TRANSFORMATIVE LEARNING IN DIGITAL COMMERCE: THE INFLUENCE OF STREAMER CHARACTERISTICS ON PERCEIVED VALUE AND TRUST IN LIVE STREAMING MARKETING OF HOME FITNESS EQUIPMENT

Abstract

Livestreaming commerce is rapidly transforming digital retail and consumer behaviour in China, particularly within the growing home fitness sector. This study examines the impact of livestreaming marketing factors, including streamer credibility and streamer interactivity, on perceived value and trust, and how these factors subsequently influence purchase intention for durable home fitness equipment. Guided by the Stimulus–Organism–Response (S-O-R) framework, datas were collected from 554 fitness enthusiasts in China and analyzed using Structural Equation Modeling (SEM). The results indicate that streamer credibility and interactivity are significant predictors of perceived value, trust and purchase intention. Moreover, perceived value and trust play mediating roles in the relationships between streamer credibility and interactivity and consumer purchase intention. These findings address the issue of which type of streamer is suitable for high-involvement and durable home fitness equipment in live streaming commerce, highlighting that credibility and interactivity are critical for building consumer confidence. Theoretically, this study advances the integration of the S-O-R framework with perspectives on source credibility. Practically, it provides actionable insights for marketers, platforms, and policymakers to enhance trust-building and perceived value, thereby aligning live streaming strategies with sustainable consumption and long-term investments in health-oriented products.