Title: The influence of personal information, product comparison and customisation information on enhancing trust and purchase intention among first-time and repeat viewers

Authors: Minjiang Jia

Addresses: Chengdu University, No. 2025, Chengluo Avenue, Chengdu City, Sichuan Province, China

Abstract: This study examines the impact of three types of information provided by live streamers on the trust and purchase intentions of new and experienced viewers. The findings suggest that live streamers' personal information does not significantly affect first-time viewers' trust or purchase intentions. Conversely, it positively influences cognitive rather than affective trust, and subsequent purchase intentions among repeat viewers. Product comparisons strongly affect viewers' purchase intentions by fostering cognitive trust. Furthermore, product comparison information exerts the most significant direct impact on purchase intentions among repeat viewers. In contrast, product customisation information demonstrates the strongest effect on purchase intentions among first-time viewers. Notably, the relationship between information and purchase intentions for both first-time and repeat viewers is not fully mediated by trust in the live streamer.

Keywords: personal information; comparison information; customisation information; viewer; purchase intention; affective trust; cognitive trust.

DOI: 10.1504/IJMC.2026.155421

International Journal of Mobile Communications, 2026 Vol.28 No.2, pp.210 - 231

Received: 04 Dec 2024
Accepted: 23 Dec 2025
Published online: 31 Jul 2026 *

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