Impacts of Live Commerce Towards Purchase Intention Among Malaysia Adults

Abstract

The live commerce industry has had a significant impact to the world economy in recent years. For Malaysia, the existence of the pandemic has prevented people from going out to shop due to restrictions, resulting in a decrease in the income of various industries. Therefore, this study aims to determine how the live-streaming industry affects purchase intentions among Malaysian adults. This study refers to Theory of Planned Behavior (TPB) to conceptualize the determinants of live streaming affecting purchase intention, namely social interaction, visualization, entertainment, and professionalization. The study had 215 respondents from various states in Malaysia. The questionnaire was designed using Google Form and distributed to these respondents. Multiple regression analysis was used to examine the relationship between purchase intention and independent variables. The results showed that social interaction and entertainment have a positive relationship with purchase intention towards live commerce, but the visualization and professionalization have no relationship with purchase intention. In Malaysia, the most effective influence on purchase intention in live broadcast is entertainment. It is expected that this study will benefit future researchers and industry players as a reference point for improving the Malaysia adults' purchase intentions while watching live broadcasts.

Pengaruh It Affordance Dan Keinteraktifan Terhadap Niat Menggunakan Kembali Live Commerce

“…Interaksi antara penjual dan pembeli menjadi faktor utama dalam perilaku berbagi pengetahuan selama transaksi dan dapat mengarah pada perilaku niat beli (Ghahtarani et al, 2020). Beberapa penelitian lain juga menemukan bahwa keinteraktifan berpengaruh positif dan signfikan terhadap niat beli (Saffanah et al, 2023;Sim et al, 2023;Xu et al, 2022). Dengan demikian hipotesis 7 dalam penelitian ini adalah keinteraktifan berpengaruh positif dan signifikan terhadap niat menggunakan kembali.…”