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• W4384912550 abstract "Live Streams have been one of the latest marketing strategies to hit the e-commerce industry in recent years. Many companies want in on it, but it is not as easy as talking in front of a live broadcast. Thus, this paper aims to study the level of live streaming shoppers among Generation Z in Ipoh, Perak and factors that influence live streaming shoppers' purchase intention. Factors that were investigated consist of perceived popularity, interactivity, source attractiveness, and argument quality. A total of 202Generation Z in Ipoh has been selected by purposive sampling. The data were analysed using descriptive analysis while the hypothesis was tested using T-test and Pearson correlation test. The results point to positive relations between three of the IVs and the purchase intention of consumers, which are Information Gratification, Attractiveness and Expertise; all except for Entertainment Gratification and Trustworthiness. Plausible justifications on Generation Z's perception and attitude towards entertainment gratification and Trustworthiness affecting purchase intention have been discoursed." @default.
• W4384912550 created "2023-07-21" @default.
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• W4384912550 date "2023-01-01" @default.
• W4384912550 modified "2023-10-03" @default.
• W4384912550 title "A STUDY ON FACTORS INFLUENCING LIVE STREAMING SHOPPING AMONG GENERATION Z IN IPOH, PERAK" @default.
• W4384912550 doi "https://doi.org/10.56293/ijmsssr.2022.4527" @default.
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