The Impact of Live-Streaming Shopping Characteristics on Behavioral Intention of Shoppers
Abstract
Currently, live-streaming shopping has become one of the popular approaches to conducting business. Businesses shift from traditional online shopping to live-streaming shopping approach because of the benefits that live-streaming shopping could offer. This paper aims to study the impact of live-streaming shopping characteristics on behavioral intention among shoppers. Researchers used literature analysis and a Stimulus-Organism-Response (S-O-R) framework as the methods of the study. The findings showed that all characteristics had a positive impact on the behavioral intention of shoppers. The limitation of the study was the researcher focused only on the Stimulus and Response of the framework; the Organism factor of the framework was omitted.
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Copyright (c) 2023 Nur Hazwani Mohamad Roseli, Zuhairah Hasan, Muna Kameelah Sauid, Noor Rafhati Romaiha, Zatul Himmah Abdul Karim
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