Adopting the Technology Acceptance Model (TAM) to Explore Online Purchase Intention via Facebook Live Streaming: Empirical Evidence from Bangkok, Thailand

Abstract

Live streaming, such as, for example, Facebook Live streaming, has been steadily growing in popularity in recent years, which makes understanding how it contributes to online purchases especially critical. This qualitative study seeks to do just that. Using the Technology Acceptance Model (TAM), which posits that both perceived usefulness and perceived ease of use influence the decision to adopt a new technology, it explores customer purchase intention via Facebook live streaming. Purposive sampling was utilized to select Bangkok-based Facebook Live customers for in-depth interviews. The data collected was analyzed using content analysis and NVivo software. The results indicate that online consumers’ perception of usefulness and ease of use influence customer purchase intention via Facebook Live streaming. The ease of leaving comments and receiving responses from the host, creates a seamless and interactive shopping experience and plays a crucial role in the decision-making process. Informative content positively impacts customers. The findings may assist Facebook Live sellers improve service and enhance customer satisfaction and loyalty.