Аннотация
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. • This study investigates the influence of streamer trustworthiness and attractiveness on viewer engagement and psychological well-being in live streaming. • Streamer trustworthiness significantly enhances viewers' information-seeking behavior, whereas streamer attractiveness positively impacts both information-seeking and enjoyment. • Information-seeking and enjoyment contribute to enhanced mindfulness among viewers. • The study integrates source credibility theory and flow theory to provide a comprehensive understanding of viewer engagement in digital media contexts. • The findings offer practical implications for content creators and marketers to optimize live streaming strategies and enhance audience engagement.