Factors Influencing Filipino Online Shoppers’ Livestream Purchases

Abstract

In today’s constantly evolving world of digital retailing, another marketing trend has emerged popularly known as livestream commerce which is making waves globally by reshaping shopping dynamics. This interactive channel combines the convenience of the conventional virtual shopping and the real-time engagement of live video which retailers may consider in reaching their target markets. Grounded on the Technology Acceptance Model, this study intends to address the existing research gap in exploring the variables that affect online shoppers’ livestream purchase behavior in the Philippines. Specifically, it is focused on examining the influence of perceived usefulness and perceived ease of use on livestream purchase intention. A purposive sampling was employed with 410 Filipino live shoppers as respondents through a validated online self-administered questionnaire.  The hypotheses formulated were tested by applying inferential statistics. The empirical findings reveal that perceived usefulness and perceived ease of use have significant influence on livestream purchase intent which in turn, impacts actual livestream purchase behavior.  The outcomes of this investigation offer meaningful insights to retailers and livestream application developers in devising strategies that will deliver a more immersive, engaging, hassle-free shopping journey. Likewise, this inquiry opens opportunities for future research on livestream commerce that can help strengthen its development in the country as well.