Investigating the relationship between usefulness and ease of use of living streaming with purchase intentions

• Main Authors: Xie, Qing, Bali Mahomed, Anuar Shah, Mohamed, Rosmah, Subramaniam, Anusuiya
• Format: Article
• Published: Springer 2022
• Online Access: http://psasir.upm.edu.my/id/eprint/101979/; https://link.springer.com/article/10.1007/s12144-022-03698-4
• Institution: Universiti Putra Malaysia

Purchase intentions are a strong source of increasing profits and sales. Due to increased social media trends and usage, live streaming has become a significant way to sell products online. This study aims to investigate the relationship between usefulness and ease of use of live streaming with purc...