QR Code Link : Type : Thesis Subject : Social Sciences Main Author : Nurul Syaza Aqilah Binti Mohd Sabri Title : Influence of Live Commerce on Purchase Intention among Generations in Malaysia Content Type : still image (rdacontent) Media Type : computer (rdamedia) Carrier Type : online resource (rdacarrier)

Place of Production : Kuala Lumpur Publisher : Tun Razak Graduate School Year of Publication : 2023 Physical Description : ill, 124 pages Notes : Research Project Submitted in Partial Fulfilment of the Requirements For the Degree of Master of Business Administration Universiti Tun Abdul Razak Corporate Name : Unirazak Library PDF Guest : Click to view PDF file

Abstract : Unirazak Library

Live commerce or live broadcast in this industry has emerged from rapid development in these recent years. In Malaysia, due to the pandemic and restrictions order from the government has enabled consumers to made online purchases. Hence, this research aims to determine how the influence of live commerce on purchase intention among generations in Malaysia. This research refers to Technology Acceptance Model (TAM), Social Interaction Theory, and Theory of Reasoned Action (TRA) to conceptualize the determinants of live commerce affecting purchase intention, namely product review, product information, host personality, marketing and promotions and customer satisfaction. The research had 214 respondents from various age in Malaysia. The questionnaire was prepared in a Google Form and distributed to these respondents. Pearson correlation analysis and multiple regression analysis were used to examine the relationship between purchase interntion and all the independent variables. The results displayed that product review and marketing, and promotions has the highest correlation with the purchase intention on live commerce. Product review in real-time live commerce is the most effective ways to influence the purchase intention to consumers in Malaysia. This research will benefit for future researchers, stakeholders and marketing industry as deciphering industry jargon and nuances can be quite a challenge. Keywords: Purchase intention, live commerce.

This material may be protected under Copyright Act which governs the making of photocopies or reproductions of copyrighted materials. You may use the digitized material for private study, scholarship, or research.

Back to previous page

Installed and configured by UNIRAZAK Library
If you have enquiries with this repository, kindly contact us at pustaka@unirazak.edu.my or 03-2707275