Development and Validation of Customer Intention Factors for Live-Stream Shopping

Along with technological improvements, online shopping is currently developing quickly. Online shops started by selling electronics, clothing, food, and home appliances and continue to evolve, selling various things. Currently, digital marketing has a novel technique, namely live shopping, where sellers can present, promote and offer their products directly through live streaming on social media and e-commerce platforms. This research will focus on gaining insight into the factors influencing customers to watch and purchase through live streaming. This research is an early-stage study of exploring and searching for research models. The study used a literature review approach by reviewing similar previous research articles. Several variable components were used in this study. The findings of the factors include visibility capacity, meta-vocation capacity, purchase orientation capacity, social presence, price, perceived product quality, perceived enjoyment, purchase orientation, perceived usefulness, and intention to buy. These factors were tested and proved to be valid with Cronbach's Alpha value being more than 0.5 and reliable with the value of the loading factor a greater than 0.6. Criteria The factors of the findings for further analysis of the relationship between factors and other variables.