The Covid-19 pandemic has caused more and more people to adapt to live streaming shopping recently, because they avoid taking the risks of buying things physically in the store during the pandemic, and they can easily buy goods in the comfort of their homes through live broadcasts. The rapid growth of this live streaming purchase has highlighted the role of live streaming vendors in ensuring customer satisfaction. In this study, the researcher aims to determine the factors influencing customer satisfaction towards live streaming shopping in Malaysia, and also examine the influence of information quality, perceived product quality and service quality on the customer's satisfaction with live streaming. directly to Malaysia.
The result of the study showed that information quality, perceived product quality and service quality are positively and significantly related to customer satisfaction in live shopping in Malaysia. The title of the research project is "Factors Influencing Customer Satisfaction in Live Shopping in Malaysia". This topic was chosen because nowadays people have changed their shopping behavior and live shopping is growing rapidly, which has become a popular trend in recent years.
As a result, the quality in terms of the information, product and service was still the main concern for the consumers when they want to buy things through live streaming. The result of the study showed that information quality, perceived product quality and service quality have a positive and significant relationship with customer satisfaction towards live shopping in Malaysia.
RESEARCH OVERVIEW
- Introduction
- Research Background
- Research Problem
- Research Objectives
- General Objective
- Specific Objectives
- Research Questions
- Research Significance
Therefore, this research is conducted to study the factors influencing customer satisfaction in live shopping in Malaysia. To examine the relationship between independent variables (information quality, perceived product quality, service quality) and dependent variable (customer satisfaction) regarding online shopping in Malaysia. To examine the influence of independent variables (information quality, perceived product quality, service quality) on the dependent variable (customer satisfaction) in online shopping in Malaysia.
What is the relationship between independent variables (information quality, perceived product quality, service quality) and dependent variable (customer satisfaction) towards live streaming shopping in Malaysia. What is the influence of independent variables (information quality, perceived product quality, service quality) on dependent variable (customer satisfaction) towards live streaming shopping in Malaysia. This research is mainly identifying the factors that contribute to customer satisfaction towards live streaming shopping in Malaysia.
LITERATURE REVIEW
- Introduction
- Underlying Theories
- Review of Variables
- Customer Satisfaction
- Information Quality
- Perceived Product Quality
- Service Quality
- Research Framework
- Hypothesis Development
- Information Quality and Customer Satisfaction
- Perceived Product Quality and Customer Satisfaction
- Service Quality and Customer Satisfaction
Thus, customer satisfaction can be achieved when the actual experience of customers meets or exceeds their expectations (Khristianto et al., 2012). Furthermore, the study of Nguyen et al. 2021) illustrated that customer repurchase intention is positively influenced by customer satisfaction. The study conducted by Liu et al. 2008) stated that customer service, safe and fast delivery of goods are strong, are highly correlated with customer satisfaction.
Söderlund and Sagfossen (2017) find that better service quality leads to higher customer satisfaction. Therefore, it is essential to review the impact of service quality on customer satisfaction in live shopping in Malaysia. In addition, another research by Chen and Lauffer (2012) argued that information quality has a positive effect on customer satisfaction in mobile shopping in Taiwan.
H1: Information quality has a significant and positive relationship with customer satisfaction towards live shopping. One of the previous studies by Guo et al. 2012) proved that product quality has a positive influence on customer satisfaction towards e-shopping in the context of China. In addition, the positive relationship between customer satisfaction and perceived product quality is supported by the study of Chen et al.
H2: Perceived product quality has a significant and positive relationship with customer satisfaction towards live shopping. Some past empirical studies showed that service quality is positively related to customer satisfaction in online shopping (Ludin & . Cheng, 2014; Khristianto et al., 2012). In addition, there are several researches concluded that e-service quality has significantly influenced customer satisfaction in e-shopping (Sabiote et al., 2012; Kim & Kim, 2010; . Sarwar et al., 2016).
H3: Service quality has a significant and positive relationship with customer satisfaction towards direct shopping.
METHODOLOGY
- Introduction
- Research Design
- Sampling Design
- Target Population
- Sampling Element
- Sampling Frame and Sampling Location
- Sampling Technique
- Sample Size
- Data Collection Methods
- Primary Data Collection
- Research Instrument
- Questionnaire Design
- Pilot Test
- Construct Measurement
- Proposed Data Analysis Tool
- Descriptive Analysis
- Reliability Analysis
- Inferential Analysis
The target population of this study is the live stream buyers in the age group between 18 and 57 years old in Malaysia. The sampling frame for this study is those buyers who buy products from the live streaming sellers in their daily life. In this study, the questionnaire survey method is used as the main source to obtain primary data from the respondents.
Questionnaire is commonly used as a tool to gather information about a specific question directly from the respondents' opinions. Finally, section C consists of an open-ended question that requires respondents to answer in their own words regarding the suggestion of improvements that could be made by the live streamer to enhance customer satisfaction. There are three types of scale measurements used to design the survey questionnaire which are nominal scale, ordinal scale and interval scale.
The researcher used an ordinal scale to measure the 18 questions in part B of the questionnaire using the Likert scale. Usually the information from the live streamer is clear to me. The quality of the products purchased on the live streamer's channel is the same as my expectations.
Data analysis is defined as the process of performing certain calculations and evaluation to obtain relevant information from the collected data (Ibrahim, 2015). Pearson's correlation coefficient is the measurement used to determine the strength of the linear relationship between two variables (Zikmund et al., 2009). In this study, it is used to test how well the variables are related to each other.
In general, multiple linear regression analysis is used to predict a continuous dependent variable with multiple independent variables (Zikmund et al., 2009).
DATA ANALYSIS
- Introduction
- Descriptive Analysis
- Respondent Demographic Profile
- Reliability Analysis
- Inferential Analysis
- Pearson Correlation Analysis
- Multiple Linear Regression Analysis
According to Figure 4.1 and Table 4.1, out of 258 respondents who participated in the survey for this research, there are 187 female respondents (72.5%) while there are only 71 male respondents representing 27.5%. The Figure 4.3 and Table 4.3 show that most of the respondents who took part in this survey are Chinese with 150 respondents (58.1%). Figure 4.5 and Table 4.5 show the different product categories that respondents regularly buy from the live streams.
Figure 4.6 and Table 4.6 show the frequency of purchases made by respondents via live streaming in a month. According to Table 4.8, all the independent variables (information quality, perceived product quality, service quality) have a p-value of 0.000 on the dependent variable (customer satisfaction). According to Table 4.9, which shows the summary of the multiple regression analysis model, the value of the correlation coefficient (R value) is 0.883, which indicates that there is a high degree of correlation between the dependent variable and the independent variables.
Thus, this indicates that the independent variables (information quality, perceived product quality, service quality) have a significant effect on the dependent variable (customer satisfaction). Apart from that, looking at the result of the standardized coefficients from Table 4.11, the quality of service has the strongest influence on customer satisfaction with the beta of 0.370, which is the highest beta value among other variables, followed by the perceived product quality with a beta of 0.323. . Based on Table 4.11, the information quality p-value is 0.000, which is below the significance level of 0.05. This shows that there is a significant and positive relationship between the information quality and customer satisfaction regarding livestream shopping.
H₀: Perceived product quality has no significant and positive relationship with customer satisfaction towards live shopping. H₁: Perceived product quality has a significant and positive relationship with customer satisfaction towards live shopping. Based on Table 4.11, the p-value of perceived product quality is 0.000 which is lower than the 0.05 level of significance, this indicates that there is a significant and positive relationship between perceived product quality and customer satisfaction towards live shopping .
Based on table 4.11, the p-value of service quality is 0.000 which is less than 0.05 level of significance, this indicates that there is a significant and positive relationship between service quality and customer satisfaction towards live shopping.
DISCUSSION, CONCLUSION AND IMPLICATIONS
- Introduction
- Summary of Statistical Analysis
- Descriptive Analysis
- Reliability Test
- Inferential Analysis
- Discussions of Major Findings
- Information Quality
- Perceived Product Quality
- Service Quality
- Implications of the Study
- Limitations of the Study
- Recommendations of the Study
- Conclusion
However, it turns out that 22.1% of the variation in customer satisfaction in this study is not explained. The findings of this study show that service quality is the most powerful variable that can influence customer satisfaction with livestream shopping. This research focuses on the factors that influence customer satisfaction with live stream shopping in Malaysia.
First of all, the quality of information is indicated as one of the determinants of customer satisfaction in relation to live stream shopping. In addition, the perceived product quality has been shown to have a significant effect on customer satisfaction in relation to live stream shopping. Finally, the results above have indicated that service quality is the most influential factor that significantly affects customer satisfaction in relation to live stream shopping in Malaysia.
The final limitation of this study is that there are only three independent variables used to examine customer satisfaction in relation to live stream shopping. Respondents from different genders, age groups, race and monthly income may have different perceptions of customer satisfaction in relation to live stream shopping. In short, the research objective of this study has been achieved, which is to identify and determine the factors that influence customer satisfaction in relation to live stream shopping in Malaysia.
In simple words, higher information quality, perceived product quality and service quality will lead to a higher level of customer satisfaction. Finally, future researchers can refer to this study as a guideline and evaluate their framework to investigate the antecedents that influence customer satisfaction in relation to live stream shopping. Elucidating determinants of customer satisfaction with live-stream shopping: An extension of the information systems success model.
The impact of product quality and price on customer satisfaction with the mediator of customer value. I am currently working on my final year project collecting data to investigate the factors that influence customer satisfaction towards direct shopping in Malaysia. This section asks for your opinion on the factors influencing customer satisfaction towards direct shopping in Malaysia (i.e. information quality, perceived product quality, service quality).
