Factors influencing Malaysian consumers' impulse buying behaviour in live streaming commerce

Tan, Zhi Wei (2025) Factors influencing Malaysian consumers' impulse buying behaviour in live streaming commerce. Final Year Project, UTAR.

Preview

PDF Download (1615Kb) | Preview

Abstract

With the quick expansion of Malaysia’s e-commerce industry and the popularity of live streaming sales, more and more consumers are using live streaming to make purchases consequently. Thus, the purpose of this paper is to determine the factors that affect Malaysian consumers' impulse buying behaviour during live streaming commerce. This study used the Stimulus-Organism-Response model as a theoretical framework to examine the influence of live streamer characteristics, information quality, product usefulness, purchase convenience, product price on perceived enjoyment and perceived value, as well as the influence of perceived enjoyment and perceived value on impulse buying behaviour in live streaming commerce. To achieve this, a self-administered questionnaire will be used to collect a convenience sample of 300 Malaysian consumers who had ever engaged in live streaming commerce. The Statistical Package for Social Sciences (SPSS) will be used to test the hypotheses and analyse the data. The findings of this study demonstrate that consumers' perceived enjoyment in live streaming commerce is positively impacted by live streamers characteristics and information quality. Besides, product usefulness, purchase convenience, and product price have a significant relationship with perceived value. The study also discovered that during live streaming commerce, consumers’ impulse buying behaviour is stimulated by perceived enjoyment and perceived value. This research offers theoretical contributions, managerial implications, limitations, and recommendations for further research at the conclusion of the study. Keywords: live streamers characteristics, purchase convenience, perceived enjoyment, impulse buying behaviour, live streaming commerce

Actions (login required)