Graduates’ intention to develop live commerce: The educational background perspective using multi-group analysis

Objective: This study explores graduates’ intention to develop live commerce based on the theory of planned behaviour (TPB) and it analyses influencing factors based on attitude, subject norm, and perceived control aspects. Moreover, it focuses on the impact of graduates’ educational background and explores its moderating role using multi-group analysis. Research Design & Methods: Through analysing 420 graduate samples based on the partial least squares path modelling and variance-based structural equation modelling (PLS-SEM), the study results proved that attitude, subject norm, and perceived control factors positively affect graduates’ live commerce intention. Findings: The research results show that – compared to the high school or junior college background – the subject norm factor exerts a more substantial influence on the live commerce intention of graduates with a bachelor’s degree. Meanwhile, the subject norm factor exerts a more significant impact on the live commerce intention of graduates with master’s or doctoral degrees than those with Bachelor’s degrees. Implications & Recommendations: Considering the impact of educational background, this article explores the moderating role of educational background and promotes the multi-group analysis based on it. Contribution & Value Added: The study proved that graduates with a higher degree will pay more attention to the subject norm factor while making live commerce decisions thus contributing to educational management.