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 Volume 11, Issue 1 (January 2024), Pages: 115-122


 Original Research Paper

Factors affecting purchase intention and consumer behavior of gym equipment through live streaming


 Wong Chee Hoo 1, *, Sanmugam Annamalah 2, Pradeep Paraman 2, Ng Chee Pung 1


 1Faculty of Business and Communications, INTI International University, Nilai, Malaysia
 2Research and Innovation Management Centre (RIMC), SEGi University, Petaling Jaya 47810, Malaysia

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 * Corresponding Author. 

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This study looks into why more people are choosing to shop through live streams rather than in traditional, physical stores. Despite the growing trend, there's not much information on why this shopping method is preferred. The goal of this research is to explore the reasons behind consumers' preference for live stream shopping and how it affects their intention to make future purchases. This study uses several theories to understand this behavior: the use and gratification theory, which suggests people enjoy the entertainment and information provided by live streams; the source credibility theory, focusing on the presenter's attractiveness and trustworthiness; and the theory of planned behavior, which helps explain how people decide to buy something. The research focuses on online users earning more than RM1,000 who have bought fitness equipment during a live stream. A survey was shared through social media, gathering 393 responses. The analysis was done using linear regression. The results aim to help sellers understand what motivates buyers to complete a purchase, offering insights to develop better sales strategies. The findings also suggest how fitness equipment companies can use these theories to improve their online sales model.

 © 2024 The Authors. Published by IASE.

 This is an open access article under the CC BY-NC-ND license (


 Live stream shopping, Consumer behavior, Use and gratification theory, Source credibility theory, Theory of planned behavior

 Article history

 Received 28 March 2023, Received in revised form 14 November 2023, Accepted 2 January 2024


No Acknowledgment.

 Compliance with ethical standards

 Conflict of interest: The author(s) declared no potential conflicts of interest with respect to the research, authorship, and/or publication of this article.


 Hoo WC, Annamalah S, Paraman P, and Pung NC (2024). Factors affecting purchase intention and consumer behavior of gym equipment through live streaming. International Journal of Advanced and Applied Sciences, 11(1): 115-122

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