The Effect of In-game Live Streaming Stimulus onPurchase Intention Mediated by Streamer’s Trust

Objectives: The purpose of this study is to examine the effect of the streaming stimulus which are streamer’s attractiveness and streamer’s reputation, and the mediation role of the streamer’s trust on the purchase intentions. Study Location: Cairo, Egypt Methodology: A questionnaire was given to a convenience sample of 240 people in Cairo, Egypt, in 2024 in order to collect data. Using a likert scale, the questionnaire asks about the effect of streaming stimulus (streamer’s attractiveness and streamer’s reputation) toward purchase intention mediating with the streamer’s trust. Structural equation modeling was used for data analysis. Results: The results of the study reveal that streamer attractiveness and reputation have a direct positive effect on purchase intention, with trust also significantly influencing purchase intentions. Among the variables, streamer attractiveness had the strongest impact, followed by trust and streamer reputation, indicating that these factors play key roles in driving consumer purchasing decisions. Recommendations: To enhance the generalizability and validity of the findings, the study could benefit from several improvements. First, expanding the sample size would provide a broader representation and strengthen the conclusions. Second, extending the research beyond the specific geographic region of New Cairo could offer valuable insights into how cultural or regional factors may influence the observed relationships. Additionally, broadening the focus to include other product categories, beyond just in-game items, could uncover variations in how streaming stimulus and trust affect purchase intentions. Lastly, incorporating behavioral data, such as actual purchase records, alongside self-reported consumer data, could further validate the results and provide a more comprehensive understanding of consumer behavior. The study highlights the influence of in-game live streaming on purchase intentions, with streamer trust as a key mediator. Businesses should integrate live streaming into digital marketing to leverage streamers' impact on consumer decisions. Streamers should enhance their attractiveness and reputation by providing reliable information and engaging with viewers to boost purchase intentions. Building trust is crucial, as it significantly affects consumer attitudes and purchase likelihood. Streamers must prioritize professionalism and trustworthiness to effectively influence consumer behavior and increase the probability of purchases.