Stimulus-driving purchasing intentions: impact of marketing communication characteristics on e-commerce platforms

Liew, Le Yi (2025) Stimulus-driving purchasing intentions: impact of marketing communication characteristics on e-commerce platforms. Final Year Project, UTAR.

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Abstract

This study explores how marketing communication characteristics influence consumers’ purchase intention in Malaysia. Using the Stimulus-Organism-Response Model, it examines the impact of message quality, interaction quality and source credibility on consumer purchase intention. A total of 391 participants were surveyed using convenience sampling through Google Form. The research aims to investigate the effectiveness of live streaming on brand building and consumer purchase intention by focusing on specific stimulus variables: content quality, influencer credibility, consumer interactivity and product presentation. It empowers businesses and marketers to tailor their advertising strategies according to their target audience’s preferences and behavior. Keywords: Perceived Value of the Brand, Consumer Purchase Intention, E-Commerce, Marketing Communication Characteristics, Stimulus-Organism-Response Mod

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