Publication:
Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers

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dc.citedby0
dc.contributor.authorAi Y.J.en_US
dc.contributor.authorKiat N.P.en_US
dc.contributor.authorJin N.Y.en_US
dc.contributor.authorToong T.H.en_US
dc.contributor.authorSze C.C.en_US
dc.contributor.authorYee L.J.en_US
dc.contributor.authorid56088534400en_US
dc.contributor.authorid59136278700en_US
dc.contributor.authorid58286043600en_US
dc.contributor.authorid57478242200en_US
dc.contributor.authorid59135729800en_US
dc.contributor.authorid59136682200en_US
dc.date.accessioned2025-03-03T07:48:14Z
dc.date.available2025-03-03T07:48:14Z
dc.date.issued2024
dc.description.abstractThis research project explores the factors influencing consumers' purchase intention via live streaming in Malaysia, including trustworthiness, social influence, perceived ease of use, and attractiveness. The study utilized both primary and secondary data, with questionnaires administered through Google Forms to 207 respondents in the urban areas of Malaysia. This study used Smart PLS software (version 3.0), and the findings suggest that trustworthiness, peer or social influence, and perceived ease of use have a significant relationship with purchase intention via live streaming among consumers in Malaysia, whereas attractiveness does not support this hypothesis. The findings of this study can assist new startups and entrepreneurs in gaining a better understanding of the live-streaming selling concept using the Source Credibility Theory. ? International Journal of Economics and Management.en_US
dc.description.natureFinalen_US
dc.identifier.doi10.47836/ijeam.18.1.07
dc.identifier.epage112
dc.identifier.issue1
dc.identifier.scopus2-s2.0-85193705209
dc.identifier.spage103
dc.identifier.urihttps://www.scopus.com/inward/record.uri?eid=2-s2.0-85193705209&doi=10.47836%2fijeam.18.1.07&partnerID=40&md5=f369f8631de937646ba5b2efdae7e28e
dc.identifier.urihttps://irepository.uniten.edu.my/handle/123456789/37171
dc.identifier.volume18
dc.pagecount9
dc.publisherUniversiti Putra Malaysiaen_US
dc.relation.ispartofAll Open Access; Bronze Open Access
dc.sourceScopus
dc.sourcetitleInternational Journal of Economics and Management
dc.titleStreaming to Success: Amplifying Purchase Intentions Among Malaysian Consumersen_US
dc.typeArticleen_US
dspace.entity.typePublication
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