Understanding how streamers' traits affect consumers' buying behavior is crucial for improving the effectiveness of live e-commerce that supports farmers. This study, based on the Stimulus-Organism-Response (SOR) theory, looks at three dimensions of streamer traits—professionalism, interactivity, and attractiveness—and proposes 13 hypotheses in a framework linking these traits to consumer trust and purchase behavior. Data from 203 valid questionnaires were analyzed using reliability and validity assessments, regression analysis, and bootstrap mediation tests. All three characteristics were significant positive predictors of consumer trust and purchase behavior, with trust acting as a partial mediator. Their estimated direct effects on purchase behavior were similar, whereas interactivity and expertise were more strongly associated with trust than attractiveness. Trust also accounted for a larger proportion of the total effect in the expertise and interactivity pathways than in the attractiveness pathway. These findings suggest four priorities for practice: developing streamer expertise, improving interaction, strengthening personal appeal, and maintaining consumer trust. Efforts to enhance attractiveness should extend beyond trust building to include other aspects of streamer presentation and communication.

Agricultural product live-streaming commerce; streamer characteristics; consumer trust; purchase behavior; SOR theory

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