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September 19, 2025SKETSA BISNISOpen Access

Impact of External and Internal Factors Consumer has on Purchase Intention Live Streaming Shopping

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Authors

NJNathania JocelynInternational University of BatamRCRenny ChristiariniInternational University of Batam

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Overview

Analysis reveals significant impacts of interactivity and professionalism on trust and purchase intention.

Key Points

  • Interactivity and professionalism significantly boost both trust and purchase intention, enhancing consumer behavior.
  • Trust mediates the effects of interactivity, professionalism, and attitude on purchase intention, shaping shopping habits.
  • Informativeness positively correlates with trust but not with purchase intention, indicating selective influences on shopping choices.
  • Impulse buying affects purchase intention directly without mediating through trust, highlighting immediate consumer motivations.

Cite This Study

Jocelyn et al. (2025) studied this question.

synapsesocial.com/papers/68d466be31b076d99fa65a67https://doi.org/10.35891/jsb.v12i01.5658
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  5. 5Exploring the influence of live streaming on consumer purchase intention: A structural equation modeling approach in the Chinese E-commerce sector2024 · 68 citations