EXPLORING HOW MARKETING CONTENT AND BRAND EQUITY IMPACT THE CONTINUOUS PURCHASE USING LIVE STREAMING

Although the concept of entrepreneurship in Community Enterprises (CEs) has been acknowledged as a critical mechanism for the nation's economic development, the limitation of information technology is one of the obstacles to the sustainability of a business. Limited research has been conducted on live-streaming as a sales channel for CEs. This study developed a research model to examine continuous purchase intention for CEs through live- streaming and Social Cognitive Theory (SCT). The Technology Acceptance Model (TAM) theory was expanded to include brand equity and streamer content marketing. The proposed research model was analysed utilising the partial least squares structural equation model (PLS-SEM). The study determined that perceived ease of use, brand awareness, and content valence influenced viewers' attitudes toward live-streaming community enterprise products. In addition, attitude towards using is essential to generating satisfaction and encouraging users to purchase product CEs continuously via live streaming. However, there was no correlation between perceived usefulness, content quality, and perceived product quality, and audience attitudes toward live-streaming community enterprise products. Our study provides merchants, shopping platform designers, and policymakers with theoretical and practical implications for tailoring digital content marketing strategies to businesses.