Analysis of live – stream shopping behaviour among e-PJJ students at UiTM Pasir Gudang, Johor Bahru

Live streaming has become a rapidly growing marketing trend in Malaysia, offering more interactive and engaging experiences compared to traditional online sales. By combining e-commerce and entertainment, live streaming showcases products in realtime, creating a dynamic shopping experience for consumers. This study explores the factors influencing live-stream shopping behaviour among E-PJJ students at UiTM Pasir Gudang, Johor. A quantitative approach was employed, utilizing convenience sampling to select 236 respondents. Data collection was conducted via a Google Form questionnaire. The findings reveal that perceived interactivity is the most significant factor influencing live-stream shopping behaviour. Despite its Cronbach's alpha value of 0. 782 being slightly lower than other factors, perceived interactivity demonstrates a significant relationship with purchase behaviour (p-value < 0.005, beta = 0.265). These results align with previous studies highlighting interactivity as a key driver of consumer behaviour in live-stream shopping. The study provides practical insights for merchants to enhance customer experience, trust, and sales through live-stream platforms. It also suggests future research to explore live-stream shopping behavior using the Technology Acceptance Model (TAM) within the Malaysian context. These findings contribute to a better understanding of live-stream shopping dynamics and support the development of more effective strategies for this emerging retail segment