Studying the Impact of Live-Streaming E-Commerce on Shift-ing Consumer Behavior

Authors

  • Kanapat Matmalai Bumrungrad International Hospital, 33 Sukhumvit 3, Wattana, Bangkok

Keywords:

Livestreaming e-commerce, consumer behavior, Theory of Planned Behavior, purchase intention, product perception

Abstract

This study investigates the influence of livestreaming e-commerce on shifting consumer behavior in Thailand. Drawing upon the Theory of Planned Behavior (TPB), the research examines how psychological and experiential factors—namely attitude toward online shopping, purchase intention, product perception, user experience, and trust/security perception—affect both the adoption of livestreaming platforms and broader changes in consumer decision-making. Data were collected from 382 respondents and analyzed using descriptive statistics. The findings reveal that younger and more educated consumers exhibit stronger purchase intentions and more favorable attitudes toward livestreaming e-commerce. Specifically, user experience and product perception were the strongest predictors of shifting consumer behavior. Additionally, trust and user experience emerged as critical drivers of platform engagement and behavioral transformation. These insights offer strategic implications for businesses and policymakers aiming to adapt to the evolving digital retail landscape in Thailand

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Published

2026-01-30

How to Cite

Matmalai , K. (2026). Studying the Impact of Live-Streaming E-Commerce on Shift-ing Consumer Behavior. ICON International Journal of Management, 1(1). retrieved from https://so16.tci-thaijo.org/index.php/ICON/article/view/3279

Issue

Vol. 1 No. 1 (2026): January–June

Section

Research Article

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