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Factors Influencing E-commerce Live-streaming Shopping Customers’ Purchase Intention in Malaysia: A Conceptual Paper
- 1 Graduate School of Business, SEGi University, No.9, Jalan Teknologi, Taman Sains Selangor, Kota Damansara PJU 5, PJ, Selangor, Malaysia
- 2 Graduate School of Business, SEGi University, No.9, Jalan Teknologi, Taman Sains Selangor, Kota Damansara PJU 5, PJ, Selangor, Malaysia
* Author to whom correspondence should be addressed.
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.
Keywords
live-streaming shopping, customers’ trust, customers’ purchase intention, quantitative study, Stimulus-Organism-Response (S-O-R) model
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Cite this article
Duan,Y.;Begum,M. (2024). Factors Influencing E-commerce Live-streaming Shopping Customers’ Purchase Intention in Malaysia: A Conceptual Paper. Advances in Economics, Management and Political Sciences,93,19-30.
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