With the popularity of live streaming commerce, the characteristics of streamers and products subtly influence consumer behavior through visual live streaming form. Based on dual-process theory, this paper develops a comprehensive theoretical model to examine how consumer perceived streamer characteristics and product characteristics influence streamer attractiveness and product attractiveness, and explore how consumer behavior inertia is affected by streamer attractiveness and product attractiveness. An online survey consisting of 300 participants was recruited to empirically examine the proposed research model. The results indicated that consumer perceived streamer characteristics and product characteristics are important factors affecting the streamer attractiveness and product attractiveness, which in turn positively affect consumer’s shopping experience memory, which further influence consumer behavior inertia. In addition, the moderating effects of mindfulness are also examined.

• Chunlin Yuan(Business School of Henan University, China)
• Zeran Zhang(Business School of Henan University, China)
• Shuman Wang(Changwon National University, Republic of Korea)
• Hakil Moon(Eastern Michigan University, USA)
• Kyunghoon Kim(Changwon National University, Republic of Korea)
• Tiaojiao Wang(University of Glasgow, UK)