Exploring the Impact of Internet Celebrity Emotional Streamer Characteristics on Consumer Purchase Intention: Based on Emotional Contagion Theory
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As individual entrepreneurs, streamers have an influence on consumer purchase intention. Based on emotional contagion theory, this study examines how physical attractiveness, social attractiveness, professionalism, and interactivity, as characteristics of internet celebrity emotional streamers, affect consumer purchase intention, with emotional trust as a mediating variable. Using SPSS and AMOS, structural equation modeling was conducted on 398 valid responses. Results show that physical attractiveness does not significantly impact emotional trust or purchase intention. In contrast, social attractiveness and professionalism positively influence both. Interactivity enhances emotional trust but does not directly affect purchase intention. Emotional trust, however, significantly drives purchase intention. This study extends emotional contagion theory to livestreaming e-commerce and offers practical insights for streamers’ development, content planning, and interaction strategies.
Abstract
As individual entrepreneurs, streamers have an influence on consumer purchase intention. Based on emotional contagion theory, this study examines how physical attractiveness, social attractiveness, professionalism, and interactivity, as characteristics of internet celebrity emotional streamers, affect consumer purchase intention, with emotional trust as a mediating variable. Using SPSS and AMOS, structural equation modeling was conducted on 398 valid responses. Results show that physical attractiveness does not significantly impact emotional trust or purchase intention. In contrast, social attractiveness and professionalism positively influence both. Interactivity enhances emotional trust but does not directly affect purchase intention. Emotional trust, however, significantly drives purchase intention. This study extends emotional contagion theory to livestreaming e-commerce and offers practical insights for streamers’ development, content planning, and interaction strategies.