| dc.description.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. | en_US |
