The relationship between live commerce towards customer engagement in Malaysia e-commerce platform
This paper emphasizes on the variables of live commerce and the relationship with Customer engagement in e-commerce platform in Malaysia. An interdisciplinary literature review suggesting positive relationship between live commerce and customer engagement. Therefore, using the Social Cognitive (SC)...
| Main Authors: | , , , , , , |
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| Format: | Article |
| Language: | English |
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Human Resource Management Academic Research Society
2021
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| Online Access: | http://psasir.upm.edu.my/id/eprint/95586/1/The%20relationship%20between%20live%20commerce%20towards%20customer%20engagement%20in%20Malaysia%20e-commerce%20platform.pdf |
| _version_ | 1825937601179156480 |
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| author | Ong, Sharon Yong Yee Habidin, Nurul Fadly Mohd Fuzi, Nursyazwani Salleh, Mad Ithnin Ramdan, Mohamad Rohieszan Abdullah, Karmilah Taasim, Shairil Izwan |
| author_facet | Ong, Sharon Yong Yee Habidin, Nurul Fadly Mohd Fuzi, Nursyazwani Salleh, Mad Ithnin Ramdan, Mohamad Rohieszan Abdullah, Karmilah Taasim, Shairil Izwan |
| author_sort | Ong, Sharon Yong Yee |
| collection | UPM |
| description | This paper emphasizes on the variables of live commerce and the relationship with Customer engagement in e-commerce platform in Malaysia. An interdisciplinary literature review suggesting positive relationship between live commerce and customer engagement. Therefore, using the Social Cognitive (SC) theory and stimulus–organism–response (SOC) model, researcher propose to analyze the practice of live commerce and the relationship with Customer engagement in SMEs Malaysia. These theory and model will be employed to develop an integrative conceptual framework that combines various relational bonds, affective commitment, visual attention, and consumer engagement. Through understanding majority live commerce consumer in Malaysia, can reflect live commerce customer expectation and need and contribute to customer engagement. The implication of this study is expected to give insight of live commerce practice in Malaysia and indirectly assist ecommerce operator and related industry that wish to venture in live commerce. For future study, researcher will add culture and ethnicity as mediating effect and a research model will be developed by testing the proposed conceptual framework using Structural Equation Modelling (SEM). |
| first_indexed | 2024-03-06T11:01:59Z |
| format | Article |
| id | upm.eprints-95586 |
| institution | Universiti Putra Malaysia |
| language | English |
| last_indexed | 2024-03-06T11:01:59Z |
| publishDate | 2021 |
| publisher | Human Resource Management Academic Research Society |
| record_format | dspace |
| spelling | upm.eprints-955862022-08-22T03:19:26Z http://psasir.upm.edu.my/id/eprint/95586/ The relationship between live commerce towards customer engagement in Malaysia e-commerce platform Ong, Sharon Yong Yee Habidin, Nurul Fadly Mohd Fuzi, Nursyazwani Salleh, Mad Ithnin Ramdan, Mohamad Rohieszan Abdullah, Karmilah Taasim, Shairil Izwan This paper emphasizes on the variables of live commerce and the relationship with Customer engagement in e-commerce platform in Malaysia. An interdisciplinary literature review suggesting positive relationship between live commerce and customer engagement. Therefore, using the Social Cognitive (SC) theory and stimulus–organism–response (SOC) model, researcher propose to analyze the practice of live commerce and the relationship with Customer engagement in SMEs Malaysia. These theory and model will be employed to develop an integrative conceptual framework that combines various relational bonds, affective commitment, visual attention, and consumer engagement. Through understanding majority live commerce consumer in Malaysia, can reflect live commerce customer expectation and need and contribute to customer engagement. The implication of this study is expected to give insight of live commerce practice in Malaysia and indirectly assist ecommerce operator and related industry that wish to venture in live commerce. For future study, researcher will add culture and ethnicity as mediating effect and a research model will be developed by testing the proposed conceptual framework using Structural Equation Modelling (SEM). Human Resource Management Academic Research Society 2021 Article PeerReviewed text en http://psasir.upm.edu.my/id/eprint/95586/1/The%20relationship%20between%20live%20commerce%20towards%20customer%20engagement%20in%20Malaysia%20e-commerce%20platform.pdf Ong, Sharon Yong Yee and Habidin, Nurul Fadly and Mohd Fuzi, Nursyazwani and Salleh, Mad Ithnin and Ramdan, Mohamad Rohieszan and Abdullah, Karmilah and Taasim, Shairil Izwan (2021) The relationship between live commerce towards customer engagement in Malaysia e-commerce platform. International Journal of Academic Research in Business and Social Sciences, 11 (17). 285 - 294. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/11416/The-Relationship-between-Live-Commerce-towards-Customer-Engagement-in-Malaysia-E-commerce-Platform 10.6007/IJARBSS/v11-i17/11416 |
| spellingShingle | Ong, Sharon Yong Yee Habidin, Nurul Fadly Mohd Fuzi, Nursyazwani Salleh, Mad Ithnin Ramdan, Mohamad Rohieszan Abdullah, Karmilah Taasim, Shairil Izwan The relationship between live commerce towards customer engagement in Malaysia e-commerce platform |
| title | The relationship between live commerce towards customer engagement in Malaysia e-commerce platform |
| title_full | The relationship between live commerce towards customer engagement in Malaysia e-commerce platform |
| title_fullStr | The relationship between live commerce towards customer engagement in Malaysia e-commerce platform |
| title_full_unstemmed | The relationship between live commerce towards customer engagement in Malaysia e-commerce platform |
| title_short | The relationship between live commerce towards customer engagement in Malaysia e-commerce platform |
| title_sort | relationship between live commerce towards customer engagement in malaysia e commerce platform |
| url | http://psasir.upm.edu.my/id/eprint/95586/1/The%20relationship%20between%20live%20commerce%20towards%20customer%20engagement%20in%20Malaysia%20e-commerce%20platform.pdf |
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