Drivers of mobile live-stream shopping and the moderating role of celebrity endorsement

Journal article

Humbani, M. and Akosua Pokua Amofa, H. 2025. Drivers of mobile live-stream shopping and the moderating role of celebrity endorsement. African Journal of Business and Economic Research. 20 (2), pp. 447-469. https://doi.org/10.31920/1750-4562/2025/v20n2a20
AuthorsHumbani, M. and Akosua Pokua Amofa, H.
Abstract

Drawing on an integrated technology readiness index‘s driving factors and the key opinion leadership theory, the study aimed to develop and test a framework that determined the influential drivers of mobile live-stream shopping intention
in an emerging economy. The moderating role of celebrity endorsement was also investigated. Using a quantitative cross-sectional research methodology with purposive sampling that was reinforced by snowball sampling, data from
social media users aged 18 or older were gathered to explore the research goal. The findings indicate that the factors that strongly enhance a person‘s propensity to shop via mobile live streaming are innovativeness, trust, and
celebrity endorsement. Through mobile live streaming, celebrity endorsement acts as a moderator between drivers and purchase intention. Brands should find the model useful in deciding the influential factors that drive mobile live-stream

KeywordsMobile live-stream shopping intention; celebrity endorsement; optimism; innovativeness; trust
Year2025
JournalAfrican Journal of Business and Economic Research
Journal citation20 (2), pp. 447-469
PublisherAdonis & Abbey Publishers Ltd
ISSN1750-4562
Digital Object Identifier (DOI)https://doi.org/10.31920/1750-4562/2025/v20n2a20
Web address (URL)https://journals.co.za/doi/abs/10.31920/1750-4562/2025/v20n2a20
Accepted author manuscript
License
File Access Level
Restricted
Publisher's version
File Access Level
Open
Output statusPublished
Publication dates
Online30 Jun 2025
Publication process dates
Accepted26 May 2025
Deposited20 Aug 2025
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