Citation

Chan, Man Seong and Yap, Yee Yann and Tan, Chi Hau and Hou, Ben and Abdul Halim, Hasliza (2026) Decoding Malaysian Youths’ Purchase Intentions in Live-Streaming Commerce: A Uses and Gratifications Theory and the Theory of Planned Behavior Perspective. Services Marketing Quarterly. pp. 1-18. ISSN 1533-2969

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Abstract

Live-streaming platforms are transforming e-commerce, particularly among digital-native youth, yet limited attention has been given to Malaysian consumers. Drawing on the Uses and Gratifications (U&G) Theory and the Theory of Planned Behavior (TPB), this study examines the effects of social interaction, entertainment, and information-seeking on attitudes and purchase intention. Data from 284 youth respondents were analyzed using partial least squares structural equation modeling, and all proposed hypotheses were supported. The results confirm that attitudes influence purchase intention and mediate the antecedents’ effects. The study advances theoretical understanding and offers practical insights for live-streaming retailers.

Item Type:	Article
Subjects:	H Social Sciences > HQ The family. Marriage. Woman > HQ503-1064 The family. Marriage. Home > HQ793-799.2 Youth. Adolescents. Teenagers
Divisions:	Faculty of Management (FOM)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	05 Jun 2026 03:10
Last Modified:	05 Jun 2026 03:11
URII:	http://shdl.mmu.edu.my/id/eprint/15993

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