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The relationship between live commerce towards customer engagement in Malaysia e-commerce platform

This paper emphasizes on the variables of live commerce and the relationship with Customer engagement in e-commerce platform in Malaysia. An interdisciplinary literature review suggesting positive relationship between live commerce and customer engagement. Therefore, using the Social Cognitive (SC)...

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Main Authors: Ong, Sharon Yong Yee, Habidin, Nurul Fadly, Mohd Fuzi, Nursyazwani, Salleh, Mad Ithnin, Ramdan, Mohamad Rohieszan, Abdullah, Karmilah, Taasim, Shairil Izwan
Format: Article
Language:English
Published: Human Resource Management Academic Research Society 2021
Online Access:http://psasir.upm.edu.my/id/eprint/95586/1/The%20relationship%20between%20live%20commerce%20towards%20customer%20engagement%20in%20Malaysia%20e-commerce%20platform.pdf
http://psasir.upm.edu.my/id/eprint/95586/
https://hrmars.com/index.php/IJARBSS/article/view/11416/The-Relationship-between-Live-Commerce-towards-Customer-Engagement-in-Malaysia-E-commerce-Platform
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spelling my.upm.eprints.955862022-08-22T03:19:26Z http://psasir.upm.edu.my/id/eprint/95586/ The relationship between live commerce towards customer engagement in Malaysia e-commerce platform Ong, Sharon Yong Yee Habidin, Nurul Fadly Mohd Fuzi, Nursyazwani Salleh, Mad Ithnin Ramdan, Mohamad Rohieszan Abdullah, Karmilah Taasim, Shairil Izwan This paper emphasizes on the variables of live commerce and the relationship with Customer engagement in e-commerce platform in Malaysia. An interdisciplinary literature review suggesting positive relationship between live commerce and customer engagement. Therefore, using the Social Cognitive (SC) theory and stimulus–organism–response (SOC) model, researcher propose to analyze the practice of live commerce and the relationship with Customer engagement in SMEs Malaysia. These theory and model will be employed to develop an integrative conceptual framework that combines various relational bonds, affective commitment, visual attention, and consumer engagement. Through understanding majority live commerce consumer in Malaysia, can reflect live commerce customer expectation and need and contribute to customer engagement. The implication of this study is expected to give insight of live commerce practice in Malaysia and indirectly assist ecommerce operator and related industry that wish to venture in live commerce. For future study, researcher will add culture and ethnicity as mediating effect and a research model will be developed by testing the proposed conceptual framework using Structural Equation Modelling (SEM). Human Resource Management Academic Research Society 2021 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/95586/1/The%20relationship%20between%20live%20commerce%20towards%20customer%20engagement%20in%20Malaysia%20e-commerce%20platform.pdf Ong, Sharon Yong Yee and Habidin, Nurul Fadly and Mohd Fuzi, Nursyazwani and Salleh, Mad Ithnin and Ramdan, Mohamad Rohieszan and Abdullah, Karmilah and Taasim, Shairil Izwan (2021) The relationship between live commerce towards customer engagement in Malaysia e-commerce platform. International Journal of Academic Research in Business and Social Sciences, 11 (17). 285 - 294. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/11416/The-Relationship-between-Live-Commerce-towards-Customer-Engagement-in-Malaysia-E-commerce-Platform 10.6007/IJARBSS/v11-i17/11416
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/
language English
description This paper emphasizes on the variables of live commerce and the relationship with Customer engagement in e-commerce platform in Malaysia. An interdisciplinary literature review suggesting positive relationship between live commerce and customer engagement. Therefore, using the Social Cognitive (SC) theory and stimulus–organism–response (SOC) model, researcher propose to analyze the practice of live commerce and the relationship with Customer engagement in SMEs Malaysia. These theory and model will be employed to develop an integrative conceptual framework that combines various relational bonds, affective commitment, visual attention, and consumer engagement. Through understanding majority live commerce consumer in Malaysia, can reflect live commerce customer expectation and need and contribute to customer engagement. The implication of this study is expected to give insight of live commerce practice in Malaysia and indirectly assist ecommerce operator and related industry that wish to venture in live commerce. For future study, researcher will add culture and ethnicity as mediating effect and a research model will be developed by testing the proposed conceptual framework using Structural Equation Modelling (SEM).
format Article
author Ong, Sharon Yong Yee
Habidin, Nurul Fadly
Mohd Fuzi, Nursyazwani
Salleh, Mad Ithnin
Ramdan, Mohamad Rohieszan
Abdullah, Karmilah
Taasim, Shairil Izwan
spellingShingle Ong, Sharon Yong Yee
Habidin, Nurul Fadly
Mohd Fuzi, Nursyazwani
Salleh, Mad Ithnin
Ramdan, Mohamad Rohieszan
Abdullah, Karmilah
Taasim, Shairil Izwan
The relationship between live commerce towards customer engagement in Malaysia e-commerce platform
author_facet Ong, Sharon Yong Yee
Habidin, Nurul Fadly
Mohd Fuzi, Nursyazwani
Salleh, Mad Ithnin
Ramdan, Mohamad Rohieszan
Abdullah, Karmilah
Taasim, Shairil Izwan
author_sort Ong, Sharon Yong Yee
title The relationship between live commerce towards customer engagement in Malaysia e-commerce platform
title_short The relationship between live commerce towards customer engagement in Malaysia e-commerce platform
title_full The relationship between live commerce towards customer engagement in Malaysia e-commerce platform
title_fullStr The relationship between live commerce towards customer engagement in Malaysia e-commerce platform
title_full_unstemmed The relationship between live commerce towards customer engagement in Malaysia e-commerce platform
title_sort relationship between live commerce towards customer engagement in malaysia e-commerce platform
publisher Human Resource Management Academic Research Society
publishDate 2021
url http://psasir.upm.edu.my/id/eprint/95586/1/The%20relationship%20between%20live%20commerce%20towards%20customer%20engagement%20in%20Malaysia%20e-commerce%20platform.pdf
http://psasir.upm.edu.my/id/eprint/95586/
https://hrmars.com/index.php/IJARBSS/article/view/11416/The-Relationship-between-Live-Commerce-towards-Customer-Engagement-in-Malaysia-E-commerce-Platform
_version_ 1743108547189669888
score 13.211869

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