Abstract
Live-streaming E-commerce is a form of sale in the digital era. Most customers who purchase live-streaming E-commerce products belong to Generation Z (Gen Z). This research examines factors influencing Gen Z's purchasing intention and behavior in live-streaming E-commerce. Seven hypotheses were tested using survey data and the SmartPLS technology. The data supported six of the seven hypotheses, including price promotion, streamer’s trustworthiness, streamer’s expertise, design of live-streaming E-commerce platform, consumer-streamer interaction, and consumer-consumer interaction. Two crucial of the six factors are Streamer Expertise and Streamer Trustworthiness. This research provides practical implications regarding effective live-streaming E-commerce.
Published Version
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