Factors Influencing Shopper’s Purchase Intention on Live-Streams in Malaysia during Covid-19

Volume 20 No 6 (2022)

Tsen Yee Yung , Wong Chee Hoo , Alex Hou Hong Ng , Toong Hai Sam , Lim Kim Yew , Chee-Pung Ng

DOI: 10.14704/nq.2022.20.6.NQ22001

Abstract

In Malaysia, live-stream shopping is becoming increasingly popular. Varshneya, Pandey, & Das (2017) and Sharma & Garga (2020) argued against requiring or specifying the importance of consumers' purchase intent in the marketplace. However, there has been limited research to identify factors influencing consumer purchase intention in Malaysia's live-stream shopping lifestyle

Keywords

Attractiveness, Trustworthiness, Entertainment Gratification and Purchase Intention

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