| dc.description.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. | en_US |
