Key factros influencing consumer purchase decision towards gemstones and jewelry in live streaming in Myanmar

Abstract

This paper focuses on the purchase decision towards precious gemstones and jewelry during live streaming in Myanmar. The objectives of this study are to study buyers’ behaviors and to examine the factors that influence customer’s impulsive purchase decisions towards gemstones and jewelry on social media and live streaming in Myanmar. This research uses both quantitative and qualitative approaches. Quantitative data were collected from 160 respondents by using online survey questionnaires. Qualitative data were collected from 20 customers by using in-depth interviews. The findings revealed that the majority of consumers are significantly influenced by attractive promotions, impulse purchases and external motivations such as unstable political and economic situations in Myanmar. The results also revealed that the key behavioral patterns of the consumers are fear of missing out on good bargains, sense of urgency, bargaining behavior, return policy awareness, and fear of inflation.