Determinants of young consumer's purchase intention through live stream of social commerce sellers toward clothing products in Ho Chi Minh city - The case of Facebook live

Abstract

With the development of live streaming commerce, understanding how to live stream contribute to online purchasing becomes essential to social commerce. This paper aims to examine the factors affecting the young's consumer toward clothes on Facebook Live, one of Vietnam's biggest social commerce. Live streaming is a nascent technology and opening up the new opportunity for online and offline retail with an advanced approach to the consumer. In this paper, we will propose the conceptual framework which to investigate the direct correlation among purchase intention and trust belief in vendor/ eretailer, trust belief in the product, trust in the Facebook Live marketplace; para-social interaction, self-congruity as consumer's social value; authenticity, visualize, responsiveness, playfulness & enjoyment, and great deal as perceived live-streaming shopping benefits based on the Theory of Planned Behavior and related the previous researcher to develop the conceptual model. The research data will be analyzed using SPSS and AMOS computing software with a sample of 303 who were not used to buy clothing products on Facebook Live. The result reveals the notable correlation of overall aspects of trust (trust in seller, marketplace, product), responsiveness, playfulness & enjoyment, and a great deal with purchase intention. This study also gives some research contributions, and practical implications for online vendors and retailers use Facebook Live as a business platform to promote clothing products. Keywords: Social commerce, Live stream, Clothes, Trust, Consumer's Social Value, Purchase Intention.