The Examining the Consequence of Apparent Significance on User Consumption Intent in Live-Streaming Shopping

Authors

  • Syed Ali Nabeel Naqvi Department of Business Administration, Iqra University, Karachi – Pakistan
  • Farhan Arshad Department of Business Administration, SZABIST, Karachi – Pakistan
  • Sana Azher Department of Business Studies, Bahria University, Karachi – Pakistan
  • Muhammad Umair Khalid Department of Business Studies, Bahria University, Karachi – Pakistan
  • Shakeel Ahmed Department of Public Administration, University of Karachi, Karachi – Pakistan
  • Raheel Farooqi Department of Business Studies, Bahria University, Karachi – Pakistan

DOI:

https://doi.org/10.48112/tibss.v2i4.914

Abstract

Abstract Views: 450

This study investigates the influence of functional value, social value, perceived usefulness, and perceived ease of use on Purchase Intention (PI) within the E-Commerce industry in Karachi, Pakistan. Structural equation modelling was employed to analyse the data, and a purposive sampling technique was used to collect a sample of 385 participants, following the estimation method. The findings of this research indicate that functional value, social value, perceived usefulness, and perceived ease of use all substantially impact Purchase Intentions within the E-Commerce sector in Karachi, Pakistan. These results offer valuable insights for both online streamers and brands aiming to enhance their appeal to consumers. By emphasizing the unique qualities of their products, they can attract a wider consumer base and stimulate purchasing behaviours. Establishing a strong emotional bond between brands and consumers is a crucial strategy in this context. Furthermore, based on the results and findings, this study also presents practical and managerial implications, along with suggestions for future research directions.

Keywords:

Customer engagement, Live streaming shopping, Perceived ease of use, Perceived usefulness, Perceived value, Purchase intention

Author Biographies

Syed Ali Nabeel Naqvi,

He is a Research Scholar at the Department of Business Administration, Iqra University in Karachi – Pakistan. He obtained his Master's in Business Administration from Iqra University in Karachi – Pakistan.

Farhan Arshad,

He is a Research Scholar at the Department of Business Administration, SZABIST in Karachi – Pakistan. He obtained his Master's in Business Administration from Iqra University in Karachi – Pakistan.

Sana Azher,

She is a Lecturer at the Department of Business Studies, Bahria University in Karachi – Pakistan. She received her M.Phil. Degree in Business Management from the Bahria University in Karachi – Pakistan.

Muhammad Umair Khalid,

He is a Lecturer at the Department of Business Studies, Bahria University in Karachi – Pakistan. He received his M.Phil. Degree in Marketing from the Bahria University in Karachi – Pakistan.

Shakeel Ahmed,

He is a Research Scholar at the Department of Public Administration, University of Karachi in Karachi – Pakistan. He obtained his M.Phil. Degree in Management Sciences from Muhammad Ali Jinnah University in Karachi – Pakistan.

Raheel Farooqi,

He is a Lecturer at the Department of Business Studies, Bahria University in Karachi – Pakistan. He received his M.Phil. Degree in Business Administration from KASBIT in Karachi – Pakistan.

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International Journal of Trends and Innovations in Business & Social Sciences

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Published

2024-12-31

How to Cite

Naqvi, S. A. N., Arshad, F., Azher, S., Khalid, M. U., Ahmed, S., & Farooqi, R. (2024). The Examining the Consequence of Apparent Significance on User Consumption Intent in Live-Streaming Shopping. International Journal of Trends and Innovations in Business & Social Sciences, 2(4), 453–467. https://doi.org/10.48112/tibss.v2i4.914

Issue

Vol. 2 No. 4 (2024)

Section

Articles

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