From Browsing to Buying: a Study on How Facebook Live Shopping Stimulates Modern Housewives' Purchase Intentions for Kitchen Appliances

Liew, Boon Fei (2024) From Browsing to Buying: a Study on How Facebook Live Shopping Stimulates Modern Housewives' Purchase Intentions for Kitchen Appliances. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Facebook is used as a social media where Live Stream is used to attract more audiences to increase popularity. Live Streamer is used to divert different user groups, among which this research will focus on the purchase intention of modern housewives for kitchen appliances. Therefore, since Facebook Live Streamer is an important element in Live Shopping, what motivations to impulse their purchase intention will be collected and analysed through questionnaires. In this study, the conceptual model is based on Uses and gratification theory, AIDA Model Theory and Stimulus-Organism-Response (S-O-R) Theory to analyse in detail the data of Modern Housewives on impulse purchase intentions towards kitchen appliances. In this context, this study aims to help several business industries investigate the potential economic impact and value, providing important insights for marketing efforts in order to attract them and enter their markets. Through a group of 111 responders, we can learn that Facebook Live Shopping is a very potential platform as a marketing strategy, and it is very suitable for brands to stimulate impulse purchases. Keywords: Live Stream, Live Streamer, Facebook Live Shopping, Modern Housewives, Kitchen Appliances, Impulse