Live streaming shopping is revolutionizing the way that people shop, as it offers a convenient and interactive shopping experience allowing customers to have real-time access to products and services from their home. This has led to tremendous growth in the industry, with more and more retailers investing in live streaming shopping platforms to meet the needs of their customers. This study investigated the relationship between live streaming and purchase intentions in social commerce in Malaysia using the Theory of Planned Behavior (TPB). A survey was conducted among 200 Malaysian consumers who have experience with live-streaming. The results showed that while attitude does not significantly influence customers’ intention to purchase, subjective norms and perceived behavioral control are significant in influencing consumers’ intention to purchase through live-streaming. The findings provide insights on how marketers can increase the likelihood of customers making a purchase through live-streaming channels.
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