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The impact of live streamers’ social capital on viewers’ purchase intention

Hong, Kai Song (2022) The impact of live streamers’ social capital on viewers’ purchase intention. Master dissertation/thesis, UTAR.

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    Abstract

    In 2020, the Covid-19 pandemic causes dramatic shifts in almost all industries, most notably the internet realm. Fewer people visit the business in person because they are urged to shop online instead. Customers are distancing themselves from traditional brick-and-mortar establishments. Because of this reality, most companies are shifting their focus to live streaming. Live streaming allows for two-way communication between the live streamers and the viewers, which improves the viewers knowledge of the product and boost viewers purchase intention. Why do viewers put their faith in anonymous and unproven live streamers from internet? This study examined the impact of live streamers' social capital on viewers' purchase intention in order to better understand this phenomena. The results demonstrated that the the live streamer's social capital which professionalism, trust and reciprocity all contributed to in the viewer's purchase intention.

    Item Type: Final Year Project / Dissertation / Thesis (Master dissertation/thesis)
    Subjects: H Social Sciences > HF Commerce
    Divisions: Institute of Postgraduate Studies & Research > Faculty of Accountancy and Management (FAM) - Sg. Long Campus > Master of Business Administration
    Depositing User: Sg Long Library
    Date Deposited: 18 Jan 2023 01:34
    Last Modified: 18 Jan 2023 01:34
    URI: http://eprints.utar.edu.my/id/eprint/5077

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