Exploring the Serial Mediation of Perceived Usefulness, Ease of Use, and Playfulness in Shaping Purchase Behavior in Live Streaming Commerce among Thai consumers

Abstract

Live streaming commerce has rapidly transformed the retail landscape, offering brands a dynamic platform for real-time consumer engagement and personalized shopping experiences. Despite its growing significance, existing models, particularly the Technology Acceptance Model (TAM), have yet to fully capture the complexities of consumer behavior in this interactive environment. This study addresses this gap by exploring the serial mediation of Perceived Usefulness (PU), Perceived Ease of Use (PEOU), and Perceived Playfulness (PP) in shaping purchase behavior among Thai consumers in live streaming commerce. By extending TAM and Flow Theory, this research introduces Perceived Playfulness as a critical mediator, providing a more nuanced understanding of how live streaming attributes influence consumer decisions. The results reveal that features such as real-time interaction and personalized experiences sequentially enhance perceptions of usefulness, ease of use, and playfulness, which ultimately drive consumer attitudes and purchase intentions. This study deepens our understanding of consumer behavior in entertainment-driven shopping environments, offering valuable insights for businesses to optimize live streaming platforms. Enhancing user experience through engaging, interactive, and personalized features can significantly boost consumer satisfaction, engagement, and conversion rates. This research contributes to the literature by refining TAM’s applicability in the context of live streaming commerce, providing actionable strategies for businesses seeking to maximize their impact in this rapidly growing market.