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Advances in Global Economics and Business Journal
Published by The Global Academia Publisher
ISSN : 27237133     EISSN : 27232042     DOI : https://doi.org/10.51748
Core Subject : Economy, Humanities, Science, Education,
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other
Advances in Global Economic And Business Journal is an international, peer-reviewed, open-access, online & print publication of scholarly articles. AGEBJ features publications of original research from all disciplines within business, economy, finance and any related topic. By not excluding papers on the basis of Subject Areas, AGEBJ facilitates the discovery of the connections between papers whether within or between disciplines.It provides: Open-access—freely accessible online, authors retain copyright Fast publication times Peer review by expert, practicing researchers Post-publication tools to indicate quality and impact Community-based dialogue on articles Worldwide media coverage
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 61 Documents
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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

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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.

Page 7 of 7 | Total Record : 61

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