A STUDY ON FACTORS INFLUENCING LIVE STREAMING SHOPPING AMONG GENERATION Z IN IPOH, PERAK

Abstract

Live Streams have been one of the latest marketing strategies to hit the e-commerce industry in recent years. Many companies want in on it, but it is not as easy as talking in front of a live broadcast. Thus, this paper aims to study the level of live streaming shoppers among Generation Z in Ipoh, Perak and factors that influence live streaming shoppers' purchase intention. Factors that were investigated consist of perceived popularity, interactivity, source attractiveness, and argument quality. A total of 202Generation Z in Ipoh has been selected by purposive sampling. The data were analysed using descriptive analysis while the hypothesis was tested using T-test and Pearson correlation test. The results point to positive relations between three of the IVs and the purchase intention of consumers, which are Information Gratification, Attractiveness and Expertise; all except for Entertainment Gratification and Trustworthiness. Plausible justifications on Generation Z's perception and attitude towards entertainment gratification and Trustworthiness affecting purchase intention have been discoursed.