A RESEARCH ON TIKTOK LIVE STREAM COMMERCE IN MALAYSIA

Abstract

The growth of e-commerce in this era of globalization has evolved from conventional e-commerce to live stream commerce. Now, the two technological frontiers, which are artificial intelligence (AI) and virtual reality (VR), have also been introduced to the market in order to let users have more immersive and interactive experiences. Therefore, this has demonstrated that scholars should not disregard the subject of e-commerce in Malaysia. TikTok has been chosen to study as it offers a large market potential for businesses to sell their products and services through live stream broadcast. Besides, TikTok applications also have the potential to surpass Facebook, Instagram, and other social media platforms. Therefore, the purpose of this study is to determine the reasons TikTok users choose to watch TikTok live streaming while also gaining insight into Malaysian consumers’ purchase intention. This study used quantitative methodologies through survey questionnaire and purposive sampling, a non-probability sampling technique. Regression models have been used to explain the connection between consumer purchasing intentions and motivations. Instead of internet celebrity scenarios, this research has found that substitutability of personal examination and trend setting in product search scenarios significantly influence consumers’ buying intentions. This demonstrates that Malaysian TikTok users prefer trendy product presentations, but at the same time they also want to feel engaged in TikTok live stream broadcasts.