Yen Yen O, Nasuredin J, Ma’rof RA. Exploring the Impact of Live Streaming on Consumer Purchase Intention: An Analysis Using the Theory of Planned Behavior. JBS Nexus. 2024;1(1):66-81. Accessed March 11, 2026. https://penerbit.uthm.edu.my/ojs/index.php/jbsnexus/article/view/19645