The impact of live streamers’ social capital on viewers’ purchase intention
In 2020, the Covid-19 pandemic causes dramatic shifts in almost all industries, most notably the internet realm. Fewer people visit the business in person because they are urged to shop online instead. Customers are distancing themselves from traditional brick-and-mortar establishments. Because of t...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2022
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| Online Access: | http://eprints.utar.edu.my/5077/ http://eprints.utar.edu.my/5077/1/Complete_Research_Project_Hong_Kai_Song.pdf |
| _version_ | 1848886322250383360 |
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| author | Hong, Kai Song |
| author_facet | Hong, Kai Song |
| author_sort | Hong, Kai Song |
| building | UTAR Institutional Repository |
| collection | Online Access |
| description | In 2020, the Covid-19 pandemic causes dramatic shifts in almost all industries, most notably the internet realm. Fewer people visit the business in person because they are urged to shop online instead. Customers are distancing themselves from traditional brick-and-mortar establishments. Because of this reality, most companies are shifting their focus to live streaming. Live streaming allows for two-way communication between the live streamers and the viewers, which improves the viewers knowledge of the product and boost viewers purchase intention. Why do viewers put their faith in anonymous and unproven live streamers from internet? This study examined the impact of live streamers' social capital on viewers' purchase intention in order to better understand this phenomena. The results demonstrated that the the live streamer's social capital which professionalism, trust and reciprocity all contributed to in the viewer's purchase intention. |
| first_indexed | 2025-11-15T19:36:39Z |
| format | Final Year Project / Dissertation / Thesis |
| id | utar-5077 |
| institution | Universiti Tunku Abdul Rahman |
| institution_category | Local University |
| last_indexed | 2025-11-15T19:36:39Z |
| publishDate | 2022 |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | utar-50772023-01-17T17:34:44Z The impact of live streamers’ social capital on viewers’ purchase intention Hong, Kai Song HF Commerce In 2020, the Covid-19 pandemic causes dramatic shifts in almost all industries, most notably the internet realm. Fewer people visit the business in person because they are urged to shop online instead. Customers are distancing themselves from traditional brick-and-mortar establishments. Because of this reality, most companies are shifting their focus to live streaming. Live streaming allows for two-way communication between the live streamers and the viewers, which improves the viewers knowledge of the product and boost viewers purchase intention. Why do viewers put their faith in anonymous and unproven live streamers from internet? This study examined the impact of live streamers' social capital on viewers' purchase intention in order to better understand this phenomena. The results demonstrated that the the live streamer's social capital which professionalism, trust and reciprocity all contributed to in the viewer's purchase intention. 2022 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/5077/1/Complete_Research_Project_Hong_Kai_Song.pdf Hong, Kai Song (2022) The impact of live streamers’ social capital on viewers’ purchase intention. Master dissertation/thesis, UTAR. http://eprints.utar.edu.my/5077/ |
| spellingShingle | HF Commerce Hong, Kai Song The impact of live streamers’ social capital on viewers’ purchase intention |
| title | The impact of live streamers’ social capital on viewers’ purchase intention |
| title_full | The impact of live streamers’ social capital on viewers’ purchase intention |
| title_fullStr | The impact of live streamers’ social capital on viewers’ purchase intention |
| title_full_unstemmed | The impact of live streamers’ social capital on viewers’ purchase intention |
| title_short | The impact of live streamers’ social capital on viewers’ purchase intention |
| title_sort | impact of live streamers’ social capital on viewers’ purchase intention |
| topic | HF Commerce |
| url | http://eprints.utar.edu.my/5077/ http://eprints.utar.edu.my/5077/1/Complete_Research_Project_Hong_Kai_Song.pdf |