Factors affecting the purchase intention of gen Z in Ho Chi Minh city via livestream: The case of Tiktok

Abstract

With the topic “Factors affecting the purchase intention of Gen Z in Ho Chi Minh City via Livestream: The case of TikTok”, this research is conducted with the purpose of finding and analyzing the factors affecting the purchase intention of Ho Chi Minh City young consumers via Livestream and how these factors affect them. The authors built up a research framework based on the Stimulus-Organism Response Model (S-O-R), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM) and Theory of Perceived Risk (TPR); data from secondary sources and results from quantitative research. In our framework, variables include Perceived Usefulness (PU), Perceived Ease of Use (PEOU), Perceived Risk (PR), Sociability (S), Trust (T) and Purchase Intention (PI). Subjects of the survey are 11-26 years old people, who live in Ho Chi Minh City and have bought goods via Livestream. The research method used by our group combines qualitative and quantitative research. Qualitative research was carried out by group discussion, while Quantitative research took place through individual interviews in virtual questionnaire with questions relating to the topic. This questionnaire has attracted 297 respondents through Google Form. SPSS is the software that was used during our process of synthesis and data analysis to test the confidence interval, the validity and the importance of the variances. As a result, 5 variables in our research have been proven to impact on Gen Z's intention to purchase via Livestream on TikTok in Ho Chi Minh City, except for Perceived Ease of Use and Perceived Risk. Besides that, the authors also drew some conclusions and implications for enterprises. These recommendations can be useful tips to have a deeper understanding of consumers, which then can help to set up a better business strategy