Factors influencing Malaysian consumers’ purchase intention towards live-streaming commerce in the cosmetics industry

Koay, Jia Yi and Lee, Su Lin (2026) Factors influencing Malaysian consumers’ purchase intention towards live-streaming commerce in the cosmetics industry. Final Year Project, UTAR.

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Abstract

Live streaming commerce has grown rapidly in Malaysia as it provides real-time product demonstrations and interactive communication. The Theory of Planned Behaviour (TPB) was utilised, with attitude, subjective norms, perceived behavioural control, trust in product, and expertise as independent variables (IVs), while purchase intention is the dependent variable (DV). The target population consisted of Malaysian audiences aged 18 and above who had watched cosmetics related live-streaming. According to the study’s findings, attitude, subjective norms, and trust in product have significant relationships with purchase intention, while perceived behavioural control and expertise have insignificant relationships with purchase intention. Furthermore, this study provides deeper insights for cosmetics companies and livestreaming platforms to increase consumer purchases of cosmetics through livestreaming.

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