IDENTIFYING FACTORS THAT INFLUENCE CUSTOMER PURCHASE INTENTION ON FACEBOOK LIVE STREAMS FOR FOOD PROCESSING PRODUCTS IN CAMBODIA

Abstract

This study examines factors influencing customer purchase intention toward food processing products sold via Facebook Live in Cambodia. Integrating the Technology Acceptance Model (TAM) and Theory of Planned Behavior (TPB), it investigates perceived usefulness, ease of use, attitude, subjective norms, perceived behavioral control, satisfaction, and trust. A quantitative survey of 474 Cambodian Facebook users with live-stream food purchasing experience was analyzed using multiple regression and mediation analysis. Results indicate that perceived usefulness, attitude, subjective norms, and perceived behavioral control significantly predict customer satisfaction, which strongly influences purchase intention. Trust partially mediates the satisfaction–intention relationship. Perceived ease of use was non-significant, suggesting platform familiarity diminishes usability concerns. This research extends TAM and TPB within live-stream commerce in an emerging economy and offers practical insights for food businesses leveraging Facebook Live marketing to enhance satisfaction, trust, and purchase intention.