Impacts of Live Commerce Towards Purchase Intention Among Malaysia Adults

Jia-Jia Sim (), Yan-Teng Tan, Chia-Guan Keh, Siu-Hong Loh (), Alvin-Yu-Heng Chye and Zhen-Wei Tan
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Jia-Jia Sim: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Yan-Teng Tan: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Chia-Guan Keh: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Siu-Hong Loh: Universiti Tunku Abdul Rahman, Faculty of Engineering and Green Technology
Alvin-Yu-Heng Chye: Universiti Tunku Abdul Rahman, Faculty of Business and Finance
Zhen-Wei Tan: Universiti Tunku Abdul Rahman, Faculty of Business and Finance

A chapter in Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022), 2023, pp 66-76 from Springer

Abstract: 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.

Keywords: Live commerce; Behavioral intention (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-2-494069-99-2_7

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