Determinants Influence Vietnamese Gen Z Purchase Intentions During Fashion Live Streaming Shopping On Tiktok: An Application Of Sor Framework

Abstract

In Vietnam, the use of TikTok for fashion live streaming shopping has grown significantly in recent years as a social commerce extension. This new business model offers a unique platform for influencing Vietnamese Generation Z consumers' buying intentions by facilitating direct communication between vendors and customers. This study is to investigate the factors influencing Gen Z's purchasing decisions during these live streaming retail experiences on TikTok using the Stimulus-Organism-Response (SOR) model. Initially, the research attempted to include frameworks from existing studies and theories. Second, the suggested framework is looked at in relation to the Vietnam instance. The data was collected using a survey method. Partial least squares (PLS) analysis was the primary method used for data analysis. Next, it looks for the main factors that influence Vietnamese Gen Z consumers' inclination to buy. Following an empirical analysis, we discovered that purchase intention is positively impacted by perceived utility and enjoyment. Perceived satisfaction is significantly impacted by perceived utility as well. Perceived satisfaction is positively impacted by attractiveness and expertise. Perceived usefulness is positively impacted by product price and ease of purchasing. The data reveal important information about what motivates Vietnamese Gen Z to buy fashion goods during livestreams on Tik Tok, and they corroborate support for seven of the nine hypotheses. This study offers significant suggestions for the streaming shopping industry and makes a significant addition to the field of e-commerce research.