Author

Exploring the Role of Livestream Shopping and M-Commerce in Enhancing Humanitarian Logistics

Introduction

Exploring the role of livestream shopping and m-commerce in enhancing humanitarian logistics. Explore livestream shopping & M-commerce's role in humanitarian logistics in Pakistan. Study examines consumer adoption, trust, and security for digital transactions, aiding disaster response.

Abstract

The purpose of this study is to examine the Livestream Shopping (Livestreaming) and M-Commerce adoption and their feasibility for enhancing Humanitarian Logistics in Pakistan. The research combines the Technology Acceptance model (TAM) and the Stimulus Organism Response model to understand consumer behavior, the digital engagement and the long term adoption trends understanding. Pakistani consumers engaged in digital transactions were surveyed using a quantitative, cross sectional design. The key factors influencing M Commerce adoption were analyzed in terms of key factors using SPSS and Partial Least Squares Structural Equation Modeling (PLS-SEM). These findings indicate how the perceived usefulness and social presence have a huge impact on consumers attitudes towards the use of the digital platforms. However, without trust or security concerns, merely ease to use does not equate adoption. Although there are many who express a hesitance in retail fraud, this agreement also shows the importance that more cybersecurity measures and trust building initiatives are underway. Additionally, digital engagement is even more influenced by behavioral intention of M-Commerce adoption as habit formation works only as a singular predictor of sustained engagement. The study serves as a call to develop regulatory frameworks as well as digital security measures and personalized consumer engagement strategies by governments and developers to create the ground to build that confidence in M-Commerce transactions. Moreover, M-commerce can also help the humanitarian logistics to provide a more efficient way of disaster response and region resource allocation. Further research should be conducted in longitudinal studies to investigate how future the transaction role of trust and habitual usage will play out. (219 WORDS)

Review

This study embarks on a timely and relevant exploration of Livestream Shopping and M-Commerce adoption, specifically investigating their potential to enhance Humanitarian Logistics within Pakistan. The authors judiciously combine two established theoretical frameworks, the Technology Acceptance Model (TAM) and the Stimulus Organism Response (SOR) model, to provide a comprehensive lens for understanding consumer behavior, digital engagement, and the factors influencing long-term adoption. Employing a quantitative, cross-sectional survey design among Pakistani digital consumers, the research sets out to unravel the complex dynamics underpinning the feasibility of these digital platforms in a crucial context. The findings, analyzed using SPSS and PLS-SEM, offer nuanced insights into consumer attitudes and intentions. Notably, perceived usefulness and social presence are identified as significant drivers of positive attitudes towards digital platforms, underscoring their critical role in initial acceptance. However, a key finding is that mere ease of use is insufficient for adoption without addressing underlying trust and security concerns, highlighting consumer hesitancy regarding retail fraud. The study also reveals that while behavioral intention influences digital engagement, habit formation acts as a singular, rather than multifactorial, predictor of sustained engagement. While the abstract effectively details consumer adoption factors, a more explicit link or detailed mechanism explaining *how* these specific M-commerce adoption factors directly translate to the "enhancement of Humanitarian Logistics" could strengthen the narrative, as this core objective is primarily addressed in the study's overarching implications rather than direct empirical findings presented. The research provides valuable contributions by offering a call to action for governments and developers to establish robust regulatory frameworks, enhance digital security measures, and craft personalized consumer engagement strategies. These recommendations are crucial for building consumer confidence and fostering broader M-Commerce adoption, which the study posits can, in turn, facilitate more efficient disaster response and regional resource allocation within humanitarian logistics. The authors appropriately suggest future longitudinal studies to further investigate the evolving roles of trust and habitual usage in sustained digital transactions, recognizing the dynamic nature of consumer behavior in this rapidly changing landscape. Overall, the study presents a solid foundation for understanding critical elements of M-commerce adoption, offering practical implications for both commercial development and humanitarian efforts in Pakistan.

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