HBC201 TMA 01 SUSS Singapore – Research Methods for the Social and Behavioural Sciences, Singapore

Question

E-commerce has revolutionised the way we buy and sell products and services. With the rapid emergence of e-commerce platforms such as Amazon and eBay in the 1990s, the COVID-19 pandemic which accelerated the shift towards digital channels, and the convenience that it offers, online shopping has become an essential part of our lives for many of us.

A notable trend that is shaping online shopping is the rise of digital influencers who promote products and services through livestreams. During livestreams, digital influencers conduct product demonstrations, build rapport and answer queries from their audience, and offer timesensitive or exclusive deals to motivate quick purchases. These interactions aim to improve the overall shopping experience and drive sales.

To determine the importance of digital influencers, researchers in Indonesia have conducted a study to investigate whether and how digital influencers help to increase sales via livestreams.

Read the following journal article for more information about the study. You may access the article via the weblink provided: https://ijssrr.com/journal/article/view/2055

Hartanto, A., & Rodhiah, R. (2024). The Impact of Perceived Digital Celebrities on LiveStream Shopping Intention of Shopee Live Users in Jakarta. International Journal of Social Science Research and Review, 7(4), 1-11. https://doi.org/10.47814/ijssrr.v7i4.2055

Analyse and critique the study in the journal article above. You are required to apply relevant concepts and information from the course materials, given journal article and additional research to answer the following questions.

(a) In the context of the given study, explain why it is important to use social science research methods to find out more about the effect of digital influencers on livestream shopping intention, rather than non-research methods such as hearsay.

(b) For each ethical principle in the Belmont Report, recognise and appreciate the relevant ethical issues in the given study. Specifically, explain each principle in the Belmont Report and discuss what the researchers did (or could have done) in the given study to address the ethical issues that you have identified.

(c) The researchers had tested the validity and reliability of their measures for perceived digital celebrity, live stream shopping intention, perceived enjoyment, and perceived utility. Discuss how the researchers could test the validity of their measures in TWO other ways, and reliability of their measure in ONE other way.

(d) The researchers had conducted a quantitative study to find out how digital influencers could improve sales via livestreaming. Would it have been better to conduct a qualitative study instead? Using the context of the given study, examine TWO reasons to justify your answer.