| dc.description.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. | en_US |
