ISSN: 2226-3624
Open access
In recent years, livestream shopping has become a growing trend in digital commerce, particularly among Generation Z consumers in Malaysia. This study aims to examine the influence of trust in livestream influencers, interactivity, and entertainment value on purchase intention, with engagement acting as a mediating variable. The research adopts a quantitative approach using a structured online questionnaire distributed through convenience sampling, yielding 200 valid responses. Direct and indirect associations were tested by means of SPSS and SmartPLS 4.0 data analysis. The results show that engagement is much influenced by trust and involvement, and thus positively predicts purchase intention. Furthermore, participation somewhat moderates the effect of contact and trust but not of entertainment value. These results provide valuable information for firms wishing to improve livestream marketing initiatives, influencers, and digital marketers. The work contributes to the growing corpus of studies on consumer psychology in the context of livestream commerce using the Stimulus- Organization-Response (S-O-R) paradigm.
Alam, S. S., Ahsan, M. N., Kokash, H. A., & Ahmed, S. (2025). Live streaming characteristics, motivational factors, trust and impulsive hotel booking intention: mediating role of customer engagement and moderating role of time pressure. Journal of Hospitality Marketing & Management, 1-30. https://doi.org/10.1080/19368623.2025.2472071
Bolun, Z., Yan, Z., & Minghui, J. (2025). The configurational impact of e-commerce live streaming interactivity on consumer engagement behavior. Asia Pacific Journal of Marketing and Logistics, 37(3), 631-649. https://doi.org/10.1108/APJML-03-2024-0271
Chen, N., & Yang, Y. (2023). The role of influencers in live streaming e-commerce: influencer trust, attachment, and consumer purchase intention. Journal of Theoretical and Applied Electronic Commerce Research, 18(3), 1601-1618. https://doi.org/10.3390/jtaer18030081
Dharma, I. B. S., Hengky, L. L. C., Ni, L. S., Zhen, L. S., Yee, L. Z., Brayn, N. U., ... & Sinha13, R. K. (2024). The Effect of Influencer Marketing on Gen Z Purchasing Intentions in Emerging Economies. Education, 7(3), 221-240. https://www.researchgate.net/publication/386077528
Joo, E., & Yang, J. (2023). How perceived interactivity affects consumers' shopping intentions in live stream commerce: roles of immersion, user gratification and product involvement. Journal of Research in Interactive Marketing, 17(5), 754-772. https://doi.org/10.1108/jrim-02-2022-0037
Leong, K. Y., Ho, J. S. Y., Tehseen, S., Yafi, E., & Cham, T. H. (2024). The intangible values of live streaming and their effect on audience engagement. Journal of Marketing Analytics, 12(4), 990-1005. https://doi.org/10.1057/s41270-023-00247-1
Lin, Q., & Nuangjamnong, C. (2022). Exploring the role of influencers and customer engagement on purchase intention in TikTok live streaming shopping. International Journal of Social Sciences and Humanities Invention, 9(12), 7469-7498.https://www.researchgate.net/publication/366361489
Tan, K., Qing, K., Soon, E. H., & Phung, S. P. (2024). The Effectiveness of Social Media Influencers and Its Impact Digital Marketing Towards the Buying Behaviors among Generation Z in Malaysia. Journal of Business and Social Sciences, 2024(32), 1-10. http://eprints.intimal.edu.my/2114/
Nazarie, W. N. F. W. M., Khairudin, U. N., & Hartono, A. (2025). THE INFLUENCE OF DIGITAL MARKETING ON ISLAMIC FASHION CONSUMPTION: INVESTIGATING MILLENNIALS’PURCHASE INTENTION IN DIGITAL INFLUENCERS. International Journal of Islamic Business, 10(1), 28-43. https://e-journal.uum.edu.my/index.php/ijib/article/view/27033
Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100-112. https://doi.org/10.1016/j.jbusres.2021.12.031
Oon, B. W. S., & Chan, C. M. (2023). Impact of perceived e-service quality towards customer engagement on e-commerce platform among generation Z in Malaysia (Doctoral dissertation, UTAR). http://eprints.utar.edu.my/5447/
Salim, S. A., & Roslan, N. I. (2022). The Role of Influencer Engagement towards Online Buying Intention. Research in Management of Technology and Business, 3(1), 129-147. https://penerbit.uthm.edu.my/periodicals/index.php/rmtb/article/view/7223
Sultan, P., Wong, H. Y., & Azam, M. S. (2021). How perceived communication source and food value stimulate purchase intention of organic food: An examination of the stimulus-organism-response (SOR) model. Journal of Cleaner Production, 312, 127807. https://doi.org/10.1016/j.jclepro.2021.127807
Wismiarsi, T., Pangaribuan, C. H., Prayitno, S. B., & Ainin, A. Q. (2024). The influences of content interactivity on purchase intention: An engagement mediation. Multidisciplinary Science Journal, 6(7), 2024094-2024094. https://www.malque.pub/ojs/index.php/msj/article/view/1312
Yeoh, M. F., & Tan, Q. T. (2024). How influencer marketing affects Malaysian Gen Z consumer intentions in purchasing fashion and beauty products (Doctoral dissertation, UTAR). http://eprints.utar.edu.my/6937/
Yu, F., & Zheng, R. (2022). The effects of perceived luxury value on customer engagement and purchase intention in live streaming shopping. Asia Pacific Journal of Marketing and Logistics, 34(6), 1303-1323. https://doi.org/10.1108/APJML-08-2021-0564
Zaini, S. A., & Salim, S. A. (2023). The Role of Live Streaming Towards Customer Engagement in Online Shopping. Research in Management of Technology and Business, 4(1), 500-516. https://penerbit.uthm.edu.my/periodicals/index.php/rmtb/article/view/11692
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. journal of retailing and consumer services, 68, 103015. https://doi.org/10.1016/j.jretconser.2022.103015
Zhou, S., Li, T., Yang, S., & Chen, Y. (2022). What drives consumers’ purchase intention of online paid knowledge? A stimulus-organism-response perspective. Electronic Commerce Research and Applications, 52, 101126. https://doi.org/10.1016/j.elerap.2022.101126
Xinzhe, H., & Fernandez, D. (2025). The Effectiveness of Livestream Influencer Marketing on Consumer Purchase Decisions: The Mediating Role of Engagement among Gen Z in Malaysia. International Journal of Academic Research in Economics and Management Sciences, 14(2), 32-49.
Copyright: © 2025 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode