Open AccessFACTORS INFLUENCE ON CUSTOMER PURCHASE INTENTION VIA LIVETREAM: CASE OF VIETNAM
Author(s) -
Thang Quang Tran
Publication year - 2021
Publication title -
international journal of management and entrepreneurship research
Language(s) - English
Resource type - Journals
eISSN - 2664-3596
pISSN - 2664-3588
DOI - 10.51594/ijmer.v3i7.245
Subject(s) - purchasing , product (mathematics) , advertising , quality (philosophy) , style (visual arts) , value (mathematics) , reliability (semiconductor) , business , marketing , conceptual model , psychology , computer science , mathematics , power (physics) , philosophy , physics , geometry , archaeology , epistemology , quantum mechanics , machine learning , database , history
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.