The role of streamer trustworthiness and attractiveness in enhancing viewer engagement and mindfulness in live streaming
Khudaykulova M. He Y. Obrenovic B. Khudaykulov A. Abueva N.
April 2026Elsevier B.V.
Acta Psychologica
2026#264
The current study aims to propose, develop, and validate a conceptual framework featuring viewer engagement and psychological consequences in the context of live streaming commerce. Focusing on how streamers trustworthiness and attractiveness shape streamers state mindfulness experiences for live streaming commerce among Uzbekistan-based consumers, our framework draws upon Stimulus-Organism-Response (S-O-R); Uses and Gratifications Theory (UGT) and Social Cognitive Theory (SCT). Survey data generated 319 valid responses from livestream viewers in Uzbekistan, which were used to empirically evaluate the proposed model through Structural Equation Modeling (SEM). Findings reveal that participants engage in a three-stage process, which includes the stimulus, organism, and response stage, in shaping their psychological engagement during livestreaming. The evidence demonstrates that streamer trustworthiness and attractiveness serve as important precursors to information seeking, recognition, and escapism gratifications, which, in turn, enhance mindful engagement online. By offering insights into viewers mental and emotional reactions to streamer cues in a developing market environment, the study is expected to guide the creation of livestreaming platforms that foster sustained attention and online well-being in Uzbekistan and other developing economies with similar socio-cultural settings.
Escapism , Information seeking , Livestreaming commerce , Mindfulness , Recognition , Symbolic cues , Uzbekistan
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School of Management, Huazhong University of Science and Technology, China
Zagreb School of Economics and Management, Zagreb, 10000, Croatia
School of Business and Management, Q University, Almaty, 050026, Kazakhstan
Weiser Center for Europe and Eurasia (WCEE), University of Michigan, United States
Institute of European Languages, Zhejiang Yuexiu University, Zhejiang Province, Shaoxing, China
Department of Media and Intercultural Communication, Turan University, Almaty, Kazakhstan
School of Management
Zagreb School of Economics and Management
School of Business and Management
Weiser Center for Europe and Eurasia (WCEE)
Institute of European Languages
Department of Media and Intercultural Communication
10 лет помогаем публиковать статьи Международный издатель
Книга Публикация научной статьи Волощук 2026 Book Publication of a scientific article 2026