Currently, the online shopping is increasing in China due to the Internet and COVID-19. In particular, a new distribution channel called Livecommerce is spreading rapidly in China. In this situation, this research investigate the relationship between the personal characteristics of influencer and purchase intention in the Livecommerce. In other words, it is an empirical study analyzing the effects of influencer’s qualities on the viewer’s buying intention and whether the variables of empathy and reliability mediate the relationship. To do so, this research classify influencer's personal characteristics or qualities into attractiveness, expertise, similarity, authenticity, and awareness. The following important results were derived on 246 Chinese consumers. First, we propose that all five qualities presented above are important factors in the formation of purchase intention, but especially awareness and similarity are the two most important qualities among them. Second, in Livecommerce, all five qualities of influencer have a positive effect on consumer empathy, but in the case of reliability, only four qualities, excluding attractiveness, have a positive effect. Third, empathy has a positive effect on relaibility and the higher the empathy and reliability are perceived, the higher the purchase intention. This result means that empathy and reliability mediate the causal relationship between influencer quality and purchase intention. Fourth, attractive influencer plays an important role in increasing consumer empathy but is not a quality that increases reliability. In the end, this study has important implications for determining the qualities of influencer that can increase empathy and reliability in using a new channel, so called Livecommerce.