The Effect of Opinion Leaders Characteristics in Livestreaming on Customers’ Purchase Intention in China

Advancements in technology have reshaped consumer purchasing behavior in e-commerce, with live streaming commerce in China increasingly driven by opinion leaders. This study examines their influence on purchase intention, focusing on platforms like Taobao Live, Douyin, and Kuaishou. Findings reveal that opinion leaders enhance perceived product value and reduce adoption barriers. Their fame boosts purchase intention among consumers favoring recognized figures, while professionalism strengthens trust in their recommendations. Community engagement via social media further amplifies this effect. As live streaming transforms e-commerce, consumers must discern credible influencers amid abundant marketing messages. This research offers practical insights for digital marketing professionals in China’s evolving market.