Factors Affecting Consumers' Purchase Intention During Livestream On Tiktok: The Case Of Vo Ha Linh

Abstract

This study investigates the livestreaming attributes affecting young people' emotional trust and intention to buy a cosmetic product on TikTok using the case of famous TikToker Vo Ha Linh. The study applies a quantitative approach, based on the ABC Attitude Theory, Trust-based Acceptance Theory and theoretical outcomes of previous research related to livestreaming and influencer marketing. Additionally, the research uses the partial least squares (PLS) model to analyze the data collected from 361 Vietnamese Gen Z consumers in Ho Chi Minh city. The initiative of conducting this research aims to assist businesses and online influencers in comprehending the role of livestreaming and its related factors in building customer emotional trust and buying intention towards beauty influencers and products among Vietnamese young customers. As a result, brands and marketers may have a better choice on online celebrities and strategies that are able to drive good purchase intention among targeted and potential consumers. After collecting and analyzing the data, the outcome has shown that the 4 factors, namely online celebrity's homogeneity, livestreaming atmosphere, product and promotion all have an impact on customer emotional trust and purchase intention. In addition, understanding and applying these findings is important for cosmetic brands because they not only help brands to raise consumers’ emotional trust toward their products, but also contribute to drive purchase intention