32. Impacts of Influencers on the Purchasing Behavior of Generation Z During Livestream
Published: July 28, 2026
Abstract
This study analyzes the factors affecting the purchasing behavior of the youth based on the
impact of influencers in their live stream. The S-O-R model is applied to support the evaluation of
factors and hypotheses in this study. The study finds out that the factors of expertise, familiarity,
and coverage of influencers affect the purchasing behavior of live stream viewers, especially
young viewers. In addition, the trustworthiness in influencers have a direct impact on live stream
viewers and it is also a multi-mediator factor which supports and reinforces the indirect
relationship among other variables and the purchasing behavior of live stream viewers. This
study's findings provide a better understanding and help marketers select the right activities and
people to create a suitable marketing campaign for target audience.
Keywords
influencerpurchasing behaviorlivestreamSOR modelGeneration Z
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