Factors influencing customer satisfaction on live-streaming shopping among social media users in Klang Valley

Abstract

Technological advancements have transformed social media into one of the top spots for everything and anything. Live shopping is now available and widely used on social media platforms such as Facebook, Instagram, and TikTok, which will raise user engagement and encourage them to keep using them for both entertainment and shopping. However, online sellers need to focus on a few of the most important aspects that might improve and satisfy both their business and consumers. This study purposed to find out the factors that influence customer satisfaction towards live streaming shopping via social commerce. This study examined e-service quality, information quality, perceived product quality and trust as the independent variables with customer satisfaction as a dependent variable. A quantitative approach was used for this study and the data was collected from the questionnaire. 384 respondents participated in this research who were between the ages of 18 and 47 and had experience with live-streaming shopping in Klang Valley, Malaysia. Descriptive analysis, Exploratory Factor Analysis (EFA), Reliability Analysis, and Multiple Regression Analysis were performed as the data analysis and were analyzed using SPSS software. The results and conclusion clearly explain that three of four variables were confirmed to have a positive impact on consumer satisfaction of live streaming purchasing. E-service quality, perceived product quality, and trust were the three factors that have the most significant effect on customer satisfaction. The impact of information quality on customer satisfaction with live streaming via social commerce in Malaysia has not been proven. However, this research has several limitations that can be evaluated and improved for further research. Further research into social commerce could benefit from and utilize the findings of this study. Further studies on multiple platforms with comparable and observable variables and dimensions should be carried out.