The Influence of Live Streaming E-Commerce Features on Purchase Intention in the Thai Fashion Industry : The Mediating Role of Customer Engagement and Electronic Word of Mouth

Abstract

The first research objective of this study is to examine the direct impact of live streaming e-commerce features, customer engagement, and eWOM on purchase intention. The second is to examine the direct impact of live streaming e-commerce features on customer engagement and eWOM. The third is to examine the indirect and mediating role of customer engagement and eWOM in the impact of live streaming e-commerce features on purchase intention. This study used purposive sampling and snowball sampling to examine the population that has watched live streaming e-commerce through Google online questionnaires, and a total of 404 valid samples were obtained. Descriptive analysis and inferential statistics were used in this study.The results of this study show that live streaming e-commerce features have a significant positive effect on customer engagement and eWOM, but the effect of eWOM on purchase intention is not significant. Meanwhile, live streaming e-commerce features and customer engagement have a significant positive effect on purchase intention. Meanwhile, customer engagement plays a partial mediating role between live streaming e-commerce features and purchase intention.