Asian Journal of Business Research Volume 12 Issue 1, 2022

ISSN 2463-4522  e-ISSN 1178-8933 DOI: 10.14707/ajbr.220119

Research Paper
Factors Influencing the Behavioral and Purchase Intention
on Live-streaming Shopping

Darlin Apasrawirote1 and Kritcha Yawised2*

1
Faculty of Business, Economics and Communications, Naresuan University,
Thailand
2
Faculty of Business, Economics and Communications, Naresuan University,
Thailand

*Corresponding author: kritchay@nu.ac.th

Abstract

This empirical research study aimed to examine factors influencing consumer’s

behavioral intentions to purchase products via live-streaming services. This study
proposed four key factors, namely customer perception, marketing mix, content
marketing, and influencer, and tested their relationships with the perceived value and
attitude through consumer’s behavior. At the same time, the path analysis of the
perceived value and attitude was conducted to reveal the relationships with
consumer’s behavioral intentions through consumer’s online purchase intention. The
proposed theoretical model comprised relevant variables developed from the current
literature on digital marketing disciplines under three theoretical strands, where the
Theory of Planned Behavior (TPB) was established as the main theory. The study
tested the structural model using cross-sectional data. Purposive sampling was used
to administer a questionnaire to 198 participants who had experience with live-
streaming online shopping, and the data was analyzed using the Partial Least Squares
(PLS) approach and regression analysis. The findings showed that customer
perception and marketing mix had significant positive impacts on perceived value.
Content marketing and influencer marketing also had positive relationships with
consumer’s attitudes. Moreover, consumer’s perceived value and attitudes influenced
their behavior and actions. These results reaffirmed the positive role of consumer’s
behavioral intentions in their online purchase intentions.

Keywords: Live-streaming shopping, Online shopping, Online purchase intention,

Behavioral intention, Theory of planned behavior.

Publication Details: Received 20 Aug 2021; Revised 30 Sep 2021, 24 Jan 2022; Accepted 29 Jan 2022

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Introduction

The development of technology has continually changed consumer’s behavior via new
forms of interactions between customers and businesses (Cambra-Fierro et al., 2021).
As expected, in the disruptive technology era, many marketers and practitioners have
developed approaches to engage with consumers and increase brand awareness through
the use of communication messages by leveraging digital technologies and
collaboration among such actors (Krishen et al., 2021). Live video streaming has
emerged as an effective marketing channel supported by new technologies and provided
through personal computers and smartphone devices (Chen & Lin 2018). Specifically,
the Internet offers the advantages of convenience, ease of accessibility, and two-way
communication. At the same time, social media (SM) channels provide the means to
engage and develop relationships with businesses’ targeted customers (Sun et al.,
2020). Thus, in the context of marketing, live-streaming is defined as an electronic
medium platform that broadcasts online in real-time to deliver messages to target
audiences for certain specific purposes.

This research study focused on Thai local consumers with the preferences of live-
streaming shopping in Phitsanulok, a province in northern Thailand, for three reasons.
First, the number of online purchases of products and services over the past year has
been rising sharply, with 75% of the younger generation accessing the Internet
searching for data and shopping online, based on the Digital 2020 Global Overview
report (Kemp, 2020). This implied that there were predominant factors affecting online
impulse buying behavior, particularly during live-streaming. Online streaming content
together with influencers played a vital role in promoting brand awareness and sharing
business content, leading to online customers’ satisfaction. Thus, it would be
worthwhile to examine the factors influencing consumer’s willingness to purchase
products during live streaming. Second, the growth of SM channel subscriptions had
become increasingly competitive, which led to the rise of "live" content and fast
changes in both the entertainment landscape and its underlying technology to drive
sales. This implied that using solely SM channels for sales was not enough, and online
live-streaming content created by business owners (or even influencers) emerged to
deliver live synchronous video to engage with current customers. Third, while there
have been an increasing number of research studies on the actual and behavioral
intention of live-streaming shopping, a complete theorization of the factors that
influence the relationship between behavioral and live-streaming purchase intention is
still lacking, particularly in the aftermath of the COVID-19 pandemic lockdowns, when
many businesses turned to the benefits of live-streaming.Many young business owners
started their businesses due to unemployment during the COVID-19 pandemic. For
such entrepreneurs, live streaming was an essential marketing strategy. At the same
time, a study by Kemp (2020) indicated that younger consumers, the world’s heaviest
users of SM between April 2019 and January 2020, could access live-streaming easily
via their mobile applications and do other activities (Kemp 2020). This implied that
such business owners-managers were more likely to formalize their strategies to offer
the best experiences to their audiences and to engage with their current and potential
customers.

All of these suggest that an examination of factors influencing consumer’s behavioral

intentions towards online purchase via live-streaming would provide a valuable context
for such an initiative, not only in the theoretical terms of advancing an understanding

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of consumer’s behavioral patterns and activities but also in the practical terms of selling
strategies. On this basis, theory of planned behavior (TPB) was adopted as a main
theory for investigating factors influencing behavioral and online purchase intention on
live-streaming. Thus, the present study proposed the main research questions as
follows:

What are the factors that determine customers’ behavioral intention to make online
purchases via live-streaming shopping?

Literature Review

Theoretical Background and Proposed Constructs

This study employed the Theory of Planned Behavior (TPB) model (Ajzen, 1985) as
its main focus. TPB can help predict and understand the individual and environmental
factors affecting online shopping behavior. TPB, introduced by Ajzen (1985), focuses
on one factor that determines a person’s behavioral intention and his or her attitude
towards that behavior. This study applied this theory to investigate consumer’s
intentions. In TPB, three components are shown to influence an individual’s intention:
attitude, subjective norms, and perceived behavioral control. The underlying belief
structures that link these factors underpin behavioral beliefs, normative views, and
control beliefs (Fishbein and Ajzen, 1975). Intention and perceived behavioral control
are also used to describe an individual behavior. According to Ajzen (1985), the
intentions of consumers are indicators of the extent to which people are willing to carry
out a specific behavior, which in this study would, in turn, be translated as a live-
streaming behavior indicator of purchase intention. A lack of intention to buy online
has been identified as one of the initial barriers to the development of online shopping
(Rahman et al., 2018). According to a previous study conducted by Mohammed and
Ferraris (2021), a consumer's attitude has a substantial effect on the intention of
continuing to engage in online purchases via social media. Specifically, online digital
technology has influenced customer adoption of live e-commerce shopping as an
innovative technology in the retail business (Zhou et al., 2021). Research conducted by
McLean and Wilson (2019) indicated that ditial technology such as augmented reality
linked to customers' perceptions of ease of use, enjoyment, and subjective satisfaction.
Perceived usefulness, satisfaction with the experience, and brand usage intentions all
influence behavior and purchase decisions. Also, in TPB, perceived behavior control
and trust were strongly influence peoples' active participation behavior for online
shopping in social media stores (Sembada & Koay, 2021).

This study attempted to apply the TPB model and to highlight fundamental differences
(factors) that drove intentions to purchase products via online live-streaming. The
proposed theoretical model of this study has been applied in the areas of both marketing
and technology, especially in scenarios related to technology engagement. Thus, the
proposed theoretical model of this study would be applied to measure the extent to
which the perceived benefit value and attitude influenced customers’ behavior through
their purchase intention during online live-streaming. The variables and constructs
proposed in the model, along with a theoretical explanation, are presented in the next
section.

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Customer Perception

Customer perception in this study refers to how customers feel about products and
brands. This study focused on consumer’s social psychological traits, attitudes, and
motivations, as well as their previous shopping experiences, as the starting point for the
investigation. Such aspects could relate to specific individual purposes. Previous
research studies revealed that customer’s experience had a significant influence on the
quality of the relationships with customers, which led to a positive impact on customers’
behavioral outcomes (Wibowo et al., 2021). Differences in consumer characteristics
contributed to significant differences in consumption experiences stemming from social
psychology traits including attitudes (Daugherty et al., 2008), motivations (Omar and
Wang 2020), users’ behavior of self-expression (i.e. age and gender) (Wang, 2020),
frequencies of usage, groups and cultures (Zuo & Wang 2019). These individual
characteristics drove the identity of needs, which led to different patterns of media
exposure. Results from studies examining the links between perceived value and online
purchasing intention via live-stream broadcasting consistently showed that consumer
characteristics were positively significant factors (Chen & Lin 2018; Ma 2021). A
previous study by Sun et al. (2019) also indicated that consumer’s propensity to
purchase resulted from guided shopping experiences and the immediate visibility and
availability of live shopping. Customer experience was developed to assist practitioners
and marketers to determine multiple forms of online experiences that could lead to the
perception of value. This study, thus, expected the following relationship to hold true:

H1 There will be a positive relationship between customers’ perception and

perceived value.

Marketing Mix

In a prior study (Jiang & Cai, 2021), the impact of the marketing mix strategy on
purchase intention was noted. Several marketing mix and sales approaches were
proposed by academics using online influencers on live-streaming platforms to retain,
engage, and acquire existing customers (Hu and Chaudhry 2020; Pick 2021). Live-
streaming has the potential to cause hedonic and impulsive consumption, altering
customer perceptions and emotional states toward products (Xiaoyu et al., 2020). At
the same time, consumer’s willingness to buy is influenced by the match between
product and content (including the marketing mix offered), and online influencers
would encourage consumers to make hedonistic purchases with such perceived value
(Park & Lin 2020). Moreover, previous research studies indicated that the adoption of
an electronic payment (e-Payment) system would enable businesses to expand their
price and process strategies (Apasrawirote & Yawised, 2021). Such an e-payment
method makes the online buying process very simple. This includes increasing the
speed of service logistics (i.e., the process of product delivery strategies) where
streamers can leverage the providers of applications to deliver products and services to
consumers in ways that make them feel secure with their online purchases, such as by
offering return guarantees (Cao et al., 2021).

Recent research studies also revealed that the sales promotions of the marketing mix
included communication between sellers and potential buyers as well as others to
influence their attitudes and behavior. Sales promotions could also incorporate
streamers’ talent performances (e.g., online contests and sweepstakes). Customer

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engagement associated with followership and purchase intention in live-streaming

digital marketing could go beyond mere purchase when consumers become streamers’
followers (Clement Addo et al., 2021; Kaveh et al., 2021). However, in the mareketing
context, cultural boundaries, marketed content, and sponsorship disclosure are among
difficulties that social media influencers face when it comes to establishing influencer
marketing (S. Zhou et al., 2021). Hence, this study hypothesized the following:

H2 There will be a positive relationship between marketing mix and perceived live-
stream commerce value.

Content Marketing

Positive attitude and purchase intention implications arising from content marketing
through the use of SM have been attested in empirical studies (Basch et al., 2020; Fang
et al., 2019; Kaye et al., 2021; Y. Su et al., 2020). Lou and Yuan (2019) asserted that
content marketing generated by influencers positively affected their followers and
customers in relation to informative value, trustworthiness, and attractiveness. Previous
studies conducted by Kim et al. (2020) indicated that product-focused content could
lead consumers to have perceptions of credibility. Fan et al. (2017) also argued that
complementary content and a diversity of sources affected message responses via
perceived credibility, which led to consumer’s attitude towards brands’ trustworthiness.
Under such circumstances, it would be possible that ideation (Bhimani et al., 2019),
creation and optimization of content (Raji et al., 2020), distribution (Matarazzo et al.,
2021), and performance tracking and audit (Belanche et al., 2021; Farivar et al., 2021)
could be important elements in creating a strong foundation of live-streaming content.
As a result, live-streaming attracted content creators of different genres. Such content
provided a method to segment audiences and customer profiles by analyzing their
preferences, needs, lifestyles, and attitudes towards brands, including their online
purchase intentions (Park & Lin, 2020; L. Sun et al., 2020). This led to the third
hypothesis:

H3 There will be a positive relationship between content marketing and audience

attitude.

Influencers

Prior research studies indicated that the perceived informativeness and entertainment
value generated by influencers affected customers’ trustworthiness (Lou & Yuan,
2019), which led to the attitude related to the online purchase intention. Online
influencer marketing could be considered a form of online advertising. This research
study considered online influencer advertising as a factor affecting customers’ online
purchase intentions. live-stream influencers who successfully monetized their content
broadcast for a consistent amount of time each week. Such influencers set up streams
correctly, broadcast streams on time, and promoted streaming with good intentions and
solid numerical proof by evaluating their live streaming viewers and sales (Woodcock
& Johnson, 2019). In the age of content marketing, the market rapidly expanded as
influencer types proliferated, with influencers filling every conceivable niche and sub-
niche interest (Trivedi & Sama, 2020). Influencers influenced consumer’s online
purchasing decisions and positive attitudes towards brands, which in turn led to a higher
online purchase intention (Lim et al., 2017). Consequently, consumer’s attitudes

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towards such intentions have become significant for brands and their marketing
strategies. This led to the fourth hypothesis:

H4 There will be a positive relationship between online influencers and audience

attitudes.

Influences of Perceived Value and Attitude on Behavioral Intention

Perceived Value is considered the overall appreciation of a consumer's consumption of

products or services, determined by the consumer’s perception of what they received.
Perceived value is commonly assessed by the relationship between quality and price. It
could be increased both by reducing the costs of buying and using the goods or services
(tangible perceived value) and by enhancing benefits for the individual (satisfaction
value) (Y.-H. Chen et al., 2020; Oh & Kim, 2017). Hsiao and Chen (2016) argued that
the valuation of the total value was not based solely on price and quality, but also on
several types of value—functional, social, emotional, epistemic, and conditional—
which influenced the behavioral intention to buy.

Recent studies by Ma (2021) also showed that perceived utility did not always have
direct positive effects on consumer’s intentions of live-streaming shopping. However,
Alalwan et al. (2018) found that customers' trust, loyalty, and contentment were all
influenced by perceived value, which had an impact on their continued intentions.
These results indicated that various factors played different roles in fulfilling
gratifications (Ma, 2021; Y. Sun et al., 2019). This implied that perceived value could
be a predominant factor contributing to continued intention and loyalty, which led to
behavioral intention. Moreover, previous studies on the impact of attitude on intention
in the context of online shopping were carried out to determine the moderating effect
of perceived behavioral control, especially on the relationship between attitude and
behavioral intention. Such studies empirically supported the notion that attitude was an
important factor influencing behavioral intention (Martinez & Lewis, 2016; Xiaoyu et
al., 2020). Therefore, this study proposed the following hypothesis:

H5 There will be a positive relationship between perceived value and behavioral

intention.

H6 There will be a positive relationship between attitude and behavioral intention.

Live-streaming Behavioral and Online Purchasing Intention

As mentioned before, to predict consumer behavior, it is necessary to know the

attitudes, perceived values, and internal factors that ultimately generate online purchase
intent. From the TPB theory, behavioral intention refers to the motivational factors that
drive a specific action, resulting in behavioral intention to perform and express actual
behavior (Ajzen, 1985). Purchasing is defined in the context of live-streaming as the
willingness of a consumer's behavior to purchase a product through an online channel.
Most empirical research articles examined the behavior or psychology behind activities
related to video content creation coupled with influencers’ performances (Alalwan et
al., 2018; Belanche et al., 2021; Pick, 2021; Singh et al., 2021; Trivedi & Sama, 2020).
These papers also examined the behavior of consumers towards SM video content
creators. (Daugherty et al., 2008; Fan et al., 2017; Gao-fu et al., 2019). Although there

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has been limited research on the factors influencing behavioral intention and online
purchase intention in the context of live-streaming shopping, which links experiential
outcomes to ultimate behavioral consequences towards the willingness of such
purchasing, previous anecdotal research studies in digital marketing settings offered
evidence of such behavioral intention control factors as trust, e-word of mouth (e-
WOM), perceived usefulness, self-comparison, and perceived usefulness (Francesca Di
& Gilda, 2018; Ruangkanjanases et al., 2020).

The present study argued that although the association between online purchase intent
and behavior had been found to be positive and substantial in general, the strength of
the relationship varied in different contexts of different studies. The strength of the
intention-behavior relationship could be influenced by a number of factors. Some of
these variables had to do with the individual audience variation, while others had to do
with the process or product class variation. The individual behavioral intentions in
online live-streaming online purchases could be influenced by something other than
impulses and experiences. Habits based on perceived value and attitudes, such as online
shopping addiction, self-esteem behavior, self-problem solving, luxurious behavior in
everyday life, online transaction savvy, and/or any such behavioral traits, could lead to
changes in the purchase decision-making process (Q. Su et al., 2020). These behavioral
traits are supposed to have a direct effect on consumer’s online purchase intentions.
Hence, the last proposed hypothesis was as followed.

H7 There will be a positive relationship between behavioral intention and online

purchase intention.

Research Model

Considering the aforementioned literature and the description of the individuals’ factors
in online purchases, this present study constructed a theoretical model of the customers’
online purchase intention for live-streaming shopping. In this study, live-streaming was
considered to contain four main factors: customer experience, marketing mix, content
marketing, and influencers, all of which could affect consumer’s trust and belief,
leading to the attitude and perceived benefits related to live-streaming shopping. As a
result, the factors influencing their perceived value and attitudes were proposed in this
study.Moreover, TPB was used to incorporate the PTV and TRA theories and dominant
logic literature, which connected perceived value and attitudes with behavioral
intention. This study speculates that behavioral intention had a positive effect on online
purchase intention. The research model is shown below in Figure 1.

Figure 1: The Theoretical Model of Online Purchase Intention

Customer H1
Perceived Value
Perception

H5
H2
Marketing Mix
Online
Behavioral H7
Purchasing
Intention
Content Intention (OPI)
Marketing H3 H6

H4 Attitude
Influencer

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Methodology

All the participants in this study were from Phitsanulok province in the lower northern
region of Thailand, which has the demographic characteristics of the rural population.
The sampling technique is based on purposive sampling, where participants should
have experience in livestreaming activities. The sample group consisted of 198
participants (out of 230 participants who returned the questionnaires, 32 of which were
incomplete and subsequently eliminated). The measurement survey items and proposed
research model were constructed based on the current literature and used to establish
the proposed hypotheses. The measurement items were adapted from the context of
customer experience and perception (Wibowo et al., 2021), content marketing (Su et
al., 2020), influencers (Ma, 2021), perceived value, attitude, and intention (Chen & Lin,
2018). The questions were reviewed and examined by experts and scholars to validate
the measurement scales, definitions, content, and appropriateness of the wording. The
questionnaires were designed based on the 5-point Likert scale, moving from “strongly
disagree” to “strongly agree,” to measure the constructed items. To analyze the
proposed model, the Partial Least Squares (PLS) approach was used for Structural
Equation Modeling (SEM) with path and regression analysis.

The reliability of each variable was tested before the analysis, in which the value of
Cronbach’s should be greater than 0.7 (Nunnally, 1978), and as mentioned by previous
scholars, the factor loading of each dimension’s item should be greater than the
threshold value of 0.5, the Composite (construct) Reliability (CR) of each dimension
should exceed the threshold value of 0.7, and the Average Variance Extracted (AVE)
should exceed the threshold value of 0.6 (Fornell & Larcker, 1981).

Table 1: Results of Validity and Reliability Analysis

Construct Item Cronbach’s α Factor Loading CR AVE
(>0.7) (>0.5) (>0.7) (>0.6)
Customer Perception (CP) CP1 0.775 0.787 0.899 0.639
CP2 0.814
CP3 0.817
Marketing Mix (MM) MM1 0.834 0.824 0.916 0.775
MM2 0.875
MM3 0.787
Content Marketing (CM) CM1 0.795 0.751 0.866 0.639
CM2 0.844
CM3 0.817
Influencer (INF) INF1 0.880 0.860 0.847 0.788
INF2 0.915
INF3 0.823
Perceived Value (PV) PV1 0.906 0.875 0.824 0.616
PV2 0.912
PV3 0.989
Attitude (ATT) ATT1 0.817 0.898 0.865 0.627
ATT2 0.852
ATT3 0.814
Behavioral Intention (BI) BI1 0.869 0.798 0.929 0.765
BI2 0.834
BI3 0.899
Online Purchasing Intention PI1 0.807 0.834 0.897 0.684
(OPI) PI2 0.814
PI3 0.754

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Also, the common method bias was tested using Harman’s single factor test. All
variables were first run through an unrotated exploratory factor analysis with a one-
factor forced solution. The result showed that a common method variance was absent
(the total variance was less than 50%), which did not affect the data (Podsakoff &
Organ, 1986; Dupuis et al., 2017). The results of the sample validity and reliability
analysis are also shown in Table 1. Finally, the discriminant validity (See Table 2) was
analyzed to examine the different dimensions measured by each construct using a
Fornell-Larcker criterion analysis in which the square root of the AVE for each
dimension was greater than the correlation coefficients between the dimensions
(Fornell & Larcker, 1981). The results showed that each dimension proposed by this
study was sufficiently segregated from the others, demonstrating the good discriminant
validity of the instrument.

Table 2: Results of Discriminant Validity Analysis

CP MM CM INF PV ATT BI OPI
CP 0.84
MM 0.46 0.86
CM 0.38 0.44 0.81
INF 0.41 0.38 0.67 0.78
PV 0.49 0.42 0.48 0.66 0.76
ATT 0.52 0.46 0.42 0.45 0.57 0.80
BI 0.48 0.51 0.47 0.57 0.64 0.65 0.85
OPI 0.59 0.52 0.61 0.68 0.58 0.69 0.78 0.82

Results
Table 3 shows the demographic composition of the survey respondents. This sample
comprised more females (67.6%) than males (32.8%), and most respondents were
between the ages of 18 and 29 (78.2%). The majority of the respondents (55.5%) spent
less than an hour a day on live-streams, and about 71.7% of the respondents purchased
products during live-streams 1 to 2 times a week.

Table 3: Demographic Charateristics

Characteristics/Items Description Frequency Percentage (%)
Gender Female 134 67.68
Male 65 32.82
Age 18-22years 82 41.41
22-29 years 73 36.87
30-39 years 32 16.17
40-50 years 8 4.04
More than 50 years 3 1.51
Time spent engaging in live- Less than 1 hour 110 55.50
streaming 1-3 hours 60 30.30
(average/per day) 4-5 hours 18 9.10
More than 5 hours 10 5.10
Frequency of online purchases via 1-2 times 142 71.71
live-streaming 3-5 times 41 20.70
(per week) 6-10 times 10 5.06
More than 10 times 5 2.53

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Table 4: Assessment of Structural Model

Relationship Coefficient R2 Two-tailed
significance
Marketing Mix→ Perceived Value 0.096 0.041(*)
Content Marketing→ Attitude 0.281 0.000(***)
Influencer→ Attitude 0.327 0.000(***)
Perceived Value→ Behavioral Intention 0.145 0.001(**)
Attitude→ Behavioral Intention 0.186 0.001(**)
Behavioral Intention→ Online Purchasing 0.264 0.000(***)
Intention
Perceived Value 0.240
Attitude 0.482
Behavioral Intention 0.371
Note: Significant a p-value at, *p<0.05, ** p < 0.01, and ***p < 0.001

The hypotheses were also tested using the PLS-SEM approach in AMOS version 23
after the research instruments' reliability and validity were assessed. SEM could be used
to examine causal connections between several latent variables. Examining the
structural pathways and R-square scores of the endogenous variables in the PLS
analysis determined the structural model's explanatory ability. The relevance of all
paths in the research model was tested using a bootstrapping technique with 198 cases
and 5, 000 resamples as shown in Table 4. The results of the PLS-SEM are also shown
in Figure 2. The results suggested that the model was capable of explaining 46% of the
variance of online purchase intention. Overall, all hypotheses were supported. In
support of hypotheses 1 and 2, customer perception (β = 0.087, p < 0.05) and marketing
mix (β = 0.096, p < 0.05) had significant positive impacts on perceived value.
Meanwhile, in support of hypotheses 3 and 4, content marketing (β = 0.281, p < 0.001)
and influencer (β = 0.327, p < 0.001) had significant positive relationships with
consumer’s attitude.

Figure 2: Results of Proposed Theoretical Model

R2=0.240
Customer H1=0.087*
Perceived Value
Perception

H5=0.145**
H2=0.096*
Marketing Mix
H7=0.264*** Online
Behavioral
Purchasing
Intention
Content Intention (OPI)
H3=0.281*** R2=0.371
Marketing
H6=0.186** R2=0.463

Influencer Attitude
H4=0.327***
R2=0.482

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Hypothesis 5 indicated that perceived value was positively related to behavioral

intention. This was supported by the study’s results (β = 0.145, p < 0.01). Furthermore,
the results provided strong support for the significant positive relationship between
attitude and behavioral intention (β = 0.186 p < 0.01), thus providing support for
hypothesis 6. Finally, in support of hypothesis 7, the results significantly reaffirmed the
positive role of behavioral intention towards online purchase intention as expected (β =
0.264, p < 0.001).

Discussion and Conclusion

In line with previous research studies, customer perception (H1) and marketing mix
(H2) had significant effects on perceived value (Zuo & Wang 2019). The difference in
consumer characteristics, including online shopping experiences, average incomes, and
cultures, made a significant difference in consumption from the social psychology traits
(Chen and Lin, 2018). This implied that consumers received perceived value from high
levels of perceived enjoyment in live-streaming online purchases, which could affect
their intention to engage in live-streaming purchasing. Moreover, these people tended
to avoid uncertainty and negative experiences after their online purchases. Skepticism
led to less attention being paid to and less reliance on advertising, which decreased the
chance of purchase. At the same time, a strong marketing mix was achieved through
high-quality products and services such as a variety of distribution channels, payment
methods (e.g., e-Payment), and reasonable pricing. Consumers and audiences in the
online culture had different cognitive styles, which decreased brand biases and led to
perceived value.

The aspects concerning content marketing (H3) and influencers (H4) also played a
crucial role in supporting motivation and trustworthiness, which corresponded to
findings from previous studies (Kaye et al., 2021; Su et al., 2020). Content marketing
creates an appropriate selling atmosphere for online purchase intentions through real-
time information dissemination (C.-C. Chen & Lin, 2018). Although the limited-time
strategy (during live-streams for selling products) utilized by streamers gave consumers
limited time to think before their online purchases, the attractiveness of the content and
the performances of the influencers helped promote the reliability of the products and
the reasonableness of the prices. At the same time, influencers expressed their
perception of the products in both positive and negative ways to show the spirit of peer
sincerity to their followers, and they did not generally recommend unsafe products and
unsatisfactory services to their ‘peers’.

This study showed that using online influencer cues in a live-streaming approach
resulted in a more genuine viewing experience, leading to online purchase intention
even without prior experience of live-streaming online purchase. In line with Ma
(2021), who indicated that influencers had a stronger impact on customer behavior than
traditional endorsers because influencers were seen as more trustworthy information
sources who were less influenced by brands. Similarly, the research studies conducted
by Fan et al. (2017) and Cambra-Fierro et al. (2021) found that influencers and
celebrities with interactivity functions (real-time response activities) were significant
indicators of online purchase intention. The findings of the present study also suggest
that brands utilizing influencers’ endorsements should realize that their targeted
audiences have their own sets of requirements, cultures, styles, language, idioms, and

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preferences. Instead of setting up a business SM channel for marketing purposes, brands

must select their optimal platform-specific audiences who want to engage in live
streams. This proposed method could help build a set of values or an attitude where
audience interest and interaction would be appreciated at first glance, leading to
impulsive online purchases even without any prior experience of such purchases (Lee
& Chen, 2021). Consequently, this would build trust with a transparent attitude. Thus,
content marketing and influencers had significant effects on consumer’s attitudes, as
this research study had expected.

Furthermore, perceived value (H5) and attitude (H6) could initially create empowered
and inspired audiences and naturally promote the products, leading to satisfaction
among audiences and customers. This result was consistent with previous findings
regarding the intention to engage with online sellers with short video content
(Daugherty et al., 2008; Fan et al., 2017; Gao-fu et al., 2019). Therefore, the results
were consistent with those presented by Ma (2021), who indicated that during the
COVID-19 lockdowns, consumers engaged in live-streams for a variety of reasons
other than purchasing products, such as passing time and socializing. As a result,
attitude created habit, and habit promoted repeated live-streaming online purchases,
brand loyalty and addiction. It showed one way audiences’ behavioral intentions could
be formed.

Finally, the results provide additional support for prior research by Francesca Di. and
Gilda, 2018), who found that the best strategy to increase engagement in the form of
comments and social shares is to create an emotional connection activity with
consumers. Moreover, social presence and self-esteem behavior determined online
purchase intention. Specifically, in line with a previous study conducted by Su et al.
(2020), who reaffirmed that consumers and audiences who projected the self-perception
of high competence or were outcompeting other audiences within the group of live-
stream channels (i.e., purchasing products for special prices, winning auctions,
obtaining rewards or identifications with privilege accounts), resulting in a sense of
superiority over other audiences, were more likely to develop a better sense of self-
esteem from the live-streaming platforms. Live-streaming activities encouraged them
to engage in a higher level of loyalty, leading to online purchase intention. Behavioral
intention had significant effects on live-streaming online purchase intention (H7). The
quality of interactions has an impact on knowledge and behavior creation, which has
the potential to influence decision-making.

The aims of this study were to examine the factors influencing customers’ behavioral
intentions towards their actual online purchase intentions for live-streaming commerce.
The findings showed that customer perception and marketing mix had significant
positive impacts on perceived value. Content marketing and influencers also had a
positive impact on consumer attitudes. Moreover, the customer’s perceived value and
attitude influenced their behavioral intention. Also, the results significantly reaffirmed
the positive role of behavioral intention towards one-line purchase intention. The
contributions of this study were in its proposed live-streaming online shopping
strategies for business owners and practitioners who might consider engaging in live-
streaming services.

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 Apasrawirote & Yawised, 2022

Limitations and Recommendations for Future Studies

This study had its limitations. First, given the study’s focus on a single national
economic context together with a single source of data, the generalizability of the
findings and the identification of causality were limited. Apart from replicating this
exploratory study in other economies, future research could examine in greater depth
the use of multiple data collection methods, including a different group of participants
based on longitudinal research design. Second, this study did not focus on the
demographic characteristics or the types of live-streaming commerce platforms. Thus,
future studies could focus on live-streaming shopping intentions of the individuals of
different genders, ages, generations, and cultures. Third, more mediating variables
should be included in the model and examined to obtain a more comprehensive
understanding of the constructs’ relationships. It was possible that some consumers
might place higher value on some preferred networks because they better fit their needs.
The degree of customer engagement with their favorite influencers could also lead
customers to trust them more than other types of advertisers. Such differences in an
individual network value and preferences for different influencers could affect the
intensity of consumer’s intentions to purchase.

Implications for Asian Business

This empirical research study had several theoretical implications. First, the current
study was one of the first to investigate the elements that influenced live-streaming
purchasing intents in Thailand's lower northern business area, which added to the
existing live-streaming commerce studies in the Asian business context (Ma, 2021; Sun
et al., 2019; Sun et al., 2020). Second, the findings suggested that the effect of
consumer’s behavior on live-streaming online purchase intention might be urged by
several factors which fulfilled consumer’s needs, not consumption behavior, and
displayed factors related to natural an individual behavior or group interactions. Third,
although prior studies had shown the influence of consumer’s perceived value in
tandem with attitude and online purchase intentions (C.-C. Chen & Lin, 2018; Singh et
al., 2021), less was known about the relationship between the individuals’ behavioral
impulses and actual online purchases during live-streaming. Fourth, the theoretical
model identified behavioral intention as a key antecedent of actual purchase, thus
advancing the knowledge on how businesses could use marketing mix strategy and
influencers selected for each SM to align with consumer’s behavioral expressions to
consume the products. Fifth, this was one of the research studies that offered empirical
evidence for the association between customers’ behavioral intentions and actual
purchase behavior using a sample of a rural population in a developing nation. Finally,
the empirical validation of the proposed model added to the theoretical development of
the marketing of digital streaming strategies, thus separating this study from the existing
body of studies that largely offered anecdotal evidence on how to leverage digital
technologies to improve digital marketing performances.

This research study offered recommendations for practitioners and marketers on how
to undertake live-stream commerce strategies to retain existing customers and attract
prospective ones. First, the research findings implied that the satisfaction of customers
predicted their behavioral intention through live-streaming online purchases.
Combination of marketing techniques that use digital technologies to adapt to changing

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 Apasrawirote & Yawised, 2022

consumer preferences and keep customers engaged by selecting appropriate channels

based on the culture presences of social and commercial groups. Second, the market
was rapidly expanding as influencer types proliferated, with influencers filling every
conceivable niche and sub-niche interest (Trivedi & Sama, 2020). As a result,
consumer’s attitudes towards technology adoption have become significant for brands
and their strategies in their markets.

According to the findings in this study, consumer’s live-stream shopping intentions

were predicted by the behavioral intentions of value perception and attitude. Therefore,
the structure and content of the streaming presentation coupled with the influencers’
messages would be unique. Live streaming platforms should concentrate more on
characteristics that triggered customers' attention, including the technique of offering
privileges or ‘Buy now’ discounts, reviewing actual-use products, organizing live
auctions and competitions, streaming on multiple platforms, and creating a variety of
content such as peer review contents, entertainment and challenge activities (Wang,
2020), education (Moussiades et al., 2019), dissemination of rich information (Darnell
et al., 2017), experiments and knowledge sharing (Lu & Miller, 2019), inspiration (Gao
et al., 2020), and marketing mix contents (advertisements, sales, and promotions)
(Plessis, 2017).

Fianlly, the findings of this study indicated that shopping online during live-streams
would support social presence in online environments. Business or marketing
practitioners should build up online communities to mitigate risks that could harm their
brands’ reputations. Such online communities were fueled by the exchange and sharing
of content and information, and they had the potential to generate powerful brand
reputations and sales tools (Bowden & Mirzaei, 2021). At the same time, live streaming
could be used by businesses to strengthen influencer-audience (followers) connections
across different platforms.

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