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March 8, 2026International Journal of Accounting and Economics StudiesOpen Access

Moderated Mediation of Credibility and Affinity on The Impact of Influencer Type and Number of Followers on Consumer Purchase Intention in live-Streaming

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Authors

LYLyu YangWZWang ZixingWHWong Chee Hoo

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Overview

Experiments explore how influencer type and follower count influence consumer purchase intention, suggesting strategic marketing insights.

Key Points

  • Investigate the effects of influencer characteristics on consumer purchase intention in live-streaming e-commerce.
  • Conducted two scenario experiments with 200 and 286 participants respectively
  • Analyzed the interaction between influencer type and follower count on consumer intent
  • Examined the mediating role of trust and moderating role of perceived influencer affinity
  • Larger followings enhance the effectiveness of idealized influencers on purchase intention
  • Authentic influencers have a stronger influence when follower counts are low
  • Trust dimensions vary based on influencer characteristics, affecting purchase intent

Cite This Study

Yang et al. (2026) studied this question.

synapsesocial.com/papers/69ada90bbc08abd80d5bc727https://doi.org/10.14419/whtmk180
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