DOI 10.14707/ajbr.220119

Factors Influencing the Behavioral and Purchase Intention
on Live-streaming Shopping

Darlin Apasrawirote1 and Kritcha Yawised2*
1 Faculty of Business, Economics and Communications, Naresuan University, Thailand
2 Faculty of Business, Economics and Communications, Naresuan University, Thailand
* Corresponding author:


This empirical research study aimed to examine factors influencing consumer’s behavioral intentions to purchase products via live-streaming services. This study proposed four key factors, namely customer perception, marketing mix, content marketing, and influencer, and tested their relationships with the perceived value and attitude through consumer’s behavior. At the same time, the path analysis of the perceived value and attitude was conducted to reveal the relationships with consumer’s behavioral intentions through consumer’s online purchase intention. The proposed theoretical model comprised relevant variables developed from the current literature on digital marketing disciplines under three theoretical strands, where the Theory of Planned Behavior (TPB) was established as the main theory. The study tested the structural model using cross-sectional data. Purposive sampling was used to administer a questionnaire to 198 participants who had experience with live-streaming online shopping, and the data was analyzed using the Partial Least Squares (PLS) approach and regression analysis. The findings showed that customer perception and marketing mix had significant positive impacts on perceived value. Content marketing and influencer marketing also had positive relationships with consumer’s attitudes. Moreover, consumer’s perceived value and attitudes influenced their behavior and actions. These results reaffirmed the positive role of consumer’s behavioral intentions in their online purchase intentions.

Keywords: Live-streaming shopping, Online shopping, Online purchase intention, Behavioral intention, Theory of planned behavior.

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