How Customer Experience Affects Consumer Purchase Intention in Live Streaming E-Commerce : The Role of the Live Streamer

Live streaming e-commerce is a new online marketing model formed by 'live broadcast + e-commerce' in which the streamer is the most crucial part. This study explores the mediator effect of the streamers between customer experience and consumer purchase intention in the context of live-streaming e-commerce, which is tested by using 449 valid questionnaires. The results show that the streamer plays an important mediating role between customer experience and consumer purchase intention. The attachment is a greater mediator in the effect of customer utility on purchase intention. Because the mediating role of attachment accounted for 32%, the mediating role of trust accounted for only 27.4%. The effects of attachment and trust are roughly equal in customer cost on purchase intention. The mediating effect of attachment accounted for 38.1%, and the mediating effect of trust accounted for 39.8%. The streamer trust and attachment are verified as two effective consumer influence mechanisms, which show that the streamer's ability to establish an emotional connection with consumers should also be paid attention to as the ability to sell products and services directly