A Review of Anchor or Streamer Characteristics and Impulse Purchase Decisions in Livestreaming Commerce
Keywords:
Anchor Attractiveness, Streamer Attractiveness, Anchor Professionalism, Streamer Professionalism, Livestreaming Commerce, Impulse Purchase
Abstract
This article reviews existing literature on the role of anchor or streamer characteristics in influencing impulse purchase decisions in livestreaming commerce. With the rapid expansion of e-commerce, impulse purchases have grown significantly, particularly through livestreaming platforms. Research shows that anchor or streamer characteristics—especially attractiveness and professionalism—play a major role in shaping consumer behavior. Attractiveness influences customers’ trust, enjoyment, and emotional connections, while professionalism enhances trust, satisfaction, and purchase intentions. Given these benefits, livestreaming marketers should recruit anchors who are both attractive and professional. However, relying solely on physical attractiveness may reduce the importance of other qualities, such as knowledge and interactive engagement. Therefore, attractiveness should be complemented with factors like product type, trustworthiness, and expertise. Professionalism requires anchors or streamers to deepen their knowledge of product qualities, including selling points and usage methods, to appear competent and credible. Sharing personal or professional experiences, opinions, and stories during livestreams, while addressing audience questions, further enriches consumer engagement. To balance professionalism and attractiveness, attention should also be given to social presence, which significantly drives impulse purchase decisions. The article concludes that while attractiveness and professionalism are key drivers of impulse purchases, their impact may differ across cultural and regional contexts. Thus, livestreaming marketers must carefully integrate both attributes, ensuring anchors or streamers build trust, credibility, and emotional connection while promoting products effectively.
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References
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Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: understanding top streamers' popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64, 102786.
Fireworker, R. B., & Friedman, H. H. (1977). The effects of endorsements on product evaluation. Decision Sciences, 8(3), 576-583.
Fei, M., Tan, H., Peng, X., Wang, Q., & Wang, L. (2021). Promoting or attenuating? An eye-tracking study on the role of social cues in e-commerce livestreaming. Decision Support Systems, 142, 113466.
He, W., & Jin, C. (2022). A study on the influence of the characteristics of key opinion leaders on consumers’ purchase intention in live streaming commerce: based on dual-systems theory. Electronic Commerce Research, 1-31.
Huang, S., Deng, F., & Xiao, J. (2021). Research on impulse purchase decisions of audiences on live streaming platforms: from the perspective of the dual paths perspective. Finance & Economics, 5, 119-132.
Huo, C., Wang, X., Sadiq, M. W., & Pang, M. (2023). Exploring factors affecting consumers’ impulse buying behavior in live-streaming shopping: An interactive research based upon SOR model. SAGE Open, 13(2), 21582440231172678.
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Kristi, G. O., & Aruan, D. T. H. (2023). Factors Affecting Online Impulse Buying Behavior of Fashion Products on Live: Instagram Vs TikTok. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 6(3), 2163-2185.
Lee, C. H., & Chen, C. W. (2021). Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information, 12(6), 241.
Lee, C.H. & Chen, C.W. 2021. Impulse buying behaviors in live streaming commerce based on the stimulus-organism-response framework. Information (Switzerland) 12(6): 1–17.
Lei, S., Meekaewkunchorn, N., & Muangmee, C. (2024, May). The Impact of Live Streaming Anchors on Beauty Product Purchase Intention. In 2024 3rd International Conference on Humanities, Wisdom Education and Service Management (HWESM 2024), 158-166). Atlantis Press.
Leong, T. K., Meng, T. P., & Alex, T. Y. J. (2022). Impulse Buying in Live Stream Based on the Stimulus-Organism-Response Framework. Jurnal Pengurusan, 66.
Li, L., Chen, X., & Zhu, P. (2024). How do e-commerce anchors' characteristics influence consumers’ impulse buying? An emotional contagion perspective. Journal of Retailing and Consumer Services, 76, 103587.
Li, X., Huang, D., Dong, G., & Wang, B. (2024). Why consumers have impulsive purchase behavior in live streaming: the role of the streamer. BMC psychology, 12(1), 129.
Li, L., Kang, K., Zhao, A., & Feng, Y. (2022). The impact of social presence and facilitation factors on online consumers' impulse buying in live shopping–celebrity endorsement as a moderating factor. Information Technology & People.
Li, M., Wang, Q., & Cao, Y. (2022). Understanding consumer online impulse buying in live streaming e-commerce: A stimulus-organism-response framework. International Journal of Environmental Research and Public Health, 19(7), 4378.
Li, G., Jiang, Y., & Chang, L. (2022). The influence mechanism of interaction quality on consumers’ impulsive purchase intention. Frontiers in Psychology, 13, 918196.
Li, L., Feng, Y., & Zhao, A. (2023). An interaction–immersion model in live streaming commerce: the moderating role of streamer attractiveness. Journal of Marketing Analytics, 1-16.
Li, H., Wang, R., & Shi, C. (2023). “Oh My God! Buy it!” Analysis of the characteristics of anchors’ speech in live broadcast e-commerce and purchase intention: A linguistic perspective. SAGE Open, 13(3), 21582440231202126.
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Published
2025-09-13
How to Cite
Mohd Ariffin, N., & Fikry, A. (2025). A Review of Anchor or Streamer Characteristics and Impulse Purchase Decisions in Livestreaming Commerce. Information Management and Business Review, 17(3(I), 148-161. https://doi.org/10.22610/imbr.v17i3(I).4657
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Copyright (c) 2025 Norafifa Mohd Ariffin, Amily Fikry
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