influencers have produced advertising effects and sales through live-streaming platforms such as Douyin. The aim of this study was to find out how viewers' purchase intentions are affected by influencers' attractiveness, expertise, and trustworthiness in Douyin live-streaming videos. This study undertook a review of celebrity endorsement theory. A structured online questionnaire was employed as part of a quantitative research strategy and data from 204 respondents has been examined using SPSS with regression analysis. The results showed that viewers’ purchase intention is positively impacted by live-streaming influencers’ attractiveness, and expertise, while the influencers' trustworthiness has a positive but not statistically significant effect on viewers' desire to buy. After that, this paper talked about what this means for both advertisers and influencers in terms of live-streaming e-commerce.
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