The Influence of Live Streamers' Personal Traits on Consumer Purchase Intention: The mediating Role of Consumer Cognition

Abstract

With the continuous advancement of streaming media technology, online live- streaming platforms have rapidly emerged. Live-streaming has evolved beyond mere entertainment to integrate closely with traditional e-commerce, forming a new business model--e-commerce live-streaming. In this emerging marketing model, marketing hosts play a crucial role. Thus, this research aims to 1) explore the correlation between personal traits of hosts in e-commerce live-streaming and consumer purchase intention, and 2) use consumer cognition as a mediating variable to further investigate the impact relationship between live streamers' personal traits and purchase intention. The hypotheses of the study are tested using SPSS 27.0 and Mplus 7. The statistical analysis reveals that live streamers' personal traits positively affect consumer purchase intention; live streamers' personal traits positively influence consumer cognition; consumer cognition positively impacts consumer purchase intention; and consumer cognition mediates the relationship between live streamers' personal traits and consumer purchase intentions.

AN INDEPENDENT STUDY SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE MASTER DEGREE OF ARTS FACULTY OF LIBERAL ARTS RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP ACADEMIC YEAR 2024 COPYRIGHT OF RAJAMANGALA UNIVERSITY OF TECHNOLOGY KRUNGTHEP