The Impact Of Influencers In Live Streaming Commerce On Customers' Emotional To Their Purchase Intention: The Case Of Cosmetic Market In Vietnam

Abstract

In this genetic era, combining live commerce and shopping gives retailers, brands, and digital platforms a new channel with grate scope to create value. Even the largest brands, retailers, and e-commerce platforms worldwide are putting up live streaming to sell their products due to the explosion of live streaming commerce, particularly in fashion and cosmetic industry. Implementing with influencer marketing, this collaboration has brought not only brand awareness but also unexpected revenue for businesses. The primary goal of this study is to evaluate the factors of influencers’ characteristics on customer’s emotional responses which could influence consumer purchasing behavior in order to better understand this phenomenon. This study will conduct data using Google form and apply quantitative research methodologies to investigate the correlation between the constructs. After one month, 304 individuals participate in this study. The PLS-SEM approach is then used in SmartPLS software to analyze the data. The findings show the main factors of influencers affecting customer’s emotion during the live streaming in cosmetic segment in Vietnam. Moreover, identify how the emotional factors associated by influencers would affect consumer’s willingness to purchase cosmetic in live stream. Discussion and suggestions for influencers as well as businesses are made at the conclusion of the research.