ABSTRACT:
The rise of livestream shopping has revolutionized the retail landscape, offering a dynamic and interactive platform for brands to connect with consumers in real-time. This innovative approach transcends the limitations of traditional online shopping by fostering a sense of community, immediacy, and entertainment. This research delves into the intriguing interplay between user-generated content (UGC) and purchase intention in livestream shopping, exploring its potential role as a mediator shaping consumer perceptions and purchase decisions. This research focus on the mediation variable UGC and its effect on livestream shopping experiences and purchase intention. 260 samples were collected for the study and PLS SEM was used to understand the mediating effect of content of UGC and perceived value on livestream shopping and purchase intention. The study concluded that there is a linear UGC has a partial mediating effect on livestream shopping and purchase intention.
Cite this article:
Vijaya S. Uthaman, Aswathy Raveendran. A Study on Mediating Effect of User Generated Content on LiveStream Shopping and Purchase Intentions. Asian Journal of Management. 2026;17(3):229-6. doi: 10.52711/2321-5763.2026.00036
Cite(Electronic):
Vijaya S. Uthaman, Aswathy Raveendran. A Study on Mediating Effect of User Generated Content on LiveStream Shopping and Purchase Intentions. Asian Journal of Management. 2026;17(3):229-6. doi: 10.52711/2321-5763.2026.00036 Available on: https://ajmjournal.com/AbstractView.aspx?PID=2026-17-3-7
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