Innovative Approaches to E-Grocery: Analyzing Customer Satisfaction in Facebook Livestream Shopping

The primary objective of this study is to examine the crucial determinants that influence customer satisfaction in Facebook livestream e-grocery shopping in Malaysia, with a particular focus on housewives as a significant consumer segment. A sample of 220 respondents was selected using simple random sampling, and the data was analyzed using the Statistical Package for the Social Sciences (SPSS). The analysis confirms the hypotheses that customer satisfaction in Facebook Livestream e-grocery shopping was influenced by factors such as product quality, security, website design, delivery service and e-service quality. Interestingly, three factors, including information quality, payment method, and product variety, were found to have no significant impact on satisfaction, diverging from previous studies. These findings underscore the importance of maintaining high product quality to enhance customer experience and satisfaction in e-grocery shopping through Facebook Live. This research contributes to the existing body of knowledge on e-grocery shopping within the context of social commerce by focusing on Facebook Live, which is recognized as a platform that remains relatively underexplored. Future research can then explore other social commerce sites and more general demographic populations to delve deeper into the culture of e-grocery shopping, further enhancing its positive value and growth.