An Exploratory Study of Vietnamese Consumers for Live Commerce Using U&G Theory

Live commerce is rapidly expanding worldwide, and Vietnam is no exception, with an increasing number of consumers engaging with these platforms. This study uses the Uses and Gratifications (U&G) Theory to examine how the motivations of Vietnamese live commerce users influence their intention to continue using these platforms, with a particular focus on the moderating effect of gender. The study is based on data from 306 questionnaires collected from Vietnamese consumers over the age of 18 who have used live commerce in the past year. The data were analyzed using SPSS 27.0 for descriptive statistics and reliability analysis and AMOS 22.0 for structural equation modeling and confirmatory factor analysis. The results indicate that perceived enjoyment, information-seeking, self-expression, and social interaction significantly influence consumers’ intention to continue using live commerce. A multi-group structural equation analysis revealed that for women, intention to continue using live commerce is driven by higher perceived enjoyment and information-seek ing motivations, whereas for men, perceived enjoyment is the primary motivator. In other words, the impact of usage motivations on the intention to continue using live commerce differs by gender among Vietnamese users. This study offers practical insights for developing effective live commerce marketing strategies and con tributes to the theoretical understanding of gender-based differences in consumer behavior in a market where female consumers play a key role.