Exploring The Drivers Of Purchase Intent In Livestream E-Commerce

Abstract

This paper investigates how different elements influence customers' purchase intentions during live-streaming shopping on e-commerce platforms, applying the theory of planned behavior as a framework. The research aims to identify which aspects affect users’ buying decisions in this context, given the rapid growth of e commerce and social platforms. Livestream shopping has attracted attention from scholars, focusing on its impact on consumer satisfaction and purchase intentions. The study, conducted in Ho Chi Minh City, Vietnam, utilizes a quantitative method and a 5-point Likert scale for the survey variables. After a pilot test involving 10 participants and adjustments based on feedback, the survey gained 250 valid responses. Data analysis was performed using SPSS and SmartPLS 4 software, revealing positive and direct relationships between all the hypotheses. The findings suggest that entertainment, flow, and endorsement influence attitude and perceived control, while value similarity impacts emotional trust. Additionally, attitude, emotional trust, and perceived control collectively impact purchase intention.