The Effect of Reliability, Interactivity, Expertise, Physical Appearance and Trust on Purchase Intention of GEN-Z in Live Streaming Platforms
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Keywords:
Live Streaming, Reliability, Interactivity, Expertise, Physical Appearance, Trust and Purchase IntentionAbstract
This is a causal relationship study basing on quantitative data to find out the live-streamer
characteristics that influence purchase intention mediated by trust of Generation Z in Malaysia. The
exogenous constructs of reliability, interactivity, expertise and physical appearance were hypothesized to
influence purchase intention mediated by trust in this study. The results confirmed that interactivity,
expertise and physical appearance have significant positive influence on purchase intention mediated by
trust. This study confirmed the SOR theory with additional insights and it has practical implication to the
industry.
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