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Exploring the Serial Mediation of Perceived Usefulness, Ease of Use, and Playfulness in Shaping Purchase Behavior in Live Streaming Commerce among Thai consumers |
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| รหัสดีโอไอ | |
| Creator | Sarinya Suttharattanagul |
| Title | Exploring the Serial Mediation of Perceived Usefulness, Ease of Use, and Playfulness in Shaping Purchase Behavior in Live Streaming Commerce among Thai consumers |
| Contributor | Sumet Jirakasemwat |
| Publisher | Bangkok University |
| Publication Year | 2568 |
| Journal Title | ASEAN Journal of Management & Innovation |
| Journal Vol. | 12 |
| Journal No. | 1 |
| Page no. | 93 - 108 |
| Keyword | Live Streaming Commerce, Technology Acceptance Model (TAM), Purchase Behavior, Perceived Usefulness, Perceived Ease of Use, Perceived Playfulness |
| URL Website | https://so13.tci-thaijo.org/index.php/AJMI |
| Website title | AJMI -ASEAN Journal of Management & Innovation |
| ISSN | 2351-0307 |
| Abstract | Despite the growth of Live streaming commerce, existing models, particularly the Technology Acceptance Model (TAM), have not yet captured the complexities of consumer behavior in this interactive environment. This study addresses the gap and aims to extend TAM model and investigate the serial mediation of Perceived Usefulness, Perceived Ease of Use, and Perceived Playfulness in shaping purchase behavior among Thai consumers. A quantitative approach was employed, and data from 794 target respondents were collected through convenience sampling. To achieve the study’s objectives, the PROCESS Macro by Hayes was employed to analyze the serial mediation effects. The results reveal the existence of serial mediation of streaming features sequentially enhance perceptions of usefulness, ease of use, and playfulness, which ultimately drive consumer attitudes and purchase intentions, and it deepens our understanding of consumer behavior in entertainment-driven shopping environments, offering valuable insights for businesses to optimize live streaming platforms. Enhancing user experience through engaging, interactive, and personalized features can significantly boost consumer satisfaction, engagement, and conversion rates. This research contributes to the literature by refining TAM’s applicability in live streaming commerce and providing actionable strategies for businesses to maximize their impact in this market. |
