The Impact Of Live Shopping, Fear Of Missing Out (FOMO), And Online Reviews On Purchase Intention In Shopee (A Study Among Malaysian University Student)

Abstract

This study examines the influence of Live Shopping, Fear of Missing Out (FOMO), and Online Review on Purchase Intention among Malaysian university students using Shopee. Guided by the Theory of Reasoned Action (TRA), this research explores how live-streaming commerce affects consumers’ purchasing decisions through real-time interaction, promotional activities, and online consumer information. A quantitative research approach was employed using online questionnaires distributed to 223 Malaysian university students with experience using Shopee and watching Shopee Live Shopping sessions. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) through normality, descriptive, reliability, correlation, and multiple regression analyses. The findings reveal that Live Shopping, FOMO, and Online Review positively and significantly influence Purchase Intention. Among the independent variables, Live Shopping emerged as the strongest predictor of Purchase Intention. The study contributes to the understanding of technological, psychological, and informational factors influencing consumer behavior in live-streaming commerce environments. Practically, the findings provide insights for e-commerce platforms and marketers in developing effective live-streaming strategies to enhance consumers’ purchase intention.