The live online shopping experience now includes social media networks. This study looked at how Instagram Live Shopping impacted actual purchasing behavior and user experience. In order to enable users to shop online, Instagram uses live shopping.

The purpose of this paper is finding out whether ladies know about the difference between when they make shopping online or in-store shopping

The data presented is only valid until the buyer decides to discontinue live shopping. As a result of the time restrictions on shopping, live shopping actions on Instagram may draw potential customers to interact with the platform. So, the claim of this study is to show the new era of live shopping and to use the new ways of shopping more than the old ways of shopping.

To understand the attitudes, patterns, and actions of customers, businesses may devote a lot of time to a framework called "Reasoned Action "This theory of behavior among consumers illustrates the advantages of uniqueness over generality.