Cover Image

Factors influencing live-stream shopping behaviour among Malaysian consumers

This research generally examines the driving factors that influencing the live-stream shopping behaviour among Malaysian consumers. There were 200 users from Facebook Livestream Channel chosen in the study by applying the method of simple random sampling. Data were collected through self-administere...

Full description

Saved in:
Bibliographic Details
Main Authors: Yu, Ting Lin, Osman, Syuhaily, Kai, Wah Cheng, Toong, Hai Sam, Xue, Ruiteng, K Rajanthran, Subashini
Format: Article
Published: Association Res Militaris 2023
Online Access:http://psasir.upm.edu.my/id/eprint/107963/
https://resmilitaris.net/issue?volume=Volume%20-13&issue=Issue%20-2&year=2023
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.upm.eprints.107963
record_format eprints
spelling my.upm.eprints.1079632024-09-26T04:47:28Z http://psasir.upm.edu.my/id/eprint/107963/ Factors influencing live-stream shopping behaviour among Malaysian consumers Yu, Ting Lin Osman, Syuhaily Kai, Wah Cheng Toong, Hai Sam Xue, Ruiteng K Rajanthran, Subashini This research generally examines the driving factors that influencing the live-stream shopping behaviour among Malaysian consumers. There were 200 users from Facebook Livestream Channel chosen in the study by applying the method of simple random sampling. Data were collected through self-administered questionnaires and five-point Likert scale were adopted. The results of this research showed that live-stream shopping behaviour had positive significant relationship with perceived usefulness (r=0.724; p=0.001), perceived ease of use (r=0.559; p=0.001), perceived enjoyment (r=0.663; p=0.001), and perceived interactivity (r- =0.604; p=0.001) among Malaysian Consumers. Perceived usefulness is the most significant factor that contributed to the live-stream shopping behaviour among Malaysian consumers in this study. The regression model which consisting of four factors has contributed about 79.4% according to the result of multiple linear regression. Consumer should adopt the live-stream commerce for online purchasing due to its benefit of usefulness. Moreover, online vendors should promote and create awareness to public about features and benefits as well as encourage consumers to use live-stream commerce during purchasing. Association Res Militaris 2023 Article PeerReviewed Yu, Ting Lin and Osman, Syuhaily and Kai, Wah Cheng and Toong, Hai Sam and Xue, Ruiteng and K Rajanthran, Subashini (2023) Factors influencing live-stream shopping behaviour among Malaysian consumers. Res Militaris - Social Science Journal, 13 (2). pp. 1548-1568. ISSN 2265-6294 https://resmilitaris.net/issue?volume=Volume%20-13&issue=Issue%20-2&year=2023
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description This research generally examines the driving factors that influencing the live-stream shopping behaviour among Malaysian consumers. There were 200 users from Facebook Livestream Channel chosen in the study by applying the method of simple random sampling. Data were collected through self-administered questionnaires and five-point Likert scale were adopted. The results of this research showed that live-stream shopping behaviour had positive significant relationship with perceived usefulness (r=0.724; p=0.001), perceived ease of use (r=0.559; p=0.001), perceived enjoyment (r=0.663; p=0.001), and perceived interactivity (r- =0.604; p=0.001) among Malaysian Consumers. Perceived usefulness is the most significant factor that contributed to the live-stream shopping behaviour among Malaysian consumers in this study. The regression model which consisting of four factors has contributed about 79.4% according to the result of multiple linear regression. Consumer should adopt the live-stream commerce for online purchasing due to its benefit of usefulness. Moreover, online vendors should promote and create awareness to public about features and benefits as well as encourage consumers to use live-stream commerce during purchasing.
format Article
author Yu, Ting Lin
Osman, Syuhaily
Kai, Wah Cheng
Toong, Hai Sam
Xue, Ruiteng
K Rajanthran, Subashini
spellingShingle Yu, Ting Lin
Osman, Syuhaily
Kai, Wah Cheng
Toong, Hai Sam
Xue, Ruiteng
K Rajanthran, Subashini
Factors influencing live-stream shopping behaviour among Malaysian consumers
author_facet Yu, Ting Lin
Osman, Syuhaily
Kai, Wah Cheng
Toong, Hai Sam
Xue, Ruiteng
K Rajanthran, Subashini
author_sort Yu, Ting Lin
title Factors influencing live-stream shopping behaviour among Malaysian consumers
title_short Factors influencing live-stream shopping behaviour among Malaysian consumers
title_full Factors influencing live-stream shopping behaviour among Malaysian consumers
title_fullStr Factors influencing live-stream shopping behaviour among Malaysian consumers
title_full_unstemmed Factors influencing live-stream shopping behaviour among Malaysian consumers
title_sort factors influencing live-stream shopping behaviour among malaysian consumers
publisher Association Res Militaris
publishDate 2023
url http://psasir.upm.edu.my/id/eprint/107963/
https://resmilitaris.net/issue?volume=Volume%20-13&issue=Issue%20-2&year=2023
_version_ 1811685970151473152
score 13.211869

Similar Items