The Impact of Influencer Trustworthiness and Credibility on Customer Repurchase Intention for Tourism Packages in TikTok Live Streaming in China

Abstract

Live-streaming e-commerce has transformed digital marketing, particularly in the tourism industry, with TikTok emerging as a dominant platform in China for influencer-driven promotions. While research has explored influencer credibility in shaping consumer purchase intention, its impact on customer repurchase intention remains underexamined. Given the high financial and experiential risk associated with tourism purchases, trust in influencers plays a crucial role in consumer decision-making. This conceptual study integrates Source Credibility Theory, Trust Transfer Theory, and the Stimulus-Organism-Response (SOR) Framework to propose a model explaining how influencer trustworthiness and credibility influence repurchase behavior, with consumer engagement and perceived risk as moderating factors. By synthesizing existing literature, the study provides theoretical insights into influencer marketing and practical implications for tourism businesses seeking to enhance customer trust and loyalty. The findings suggest that strategic trust-building efforts can drive repeat purchases, and future research should empirically validate the proposed framework using quantitative methods and structural equation modeling (SEM).