Volume 2,Issue 3
An Analysis of Factors Influencing Consumers’ Purchase Intention in E-commerce Live Streaming: A Case Study of Enterprises in Saudi Arabia
The e-commerce live-streaming market in Saudi Arabia is expanding rapidly, necessitating systematic examination of the mechanisms underlying consumers' purchase intention. Drawing on the Stimulus–Organism–Response (S–O–R) framework, this study builds an analytical model of streamer characteristics, interactive experiences, and trust perception. Integrating Saudi cultural norms and regulatory conditions, it explores the pathways through which these factors influence purchase intention. Using industry surveys and public statistics, it analyzes two domestic platforms, Siin and Rwaj. Findings indicate that streamer professionalism and interactivity significantly affect purchase intention, with cultural alignment and institutional safeguards as critical moderators. Seller verification, payment guarantees, and information quality collectively reduce perceived risk, fostering a trustworthy environment for live-streaming commerce.
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