Factors Affecting Young People's Purchase Intention Via Live Streaming On TikTok Platform in Vietnam

Abstract

About: In the digital age, live streaming has become one of the latest trends that most people have become accustomed to. With the advancement of internet connection speed and terminal configuration, the live streaming service is expected to be applied more widely in various fields, including entertainment, online meetings, and online sales. Additionally, TikTok has gradually become one of the most popular platforms for young people in both the Vietnamese and international markets. Therefore, the purpose of this study is to identify the factors that influence the purchasing intention of customers on TikTok via live streaming, titled "Factors Affecting Young People's Purchase Intention Via Live Streaming On TikTok Platform In Vietnam". Purpose: This research is to investigate and analyze "Factors Affecting Young People's Purchase Intention Via Live Streaming On TikTok Platform In Vietnam". The study also offers practical recommendations and suggests avenues for future research. The research methodology conducted in this study is descriptive research design, and data was collected using a standard questionnaire. A non-probability sampling method was utilized, and the data was collected from over 500 customers aged 18 to 35 years old, from various occupations in Vietnam, including the three significant cities and three regions, which are North, Central, and South of Vietnam. Results: This paper shows that trust is the most significant factor which forms purchase intention, along with interactivity. Streamer attractiveness, and visualization substantially impact shaping trust toward purchase via live streaming on TikTok. Social presence has no impact on young people's purchase intentions. Research Implications: This study provides implications for businesses, authorities, and communities to know and plan to help grow, take advantage of solutions, develop the economy, grasp trends and avoid possible risks.