Reviews of Theories and Conceptualizations Influencing Online Purchasing Decisions in Thailand: A Comparison of Including and Excluding Live Streaming Attribute
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Abstract
In recent years, live commerce has become a significant activity for Thai online shopping. Previous studies in China, where live commerce is prevalent, have highlighted several unique attributes. Hence, this study compares theories and conceptualizations influencing online purchasing decisions, including the live streaming attribute, and other platforms excluding the live streaming attribute in related studies published between Jan 2019-Jun 2023. The results indicated that the top five most frequently implemented theories and conceptualizations in these related studies are the Technology Acceptance Model (TAM), Consumer Purchasing Decision, Marketing Mix, Consumer Behavior, Trust, Uses and Gratification Theory, Social Media Marketing, and Demographic Factors respectively. Besides, the top five most frequently used theories and conceptualizations in previous studies on the purchasing decisions of Thai online shoppers, including the live streaming attribute (except Social Media Marketing), are similar to those used in online platforms, excluding the live streaming attribute. The discussion and future research recommendations can be related to the Theory of Reasoned Action (TRA) and its extensions as popular theories for explaining all aspects. However, with a specific focus on live commerce, future studies should incorporate the unique aspects of live streaming attributes. Previous studies in Thailand have primarily explored the ECIL type of live attribute. Therefore, investigating the live streaming attributes of the LSEEC type holds promise for future research.
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