Conversational commerce: A comparison of social messaging and social media as effective communication in purchasing activities

Mohamad Fazilah, Siti Aida Natasha (2019) Conversational commerce: A comparison of social messaging and social media as effective communication in purchasing activities. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

The most common things that we hear nowadays is two ways communications between people who are doing online business as new method of communication with it is customers without any barriers. Conversational commerce is application of conversational agents or artificially intelligent messenger for commercial purposes. Most of the business want to increase need for permanent relationships between customers in different types of communication. The purpose of the research is to find which of the social messaging and social media as the most effective communication. Data is collected by Google Form among 384 participants. All the data tested by regression analysis and t-test and the results are using IBM SPSS Statistic 20. All proposed hypotheses are accepted and supported. From the result of analysis it has been found that most of the respondents are choose trust factor as one of the important thing to make them involve in purchasing activities.

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