The Power of Streamer Expertise: Moderating Roles of Similarity and Empathy in E-Commerce Streaming

Purpose - This study investigates how e-commerce streamer expertise influences their trustworthiness and consumers’ purchase intentions, with a particular focus on the moderating roles of perceived similarity and consumer empathy. Design/methodology/approach - Grounded in Social Identity Theory and Persuasion Theory, this study examines the relationships between streamer expertise, trustworthiness, and purchase intentions, incorporating perceived similarity and empathy as moderating factors. Findings - The results indicate that streamer expertise enhances trustworthiness, which in turn positively influences purchase intentions. Perceived similarity strengthens the relationship between expertise and trustworthiness, while consumer empathy further amplifies this effect. Research implications or originality - This study contributes to the literature on e-commerce streaming by uncovering key psychological mechanisms through which key traits of streamers shape consumer behavior. Additionally, it provides practical insights for e-commerce practitioners to enhance consumers’ purchase intentions.