Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Advances in Global Economics and Business Journal
Hala Najwan Sabeh
a:1:{s:5:"en_US";s:30:"Tishk International University";}
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Drivers of Live-Stream Shopping Intention: Case Study of Shopee Malaysia Hala Najwan Sabeh; Thiam Yong Kuek; Malini Lim Tamil Chelvan; Marsya Zahirah Muhamad Zahiri; Mazuin Izati Zainul Aalam; Si Jia Min; Zanyar Abdulbast Qadr; Diyar Ghufran Salim Sam; Daisy Mui Hung Kee
Advances in Global Economics and Business Journal Vol. 7 No. 1 (2026): June 2026
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

The rapid growth of live-stream shopping has changed consumer purchasing behavior. In Malaysia, Shopee Live has become a popular platform for consumers to engage with streamers in real time. This study aims to investigate the key factors influencing consumer’s intentions in live-stream shopping on Shopee Malaysia. We want to find out the impact of perceived enjoyment, trust in streamers, perceived utility, and self-presentation on live-stream shopping intention. A quantitative research method will be used, and data will be collected through a survey questionnaire distributed via Google Forms from 153 Shopee Live users in Malaysia. Our findings indicates that consumers live-stream shopping intentions in Shopee Live are driven primarily by self-presentation, followed by perceived utility and trust in the streamer, while perceived enjoyment does not significant influenced. This study contributes to a better understanding of consumer behavior in live-stream commerce and to help Shopee Malaysia develop more effective live-streaming strategies that strengthen consumer’s shopping intentions in the long term.
Co-Authors Daisy Mui Hung Kee Diyar Ghufran Salim Sam Malini Lim Tamil Chelvan Marsya Zahirah Muhamad Zahiri Mazuin Izati Zainul Aalam Si Jia Min Thiam Yong Kuek Zanyar Abdulbast Qadr