Abstract

Purpose: This study examines how influencer characteristics and jewelry product attributes influence perceived value and purchase intention in live commerce, focusing on Chinese consumers. The research aims to identify key factors driving consumer behavior in this emerging digital sales channel, with a particular emphasis on the role of logistics and trade in shaping purchasing decisions. Research design, data and methodology: A survey of 300 Chinese consumers with live commerce experience was conducted, and data were analyzed using structural equation modeling. The study measured the impact of influencer trustworthiness, expertise, and attractiveness, as well as jewelry price and quality, on perceived value and purchase intention. Results: Results reveal that influencer trustworthiness, expertise, and attractiveness significantly enhance perceived value. Price positively affects purchase intention, while quality shows negligible influence. Perceived value fully mediates the relationship between price and purchase intention and partially mediates the effects of influencer expertise and trustworthiness. Conclusions: The findings highlight the critical role of influencer credibility and competitive pricing in live commerce success, offering practical insights for marketers to optimize influencer collaborations and pricing strategies in the jewelry sector. Additionally, the study underscores the importance of efficient logistics and trade practices in ensuring seamless consumer experiences in live commerce environments.