This paper discusses the effect of host traits and platform attributes on consumer confidence and
intention to purchase in food live streaming commerce on Douyin through the Stimulus-Organism
Response (S-O-R) paradigm. A quantitative survey of 372 Douyin users in China showed that all
host qualities including professionalism, interactivity, attractiveness and authenticity have substantial
effects on the perceived trust and intended purchasing. Host authenticity portrayed the largest indirect
impact on the purchase intentions via trust (0.056), and it is important to note that authentic
communication is essential when it is impossible to verify the quality of the purchased product
directly. Platform features were considered equally significant drivers, and e-commerce transaction
support had the strongest direct impact on purchase intentions (0.21) and real-time interaction support
had the largest direct impact via trust (0.078). The model attributed 73.6 and 72.9 percent of the
variation in trust and purchase intentions, respectively, which confirmed that the S-O-R model is
applicable in food live streaming situations. The results are practical to the stakeholders: hosts need
to focus on authenticity and still be professional, highly interactive; platform operators need to invest
in real-time interaction opportunities and smooth e-commerce integrations; and food businesses need
to choose hosts whose product aligns with authenticity, offer extensive training and freedom of
creativity, and establish long-term collaborations instead of a single promotion.
This paper discusses the effect of host traits and platform attributes on consumer confidence and
intention to purchase in food live streaming commerce on Douyin through the Stimulus-Organism
Response (S-O-R) paradigm. A quantitative survey of 372 Douyin users in China showed that all
host qualities including professionalism, interactivity, attractiveness and authenticity have substantial
effects on the perceived trust and intended purchasing. Host authenticity portrayed the largest indirect
impact on the purchase intentions via trust (0.056), and it is important to note that authentic
communication is essential when it is impossible to verify the quality of the purchased product
directly. Platform features were considered equally significant drivers, and e-commerce transaction
support had the strongest direct impact on purchase intentions (0.21) and real-time interaction support
had the largest direct impact via trust (0.078). The model attributed 73.6 and 72.9 percent of the
variation in trust and purchase intentions, respectively, which confirmed that the S-O-R model is
applicable in food live streaming situations. The results are practical to the stakeholders: hosts need
to focus on authenticity and still be professional, highly interactive; platform operators need to invest
in real-time interaction opportunities and smooth e-commerce integrations; and food businesses need
to choose hosts whose product aligns with authenticity, offer extensive training and freedom of
creativity, and establish long-term collaborations instead of a single promotion.