Open Access
HOW LIVE STREAMING INFLUENCES CONSUMER BUYING CHOICES IN MALAYSIA’S SOCIAL COMMERCE LANDSCAPE
4
Department of Social Media and Communication, Monash University Malaysia, Bandar Sunway, Malaysia
Abstract
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.
Keywords
Live Streaming,
Consumer Behavior,
Social Commerce
References
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
How to Cite
HOW LIVE STREAMING INFLUENCES CONSUMER BUYING CHOICES IN MALAYSIA’S SOCIAL COMMERCE LANDSCAPE. (2025). Global Journal of Humanities and Social Sciences, 4(04), 1-10. https://www.grpublishing.org/journals/index.php/gjhss/article/view/167
Most read articles by the same author(s)
- Alimova Mukhiba Muzaffarovna, Traditional Beliefs Of Turkic Peoples And Their Influence On The National Culture Of Uzbekistan , Global Journal of Humanities and Social Sciences: Vol. 5 No. 02 (2026): Volume 05 Issue 02
- Dr. Youssef Abdelrahman, Dr. Layla Khaled, Informal Norms in Urban Public Space Governance: A Study of Cairo's Daily Dynamics , Global Journal of Humanities and Social Sciences: Vol. 4 No. 07 (2025): Volume 04 Issue 07
Similar Articles
- Mittali Joshi, NETFLIX AND YOUTH: A STUDY ON STREAMING POPULARITY , Global Journal of Humanities and Social Sciences: Vol. 3 No. 07 (2024): Volume 03 Issue 07
- Dr. Tapiwa N. Chikafu, PhD, Navigating Intimacy and Peril: An Exploration of Sexual Behavior Among University Students in Zimbabwe , Global Journal of Humanities and Social Sciences: Vol. 4 No. 11 (2025): Volume 04 Issue 11
- Michael Sembiring, THEMES IN MABA MANUK MBUR NARRATIVES OF KARONESE SOCIETY , Global Journal of Humanities and Social Sciences: Vol. 3 No. 08 (2024): Volume 03 Issue 08
- Tara Nath Ghimire, Dol Raj Kafle, Shree Ram Poudel, THE SOCIAL IMPACT OF STATE RESTRUCTURING IN NEPAL , Global Journal of Humanities and Social Sciences: Vol. 3 No. 05 (2024): Volume 03 Issue 05
- Agung Gunawan, MILLENNIALS AND BRAND AWARENESS: THE ROLE OF INTEGRATED MARKETING COMMUNICATION STRATEGIES , Global Journal of Humanities and Social Sciences: Vol. 4 No. 01 (2025): Volume 04 Issue 01
- Dr. Ananya Kulkarni, Traditional Games and Physical Literacy: A Strategy to Reduce Sedentary Lifestyles Among Adolescents , Global Journal of Humanities and Social Sciences: Vol. 4 No. 08 (2025): Volume 04 Issue 08
- Dr. Sofia L. Moretti, Negotiating Inclusion, Identity, And Communication Modalities: A Comprehensive Examination Of Deaf And Hard-Of-Hearing Students’ Educational And Social Experiences In Mainstream Schooling , Global Journal of Humanities and Social Sciences: Vol. 5 No. 02 (2026): Volume 05 Issue 02
- Ajike, Uloma Florence, CHARTING PATHS: SOCIAL MEDIA AND PROFESSIONAL GROWTH AMONG LIBRARIANS IN FEDERAL UNIVERSITIES OF SOUTH-WEST NIGERIA , Global Journal of Humanities and Social Sciences: Vol. 2 No. 06 (2023): Volume 02 Issue 06
- FAMILUGBA JONATHAN OLUROPO, IBITOYE MAJEKODUNMI OLUSESAN, ADEDAYO ADEDEJI MATTHEW, OJO MAYOWA CHRISTOPHER, The Resurgence of Military Coups in West-Africa States: The Case of Niger Republic and Its Implications on Peace, Security and Transnational Activities in Nigeria , Global Journal of Humanities and Social Sciences: Vol. 3 No. 04 (2024): Volume 03 Issue 04
- Makhosini, CHALLENGES AND RISKS OF INTER-DENOMINATIONAL CONFLICT: YOUNG CHRISTIAN ADULTS AND THEIR CHOICES OF LIFE PARTNERS , Global Journal of Humanities and Social Sciences: Vol. 3 No. 08 (2024): Volume 03 Issue 08
1-10 of 35
Next
You may also start an advanced similarity search for this article.