A Causal Relationship Model of Marketing Content and Co-Factors Affecting Purchase Intention through Live Stream Commerce on Facebook Platform in Thailand
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Abstract
This study aims to (1) investigate the purchasing behavior of Generation Y consumers in Thailand regarding live-stream commerce on Facebook and (2) examine the effects of marketing content, communication style, and perceived price fairness on perceived enjoyment, satisfaction, and online brand trust, which ultimately shape purchase intention in the live-stream shopping context. A total of 800 Generation Y consumers—selected because of their substantial purchasing power—were recruited using a multistage sampling approach focusing on provinces with high concentrations of this demographic group. Structural equation modeling (SEM) was employed for data analysis. The proposed model demonstrated an excellent fit (χ² = 353.488, df = 185, χ²/df = 1.911, p < .001, RMSEA = .034, CFI = .996, TLI = .989, GFI = .972, AGFI = .924, RMR = .010, Hoelter = 493). Communication style exerted a significant positive influence on perceived enjoyment. Marketing content significantly enhanced satisfaction and online brand trust, whereas perceived price fairness positively affected satisfaction. Moreover, perceived enjoyment, satisfaction, and online brand trust directly and significantly influenced purchase intention in the context of Facebook live-stream commerce. These findings underscore the critical role of interactive, engaging, and consumer-friendly communication in enhancing experiential value, while high-quality marketing content serves as a strategic mechanism for stimulating consumer decision-making in live-stream shopping environments.
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References
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