Phoon, Rou Yu (2022) Factors affecting customer satisfaction towards live-stream shopping in Malaysia. Final Year Project, UTAR.
Abstract
The Covid-19 pandemic has caused more and more people started to adapt livestream shopping recently because they avoid taking risks to buy things physically in store during pandemic and they can purchase goods easily at the comfort of their homes through live streams. The rapid growth of this live-stream shopping has emphasized the role of live stream sellers to ensure the customer satisfaction. In this study, the researcher is aimed to determine the factors that affect customer satisfaction towards live-stream shopping in Malaysia as well as examine the impact of information quality, perceived product quality and service quality on the Malaysian live stream shopper satisfaction. Quantitative approach is used to conduct this study and data was collected from 258 respondents who shopped live streams between 18 to 57 years old in Malaysia by using questionnaire. Cronbach’s Alpha and multiple linear regression analysis were conducted to test the relationship between the quality of information, perceived product and service with the customer satisfaction. The data was analyzed using the SPSS software. The result of the study showed that information quality, perceived product quality and service quality are having positive and significant relationship with customer satisfaction towards livestream shopping in Malaysia.
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