Chapter 1 :
Research Problem
Research Problem
In Short , insufficient past
literature on line-stream
shopping demonstrated the need
to conduct research on this area
in order to provide useful insight
in describing livestream
commerce in Malaysia extent .
Research Objectives
To find out the relationship
between gratification factors (i.e.
entertainment and
informativeness ) and purchase
intention of Malaysian online
shoppers in live-stream shopping
. shopping?
To find out the relationship
between source credibility
factors ( i.e live stream seller’s
attractiveness , expertise , and
trustworthiness ) and purchase
intention of Malaysian online
shoppers in live – stream
shopping .
To find out the relationship
between purchase behaviour of
Malaysian online shoppers in live
– stream shopping
Research Questions
Is there any relationship
between the gratification factors
( entertainment and
informativeness ) and the
purchase intention of Malaysian
online shoppers in live – stream
Is there any relationship
between source credibility
factors ( i.e livestream seller’s
attractions , expertise , and
trustworthiness ) and purchase
intention of Malaysian Online
shoppers in live- stream
shopping ?
Is there any relationship
between purchase intention and
purchase behaviour of Malaysian
online shoppers in live stream
shopping ?
Hypotheses
H1: EG has a positive relationship
on the consumers’ PI .
H2: IG has a positive relationship
on the consumers’
H3 : Live stream sellers
attractiveness has positive
relationship on the consumer’
PI .
H4: Live stream sellers
attractiveness has positive
relationship on the consumer’ Pl.
H5: Livestream sellers
trustworthiness has a positive
relationship on the consumers’
H6 : PI has a positive relationship
on the consumers ‘PB .