How facial cues of streamers drive purchase intention in live streaming commerce: Based on a lens model

Abstract

Given the pivotal role streamers play in live streaming commerce, this study explores the influences of their facial features on consumer purchase intention, drawing on the modified Brunswikian lens model and stereotype content model. By identifying invariant (i.e., eye size, mouth width and facial width-to-height ratio) and changeable (i.e., facial expressions and eye gaze) facial features, we found that facial cues (e.g., eye size, mouth width, and facial expressions) of streamers significantly impact perceptions of warmth and competence, which further impact purchase intention. Our findings illuminate the subtle dynamics of how streamers’ facial characteristics sway consumer purchase intention, providing insightful implications for leveraging these features for marketing success in live streaming commerce.