The Impact of Live-Streaming Shopping Characteristics on Behavioral Intention of Shoppers

Nur Hazwani Mohamad Roseli, Zuhairah Hasan, Muna Kameelah Sauid, Noor Rafhati Romaiha and Zatul Himmah Abdul Karim

Information Management and Business Review, 2023, vol. 15, issue 4, 208-213

Abstract: Currently, live-streaming shopping has become one of the popular approaches to conducting business. Businesses shift from traditional online shopping to live-streaming shopping approach because of the benefits that live-streaming shopping could offer. This paper aims to study the impact of live-streaming shopping characteristics on behavioral intention among shoppers. Researchers used literature analysis and a Stimulus-Organism-Response (S-O-R) framework as the methods of the study. The findings showed that all characteristics had a positive impact on the behavioral intention of shoppers. The limitation of the study was the researcher focused only on the Stimulus and Response of the framework; the Organism factor of the framework was omitted.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:rnd:arimbr:v:15:y:2023:i:4:p:208-213

DOI: 10.22610/imbr.v15i4(SI)I.3594

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