Consumer Adoption of Livestream Shopping: A Technology and Service Quality Perspective

The paper explores the behavioral variables that impact Pakistani consumers' adoption of livestream shopping platforms which are becoming more popular within digital retail. The research aims to unite technology-based models with service quality frameworks by integrating personal innovativeness to describe the dynamic features of livestream shopping. Research in South Asian markets has limited availability, and user interface analysis service quality and influencer trust remain underexplored, which makes this study deliver a localized understanding of adoption behaviors. The research instrument employed a standardized questionnaire to determine constructs that originated from the TAM framework alongside SERVQUAL and user innovativeness principles. Testing direct, mediating and moderating relationships between constructs such as perceived usefulness, ease of use, attitude, behavioral intention and actual usage was done by analyzing data through Partial Least Squares Structural Equation Modeling (PLS-SEM). A positive correlation exists between user interface (β = 0.28) and service quality (β = 0.24), which leads to perceived usefulness and personal innovativeness (β = 0.30), which affects ease of use. The model proved the direct link between perceived usefulness and attitude (β = 0.62) and between behavioral intention and actual usage (β = 0.91). The study results show that the relationship between attitude and intention was not statistically significant because unmeasured factors particularly trust may be responsible for the occurrence.