dc.description.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. | en_US |