The influence of B2C e-commerce live streaming on consumers' online purchasing behavior among Malaysian and Chinese consumers

Nowadays, e-commerce live streaming is one of the most popular shopping methods worldwide. This study explores the relationship between five dimensions of e-commerce live streaming and consumers’ online purchasing behavior. This research analyzes e-commerce live streaming as a new shopping method and determines the relationship between the five dimensions of e-commerce live streaming with perceived value and the relationship between consumers’ online purchasing behavior and perceived value using a questionnaire. The stimulus-organism-response (SOR) model was employed to assess the influence of B2C e-commerce live streaming on consumers’ online purchasing behavior. Questionnaires were sent to 200 consumers each in China and 200 consumers in Malaysia. The results show that product diversification, promotional sales, online consumer reviews, and cross-border cooperation have significant positive impacts on the perceived value of Chinese and Malaysian consumers in B2C e-commerce live streaming. This study suggests (i) increasing and improving product diversity, (ii) improving promotional activities, (iii) encouraging online consumer reviews, and (iv) promoting cross-border cooperation. This study makes significant contributions to the SOR model.