Live-Streaming On Social Media Platform: A Study Of Its Influence On Genz's Intentions To Purchase Clothing In Tiktok, Vietnam

Abstract

Aim: In the era of digital advancements driven by information technology, live-streaming commerce is emerging as a novel form of e-commerce. This research specifically delves into impulsive buying tendencies within the realm of live-streamed commerce, with a particular emphasis on the behavior of young Vietnamese consumers. Based on the S-O-R (Stimulus-Organism-Response) framework, the study perceives social presence, streamer characteristics, and scarcity as stimuli, while perceived stimulation and pleasure serve as organisms. The primary focus is on understanding how these stimuli and organisms collectively shape and influence the urges prompting impulsive buying responses among consumers in the context of live-streamed commerce. Design: This research employs quantitative approaches to assess and validate hypotheses tailored to the specific dynamics of the Vietnamese youth market. The study focuses on a demographic of young individuals who have engaged in online clothes shopping via live streaming on the TikTok platform. The sample size collected for this study comprises 307 individuals. The chosen method for data collection involves the delivery of online surveys, where participants receive digital questionnaires via Google Forms. Findings: The results show that flow experience has a mediating effect on social shopping behavior. There is a significant correlation between Presence and flow experience, specifically, Presence has the greatest influence on flow experience, which in turn influences impulse shopping intention through live streaming on TikTok.