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The potential for business opportunities live streaming services has attracted attention from individuals and businesses. Limited studies have explored the factors associated with the purchase intention of shoppers in live-streaming contexts. The purpose of this study was to examine whether social media technology readiness, perceived value, and social presence influence shoppers’ purchase intention in live-streaming contexts. The results indicated that social media technology readiness and perceived value had a significant and positive effect on purchase intention. A thorough discussion and future research suggestions are provided to obtain a better understanding of the behavioral intention of shoppers in live-streaming contexts.

Determinants of Purchase Intention among Live Streaming Shoppers: The Roles of Technology Readiness, Social Presence, and Perceived Value