Shaizatulaqma Kamalul Ariffin’s research while affiliated with University of Science Malaysia and other places

The rapid development of live-streaming e-commerce has driven billions of sales revenues and made customers’ purchase intention a life-and-death issue for sellers. This study examines the influencing factors of customers’ purchase intention from a value perspective by adopting and extending the Theory of Consumption Values (TCV). We also incorporated streamer popularity as a moderating variable to reveal its significant impact on live-streaming e-commerce. This study collected 457 valid online questionnaires from Chinese live-streaming e-commerce users. Our findings show that five of six consumption values, namely functional, social, emotional, conditional, and self-gratification value, are significant drivers of purchase intention. In addition, streamer popularity has strengthened the influence of functional, social, emotional, and self-gratification value on purchase intention. This study deepens the current understanding of live-streaming and customer value research by establishing and validating a comprehensive research model, and reveals the decisive role of multi-dimensional value and streamer popularity in live-streaming industry. The research findings could guide live-streaming merchants to increase sales by reallocating their resources to different consumption values and optimising their investment strategy in popular streamers.

The purpose of this study is to review the relationship between perceived ease of use, perceived usefulness, attitude, subjective norm, perceived behavioural control, disconfirmation and user satisfaction and consumers’ intention to continuous use. In specific, this study intends to propose a model to identify the influencing factors on this behaviour. This study also proposed a moderator variable which is perceived value. The hypothesis on the proposed framework of this study will be tested, taking the sample of consumers, to determine the factors that affect the continuous to use of e-wallet in Malaysia. The discoveries will be useful as reference for further studies on analysing or evaluating the use of e-wallet payment, to support the rapidly growing cashless society in Malaysia.

The purpose of this study is to review the relationship between product, price, place, promotion (4Ps), brand knowledge and consumers’ buying decision toward “Made in Malaysia” product and to propose a model to identify the influencing factors on this behaviour. The model is based on a review of past studies on consumers’ buying decision, product, price, place, promotion, brand knowledge and Theory of Marketing Mix. The model can be used to understand consumers’ buying decision toward “Made in Malaysia” product. The significance of this study lies in the fact that it will provide vital insights on how product, price, place, promotion and brand knowledge affect consumers’ buying decision toward “Made in Malaysia” product.

The rising of Halal cosmetics industry in Indonesia has shown significant growth to meet the demand of Muslim women. However, past research reveals a low demand for Halal personal care and cosmetic products due to a lack of brand recognition of Halal brands. Thus, this study intends to examine the factors affecting buying intention of Halal personal care and cosmetic products among Muslim Women in Indonesia. The research will primarily concentrate on evaluating the moderating effects of religiosity on the buying intention of Halal personal care and cosmetic products in correlation with brand recognition. A Partial Least Squares Structural Equation Modelling (PLS-SEM) technique was used to analyse based on data collected from 304 Muslim women from DKI Jakarta, Banda Aceh and Medan. The findings have shown that religiosity strengthens the relationship between brand recognition and buying intention towards Halal products (personal care and cosmetic). It was found that when the customers’ religiosity is high, their awareness toward Halal brand of personal care and cosmetic products will be high as well. This will result in a positive buying intention. The study helps the marketers to win Muslim women with a high religiosity by offering Halal brands (brand with Halal logo and certification), especially the Halal personal care and cosmetic products.KeywordsPersonal Care and CosmeticHalalBrand RecognitionReligiosity and Buying Intention

Social media (SM) is ‘the’ place individuals use to socialize, connect and share up-to-date information with other parties. According to The Uses and Gratification theory (U>), individuals have needs to satisfy to feel gratified; they use SM to satisfy these personal needs to achieve self-gratification. Gratifications differ for individuals depending on their background and types of SM medium used. Question is, what are the motives behind SM user’s activeness behaviour in their medium of choice in Malaysia’s scenario? Seven common motives, namely, watching, impressing, acting, surveillance, documentation, coolness and creativity were hypothesized to have significant influences over SM users’ activeness behaviour. The study disseminated online surveys to targeted and willing active SM users in the research; it resulted in 397 useable data for analysis. Overall, the study managed to identify four motives, namely, watching, impressing, documentation and coolness as the drivers behind activeness behaviour of SM users in Malaysia. The study also identifies FB as the most popular SM, followed by IG. Further segmentation analysis on each FB-active (n=125), IG-active (n=100) and other SM-active (n=82) found that the main motive for FB users was to impress (impressing) others; for IG users, the main reason was to watch others (watching). As for other SM-active, three motives emerged, i.e. watching, surveillance and documentation. The findings imply the usefulness of U> in explaining individual’s motives for being active SM user as well as importance of motives behind activeness of SM user’s behaviour for different types of SMs.

This study aims to investigate the factors that affect the purchasing intention of halal products among Malaysian Muslim consumers in East Malaysia. In specific, this study will examine the relationship between trustworthiness, self- efficacy, attitude, subjective norm, perceived behavior control, and purchase intention. Data of this study were collected from 142 consumers from East Malaysia who consume Halal products by using an online questionnaire survey. The data were analysed using Partial Least Squares Structural Equation Modeling (PLS-SEM) technique. This study found that the intention to purchase halal products was influenced by attitude, subjective norm, and perceived behavioral control. Besides, it was found that determinants such as self-efficacy, and trustworthiness have a significant positive impact on attitude, subjective norm, and perceived behavioral control. This study helps marketers and producer to understand the factors that influence East Malaysia consumers to purchase Halal products. Hence, the findings will enhance the marketing strategy on any promotional material that relates to Halal products according to appropriate Halal guidelines.