Study on the factors influencing purchase decision through Live Shopping on the TikTok platform among students in Ho Chi Minh City

Abstract

In recent years, on social networking platforms, especially TikTok, shopping through livestream sessions has gradually become familiar to students. Not only is it applied for entertainment and online meetings, but now the trend of combining live streaming with sales on TikTok has become extremely popular and has great competitiveness compared to other competitors. Traditional e-commerce site. This research article aims to evaluate and exploit factors that influence purchase decisions through Live Shopping on the TikTok platform of students in Ho Chi Minh City. Research methods include both qualitative research and quantitative research. Quantitative research analysis performs descriptive statistics, scale testing, EFA analysis and regression model analysis. With a survey sample of 300 students in Ho Chi Minh City and data analysis steps collected through SPSS 20 software. Survey and research results have identified four factors that positively influence purchase decisions of students in Ho Chi Minh City: User experience, Perceived usefulness, Cultural factors and electronic word of mouth. Finally, the study concludes and presents managerial implications and suggests directions for future research.