Live Streaming E-Commerce: Anchor Persona, Consumer Trust, and Purchase Intention

(City University of Macau，Macao  999078 Yunlei  Chen

Abstract:This study focuses on the live streaming e-commerce scenario, deconstructs the symbolic construction and dynamic communication logic of host personas, analyzes the cognitive and emotional mediating mechanisms of consumer trust, and explores the functional and relational paths through which personas influence purchase intention. The research shows that personas affect purchase intention through the mediating role of trust, and their adaptability and interactivity directly determine the effectiveness of this influence.

Keywords:Host Persona; Consumer Trust; Purchase Intention; Live Streaming E-Commerce; Mediating Mechanism

Introduction：

Live streaming e-commerce has reconstructed the consumption decision-making scenario with its real-time interactive characteristics. As the core hub, hosts’ personas have become the key link connecting supply and demand. Existing studies mostly focus on the surface characteristics of personas, with insufficient exploration of their in-depth connections with trust and purchase intention. Based on this, from the perspective of the integration of technology and scenarios, this paper analyzes the internal logic of the three, providing theoretical support for industry practice.

1.Dimensional Deconstruction and Communication Logic of Host Personas in Live Streaming E-Commerce

1.1 Symbolic Construction of Personas: From Personality Traits to Scene Adaptation

A host persona is not a simple image label, but a comprehensive cognitive carrier formed by the combination of symbolic elements based on the needs of target consumer groups. Its core dimensions include professional competence symbols, emotional trait symbols, and scene adaptation symbols, which are nested with each other to form a complete system.Professional competence symbols are embodied through the accuracy of product interpretation and industry knowledge reserve. Emotional trait symbols are reflected in the consistent expression of communication style and value orientation. Scene adaptation symbols require the persona to form functional matching with live streaming categories and consumption scenarios.For example, the “ingredient analysis” persona of beauty hosts needs to adapt to product evaluation scenarios, and the “parenting experience” persona of maternal and infant hosts should fit parent-child consumption scenarios. This adaptability directly affects the credibility foundation of the persona.

1.2 Interactive Iteration of Persona Communication: Dynamic Optimization Based on Real-Time Feedback

The real-time interactive nature of live streaming e-commerce endows persona communication with dynamic iteration, distinguishing it from the static image communication of traditional media. Hosts obtain real-time feedback from consumers through bullet screen interactions and comment responses, and then adjust the focus and presentation of persona expression.This dynamic optimization mechanism enables personas to continuously align with consumers’ cognitive expectations, forming a closed loop of “communication – feedback – adjustment”. In the communication process, persona information is synchronously output through multiple channels such as language expression, behavior display, and scene layout. Among them, emergency responses in real-time interactions can further strengthen the perception of persona authenticity.

2. Analysis of the Mediating Mechanism of Consumer Trust

2.1 Formation of Cognitive Trust: Matching Verification Between Persona Information and Product Value

The establishment of consumers’ cognitive trust is essentially a process of matching verification between the information transmitted by the persona and the actual product value. The professional competence symbols in the host persona reduce the degree of information asymmetry for consumers through product parameter interpretation and usage scenario demonstrations, forming initial cognitive trust.This trust establishment relies on the accuracy and objectivity of information transmission. Hosts’ truthful presentation of product advantages and limitations can strengthen cognitive trust more than one-way exaggerated promotion. The formation of cognitive trust has a cumulative effect.

2.2 Deepening of Emotional Trust: Path Coupling Between Persona Empathy and Consumption Decisions

Emotional trust is a deep psychological connection formed through the resonance between the emotional trait symbols of the persona and consumers’ emotional needs, based on cognitive trust. The sincere communication and empathetic expression of hosts, as emotional trait symbols, can trigger consumers’ emotional identification, transforming consumption decisions from rational judgment to emotional drive.The deepening of emotional trust depends on emotional investment in interactions. Hosts build one-on-one emotional connections by paying attention to consumers’ individual needs and responding to personalized demands. This connection transcends the simple buyer-seller relationship, forming a quasi-social emotional bond.

3. Influence Paths of Host Personas on Consumers’ Purchase Intention

3.1 Functional Path: Decision Efficiency Improvement Driven by Persona Professionalism

Personas influence purchase intention through the functional path, with the core being that their professional competence symbols can reduce consumers’ decision-making costs and risk perception. Hosts’ professional interpretations enable consumers to quickly grasp the core value and usage scenarios of products, reducing the time cost of information search and comparison, and improving decision-making efficiency.This functional value is particularly evident in the consumption of complex categories. For example, 3C products, beauty and skincare products that require professional knowledge support, hosts’professional personas can be directly converted into purchase intention.

3.2 Relational Path: Irrational Consumption Tendency Triggered by Persona Identification

The relational path is based on emotional trust, triggering irrational consumption tendencies through value identification and emotional resonance between personas and consumers. When the life attitude and values transmitted by the host persona align with consumers, a strong sense of identification is generated. In the live streaming scenario, hosts strengthen consumers’ sense of group belonging by building a “fan community” atmosphere, making purchasing behavior a symbol of group identification. Purchase intention under the relational path is characterized by impulsivity and repurchase. Consumers may purchase non-essential products due to emotional identification with the persona, and repurchase behavior is more derived from emotional connection rather than product needs.

4. ConclusionThis study finds that in live streaming e-commerce, host personas form a cognitive foundation through symbolic construction and dynamic communication. As a mediating variable, consumer trust includes two dimensions: cognitive and emotional, which undertake the influence of personas and ultimately act on purchase intention through functional and relational paths. The adaptability, authenticity, and interactivity of personas are the key factors determining trust establishment and purchase conversion.In the future development of live streaming e-commerce, host personas need to focus on the balance between professionalism and emotion, strengthen trust connections, and improve purchase conversion efficiency through accurate scenario adaptation and continuous interactive optimization.

References：

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【2】SHI Saihua. Research on the Impact of Celebrity Hosts’ Personas on Consumers’ Purchase Intention[D]. Henan University of Technology, 2023.