Effects of Cosmetic Live Commerce Streamer Image on Consumer Immersion and Purchase Intention

Purpose: This study aims to empirically determine how the internal and external images of live commerce streamer for cosmetics influence consumers’ immersion and purchase intention. Based on the findings, it seeks to provide practical implications for host image strategies and branding directions in the live commerce environment. Methods: A self-administered survey was conducted with male and female adults (ages 20s-50s) residing in Seoul, Gyeonggi, and other regions. Data were collected from April 10 to April 28, 2025, and a total of 337 valid responses were analyzed. The data were processed using SPSS WIN 27.0, and t-tests, one-way ANOVA, and correlation analysis were employed. Results: Among internal image factors, credibility and attractiveness significantly and positively affected consumer immersion and purchase intention, with attractiveness having the strongest influence. Meanwhile, among external image factors, skin condition and body shape had significant impacts on immersion and purchase intention, whereas fashion style, hair, and makeup did not exhibit significant effects. In addition, a strong positive correlation was observed between immersion and purchase intention (r=0.849, p<0.001), confirming that higher immersion leads to stronger purchase intention among consumers. Conclusion: This study identifies the internal factors (credibility and attractiveness) and external factors (skin condition and body shape) that serves as core attributes driving consumers’ immersion and thus their purchase intentions, in cosmetic live commerce. The findings suggest besides contributing to consumers’ emotional engagement and identification with the host, the host image contributes toward their purchase intention. Therefore, managing the internal and external attributes of host images serve as a crucial strategic consideration for brands to ensure effective operation and marketing of cosmetic live commerce.