The influence of e-commerce live streaming features on consumer trust and purchase intention in Malaysia: a study of Malaysia univeristy students

Lai, Jing Yu (2025) The influence of e-commerce live streaming features on consumer trust and purchase intention in Malaysia: a study of Malaysia univeristy students. Final Year Project, UTAR.

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Abstract

This study examines the influence of e-commerce live streaming features on consumer trust and purchase intention, focusing on Malaysian university students. Grounded in the Stimulus–Organism–Response (S–O–R) model, the study investigates how three key live-streaming features which are authenticity, entertainment, and interactivity affect consumer trust and subsequently influence purchase intention. A quantitative research design was adopted using a structured questionnaire. Data were collected from 180 Malaysian university students with prior experience in e commerce live streaming. Partial Least Squares Structural Equation Modelling (PLS-SEM) was conducted using SmartPLS 4 to test the proposed hypotheses and mediating effects. The findings indicate that authenticity and interactivity significantly enhance consumer trust, whereas entertainment does not significantly influence trust. In contrast, entertainment has a direct and significant positive effect on purchase intention, suggesting its role in stimulating emotional engagement and impulse buying. Consumer trust was found to significantly influence purchase intention and partially mediate the relationship between authenticity and purchase intention. However, the mediating effects of trust on the relationships between entertainment and purchase intention, as well as interactivity and purchase intention, were not supported. Theoretically, this study confirms the applicability of the S–O–R model in the Malaysian e-commerce live streaming context. Practically, the findings suggest that businesses and live streamers should prioritise authentic product presentations and interactive communication to build consumer trust, while incorporating entertaining elements to directly enhance purchase intention. Keywords: Authenticity, Entertainment, Interactivity, Consumer Trust, Purchase Intention

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