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

This article reviews existing literature on the role of anchor or streamer characteristics in influencing impulse purchase decisions in livestreaming commerce. With the rapid expansion of e-commerce, impulse purchases have grown significantly, particularly through livestreaming platforms. Research shows that anchor or streamer characteristics—especially attractiveness and professionalism—play a major role in shaping consumer behavior. Attractiveness influences customers’ trust, enjoyment, and emotional connections, while professionalism enhances trust, satisfaction, and purchase intentions. Given these benefits, livestreaming marketers should recruit anchors who are both attractive and professional. However, relying solely on physical attractiveness may reduce the importance of other qualities, such as knowledge and interactive engagement. Therefore, attractiveness should be complemented with factors like product type, trustworthiness, and expertise. Professionalism requires anchors or streamers to deepen their knowledge of product qualities, including selling points and usage methods, to appear competent and credible. Sharing personal or professional experiences, opinions, and stories during livestreams, while addressing audience questions, further enriches consumer engagement. To balance professionalism and attractiveness, attention should also be given to social presence, which significantly drives impulse purchase decisions. The article concludes that while attractiveness and professionalism are key drivers of impulse purchases, their impact may differ across cultural and regional contexts. Thus, livestreaming marketers must carefully integrate both attributes, ensuring anchors or streamers build trust, credibility, and emotional connection while promoting products effectively.