Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers


Yeow, Jian Ai and Ng, Poh Kiat and Ng, Yu Jin and Tai, Hen Toong and Cheah, Chew Sze and Lee, Jia Yee (2024) Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers. International Journal of Economics and Management, 18 (1). pp. 103-112. ISSN 1823-836X

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This research project explores the factors influencing consumers' purchase intention via live streaming in Malaysia, including trustworthiness, social influence, perceived ease of use, and attractiveness. The study utilized both primary and secondary data, with questionnaires administered through Google Forms to 207 respondents in the urban areas of Malaysia. This study used Smart PLS software (version 3.0), and the findings suggest that trustworthiness, peer or social influence, and perceived ease of use have a significant relationship with purchase intention via live streaming among consumers in Malaysia, whereas attractiveness does not support this hypothesis. The findings of this study can assist new startups and entrepreneurs in gaining a better understanding of the live�streaming selling concept using the Source Credibility Theory. JEL Classification: M11, M19

Item Type: Article
Uncontrolled Keywords: Purchase intention
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions: Faculty of Business (FOB)
Faculty of Engineering and Technology (FET)
Depositing User: Ms Nurul Iqtiani Ahmad
Date Deposited: 30 May 2024 06:20
Last Modified: 30 May 2024 06:20


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