Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers
This research project explores the factors influencing consumers' purchase intention via live streaming in Malaysia, including trustworthiness, social influence, perceived ease of use, and attractiveness. The study utilized both primary and secondary data, with questionnaires administered throu...
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Universiti Putra Malaysia
2025
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| _version_ | 1833412788514455552 |
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| author | Ai Y.J. Kiat N.P. Jin N.Y. Toong T.H. Sze C.C. Yee L.J. |
| author2 | 56088534400 |
| author_facet | 56088534400 Ai Y.J. Kiat N.P. Jin N.Y. Toong T.H. Sze C.C. Yee L.J. |
| author_sort | Ai Y.J. |
| building | UNITEN Library |
| collection | Institutional Repository |
| content_provider | Universiti Tenaga Nasional |
| content_source | UNITEN Institutional Repository |
| continent | Asia |
| country | Malaysia |
| description | This research project explores the factors influencing consumers' purchase intention via live streaming in Malaysia, including trustworthiness, social influence, perceived ease of use, and attractiveness. The study utilized both primary and secondary data, with questionnaires administered through Google Forms to 207 respondents in the urban areas of Malaysia. This study used Smart PLS software (version 3.0), and the findings suggest that trustworthiness, peer or social influence, and perceived ease of use have a significant relationship with purchase intention via live streaming among consumers in Malaysia, whereas attractiveness does not support this hypothesis. The findings of this study can assist new startups and entrepreneurs in gaining a better understanding of the live-streaming selling concept using the Source Credibility Theory. ? International Journal of Economics and Management. |
| format | Article |
| id | my.uniten.dspace-37171 |
| institution | Universiti Tenaga Nasional |
| publishDate | 2025 |
| publisher | Universiti Putra Malaysia |
| record_format | dspace |
| spelling | my.uniten.dspace-371712025-03-03T15:48:14Z Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers Ai Y.J. Kiat N.P. Jin N.Y. Toong T.H. Sze C.C. Yee L.J. 56088534400 59136278700 58286043600 57478242200 59135729800 59136682200 This research project explores the factors influencing consumers' purchase intention via live streaming in Malaysia, including trustworthiness, social influence, perceived ease of use, and attractiveness. The study utilized both primary and secondary data, with questionnaires administered through Google Forms to 207 respondents in the urban areas of Malaysia. This study used Smart PLS software (version 3.0), and the findings suggest that trustworthiness, peer or social influence, and perceived ease of use have a significant relationship with purchase intention via live streaming among consumers in Malaysia, whereas attractiveness does not support this hypothesis. The findings of this study can assist new startups and entrepreneurs in gaining a better understanding of the live-streaming selling concept using the Source Credibility Theory. ? International Journal of Economics and Management. Final 2025-03-03T07:48:14Z 2025-03-03T07:48:14Z 2024 Article 10.47836/ijeam.18.1.07 2-s2.0-85193705209 https://www.scopus.com/inward/record.uri?eid=2-s2.0-85193705209&doi=10.47836%2fijeam.18.1.07&partnerID=40&md5=f369f8631de937646ba5b2efdae7e28e https://irepository.uniten.edu.my/handle/123456789/37171 18 1 103 112 All Open Access; Bronze Open Access Universiti Putra Malaysia Scopus |
| spellingShingle | Ai Y.J. Kiat N.P. Jin N.Y. Toong T.H. Sze C.C. Yee L.J. Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers |
| title | Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers |
| title_full | Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers |
| title_fullStr | Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers |
| title_full_unstemmed | Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers |
| title_short | Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers |
| title_sort | streaming to success: amplifying purchase intentions among malaysian consumers |
| url_provider | http://dspace.uniten.edu.my/ |