THE IMPACT OF LIVE STREAMING MARKETING BY ONLINE INFLUENCERS ON PURCHASE BEHAVIOR IN VIETNAM: A PERSPECTIVE OF STIMULUS – ORGANISM – RESPONSE THEORY

Abstract

Purpose: The research paper purpose is to find factors that have an impact on purchase behavior through Influencer live stream marketing, by applying the SOR theory and see the moderate effect of generation. And from the finding of the study, we have recommendations and orientation for future research. Methodology: This research adopted the descriptive study approach. The collected data was conducted by using a 5 points Likert scale questionnaire. The sampling method study uses nônprobability sampling method. The responses collected from the survey were 358 samples with 310 valid data, which reached 86,6% valid data. The demographic the study is people from the ages of 1960s to 200s and have contacted influencer livestream content. The study will use the S-O-R model approach and the PLS-SEM methods to analyze the data. Finding: The research indicated that organism and Purchase Intention have a positive directed effect from Authenticity. The purchase behavior of the customer also has a positive effect from the organism variables and Authenticity and Interaction also positively affect the Purchase Intention through indirect relationship. Generation has positive moderated effect on both direct and indirect relationships.. Study Implication: The study found that Authenticity has the highest impact on the organism variables of Perceived Hedonic Value and Perceived Utility Value, which lead to customer Purchase Intention, marketer and managers should prioritize the experience of making the live stream feel more authentic, Interaction has a moderate effect on Purchase Intention, but marketer and manager should select persons with good Attractiveness trait to give an impression to viewer and select the right influencer for right target campaign.