Dr. LAW Chui Chui, MonicaMonicaDr. LAW Chui ChuiDr. NG Chi Ho, MarkMarkDr. NG Chi HoDr. LAM Che Fai, LubanskiLubanskiDr. LAM Che FaiDr. CUI Xiling, CelineCelineDr. CUI Xiling2023-06-192023-06-192023Advances in digital marketing and ecommerce: fourth international conference, 2023 (pp. 53-61).978-3-031-31836-8http://hdl.handle.net/20.500.11861/7945This study aims to examine which streamer attributes enhance consumer trust and thus increase purchase intention. Regarding signalling theory, each attribute conveys specific signals to consumers. Results obtained from a survey of 453 respondents for live e-commerce in Hong Kong and analysed with a structural equation model indicate that attractiveness, parasocial interaction and responsiveness have significant positive relationships and are fully mediated by trust, whereas trust has a significant positive relationship with purchase intention. However, creativity is neither related nor mediated with trust but has a positive direct relationship with purchase intention. This research contributes to live-streaming e-commerce literature to provide further understanding of the impacts of different streamer attributes on trust and purchase intention. It also provides significant implications for marketers to review current live e-commerce strategies and adopt improved strategies for selecting and cooperating with streamers.enAttractivenessCreativityParasocial InteractionResponsivenessTrustPurchase IntentionConference Paper10.1007/978-3-031-31836-8_7