Impact of Live Streaming, Music, and Celebrity Endorsement on

Purchase Intention

Lehan Wang

Raffles Institution, Singapore 575954, Singapore

Keywords: Purchase Intention, Live Video Streaming, Background Music, Celebrity Endorsement, Consumer Behavior.

Abstract: Online shopping has increased rapidly. There is increased market competition between online and physical

stores. Hence, many retailors start using a myriad of marketing strategies to boost consumer purchase

intention to increase their sales. As such, this study will investigate in three key factors that affect purchase

intention drastically including Live Video Streaming (LVS), background music in retail environments and

celebrity endorsement. This study employs a comprehensive literature review as its research method.

According to the research and prior studies, LVS can reduce psychological distance and perceived uncertainty,

leading to greater consumer trust and engagement and eventually significantly increases online purchase

intention. For background music, different music styles (happy vs. sad) will Influences consumer emotions

and behavior in physical stores. Hence, it is able to affect buyers’ moods positively and enhance buying

intention. Lastly, celebrity endorsement can Increase brand credibility and consumer awareness. Furthermore,

different types of endorsement (traditional vs. internet celebrities) will have impacts on consumers’ ideal and

real selves respectively, hence celebrity endorssement can greatly boost consumers’ purchase intention.

However, the prior studies may not generalize across different demographics, cultures, or economic groups.

Therefore, future research should include a more diverse population to enhance generalizability.

1 INTRODUCTION

Due to invention of Internet, online shopping has

become one of the more convenient choices when

people would like to buy something. This provides

many opportunities for people to sell products easily

online on different social media platforms like

TikTok. The market share of physical stores is greatly

threatened by those online stores. Furthermore, after

the appearance of corona virus and the experience of

lock down, more and more people have the habits of

shopping online. As such, the level of competency

has risen wildly in recent years. Since consumers’

purchased intention is closely linked to consumers’

purchasing behaviors, retailors have focus on it

greatly in order to increase their sales and revenues.

This study will base on prior studies to investigate

the significant factors of purchase intention and the

way and the extent of their different influence on it

respectively.

2 INTRODUCTION TO THE KEY

CONCEPTS

According to Morwitz,V, marketing managers

usually determine their future marketing strategies

and behaviors through purchase intention by

understanding their demand and hence enhancing the

sales of products (Morwitz, 2014). Purchase intention

is the preference of consumer to buy the product or

service. In another words, purchase intention has

another aspect that the consumer will purchase a

product after evaluation. Many factors affect the

consumer’s intention while selecting the product and

the ultimate decision depends on consumers’

intention with large external factors (Keller, 2001).

Since purchase intention is linked to behavior,

perceptions and attitudes of consumers, retailors are

inclined to impact these using various strategies and

factors in order to enhance consumers’ purchase

intention (Peña-García et al., 2020). This study will

emphasis on 3 factors that can significantly affect

purchase intention in both negative and positive way.

One possible factor is using LVS, which refers to

online broadcasts in real time that facilitate business-

Wang, L.

Impact of Live Streaming, Music, and Celebrity Endorsement on Purchase Intention.

DOI: 10.5220/0014150000004942

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Applied Psychology and Marketing Management (APMM 2025), pages 645-651

ISBN: 978-989-758-791-7

645

to-consumer and business-to-business

communication (Zhang et al., 2020). Based on several

studies, it is shown that LVS can enhance purchase

intention by shortening psychological distance and

reducing perceived uncertainty. Another factor is the

backgound music in malls. Background music in this

case is defined as the music used to improve the

atmoshphere in the mall and it may or may not have

lyrics (Park & Young, 1986). Considering that music

is separated into a myriad of categories, different

styles of music will have different rhythm, pitch, are

played by different instruments. Since music can be

presented differently, the emotions transfered by the

music can vary greatly. By impacting consumers’

emotions, music can affect purchase intention

significantly in both positive and negative way based

on the types of background music played in the mall.

The last factor is the celebrity endorsement. Many

brands have use celebrity endorsement as their

strategies to increase their consumers’ awareness and

brands loyalty. By making their brands more popular

and well-known, marketing managers can effectively

enhance consumers’purchase intention and

eventually increase the sales of their products.

3 IMPACT OF LIVE-VIDEO

STREAMING (LVS) ON

PEOPLE’S PURCHASE

INTENTION

The participants are 81 undergraduates students

whose average age is 23.32 years old from Tianjin

University (Zhang et al., 2020). Within the 81

students, 46% are men. The students are randomly

assigned into two groups to conduct a between-

subject experiment. One group received non-LVS

website while the other group receive LVS website.

On the non-LVS website which was a very classical

e-retailer’s homepage, there were sellers’ information

including service attitude and its rating, description

and pictures of the products, prices, customers

reviews, inventory quantities and a buy button. On the

LVS website, besites all the basic information like

above, the products were display lively and e-retailors

were accessible for different questions from

audiences and able to try the products during the

streaming. Both of the webistes were mocked up.

The context of the survey was that all the

participants were going to buy sunglasses for their

friends who would go travel as a gift. Then, each

group of participants would watch and read their

scenario(LVS or non-LVS) respectively. Lastly, a

survey including questions like‘‘If I was purchasing

sunglasses, I would purchase from [retailer].,’ , “If

someone asked me, I would say that it was likely that

I would buy sunglasses from [retailer].” and “I feel

that purchasing sunglasses from this e-retailer

involves a high degree of uncertainty”. Each question

was answered on nine-point Likert scales with 1= ‘Do

not agree at all’ and 9= ‘Agree completely’. Each

questions help investigate consumers’ personal

feeling on psychological distance, perceived

uncertainty and online purchase intention. A self-

rating scale was used in this experiment to measure

the variables.

The authors used the Model 4 of the PROCESS

macro to test the mediating effects. From the result,

psychological distance (β = −1.24, 95% CI = −1.84 to

−0.65), perceived uncertainty (β = −1.05, 95% CI =

−1.69 to −0.41), and online purchase intention (β =

1.21, 95% CI = 0.62–1.81)are greatly influenced by

the LVS strategy. Furthermore, psychological

distance (β=- 0.37, 95% CI = - 0.61 to - 0.13) and

perceived uncertainty (β=- 0.25, 95% CI = - 0.47 to -

0.03) has negative impact on online purchase

intention. Since LVS significantly reduces

psychological distance and perceived uncertainty,

online purchase intention will be increased. The

effect of less perceived uncertaintly has greater

impact on purchase intention than that of shortened

psychological distance.

However, there are certain limitations that need to

be considered. Firstly, the data collection scope is too

narrow. Considering that it only involved 81 students

from the university, this experiment did not involve

consumers from different economic status and ages.

Furthermore, the study relied on data from the Taobao

LVS platform to find the correlation between LVS

strategy and purchase intention. This limited data

source further restricts the generalizability of the

findings. Secondly, this experiment only focused on

psychological distance and perceived uncertainty as

mediators between LVS and online purchase

intention. However, there could be other possible

factors like interactivity, social interaction, and the

beauty of the e-retailors affect the online purchase

intention and people’s decision making.

The experiment considered gender, education

background, occupations, income and areas they

lived (Han & Xu, 2020). A total of 68 participants

were involved in this survey. The participants

included different genders, occupations, education

background, income and areas they lived. This survey

conducted both depth interview, which was 40

minutes each, and focus group interview. Each group

consisted 3 people and there were totally 6 groups.

APMM 2025 - International Conference on Applied Psychology and Marketing Management

646

During the depth interview, participants had

sufficient time for thinking and expressing

themselves. In the meanwhile, their facial expressions

can be fully observed to understand the extent of

impact of different characteristics of e-commerce

anchor on consumers’ online purchase intention.

Within the interview, questions like ‘What do you

feel when watching live streaming’ ‘ What is the

specific reason for the purchase behavior because of

watching live e-commerce’ and so on were asked.

The content of the interview proves the influence

of the charm attribute of e-commerce anchors on the

internal state of consumers to a certain extent. 47

participants mentioned that a charming e-commerce

anchors could exite the consumers, such as ‘When I

usually watch the live streaming, I feel that the anchor

speaks very gently and she looks good, and has a good

personality, so I will be excited. I like everything she

recommends’. Moreover, More than 44 respondents

mentioned the impact of excitement in consumers'

internal state on consumers' purchase intention, such

as "I feel so excited when watching the anchor

recommending products ceaselessly which makes me

want to buy everything she recommends’. As such,

charming characteristics of the e-commerce anchors

can excite the audience, eventually enhancing their

online purchase intention.

Furthermore, many participants had mentioned

that e-commerce anchors with good appearance or

professional knowledge will lift audience’s moods

and become more trustworthy by making themselves

look reliable and honest. As such, consumers’ online

purchase intention is enhanced. Everald and Galletta

also mentioned that trust will play a decisive role in

consumers' purchase intention (Everard & Galletta,

2005).

This reference only investigates the impact of

characteritics of e-commerce anchors on purchase

intention, however, almost every participants had

mentioned that under the "brainwashing" propaganda

of the e-commerce anchor, there will be an impulse

purchase intention. In this case, many people just

come for a glimpse, but they end up with spending

money accidentally. This phenomenon is not

explained and investigated in this reference though it

enhances purchase intention as well. Hence, though

e-commerce anchor can impact personal purchase

intention, other possible factors were not controlled

effectively.

Other references have also proved similar results

that live streaming can enhance purchase intention

and the characteristics of the anchors are very

significant. Based on the experiment done by Yu

2024, professional anchors can give clear and

accurate explanation which increase consumers’ trust

and time spending on that specific live streaming. As

such, by improving consumers’ understanding of the

products, the authors stimulate consumers’ demand

for the products and enhance people’s purchase

intention. This obersavation does align with the

conclusion of the two studies above (Yu & Sun, 2024).

According to the data from Ma Jia, CHICMAX

had spent a lot of money on a special type of live

streaming. These kinds of live streaming usually have

an exciting and dramatic storyline to attract the

audience and make them stay at the page. The

retailors will drive consumers’ sentiment and

excitement. As such, audience will have greater

purchase intention and eventually buy the products.

In the first half of 2024, the sales and distribution

expenses of CHICMAX were 2.016 billion yuan, an

increase of 137.1% over the same period last year. It

shows that the characteristics of streamers can have

different impact on purchase intention while various

types of live streaming will also lead to different level

of enhancement on it (Ma, 2024).

4 IMPACT OF MUSIC ON

PEOPLE’S PURCHASE

INTENTION

Participants were students in three ‘Principles of

Marketing’ classes. In order to keep the the relevance

of the data, subjects that did not buy the greeting cards

for their friends at the end were not involved in the

final data analysis (Alpert & Alpert, 1990). Hence,

there were 48 available subjects in the end. There

were different cards with different emotions

including sadness, happiness and neutrality. Students

were separated into 3 groups, experiencing mix-

factorial experiments. The variable factors are happy

music, sad music and no music paired with different

emotions of cards. Every group will watch the

advertisements of all types of cards and each group

will listen to one type of music differently. Mood

monitors and rating scales were used to measure

participants’ feelings and purchase intention whole

the experiments were conducting. Mood monitors

involved 5 scales: sad, moderately sad, neutral,

moderately happy, happy. While the music and card

advertisements were playing, subjects were required

to indicate their emotions simultaneously. The scale

started from 0(sad) till 100 (happy). The process

relied on the height of the pencil line relative to the

left anchor. Measurements were taken at five equally

spaced percentiles of the line that was drawn by the

Impact of Live Streaming, Music, and Celebrity Endorsement on Purchase Intention

647

participants. The rating scales were used to measure

the perceived emotions of the cards, how much

people like the cards and purchase intention.

Disparities across groups, cards, music types were

tested using an SPSS partial factorial ANOVA. Based

on the data collected, music can influence consumers’

emotions and eventually affects their purchase

intention. The study found that music structured as

"happy" made listeners feel more positive, while

"sad" music made listeners feel less positive.

Furthermore, the purchase intention has negative

relationship with consumers’ emotions(r = -0.355，

p < 0.05). As such, the sadder the consumers feel, the

higher possibility of them buying the greeting cards

for friends. Additionally, the music backgrounds

show great impact on purchase intension (F = 3.55，

p < 0.05). Cards with sad music background are more

likely to be bought as compared to that with happy

music background. However, cards with happy music

and those without music show similar impact on

purchase intention. Sad music shows distinctive

impacts as compared to no music (p = 0.06). Hence,

it shows that different music category can affect

consumers’ purchase intention, and sad music in

certain senario like buying greeting cards for remote

friends has greater influence on enhancing purchase

intention. The study done by Williman in 1986 had

also shown the impact of music on consumers’

purchase intention. When restuarants played slow-

tempo background music, consumers tend to stay

longer while eating the similar amount of foods, and

more alcoholic beverages were drank (Milliman,

1986).

Though this study has investigated music

structure including beats and rhythm, there are other

factors like lyrics, artistic interpretations, associations

with personal memories, genres and periods of music

are not involved in this study. As such, the

understanding about the impact of music on

consumers’ behaviors might not be holistic (Zhang,

2013).

The study chose some big and popular

supermarkets, including Dalian Hualian Supermarket

Heishijiao Store and Walmart Xueyuan Store. The

author chose 45 people per supermarkets at the exit

who just finished shopping. Eventually, 306 surveys

were collected. Before designing the questionnaires,

the authors had observed the music backgrounds of

the 8 supermarkets, and the behaviors of different age

groups of consumers. Interview was done to have

deeper understanding about consumers’ feelings and

change of behaviors to provide ideas for the

qustionnaires. In order to ensure the generality, the

questionnaires were released in the morning and

afternoon of both the weekdays and weekends. As

such, consumers from different genders, age groups,

occupations, education background and economic

status were all involved in this survey. Rating scales

are used to ask the feelings like anxiety and

excitement when the consumers visit the

supermarkets. The data collected used SPSS to do the

final statistic analysis.

Based on the final results, background music has

a postive relationship with consumers’ positive

emotions, with coefficient 0.781. It means consumers

will have more positive emotions in shopping when

the background music is more accepted by the

consumers. It explains that in the survey, consumers

who have better comments of the background music

are more likely to feel happy and excited. The more

positive consumers' shopping emotions are, the more

likely they are to engage in purchase approach

behavior, with a correlation coefficient of 0.678. It is

represented by the happy and excited consumers who

will stay longer in the supermarkets and have more

interaction with other consumers or staffs. As such,

the purchase intention is enhanced. This

oberservation align with the research done by Yi, F.,

& Kang, J., which indicates that background music

encourages approach behavior by increasing

satisfaction, as such consumers are more inclined to

stay in the shopping malls and explore (Yi & Kang,

2019).

Furthermore, background music also shows a

negative relationship with negative emotions, with

coefficient -0.565. As such, consumers will have

more negative emotions about shopping when they

dislike the music greatly. Hence, when consumers

think the volume is too high or they dislike the types

of music, they may feel annoyed. When the emotions

are negative, approach behavior is inhibited, and the

correlation coefficient between the two is -0.289. As

such, anxious or annoyed consumers will tend to stay

shorter in the supermarkets and are unwilling to

interact with others, leading to weaker purchase

intention.

Additionally, background music shows positive

relationship with consumers’ approach behavior, with

coefficient 0.490. It means when the music is

favourable, consumers will have greater purchase

intention.

However, though music can enhance the postive

emotions, it is not able to adjust the negative emotion.

It is because even though the music might not be

favourable of some groups, they tend to think that

they should bear it as they are in a public areas and

the music is for other groups. Considering that the

research was done in China, the economic

APMM 2025 - International Conference on Applied Psychology and Marketing Management

648

development and customs of different areas are

greatly varied. As such, the conclusion extracted from

one area may not be representative for China. The

experiment will be more reliable if more data from

different typical areas are collected.

From the both studies, the music background is

able to influence consumers’ emotions significantly.

Both studies show that positive music can encourage

happiness and excitement while negative music will

lead to greater anxiety. Furthermore, negative

emotions can discourage interaction and hence reduce

purchse intention, based on the second study.

Moreover, the first study shows a conlusion that

negative emotions like sadness can encourage

purchase behavior like buying greeting cards for

friends. Hence, negative emotions may have negative

impact for consumers in supermarkets, but in certain

scenarios, negative emotions may enhance the

purchase intention specifically.

5 IMPACT OF CELEBRITY

ENDORSEMENT ON PEOPLE’S

PURCHASE INTENTION

Totally 200 questionnaires where collected as valid

resources (Ertugan & Mupindu, 2019). These 200

participants from the Near East University included

131 male (65.5%) and 69 female (34.5%) students.

About half of the participants were from the 21-23

age group while participants between the ages of 18

to 27 are 86.5% of 200. The main age group of this

survey indicated that people from younger generation

are more inclined to shop online as compared to those

at older ages. A field study was done using

questionnaires to collect responds to measure the

relationsip between different variables. Celebrity

endorsement made up of five dimensions, including

gender, credibility, attractiveness, celebrity versus

non celebrity and single/ multiple endorsement, was

the independent variable with the purchasing

intention as the dependent variable. Those

accomplished in respective disciplines and enjoy

public recognition by a large group of people are

called celebrities (Spry et al., 2011).

Celebrity endorser is defined as “any individual

who enjoys public recognition and who uses this

recognition on behalf of a consumer good by

appearing with it in an advertisement.”by McCracken

(McCracken, 1989).

There were totally two sections in the

questionnaire. The first one was about participants’

personal details and background information. The

second one included attitude statements measuring

each variables mentioned above on a 5-point Likert

Scale. Purchase intention was designed as dependent

variable where as independent variable was celebrity

endorsement included that 5 dimensions mentioned

above. During the survey, authors directly

approached the 200 students and ask them whether

they can complete the questionnaire volutuntarily.

Cronbach’s alpha was used to estimate the reliability

of the responses. According to the results from the

questionnaire, Cronbach’s alpha values ranged

between 0.751 to 0.846 for all variables, indicating

high reliability in measuring the effects of celebrity

endorsement on purchase intention. From the 5

dimentions of celebrity endorsement, credibility was

Moderately correlated with purchase intention (r =

0.529, p < 0.01), yet its significance is limited based

on regression analysis (β = 0.080, p = 0.214).

Attractiveness was also Moderately correlated with

purchase intention (r = 0.555, p < 0.01) and found

insignificant in regression analysis (β = 0.161, p =

0.13). Whereas Gender had a significant positive

impact on purchase intention (β = 0.218, p = 0.002).

It indicates that female celebrities were used to

capture more attention than male celebrities. In the

celebrity vs non celebrity indicator, it shows

Significantly influence on purchase intention (β =

0.171, p = 0.024). Consumers showed a preference

for celebrity-endorsed advertisements. Lastly, in the

Single vs. Multiple Endorsements indicator, this

dimension had the strongest positive effect (β = 0.307,

p = 0.000) on purchase intention. All in all, only three

of the five dimensions (Gender, Celebrity vs. Non-

Celebrity, Single vs. Multiple Endorsements)

significantly influenced purchase intention.

Hence, sonsumers value celebrity-endorsed

advertisements for their ability to draw attention and

raise awareness. Trust and respect in celebrity

endorsements are also pivotal; however, skepticism

arises when celebrities endorse multiple brands

within a short time. Furthermore, Gender does play a

crucial role, with consumers favoring endorsements

by celebrities of the gender they prefer or relate to.

Considering that the study was conducted

exclusively on university students at Near East

University, the majority of participants are younger

generation. As such, the findings may not be

generalizable to other populations, including older

adults or people from different countries or cultural

settings (Shi, 2019).

The second study proves the positive impact of

celebrities on purchase intention of consumers, it

further differentiate the difference on the ways of

celebrities and online celebrities affecting purchase

Impact of Live Streaming, Music, and Celebrity Endorsement on Purchase Intention

649

intention respectively via multiple experiments. The

second experiment specifically differentiate the ways

of celebrities and online celebrities affecting self of

consumers differently. Within the second experiment,

there were totally 150 students from universities in

Wuhan, China. There were 138 valid responses with

34.56% of males and 65.942% of females. The

average age of participants is 21.445. The author

chose Liying Zhao as the celebrity and Yilei Jiang,

papi as the internet celebrity. In order to weaken the

relationship with present brands, the product used in

this experiment was laptop with a make-up brand

calle ‘X’. Pictures with the images of either the

chosen celebrity or internet celebrity and also the

images of the laptops were given to different groups

of people, including celebrity group and internet

celebrity group. A context was given to them about

they saw the advertisements of brand X laptop which

was endorsed by Liying Zhao or Yilei Jiang when

they would like to buy a laptop and scroll through

some popular shopping websites. The materials for

Liying Zhao introduced the popularity and well-liked

nature of her while the materials for Yilei Jiang

describes papi as one of the favourite internet

celebrities nowdays. After seeing the pictures and the

descriptions for both celebrities and internet

celebrities, they were asked to fill in a rating scales

including quetions about whether the advertisements

show their ideal or real self images. The basic

background information about genders, ages and

education background were also includedwith in the

survey. From the results, both internet celebrities and

celebrities have positive relationship with consumers’

purchase intention. The average value of purchase

intention in celebrities group is 4.33 while that in

internet celebrities group is 4.22. However, celebrity

endorsement significantly activated the ideal self (β =

0.67, p < 0.01), which positively influenced purchase

intention (β = 0.49, p < 0.01). Theindirect effect

through the ideal self was significant (Bootstrap CI:

[0.46, 1.01].). In comparison, the internet celebrity

Endorsement significantly activated the real self (β =

0.62, p < 0.01), which positively influenced purchase

intention (β = 0.46, p < 0.01).The indirect effect

through the real self was significant (Bootstrap CI:

[0.61, 0.88].). As such, celebrity endorsement

enhances purchase intention by activating consumers’

ideal self, reflecting aspirations and social identity;

while internet celebrity endorsement enhances

purchase intention by activating consumers’ real self,

emphasizing practical and functional needs.

In conclusion, both of the studies have shown that

celebrity endorsement can effectively enhances

consumers’ purchase intention, making it a good

marketing strategy to use in real life. However, from

the second study, after considering the mediating

effect, different types of celebrities may fit in

different products from different areas and industries.

As such celebrity endorsements are better suited for

premium, symbolic products such as luxury goods

whereas internet celebrity endorsements are more

effective for functional, everyday products such as

electronics.

Considering that both of the studies were

conducted exclusively on university students , the

majority of participants are younger generation. As

such, the findings may not be generalizable to other

populations, including older adults or people from

different countries or cultural settings.

6 CONCLUSION

The purchase intention of consumers has been a

significant and common topic in today’s society,

especially after the existence of internet and online

shopping habits. With more competitors in the

markets, retailors have used a myriad of marketing

strategies to rise purchase intention. In this passage,

three factors including celebrities endorsement, live-

videa streaming (LVS) and music are investigated on

their impacts on consumers’ purchase intention. In

conclusion, celebrities endorsement, LVS and music

can all affect purchase intention significantly in both

negative and positive ways by raising consumers

awareness, shortening the distances and influencing

consumers’ emotions during shopping. Hence, it is

proven that using these strategies could greatly

enhance consumers’ purchase intention, leading to

higher profits. Yet, most of the studies mentioned

have limited participants. This may lead to limited

application to other countries with different cultures

and other age groups with different purchasing habits.

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