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The Impact of Live-Streaming Shopping Characteristics on Behavioral Intention of Shoppers

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  • Nur Hazwani Mohamad Roseli
  • Zuhairah Hasan
  • Muna Kameelah Sauid
  • Noor Rafhati Romaiha
  • Zatul Himmah Abdul Karim

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.

Suggested Citation

  • Nur Hazwani Mohamad Roseli & Zuhairah Hasan & Muna Kameelah Sauid & Noor Rafhati Romaiha & Zatul Himmah Abdul Karim, 2023. "The Impact of Live-Streaming Shopping Characteristics on Behavioral Intention of Shoppers," Information Management and Business Review, AMH International, vol. 15(4), pages 208-213.
    • Handle: RePEc:rnd:arimbr:v:15:y:2023:i:4:p:208-213
    DOI: 10.22610/imbr.v15i4(SI)I.3594
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