Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)

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Impacts of Live Commerce Towards Purchase Intention Among Malaysia Adults

Authors
Jia-Jia Sim1, *, Yan-Teng Tan1, Chia-Guan Keh1, Siu-Hong Loh2, Alvin-Yu-Heng Chye1, Zhen-Wei Tan1
1Faculty of Business and Finance, Universiti Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900, Kampar, Perak, Malaysia
2Faculty of Engineering and Green Technology, Universiti Tunku Abdul Rahman, Jalan Universiti, Bandar Barat, 31900, Kampar, Perak, Malaysia
*Corresponding author. Email: simjj@utar.edu.my
Corresponding Author
Jia-Jia Sim
Available Online 4 February 2023.
DOI
10.2991/978-2-494069-99-2_7How to use a DOI?
Keywords
Live commerce; Behavioral intention
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
4 February 2023
ISBN
978-2-494069-99-2
ISSN
2352-5428
DOI
10.2991/978-2-494069-99-2_7How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Jia-Jia Sim
AU  - Yan-Teng Tan
AU  - Chia-Guan Keh
AU  - Siu-Hong Loh
AU  - Alvin-Yu-Heng Chye
AU  - Zhen-Wei Tan
PY  - 2023
DA  - 2023/02/04
TI  - Impacts of Live Commerce Towards Purchase Intention Among Malaysia Adults
BT  - Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)
PB  - Atlantis Press
SP  - 66
EP  - 76
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-494069-99-2_7
DO  - 10.2991/978-2-494069-99-2_7
ID  - Sim2023
ER  -