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A Study on Purchase Intention of Agricultural Produce on Shopee Live-Streaming in Malaysia

The purpose of this study is to look into the purchasing intentions of Shopee live-stream shoppers in Malaysia when it comes to agricultural produce. Despite the fact that purchase intention is well-known and well-studied using theory of reasoned action, there are still gaps in the literature. Furthermore, live streaming is a relatively new phenomenon that, despite its growing popularity, has received insufficient research. As a result, there are calls to better understand how it influences purchase intentions. This study tested five hypotheses to explain the relationship between live-stream sellers' attributes and viewers' purchase intention based on the theory of reasoned action, utilitarian gratification theory, and source credibility theory. The methodology used in this study is a quantitative-based correlation research design. Adapting previous literature, 390 samples were collected. The questionnaires were distributed to respondents via email using a convenient sampling method.