The role of streamer trustworthiness and attractiveness in enhancing viewer engagement and mindfulness in live streaming.

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.