Integrating Celebrity Endorsement and the Theory of Planned Behavior to Explain Sportswear Purchase Intention in Livestream Commerce
This study investigated the factors influencing Gen Z consumers’ buying intentions for sportswear in a livestreaming commerce setting. To this end, the theory of planned behavior was integrated with the concept of celebrity endorsement. An online survey was conducted in Guangzhou, China, with 249 Gen Z consumers. Partial Least Squares Structural Equation Modeling (PLS-SEM) was applied for statistical analysis. The results showed that consumer attitude was significantly affected by host attractiveness, expertise and trustworthiness. Also, both consumer attitude and perceived behavioral control positively affect purchase intention, while subjective norm did not positively influence purchase intention. Interestingly, the study confirmed the moderating effect of consumer ethnocentrism. Based on the findings, theoretical and practical implications are provided.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Al-Qaysi, N., Al-Emran, M., Al-Sharafi, M. A., Iranmanesh, M., Ahmad, A., & Mahmoud, M. A.(2024). Determinants of ChatGPT use and its impact on learning performance: An integrated model of BRT and TPB. International Journal of Human-Computer Interaction, 41(9), 5462–5474 .
Akdogan, M. S., Ozgener, S., & Gok, O. (2012). The effects of consumer ethnocentrism and consumer animosity on the attitude toward foreign goods: A study in Turkey. Social and Behavioral Sciences, 58, 1235–1240.
Akoglu, H. E.(2023). Effect of e-WOM and celebrity endorsement on the purchasing behavior of sports consumers (Master’s thesis). Institute of Health Sciences, Ankara University, Ankara.
Apasrawirote, D., & Yawised, K. (2022). Factors influencing the behavioral and purchase intention on live-streaming shopping. Asian Journal of Business Research, 12(1), 39-56.
Bagozzi, R.P. and Yi, Y. (1988). On the evaluation of structural equation models. Journal of Academy of Marketing Science, 16 (1), 74-94.
Balabanis, G., & Diamantopoulos, A. (2004). Domestic country bias, country-of-origin effects, and consumer ethnocentrism: A multidimensional unfolding approach. Journal of the Academy of Marketing Science, 32(1), 80-95.
Bernerth, J. B., & Aguinis, H. (2016). A critical review and best-practice recommendations for control variable usage. Personnel Psychology, 69(1), 229–283.
Biswas, K., Boyle, B., Mitchell, R., & Casimir, G. (2016). A mediated model of the effects of human resource management policies and practices on the intention to promote women: An investigation of the theory of planned behaviour. The International Journal of Human Resource Management, 28(9), 1309–1331.
Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming. 3rd edn. Routledge, New York.
Chew, X., Alnoor, A., Khaw, K. W., Sadaa, A. M., Al Halbusi, H., & Muhsen, Y. R. (2024). Symmetric and asymmetric modeling to boost customers’ trustworthiness in livestreaming commerce. Current Psychology, 43(31), 25874-25892.
Chicca, J., & Shellenbarger, T. (2018). Connecting with generation Z: Approaches in nursing education. Teaching and Learning in Nursing, 13(3), 180–184.
Ciu, E., & Wijayanti, C.A. (2024). The role of consumer ethnocentrism, perceived quality, perceived price, and perceived brand image on willingness to buy Erigo Clothing. Klabat Journal of Management, 5(1), 49-71.
Dika, D., Sonni, A. F., & Sukmarini, A. V. (2023). Communication strategy of personal branding of instagram celebrities in building credibility on social media. Journal La Sociale, 4(4), 249-258.
Faul, F., Erdfelder, E., Buchner, A., & Lang, A. (2009). Statistical power analyses using G*Power 3.1: Tests for correlation and regression analyses. Behavior Research Methods, 41(4), 1149–1160.
Feldman, J. M., & Lynch, J. G. (1988). Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior. Journal of Applied Psychology, 73(3), 421.
Fong, C., Lee, C., & Du, Y. (2013). Target reputation transferability, consumer animosity, and cross-border acquisition success: A comparison between China and Taiwan. International Business Review, 22(1), 174–186.
Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51-90.
Gu, Z. Y., Zhao, X. Y., & Wu, D. J. (2024). A model of shoppertainment live streaming. Management Science, 71(8), 6816-6835.
Hair, J. F., Jr., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook. Springer, Cham.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
Jiao, S. K., Wang, X. L., Ma, C., & Deng, Y. R. (2023). How does sports e-commerce influence consumer behaviour through short video live broadcast platforms? An attachment theory perspective. Asia Pacific Journal of Marketing and Logistics, 36 (7), 1557-1575.
Josiassen, A. (2011). Consumer disidentification and its effects on domestic product purchases: An empirical investigation in the Netherlands. Journal of Marketing, 75(2), 124-140.
Kara, A., Prasad, S. S., & Spillan, J. E. (2024). Ethnocentrism and xenocentrism among Indian consumers towards global technology brands: Importance of brand image and brand attitude. Journal of International Consumer Marketing, 36(5), 503-519.
Ladhari, R., Massa, E., & Skandrani, H. (2020). YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise. Journal of Retailing and Consumer Services, 54, 102027.
Lee, C., Lim, S., & Ha, B. (2021). Green supply chain management and its impact on consumer purchase decision as a marketing strategy: Applying the theory of planned behavior. Sustainability, 13(19), 10971.
Lee, J., Son, J., & Lim, S. (2025). Consumer’s contradictory needs: Functionality and sustainability on purchase intentions for sportswear. Journal of Global Fashion Marketing, 16(2), 173-195.
Li, W., Cujilema, S., Hu, L., & Xie, G. (2025). How social scene characteristics affect customers’ purchase intention: The role of trust and privacy concerns in live streaming commerce. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 85.
Lim, X. J., Hew, J. J., & Wong, L. W. (2022). Unlocking the power of TikTok influencers: The implications of parasocial interaction, source credibility, and perceived authenticity on purchase intention. Telematics and Informatics, 68, 101859.
Lin, Q., & Nuangjamnong, C. (2022). Exploring the role of influencers and customer engagement on purchase intention in TikTok live streaming shopping. International Journal of Social Sciences and Humanities Invention, 9(12), 7469-7498.
Long, J., Zaidin, N. & Mai, X. (2024). Social media influencer streamers and live-streaming shopping: Examining consumer behavioral intention through the lens of the theory of planned behavior. Future Business Journal, 10, 80.
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73.
Madina, S., & Kim, H. C. (2021). Exploring the structural relationship among beauty influencers' attractiveness and homophily, emotional attachment, and live commerce stickiness. International Journal of Advanced Smart Convergence, 10(4), 149-157.
McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
Moslehpour, M., Dadvari, A., Lin, P. K., & Odgerel, E. (2024). The role of internet celebrities in purchase intention and impulse buying. International Journal of Internet Marketing and Advertising, 20(2), 141-163.
Oh, M., Maeng, K., & Shin, J. (2025). Which factors affect online video views and subscriptions? Reference-dependent consumer preferences in the social media market. Journal of Theoretical and Applied Electronic Commerce Research, 20(3), 197.
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
Pahrudin, P., Chen, C., & Liu, L. (2021). A modified theory of planned behavioral: A case of tourist intention to visit a destination post pandemic Covid-19 in Indonesia. Heliyon, 7(10), e08230.
Pang Q, Meng H, Fang M, Xing J, & Yao J. (2021). Social distancing, health concerns, and digitally empowered consumption behavior under COVID-19: A study on livestream shopping technology. Frontiers in Public Health, 9, 748048.
Petty, R. E., & Cacioppo, J. T. (1986). Communication and persuasion: Central and peripheral routes to attitude change. Springer-Verlag.
Phan, T. A., Le, T. M. T., & Pham, B. T. T. (2024). Live influence: Redefining credibility and attractiveness in healthcare livestreaming. Howard Journal of Communications, 1-25.
Pichler, S., Kohli, C., & Granitz, N. (2021). DITTO for Gen Z: A framework for leveraging the uniqueness of the new generation. Business Horizons, 64(5), 599–610.
Podsakoff, P. M., MacKenzie, S. B., Lee, J.-Y., & Podsakoff, N. P. (2003). Common method biases in behavioral research: A critical review of the literature and recommended remedies. Journal of Applied Psychology, 88(5), 879–903.
Ramayah, T., Cheah, J., Chuah, F., Ting, H., & Memon, A. M. (2018). Partial least squares structural equation modeling (PLS-SEM) using SmartPLS 3.0: An updated and practical guide to statistical analysis. 1st edn. Pearson Malaysia, Malaysia.
Sabina del Castillo, E. J., Díaz Armas, R. J., & Gutiérrez Taño, D. (2024). Ethnocentrism and place identity in the consumption of local products. Heliyon, 10(10), e31602.
Sharma, R., Nagdev, K., & Singh, P. (2024). Livestream shopping breakthrough: Fast fashion’s new frontier explored through attitude, influencer’s advice, and portal quality. Journal of Promotion Management, 30(5), 737-766.
Shimp, T. A., & Sharma, S. (1987). Consumer ethnocentrism: Construction and validation of the CETSCALE. Journal of Marketing Research, 24(3), 280-289.
Statista. (2023). Livestream shopping usage rate among Gen Z and millennials in Asia-Pacific. https://www.statista.com, last accessed 2025/12/21.
Tajfel, H., & Turner, J. C. (1979). An integrative theory of intergroup conflict. In W. G. Austin & S. Worchel (Eds.), The social psychology of intergroup relations (pp. 33–47). Brooks/Cole.
Tania, S. (2024). Exploring indonesian generation z motivation in accessing social media live stream shoppertainment. Interaksi: Jurnal Ilmu Komunikasi 13(2), 336-350.
Tian, B., Chen, J., Zhang, J., Wang, W., & Zhang, L. (2023). Antecedents and consequences of streamer trust in livestreaming commerce. Behavioral Sciences, 13(4), 308.
Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing. Journal of Retailing, 91(2), 174–181.
Wang, S. W., & Scheinbaum, A. C. (2018). Enhancing brand credibility via celebrity endorsement: Trustworthiness trumps attractiveness and expertise. Journal of Advertising Research, 58(1), 16–32.
Wei, W., Prasetyo, Y. T., Belmonte, Z. J. A., Cahigas, M. M. L., Nadlifatin, R., & Gumasing, M. J. J. (2025). Applying the technology acceptance model–Theory of planned behavior (TAM-TPB) model to study the acceptance of building information modeling (BIM) in green building in China. Acta Psychologica, 254, 104790.
Zhu, B., X u, P., & Wang, K., (2023). A multi-group analysis of gender difference in consumer buying intention of agricultural products via live streaming. Research on World Agricultural Economy, 4(1), 789.
