• Kah Boon Lim Faculty of Business, Multimedia University, 75450 Melaka, Malaysia
  • Sook Fern Yeo Faculty of Business, Multimedia University, 75450 Melaka, Malaysia
  • Hiew Kya Way Alfredo Faculty of Business, Multimedia University, 75450 Melaka, Malaysia




Attitude, Live video streaming, Purchase intention, Perceived credibility, Perceived ease of use


Online video streaming is one of the channels of the current economic development of e-commerce. In this technology era, our lifestyle is gradually moving towards electronic development and the public use of e-commerce applications for their businesses. Online video streaming strategies, therefore, benefit marketers, and this is mainly due to their cost-effective properties. The main objective of this research is to investigate the influences of online video streaming on customers’ online purchase intention. Three independent variables include perceived credibility, perceived ease of use and perceived usefulness are used to study the influence of online video streaming on the consumers’ online purchase intention. A set of self-administered questionnaires was distributed to 215 respondents from three states in Malaysia which are Johor, Melaka and Selangor, who had the experience of online purchases that were affected by online video streaming. The collected data are then analysed using SPSS and Smart PLS software. The results of the analysis indicated that all three independent variables have a significant impact on consumers' online purchase intentions through online video streaming. In conclusion, this research is important to e-marketers in order to allow them to gain a better understanding of the online purchasing behaviour of their customers

Author Biographies

Kah Boon Lim, Faculty of Business, Multimedia University, 75450 Melaka, Malaysia

Dr. Lim Kah Boon is a lecturer in the Faculty of Business at the Multimedia University. She graduated with Doctor of Philosophy (Ph.D.) degree majoring in Econometrics from the Universiti Sains Malaysia. Her current research interests include econometric, mathematical modelling, applied mathematics and statistical analysis.

Sook Fern Yeo, Faculty of Business, Multimedia University, 75450 Melaka, Malaysia

Dr Yeo Sook Fern is a Lecturer at the Faculty of Business, Multimedia University, Melaka. She commenced her career as a lecturer, with 18 years of teaching experience. She teaches marketing for bachelor degree programmes, specifically Understanding Management, Fundamentals of Marketing, Service Marketing, Brand Management and Strategic Marketing.

Hiew Kya Way Alfredo , Faculty of Business, Multimedia University, 75450 Melaka, Malaysia

Mr. Alfredo Hiew Kya Way is a graduate of  Bachelor of Business Administration (Hons.) Marketing Management from Multimedia University, Melaka.


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How to Cite

Lim, K. B., Yeo, S. F., & Alfredo , H. K. W. . (2021). EFFECTS OF LIVE VIDEO STREAMING TOWARDS ONLINE PURCHASE INTENTION. International Journal of Industrial Management, 11(1), 250–256. https://doi.org/10.15282/ijim.11.1.2021.6546