Exploring the Influence of Live Streaming on Consumer Purchase Decisions in Social Commerce in Malaysia

Abstract

This conceptual research paper embarks on an exploratory journey to scrutinize the multifaceted impacts of live streaming on consumer purchase decisions within the dynamic landscape of social commerce in Malaysia. The study is intricately woven around core variables: live-streaming interactions, technological aspects, and marketing strategies, spotlighting consumer engagement as a pivotal mediator. Guided by a robust theoretical framework, the research seeks to unveil the nuanced interplay between these variables and their cumulative influence on consumer purchase behaviours. At the forefront, the research aims to dissect the role of live-streaming interactions in shaping consumers’ shopping experiences and purchase intentions. A parallel focus is accorded to the technological architectures and functionalities that underpin live-streaming platforms, assessing their efficacy in fostering conducive and engaging shopping environments. Marketing strategies, a pivotal cog in the commercial wheel, are meticulously evaluated to gauge their potency in captivating consumer interest and facilitating purchase decisions. Anchoring these explorations is the mediatory role of consumer engagement, envisioned as a critical conduit through which various influences resonate with consumer purchase motivations and actions. Through a systematic inquiry, the paper aspires to foster a comprehensive understanding of the consumer purchase trajectory within live-streaming social commerce, culminating in pragmatic insights that can invigorate academic discourses, inform industry practices, and shape policy landscapes. In essence, this conceptual exposition strives to be a beacon of knowledge, illuminating the intricate pathways through which live streaming moulds consumer purchase landscapes in Malaysia’s vibrant and evolving realms of social commerce