期刊名称：International Journal of Academic Research in Business and Social Sciences
电子版ISSN：2222-6990
出版年度：2021
卷号：11
期号：17
页码：285-294
DOI：10.6007/IJARBSS/v11-i17/11416
语种：English
出版社：Human Resource Management Academic Research Society
摘要：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 e-commerce 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).
