Live-Stream Shopping on Social Media: the Study on the Factors and the Effects to Behaviour and Emotion among Young Adults in Kuala Lumpur

Low, Weng Yee (2022) Live-Stream Shopping on Social Media: the Study on the Factors and the Effects to Behaviour and Emotion among Young Adults in Kuala Lumpur. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This research paper is about live-stream shopping among Kuala Lumpur young adults. The area of this study is the factors that influence live-stream shopping behaviour of young adults in Kuala Lumpur and the effects of live-stream shopping towards the emotion and behaviour of young adults. Live-stream shopping is a mixed-media shopping method with social commerce attributes and unique media attributes that provide real-time interaction between the sellers and the consumers. Live-stream shopping is successful because it satisfies informational, interactive and engagement demands of consumers. Nowadays, online shopping has rapidly gained popularity and is becoming the first option for many consumers when they intend to purchase products since they provide better services. In this research, the researcher has used a quantitative research method which is an online survey questionnaire to collect 100 responses from the respondents between the ages of 18 and 40 in order to find out the factors that affect them to use live-stream shopping and what are the mental and behavioural effects towards them