Exploring gen Z consumers' buying intentions in live streaming: assessing the impact of review, value similarity, interactivity, entertainment, social presence and trust

Abstract

In Vietnam, live streaming has become a key sales strategy used by vendors on social commerce platforms, enhancing brand marketing and driving e-commerce sales growth among tech-savvy customers. This study aims to explore the intricate relationships among variables like reviews, value similarity, interactivity, entertainment, trust, social presence, and purchase intentions in the context of live streaming. Specifically focusing on young individuals, an online survey method was employed to gather insights from 207 active Generation Z consumers engaged in live streaming-driven online shopping across different social media platforms. The results emphasize the impact of entertaining content on social presence, consequently reinforcing customer trust. The study also indicates the role of trust in influencing consumer decisions in online shopping through live streaming. Additionally, practical insights and meaningful implications are provided for businesses aiming to effectively leverage live streaming's potential.