Factors affecting purchase intention and consumer behavior of gym equipment through live streaming

Abstract

This study looks into why more people are choosing to shop through live streams rather than in traditional, physical stores. Despite the growing trend, there's not much information on why this shopping method is preferred. The goal of this research is to explore the reasons behind consumers' preference for live stream shopping and how it affects their intention to make future purchases. This study uses several theories to understand this behavior: the Use and gratification theory, which suggests people enjoy the entertainment and information provided by live streams; the source credibility theory, focusing on the presenter's attractiveness and trustworthiness; and the theory of planned behavior, which helps explain how people decide to buy something. The research focuses on online users earning more than RM1,000 who have bought fitness equipment during a live stream. A survey was shared through social media, gathering 393 responses. The analysis was done using linear regression. The results aim to help sellers understand what motivates buyers to complete a purchase, offering insights to develop better sales strategies. The findings also suggest how fitness equipment companies can use these theories to improve their online sales model.