FACTORS AFFECTING PURCHASE INTENTION IN ONLINE LIVE STREAMING COMMERCE

Abstract

This study examines the factors influencing purchase intention in online live-streaming commerce using the Unified Theory of Acceptance and Use of Technology (UTAUT). Quantitative data were collected from 400 consumers in Thailand through an online survey. Measurement items were adapted from prior studies, and the data were analyzed using descriptive statistics and multiple regression analysis. The results indicate that performance expectancy—particularly perceived usefulness and information quality—has a significant positive effect on purchase intention. In contrast, effort expectancy and social presence do not show significant impacts. These findings suggest that consumers’ purchase intentions in live-streaming commerce are driven primarily by functional and cognitive evaluations rather than experiential or social features. The study contributes to the literature by contextualizing UTAUT in an emerging digital commerce setting and offers practical implications for live-streaming platforms and marketers.