Factors Influencing Gen Z’s Purchasing Intention and Behaviour in Livestreaming E-commerce

Live-streaming E-commerce is a form of sale in the digital era. Most customers who purchase live-streaming E-commerce products belong to Generation Z (Gen Z). This research examines factors influencing Gen Z's purchasing intention and behavior in live-streaming E-commerce. Seven hypotheses were tested using survey data and the SmartPLS technology. The data supported six of the seven hypotheses, including price promotion, streamer’s trustworthiness, streamer’s expertise, design of live-streaming E-commerce platform, consumer-streamer interaction, and consumer-consumer interaction. Two crucial of the six factors are Streamer Expertise and Streamer Trustworthiness. This research provides practical implications regarding effective live-streaming E-commerce.