Tourism e-commerce live streaming: the effects of live streamer authenticity on purchase intention

Purpose This paper aims to explore the impact of live streamer authenticity (LSA) on purchase intention in tourism e-commerce live streaming, with a focus on boundary conditions and underlying mechanisms. Design/methodology/approach The data collected from 451 participants were analyzed using structural equation modeling. Findings This paper found that four dimensions of LSA – sincerity, truthfulness endorsement, expertise and uniqueness – positively influenced purchase intention, while visibility did not. In addition, sincerity, truthfulness endorsement and uniqueness had an indirect influence on purchase intention through flow experience, while sincerity, truthfulness endorsement, expertise and uniqueness had an indirect effect through perceived trust. Furthermore, self-construal moderated the effect of sincerity and truthfulness endorsement on purchase intention, with the positive effect being stronger for the dependent self-construal. Originality/value To the best of the authors’ knowledge, it is the first study to examine LSA dimensions and their consequences. This paper not only provides a better and more detailed understanding of the complexity of LSA but also contributes to the development of authenticity theory by responding to individual authenticity studies.