Users who placed orders in the e-commerce live streaming industry accounted for 66.2% of those who watched the live stream, that is, approximately two-thirds of users make purchases after watching e-commerce live streaming ( IResearch, 2021). With the rapid development of e-commerce live streaming, e-commerce live streaming has become the largest category of live streaming, with 388 million users-an increase of 123 million from March 2020 and ~40% of the total number of Internet users. By the late 2020, the number of users watching live streaming in China reached 617 million, accounting for 62.4% of the total number of Internet users ( Chong et al., 2018). With the outbreak of COVID-19 in the spring of 2020, a large number of Chinese residents restrained from outdoor activities and started watching live streaming on their mobile phones at home, thus fueling the rapid rise of live streaming platforms such as Tik Tok and Kuaishou. The live streaming economy started in 2019. The implications and future research directions are discussed in this article. Moreover, the trust and impulsiveness of online influencers increase consumer purchasing intentions. The expertise, bargaining power, and livestreaming schedules of online influencers affect consumer impulsivity. The results show that expertise, bargaining power, post-sales services, and live streaming schedules of online influencers affect consumer trust in online influencers. Using data from 430 valid questionnaires, a hierarchical regression analysis was used to examine our hypotheses. To examine this impact, we distributed our survey questionnaire to Chinese consumers with live streaming shopping experiences. 4Human Resources Department, Beijing Changping Technology Innodevelop Group, Beijing, Chinaĭrawing from the stimulus–organism–response (S-O-R) model, this study explores the impact on consumer attitudes in the context of Chinese online influencers' e-commerce live streaming.3International Business School Suzhou, Xi'an Jiaotong Liverpool University, Suzhou, China. ![]() 2Gansu Province Highway Traffic Construction Group Co., Ltd., Lanzhou, China.1Operation Management Department, Gansu Industrial Research Institute of Highway Derivative Economy, Lanzhou, China. ![]() Pierre and Miquelon, Svalbard and Jan Mayen Islands, Switzerland, Syria, Taiwan, Tajikistan, Thailand, Tokelau, Tonga, Tunisia, Turkmenistan, Tuvalu, Ukraine, United Arab Emirates, United Kingdom, US Minor Outlying Islands, Uzbekistan, Vanuatu, Vietnam, Virgin Islands (U.S.Xueli Wang 1,2, Nadilai Aisihaer 3 * and Aihetanmujiang Aihemaiti 4 * For more information about NHL.TV (outside of the United States) or to purchase, visit NHL.TVĬOUNTRIES AVAILABLE: Afghanistan, Aland Islands, Albania, Algeria, American Samoa, Andorra, Antarctica, Armenia, Austria, Azerbaijan, Bahrain, Bangladesh, Belarus, Bhutan, Bosnia and Herzegovina, Bouvet Island, British Indian Ocean Territory, Brunei Darussalam, Bulgaria, Cambodia, China, Christmas Island, Cocos (Keeling) Islands, Cook Islands, Croatia (Hrvatska), Czech Republic, East Timor, Egypt, England, Falkland Islands (Islas Malvinas), Faroe Islands, Fiji, France, French Polynesia, French Southern Territories, Georgia, Germany, Gibraltar, Greenland, Guam, Guernsey, Heard and McDonald Islands, Hong Kong, India, Indonesia, Iran, Iraq, Ireland, Isle of Man, Israel, Japan, Jersey, Jordan, Kazakhstan, Kiribati, Korea (North), Korea (South), Kuwait, Kyrgyzstan, Laos, Lebanon, Libya, Liechtenstein, Luxembourg, Macau, Macedonia, Malaysia, Maldives, Marshall Islands, Micronesia, Moldova, Monaco, Mongolia, Montenegro, Morocco, Myanmar, Nauru, Nepal, Netherlands Antilles, New Caledonia, Niue, Norfolk Island, Northern Mariana Islands, Oman, Pakistan, Palau, Palestinian Territory, Papua New Guinea, Philippines, Pitcairn, Portugal, Puerto Rico, Qatar, Saint Barthelemy, Samoa, Saudi Arabia, Scotland, Serbia, Singapore, Slovakia, Slovenia, Solomon Islands, South Georgia and South Sandwich Islands, South Wales, Sri Lanka, St.
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