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Traditional celebrity endorser models conceptualize expertise as a static trait focused on the possession of product knowledge. However, the synchronous and highly interactive nature of live commerce challenges these static models in explaining consumer engagement. Grounded in Social Presence Theory and a contextual competence perspective, the present study reconceptualizes live-streamer professionalism as a set of dynamic competencies enacted through real-time interaction. Using a sequential mixed-methods design, Study 1 employs a grounded theory analysis of qualitative data collected from consumers, streamers, and platform practitioners to identify core dimensions of streamer professionalism. Study 2 develops and validates a multidimensional measurement scale. Study 3 leverages a comprehensive engagement model to benchmark the proposed framework against competing, expertise-based explanations. The results reveal five distinct dimensions of streamer professionalism (Business Knowledge Reserve, Expressive Ability, Professional Quality, Interactive Ability, External Visible Traits) and a dual-pathway mechanism: Business Knowledge Reserve primarily enhances cognitive product involvement, whereas Interactive Ability strengthens context attachment by amplifying perceived social presence. The proposed model demonstrates greater explanatory power than traditional expertise frameworks, particularly in explaining affective attachment. Collectively, these findings shift the analytical focus from who the source is to how professionalism is performed within interactive service encounters, thereby advancing a performance-oriented view of professionalism in live commerce and informing platform governance and influencer management.
Huang et al. (Fri,) studied this question.