The usage of live streaming in affecting customer purchase intention

• Main Author: Chen, Bonian
• Format: Final Year Project / Dissertation / Thesis
• Published: 2023
• Subjects: H Social Sciences (General); HF Commerce
• Online Access: http://eprints.utar.edu.my/6282/1/FYP_Chen_BoNian_CHEN%2C_BONIAN.pdf; http://eprints.utar.edu.my/6282/

The purpose of this study was to explore the factors that influence customers' purchase intention in live streaming, including social media celebrity, informativeness and user-generated content. Customer satisfaction will then be explored as a mediator. A total of 317 questionnaires were distributed to the respondents for this study, and the data were subsequently measured and the results calculated through the Statistical Package for the Social Sciences (SPSS). After analysing the data, this paper found that apart from social media celebrities do not show a significant effect on customer satisfaction. However, informativeness and user-generated content significantly influence customer satisfaction. When customer satisfaction is used as a mediator, all variables through customer satisfaction will affect purchase intention. The main target population of this study is the viewers in live streaming. The limitations and recommendations of this piece of research will also be discussed at the end of the article. These recommendations will provide valid suggestions for further research in the future.