September 10, 2025Issues and Perspectives in Business and Social SciencesOpen Access

The influence of B2C e-commerce live streaming on consumers' online purchasing behavior among Malaysian and Chinese consumers

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E-commerce live streaming positively influences online purchasing behavior.
Product diversification, promotional sales, and online reviews enhance perceived value significantly.
The study utilized the stimulus-organism-response model to analyze consumer behavior.
Findings suggest potential strategies for improving e-commerce live streaming in B2C markets.

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Implication

Analysis reveals significant relationship between e-commerce live streaming dimensions, perceived value, and online purchasing behavior in consumers from Malaysia and China.

Cite This Study

Moorthy et al. (2025) studied this question.

synapsesocial.com/papers/68c23d3ab210217d6478d5d1 https://doi.org/10.33093/ipbss.2026.6.1.7

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Implication

Analysis reveals significant relationship between e-commerce live streaming dimensions, perceived value, and online purchasing behavior in consumers from Malaysia and China.

The influence of B2C e-commerce live streaming on consumers' online purchasing behavior among Malaysian and Chinese consumers

Key Points

Discussion

Implication

Cite This Study

The influence of B2C e-commerce live streaming on consumers' online purchasing behavior among Malaysian and Chinese consumers

Key Points

Discussion

Implication

Cite This Study

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