Effects of source factors for creating swift guanxi in live stream e-commerce in China

Purpose This study empirically investigates how source factors of the streamers affect swift guanxi between the streamers and consumers and their subsequent impacts on consumers’ purchase intentions in live stream e-commerce in China. Design/methodology/approach Drawing on source credibility theory (Weiss, 1974) and source attractiveness theory (McGuire, 1985), our study hypothesizes that the expertise, similarity, familiarity and likability of streamers are such source factors. For this empirical investigation, the study conducted online surveys with 428 adult Chinese consumers with previous purchasing experience on live-streaming platforms. Findings The study found positive effects with source expertise, familiarity and likeability on swift guanxi and purchase intentions; however, we found no such positive effect for source similarity. Overall, our findings suggest that source factors can have significant effects on swift guanxi and that swift guanxi constructed with source factors can have subsequent effects on purchase intentions. Originality/value This study conceptualizes and empirically tests the role of streamer credibility and attractiveness in live stream e-commerce.