ISSN: 2222-6990
Open access
Purpose: This study investigates the factors affecting purchase intention during social media live streaming in Malaysia by applying the stimulus-organism-response (S-O-R) framework. Design/methodology/approach: Data were collected from 191 valid responses using purposive sampling method through online surveys. Evaluations of the measurement and structural models were conducted using SmartPLS version 3.3.3. Findings: The findings revealed that perceived similarity, perceived expertise, perceived credibility and self-disclosure significantly and positively influence attitude towards live streamers, while attractiveness and perceived interactivity do not. Attitude towards live streamers positively predicts purchase intention during live streaming, and mediates the relationships between perceived similarity, perceived expertise and self-disclosure with purchase intention during live streaming. Research limitations/implications: This study is limited to Malaysian university students and may not be generalisable to wider Malaysian population or cultural contexts. The cross-sectional design may limit the ability to establish causality from the established relationships. Practical implications: The findings highlight the significance for sponsoring brands and live streamers to establish credibility, share expertise, nurture similarity and engage in authentic self-disclosure to strengthen viewer’s attitude that ultimately drives purchase intention. Originality/value: This study contributes to the current theoretical void in live streaming commerce by emphasising the role of external stimuli and the mediating role of attitude on live streaming purchase intention by extending the S-O-R framework. Furthermore, successful integration of the S-O-R framework with the source credibility theory provides a comprehensive explanation of how persuasive characteristics of the streamer translate into consumers’ purchasing decisions in dynamic social media contexts.
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