Abstract
Drawing on the theory of perceived value, this study develops a research model to examine the factors influencing Chinese consumers’ purchasing behavior in response to product endorsements by foreign streamers. A total of 251 valid responses were collected via the Credamo platform, ensuring sample diversity. Using SPSS 28.0 and AMOS 28.0 for data analysis, the study finds that convenience value, information value, and quality value significantly enhance consumers’ perceived trust in the promoted products. In turn, this trust positively influences their purchase intentions. The results highlight the mediating role of trust and the importance of perceived value dimensions in shaping consumer behavior in cross-border influencer marketing.
Recommended Citation
Yi, Wenyan; Li, Li; and Zeng, Yitang, "A Study on the Influencing Factors of Chinese Consumers’ Purchases of Products Promoted by Foreign Streamers" (2025). ICEB 2025 Proceedings (Hanoi, Vietnam). 46.
https://aisel.aisnet.org/iceb2025/46