Does Live Streaming Influencers’ Popularity Really Affect Consumer Purchase Intention in China? The Moderating Role of Product Information Quality

Abstract

China is currently experiencing a significant increase in the live-streaming industry, driven by high profitability and sales. The increasing prevalence of live-stream platforms has also contributed to the rise of influencers who possess larger fan bases and greater bargaining power. In the cosmetic sector, consumers often require firsthand experience with products in order to feel satisfied, which can create uncertainty in their purchase intentions. Live streaming is a recognised marketing strategy that allows firms to leverage the popularity of influencers to convert buying intentions into actual buying behaviour. This study aims to investigate the factors that influence consumer purchase intention in relation to influencer popularity. This study aims to investigate the mediating role of perceived enjoyment and uncertainty, as well as the moderating role of product information, in the relationship between influencer popularity and purchase intention. This study expands the existing knowledge of the S-O-R model by gathering data from Taobao live streaming. The collected data was analysed using SPSS version 26 and structural equation modelling (SEM) with SmartPLS 3.3.9. The study's findings indicate that the impact of influencer popularity on consumer buying intention is partially mediated by perceived uncertainty and perceived enjoyment. Furthermore, studies have demonstrated the significant moderating role of the quality of product information. The results suggest that cosmetic companies should offer comprehensive product information to influencers when showcasing their products during live streaming events. The live streaming industry can enhance product preparation and information dissemination for online marketing.