With the rise of social media platforms and e-commerce, social commerce has become a key driver of consumer behavior in Malaysia. Among the various tools leveraged in social commerce, live streaming has emerged as a powerful method for brands to engage with consumers and influence purchasing decisions. This study explores the role of live streaming in shaping consumer purchase decisions in social commerce in Malaysia. Using a mixed-methods approach, the research includes a survey of 500 consumers, alongside in-depth interviews with 15 social commerce influencers and marketers. The findings reveal that live streaming increases consumer engagement, trust, and perceived product value, which positively influence purchase intent. Additionally, interactivity, entertainment value, and trust in the influencer were found to be significant drivers of consumer decisions. The paper concludes by offering recommendations for businesses looking to utilize live streaming effectively in social commerce and discusses the implications for future trends in consumer behavior in Malaysia.

Live Streaming, Consumer Behavior, Social Commerce

Cheung, M. K., & Lee, M. K. (2019). Online social networks: The influence of perceived enjoyment on consumers’ purchase decisions. Computers in Human Behavior, 92, 308-317. https://doi.org/10.1016/j.chb.2018.11.027

Cao, Q., & Zhang, Q. (2020). Exploring live streaming commerce: The moderating effect of consumer attributes. Journal of Retailing and Consumer Services, 52, 101918. https://doi.org/10.1016/j.jretconser.2019.101918

Lin, Y. H., & Chen, J. C. (2021). The effect of live-streaming commerce on consumer purchase intention in Taiwan: The mediating role of social interaction. Journal of Retailing and Consumer Services, 58, 102274. https://doi.org/10.1016/j.jretconser.2020.102274

Zhou, T., & Li, H. (2021). Exploring consumer trust in live streaming platforms: A case study in China. Journal of Electronic Commerce Research, 22(3), 112-125.

Huang, J., & Benyoucef, M. (2021). The role of influencers in driving consumer purchase decisions on social media platforms: A focus on live streaming. Social Media + Society, 7(2), 205630512110060. https://doi.org/10.1177/20563051211006069

Zhu, Y., & Lee, C. (2020). Consumer participation and purchase behavior in live-streaming commerce: The role of social presence. Journal of Business Research, 121, 118-127. https://doi.org/10.1016/j.jbusres.2020.02.028

Shen, X., & Xu, X. (2020). The impact of live streaming on consumer purchase decisions: A study of Chinese social commerce. International Journal of Information Management, 54, 102115. https://doi.org/10.1016/j.ijinfomgt.2020.102115

Goh, D. H., & Ho, J. (2019). The evolution of social commerce and its implications on consumer behavior. International Journal of Information Management, 45, 32-39. https://doi.org/10.1016/j.ijinfomgt.2018.10.005

Li, X., & Li, H. (2021). Exploring the impact of influencer marketing on live streaming and consumer purchase behavior. Journal of Marketing Research, 58(4), 718-735. https://doi.org/10.1177/00222437211000129

Liu, Y., & Song, J. (2020). Consumer engagement in live-streaming commerce: How interactivity and trust affect purchasing decisions. International Journal of Marketing Studies, 12(4), 1-15. https://doi.org/10.5539/ijms.v12n4p1