The Examining the Consequence of Apparent Significance on User Consumption Intent in Live-Streaming Shopping

This study investigates the influence of functional value, social value, perceived usefulness, and perceived ease of use on PIs within the E-Commerce industry in Karachi, Pakistan. Structural equation modelling was employed to analyse the data, and a purposive sampling technique was used to collect a sample of 385 participants, following the estimation method. The findings of this research indicate that functional value, social value, perceived usefulness, and perceived ease of use all substantially impact Purchase Intentions within the E-Commerce sector in Karachi, Pakistan. These results offer valuable insights for both online streamers and brands aiming to enhance their appeal to consumers. By emphasizing the unique qualities of their products, they can attract a wider consumer base and stimulate purchasing behaviours. Establishing a strong emotional bond between brands and consumers is a crucial strategy in this context. Furthermore, based on the results and findings, this study also presents practical and managerial implications, along with suggestions for future research directions.