Figure 1.
The conceptual model presents four sections labelled streamer attributes, trust, engagement, and behaviour. On the left, streamer attributes include expertise, trustworthiness, and attractiveness grouped together, and entertainment and interaction grouped separately. Expertise, trustworthiness, and attractiveness connect to emotional trust. Entertainment and interaction connect to viewer engagement. Emotional trust also connects downward to viewer engagement. Emotional trust and viewer engagement both connect to impulsive buying and purchase behaviour on the right. The upper grouping is labelled source credibility theory. The lower grouping is labelled uses and gratifications theory. The right section is labelled affective cognitive processing.Proposed model