Factors Influence on Customer Purchase Intention via Livetream: Case of Vietnam

Abstract

The main purpose of this study is to propose and empirically test a conceptual model that clarifies shopping behavior via livestream on Facebook platform of people in Hanoi. The data was collected from at least 240 random Facebook users. The analysis results show that Facebook users tend to buy goods via livestream when they feel that the product quality, design, and product policy are convincing enough for them. In addition, there are other factors that also influence purchasing decisions, such as technology quality, perceived value of style and attitude, reliability, product trust in the relationship between consumers and sellers such as livestream style, KOLs, sound & background… From there, theoretical and managerial contributions, as well as finding out limitations and future research directions are also discussed in the body of this paper Keywords: Shopping, Livestream, Livestream Products, Livestream People, Livestream Culture, Online Shopping.

Streaming to Success: Amplifying Purchase Intentions Among Malaysian Consumers

“…Furthermore, the reference group also impacted social influence, reflecting consumers' perceptions of online shopping decisions (Lin, 2007). This is supported by research by Tran (2021), who showed that the opinion of the reference group had a positive influence on the purchase intention of consumers via live streaming.…”

“…The combination of subjective consumer attitudes and extrinsic factors determines the purchase intention of consumers, and these factors should be studied to understand what is important to consumers when making purchase decisions (Guo et al, 2021). This research aims to study the factors influencing the purchase intention of consumers via live streaming in Malaysia, as there is a lack of studies on this topic in the country (Lakhan et al, 2021;Tran, 2021;(Sun et al, 2019;Zhou et al, 2021) and which will help fill the gap in Malaysia.…”

“…Livestream commerce is an important trend that can help increase sales of products, and businesses need to know the factors that influence consumers to switch their buying process to livestream in order to keep pace with consumer needs and demands. Tran (2021) predicts that livestreaming will become a key sales method for entrepreneurs in the future. Consequently, businesses and retailers utilize streaming to reach their target customers.…”

“…Hsu and Chang's (2019) research indicates that certain companies doubled their sales after switching to Facebook streaming, highlighting the importance of livestream commerce in increasing product and service sales. Previous research on purchase intention via livestream has been conducted in various countries, including Pakistan (Lakhan et al, 2021), Vietnam (Tran, 2021), and China (Sun et al, 2019;Zhou et al, 2021). However, it is not appropriate to assume that the findings from these studies can be generalized to Malaysia, as respondents from different countries may have different perspectives on purchase intention via livestream.…”

Các nhân tố tác động đến ý định mua hàng của người tiêu dùng qua phát trực tiếp: trường hợp sản phẩm giày dép tại Việt Nam

“…Tại Việt Nam, mặc dù các sàn thương mại điện tử như Shopee, Lazada hay Tiki đã sử dụng rộng rãi tính năng PTT, những nghiên cứu về mặt lý thuyết và thực nghiệm về chủ đề này còn khá hiếm, đặc biệt là nghiên cứu về những nhân tố tác động đến ý định mua hàng qua PPT trên sàn thương mại điện tử của NTD. Những nghiên cứu về PPT tại Việt Nam cũng chủ yếu được thực hiện đối với các sản phẩm nói chung trên nền tảng mạng xã hội Facebook (Do và Vo, 2021;Tran, 2021). Bên cạnh đó, sự dịch chuyển cộng nghệ 4.0 và tác động của đại dịch COVID-19 cũng tạo điều kiện cho sự phát triển mô hình bán hàng qua PTT trong ngành bán lẻ nói chung và ngành thời trang, giày dép nói riêng.…”