Exploring how live streaming influences the intention of purchase in Malaysia

Live streaming is become one of the user's choices in making online purchases to get all the needs and at least once a month the purchase of groceries is done. Since, the end of 2019, the world has been hit by COVID-19 pandemic outbreak where it had a huge impact on people and various Standards Operational Procedure (SOP) have been introduced by the government. This has affected the intention of purchase among consumers until today. Therefore, this study was conducted to understand the effect of live streaming to the intention of purchase and the main objective is to identify the relationship between the four independent variables (real time interacting, prior experience, trust and ease of use) with intention of purchase. The snowball sampling is used in data collection through questionnaires that made using Google Forms and distributed through social media platforms such as WhatsApp apps and others. A total of 150 respondents were involved in this study which consists of active online users of e-commerce in Malaysia. The reliability test, normality test, spearman correlation analysis was performed using SPSS. The results of this study found that, there is a positive relationship between independent variables and dependent variable.