Research on factors affecting the purchase intention on TikTok live stream of students in Hanoi: A SOR model approach

Vietnam has recently witnessed a strong development of social commerce. After the COVID-19 pandemic, e-commerce live streaming rose dramatically to become a phenomenal presence in the live streaming industry. More and more consumers, especially young people in the Vietnamese market are participating in e-commerce live streaming platforms for online shopping since purchasing goods via live stream is not only to satisfy personal needs but also to entertain customers. Significantly, live interaction has opened a new era for brands and businesses to reach customers during Industry 4.0. This study aimed to analyze factors affecting purchase intention on the TikTok live stream of students in Hanoi city based on theories and results obtained from previous studies. The primary data from a survey of 186 students was analyzed by using structural equation modeling (SEM). Findings revealed that five factors were identified to have a positive influence on purchase intention, including live streamer’s attractiveness, price perception, scarcity persuasion, flow experience, and perceived value. Thereby, the research team proposed several solutions and recommendations for stakeholders in the investment and development of social commerce to build a system of factors and methods to help convert viewers into buyers on TikTok live stream in particular and on the Internet and other live broadcasting platforms in general.