This study aimed to provide a comprehensive analysis of the factors that determine and shape consumers’ behavioral intention to adopt mobile commerce (m-commerce). By integrating the core constructs from the Unified Theory of Acceptance and Use of Technology (UTAUT), together with the trust-building mechanisms, this study explored the importance of the institutional mechanisms and their moderating effects between trust in the vendors and intention to adopt m-commerce. Traditionally, the effects of institutional mechanisms on trust and adoption intention have been considered separately in different study contexts. The purpose of this study was to extend the literature by simultaneously exploring two institutional mechanisms that are conceptually highly similar to each other, namely, structural assurance (SA) and perceived effectiveness of e-commerce institutional mechanisms (PEEIM). A self-administered survey was used to collect data, which were analyzed using partial least squares structural equation modelling (PLS-SEM). The results revealed that most of the constructs examined have significant relationships with the intention to adopt m-commerce. Additionally, PEEIM exhibits a significant moderating effect but SA does not. This study delineates how trust-building mechanisms play important roles in increasing consumers’ confidence in order to promote m-commerce adoption.

The live commerce industry has had a significant impact to the world economy in recent years. For Malaysia, the existence of the pandemic has prevented people from going out to shop due to restrictions, resulting in a decrease in the income of various industries. Therefore, this study aims to determine how the live-streaming industry affects purchase intentions among Malaysian adults. This study refers to Theory of Planned Behavior (TPB) to conceptualize the determinants of live streaming affecting purchase intention, namely social interaction, visualization, entertainment, and professionalization. The study had 215 respondents from various states in Malaysia. The questionnaire was designed using Google Form and distributed to these respondents. Multiple regression analysis was used to examine the relationship between purchase intention and independent variables. The results showed that social interaction and entertainment have a positive relationship with purchase intention towards live commerce, but the visualization and professionalization have no relationship with purchase intention. In Malaysia, the most effective influence on purchase intention in live broadcast is entertainment. It is expected that this study will benefit future researchers and industry players as a reference point for improving the Malaysia adults’ purchase intentions while watching live broadcasts.