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This research examines how influencer credibility affects online purchase intentions in live streaming commerce.

Analysis of the Impact of Credibility, Attractiveness, and Influencer Content on Online Purchase Intention Through Live Streaming

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This research examines how influencer credibility affects online purchase intentions in live streaming commerce.
Conducted using a quantitative method with a structural equation modeling approach.
Gathered data through questionnaires from 277 potential buyers of live streaming.
Focused on the roles of credibility and customer perceptions in influencer marketing.
Influencer credibility positively influences online purchase intention.
Attractiveness and customer perception play significant roles in shaping consumer behavior.
Findings highlight the importance of effective influencer marketing strategies for sales performance.

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Analysis reveals that influencer credibility affects consumer behavior in live streaming, suggesting effective marketing strategies.

Maulidin et al. (2025) studied this question.

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