Drivers of Live-Stream Shopping Intention: Case Study of Shopee Malaysia

Hala Najwan Sabeh (a:1:{s:5:"en_US"s:30:"Tishk International University"})
Thiam Yong Kuek (Universiti Tunku Abdul Rahman)
Malini Lim Tamil Chelvan (Universiti Sains Malaysia)
Marsya Zahirah Muhamad Zahiri (Universiti Sains Malaysia)
Mazuin Izati Zainul Aalam (Universiti Sains Malaysia)
Si Jia Min (Universiti Sains Malaysia)
Zanyar Abdulbast Qadr (Tishk International University)
Diyar Ghufran Salim Sam (Universiti Tunku Abdul Rahman)
Daisy Mui Hung Kee (Universiti Sains Malaysia)

Advances in Global Economics and Business Journal
Vol. 7 No. 1 (2026): June 2026

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.