A Review of Anchor or Streamer Characteristics and Impulse Purchase Decisions in Livestreaming Commerce

Abstract

This article provides a comprehensive review of existing literature on the role of anchor or streamer characteristics in influencing impulse purchase decisions within the context of livestreaming commerce. Driven by the expansion of e-commerce, the popularity of impulse purchases has grown rapidly, particularly in the context of livestreaming commerce. Anchor or streamer characteristics, particularly attractiveness and professionalism, have been demonstrated to have a significant impact on impulse purchases in livestreaming commerce. Researchers have also discovered that the attractiveness of an anchor or streamer influences customers' trust, enjoyment, and emotional connections. On the other hand, professionalism increases consumers' trust, satisfaction, and purchase intentions. Given the larger benefits provided by attractiveness and professionalism factors, livestreaming marketers should take proper efforts to leverage these benefits. Online livestreaming marketers should also recruit and identify attractive anchors or streamers who are both beautiful and handsome for their livestreaming operations. However, even though an attractive anchor or streamer can help people make impulse purchases during livestreaming, relying too much on physical attractiveness can make other qualities, like knowledge and interaction, less important. Thus, the function of attractiveness should be combined with other things, like the type of product being promoted, trustworthiness, and knowledge factors. As for professionalism factors, anchors or streamers must continue to improve their understanding of the product's qualities (e.g., selling points, usage methods) to be more competent while endorsing it. To make live streaming more interesting and get people to buy products, anchors or streamers can share personal or professional opinions, experiences, and stories while answering viewers' questions. To balance professionalism and attractiveness, it is also recommended that anchors or streamers pay attention to social presence, since this is also one of the factors that leads to impulse purchase decisions in livestreaming commerce. Finally, this conceptual review paper has also concluded that the efficacy of professionalism and attractiveness attributes of attractiveness may vary based on regional and cultural differences.