IMPACT OF LIVE STREAM SHOPPING ON CUSTOMERS’ PERCEIVED RISK AND PURCHASE INTENTION TOWARDS E COMMERCE PLATFORMS; SPECIAL REFERENCE TO MILLENNIAL USERS IN WESTERN PROVINCE, SRI LANKA

Abstract

1. Introduction The study examines how live-streaming purchases impact millennial users in Sri Lanka's Western Province's Western Province's perception of risk and intention to buy on e-commerce platforms. Practical World have Risk of the E Commerce Platforms use Millennial users that can be major justify real problem practical and theoretical way. 2. Research Methodology This study uses the S-O-R model to create a conceptual framework, purposive sampling technique and deductive method, physical data collection in Western Province, Sri Lanka. It’s using research and presents hypotheses about causal relationships between constructs, based on data from 341 Millennial customers aware of Live Steam Shopping E-Commerce Platforms. 3. Findings and Discussion Findings indicate that Live Streaming Shopping Characteristics (Streamer Credibility, Media Richness, Interactivity) positively impact customers’ perceived risk and purchase intention. When practically have Live Streaming Shopping Risk and Intention, S-O-R model and Literatures that is fulfilled. The streamer credibility has the partial mediation according to Sobel Test. Other hypotheses are accepted and full mediation in hypotheses outputs. 4. Conclusion and Implications This paper explores the influence of live streaming on millennial users in Sri Lanka's Western Province, focusing on factors such as streamer credibility, media richness, and interactivity. The analysis reveals that streamer credibility significantly reduces perceived risk and boosts buy intention. It suggests e-commerce companies should hire streamers with high beauty, knowledge, and trustworthiness to boost perceived risk and increase purchase likelihood