Article Per Year (5 Year)
p-Index From 2021 - 2026
0.444
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This Author published in this journals
All Journal Advances in Global Economics and Business Journal International Journal of Tourism and Hospitality in Asia Pasific
Thiam Yong Kuek
Universiti Tunku Abdul Rahman
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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Drivers of Live-Stream Shopping Intention: Case Study of Shopee Malaysia Hala Najwan Sabeh; Thiam Yong Kuek; Malini Lim Tamil Chelvan; Marsya Zahirah Muhamad Zahiri; Mazuin Izati Zainul Aalam; Si Jia Min; Zanyar Abdulbast Qadr; Diyar Ghufran Salim Sam; Daisy Mui Hung Kee
Advances in Global Economics and Business Journal Vol. 7 No. 1 (2026): June 2026
Publisher : The Global Academia Publisher

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Abstract

The rapid growth of live-stream shopping has changed consumer purchasing behavior. In Malaysia, Shopee Live has become a popular platform for consumers to engage with streamers in real time. This study aims to investigate the key factors influencing consumer’s intentions in live-stream shopping on Shopee Malaysia. We want to find out the impact of perceived enjoyment, trust in streamers, perceived utility, and self-presentation on live-stream shopping intention. A quantitative research method will be used, and data will be collected through a survey questionnaire distributed via Google Forms from 153 Shopee Live users in Malaysia. Our findings indicates that consumers live-stream shopping intentions in Shopee Live are driven primarily by self-presentation, followed by perceived utility and trust in the streamer, while perceived enjoyment does not significant influenced. This study contributes to a better understanding of consumer behavior in live-stream commerce and to help Shopee Malaysia develop more effective live-streaming strategies that strengthen consumer’s shopping intentions in the long term.
How Does AirAsia Survive From the COVID-19 Pandemic? Thiam Yong Kuek; Majdi Anwar Quttainah; Yung Ting Wong; Kim Fong Wong; Kejian Wu; Minli Wu
International Journal of Tourism and Hospitality in Asia Pasific Vol 5, No 2 (2022): June 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v5i2.1587

Abstract

This paper aims to discover the financial issues the company faced and their implications for its marketing and operation management. The researchers use a qualitative method to conduct the study. The researchers also conducted an in-depth SWOT analysis to identify the opportunities the company could seize. This paper has a detailed discussion of the strategies and decisions the company implemented, such as Teleport, e-hailing service, and food delivery. From the analysis, the researchers find that the company could seize the opportunities via marketing and operation strategies based on its own strengths and weaknesses. AirAsia makes an alternative such as e-commerce, logistics, and food delivery which has catered to overwhelming customer demand and supports the critical need to transport medical aid and necessity goods in response to the global pandemic. As well as control costs during the COVID-19 pandemic is an important factor to keep AirAsia surviving. Keywords: AirAsia, Business Solutions, COVID-19, Management Issue, Marketing Problems, Operation Problems, Recommendations.  
Co-Authors Daisy Mui Hung Kee Diyar Ghufran Salim Sam Hala Najwan Sabeh Kejian Wu Kim Fong Wong Majdi Anwar Quttainah Malini Lim Tamil Chelvan Marsya Zahirah Muhamad Zahiri Mazuin Izati Zainul Aalam Minli Wu Si Jia Min Yung Ting Wong Zanyar Abdulbast Qadr