This study investigates how the charisma of streamers on live streaming platforms influences consumers’ perceived value and their intention to continue using the platform. Grounded in the Information Systems Success Model, this research explores the interplay between perceived value, streamer charisma, and continued usage intention. The results reveal that streamer charisma significantly enhances both perceived value and continued usage intention. This indicates that a streamer’s personal appeal not only elevates consumers’ perceived value of the products but also fosters greater loyalty and sustained engagement with the platform. Accordingly, live streaming companies should prioritize charisma development when selecting or training streamers, as it contributes to higher overall consumer satisfaction and loyalty.