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Interactions Among Attractiveness, Expertise, Trustworthiness, and Product Involvement in Consumption Behavior on Livestreams

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  • Yenan Zhang
  • Gukseong Lee

Abstract

Anchored in persuasion theory, this research investigates youth consumer behavior on Douyin (TikTok). It proposes a model to explore the interplay among livestreamers’ physical attractiveness, expertise, and trustworthiness, and their involvement with featured products. Drawing on data collected from young consumers on the Douyin platform, the study addresses three core inquiries: (a) the influence of livestreamers’ physical attractiveness on perceived trustworthiness and its subsequent impact on purchase intentions; (b) the moderating role of livestreamer expertise in the relationships between attractiveness, trustworthiness, and purchase intentions; and (c) the moderating effects of product involvement on these relationships. The findings highlight the importance of Douyin livestreamers investing in their aesthetic appeal and domain-specific knowledge to elevate the quality of their livestream content and drive sales. These insights provide broader implications for social media marketing strategies.

Suggested Citation

  • Yenan Zhang & Gukseong Lee, 2025. "Interactions Among Attractiveness, Expertise, Trustworthiness, and Product Involvement in Consumption Behavior on Livestreams," SAGE Open, , vol. 15(3), pages 21582440251, September.
    • Handle: RePEc:sae:sagope:v:15:y:2025:i:3:p:21582440251365416
    DOI: 10.1177/21582440251365416
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