Factors Influencing E-commerce Live-streaming Shopping Customers’ Purchase Intention in Malaysia: A Conceptual Paper

Mehrunishah Begum

5 citations0/0 files storedAdvances in Economics Management and Political Sciences

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Digital Marketing and Social Media Technology Adoption and User Behaviour

Abstract

For fewer than a decade, live-streaming shopping (LSS) has been gradually expanding in Malaysia. LSS also known as live video shopping, enables real-time interaction between customers and online merchants. Nevertheless, there is a lack of thorough study on the elements influencing customers’ purchase intention, and the scope of a comprehensive framework is still restricted. This research aims to look at how Malaysian customers’ purchase intentions are affected by the e-commerce LSS features (product quality, product price, sales promotion, professionalism, interactivity, and entertainment). Additionally, this research will also examine whether customers’ trust acts as a mediating variable between e-commerce LSS features and customers’ purchase intention based on the Stimulus-Organism-Response (S-O-R) model. A questionnaire will be utilised in a quantitative research method to gather primary data from Malaysian online customers who have made purchases from LSS and are between the ages of 18 and 59. Statistical Package for Social Science (SPSS) and Partial Least Squares Structural Equation Modelling (PLS-SEM) will be utilised to analyse the data that has been obtained. It is anticipated that the research’s findings will demonstrate that e-commerce LSS features will boost customers’ purchase intention and that this relationship will be mediated by customers’ trust. In addition, this research will have implications for live-streamers, online merchants, and policymakers who aim to target LSS in Malaysia by providing strategies for satisfying customers’ requirements and demands in terms of merchandises and services. Besides that, this research will add to the body of knowledge available to scholars in the future who are interested in this field.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 5 citations exist upstream.

References

1974An approach to environmental psychology 2001What Trust Means in E-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology 2018The SAGE Encyclopedia of Educational Research, Measurement, and Evaluation 2019How live streaming influences purchase intentions in social commerce: An IT affordance perspective 2015Social presence, trust, and social commerce purchase intention: An empirical research 2017What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement 2021Live streaming commerce and consumers’ purchase intention: An uncertainty reduction perspective 1992Marketing: An introduction

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.