Live Streaming Shopping: Does Number of Viewers Affect Purchase Intention?

The phenomenon of live-streaming shopping as a prevalent marketing strategy fascinated significant interest. The objective of this study is to investigate the correlation between the number of viewers and their intention to make a purchase. The sample of this study was 200 Gen-Z who have actively engaged in live-streaming shopping. Data were collected by mean of questionnaire, and then analyzed using SmartPLS 3. The result revealed that the number of live-streaming shopping viewers affected someone's intention to buy. Marketing manager can use the result of this study as a reference to optimize live-streaming sales by understanding the rule of social presence. Theoretically, this study enhances theory in the field, especially in the context of emerging economy.