Ong, Zhan Ye and Chan, Li Qing and Kong, Yi Ming and Toh, Jia Xing and Von, Yang Hui (2019) Driving factors towards live-stream shopping lifestyle in Malaysia: an undiscovered gold mine? Final Year Project, UTAR.
Abstract
Live-stream shopping is growing exponentially in Malaysia but limited research has been conducted to investigate the driving factors that lead consumers to shop via live-stream. Thus, this research is aimed to establish the factors that affect the purchase intention of Malaysia online shoppers on live-stream shopping to fill this research gap. Uses and Gratification Theory (UGT) (i.e. Entertainment Gratification and Informativeness Gratification) and Source Credibility Theory (SCT) (i.e. Attractiveness, Expertise, and Trustworthiness) are adopted to investigate the relationship with purchase intention, and Theory of Planned Behavior (TPB) is applied to study the relationship between purchase intention and purchase behavior in a live-stream context. The integration of these three theories would provide a more comprehensive result as compared to merely adopt only one theory. Also, this study would provide some understanding to retailers to understand what are the motivation factors that lead the consumer to complete checkout and thus retailers able to design own business strategy to complete a sale. The target respondents in this study are Malaysian internet users who had experienced watching live-stream video about a product or service in social media. Moreover, the self-administered questionnaire will be distributed in Kuala Lumpur, Selangor, Johor, and Perak and 252 sets of the self-administered questionnaires were collected. The data collected will be analyzed using Multiple Linear Regression Model and Simple Linear Regression Model. Besides, Reliability, Normality, Multicollinearity, and Linearity tests were conducted to provide empirical support for the items developed. This research could further enhance the validity of UGT, SCT, and TPB that might be outdated as time lapse. Besides, it could suggest a new business model to retailer particularly online retailers with small business size.
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