UNIVERSITY OF ECONOMICS AND LAW FACULTY OF BUSINESS AND ADMINISTRATION --- Huynh Khanh Linh THE IMPACT OF LIVESTREAM ON THE PURCHASE INTENTION OF STUDENTS ON E- COMMERCE PLATFORMS IN HO CHI MINH CITY Major: Business Administration Major code: 7340101 GRADUATION THESIS INSTRUCTOR PhD: Phung Thanh Binh UNIVERSITY OF ECONOMICS AND LAW FACULTY OF BUSINESS AND ADMINISTRATION --- Huynh Khanh Linh THE IMPACT OF LIVESTREAM ON THE PURCHASE INTENTION OF STUDENTS ON E- COMMERCE PLATFORMS IN HO CHI MINH CITY Major: Business Administration Major code: 7340101 GRADUATION THESIS INSTRUCTOR PhD: Phung Thanh Binh TABLE OF CONTENT LIST OF ABBREVIATIONS. 1 LIST OF TABLES. 2 LIST OF FIGURES .4 Delimitation and scope of research .7 Structure of the study. 9 CHAPTER 2: THEORETICAL BASES .2 Related theoretical Models .1 Theory of Reasoned Action (TRA) .2 Theory of Planned Behavior (TPB) .3 Technology Acceptance Model (TAM) .3 Previous studies have been related to the topic .4 Hypotheses and the proposed research model.
23 CHAPTER 3: RESEARCH METHODOLOGY .4 Data analysis methods. 37 CHAPTER 4: RESEARCH RESULTS AND DISCUSSION.2 Evaluate the reliability of the Cronbach's Alpha coefficient scale of observed variables.3 Exploratory Factor Analysis (EFA).4 Confirm Factor Analysis (CFA) .5 Testing the research model and the hypotheses .1 Testing the research model .6 Research result discussion. 59 CHAPTER 5: CONCLUSION AND MANAGEMENT IMPLICATIONS .1 Influencer Dignified Image .3 Limitations and implications for future research. 72 LIST OF ABBREVIATIONS ANOVA Analysis of Variance APEC Asia-Pacific Economic Cooperation CFA Confirmatory Factor Analysis CA Cronbach’s Alpha EFA Exploratory Factor Analysis SPSS Statistical Package for the Social Sciences TAM Technology Acceptance Model SEM Structural Equation Modeling CR Composite Reliability TPB Theory of Planned Behavior TRA Theory of reasoned action VECOM Vietnam E-Commerce Association WTO World Trade Organization AVE Average Variance Extracted LIST OF TABLES Table 3.
2 Results of Cronbach's Alpha testing of factors. 3 KMO test results. 4 Eigenvalues and extracted variance. 5 Rotated Component Matrix.
6 KMO and Bartlett's Test. 7 Rotated Component Matrix. 11 Summary of coefficients of the Structural Equation Modeling (SEM). 12 Bootstrap test results.
13 Summary of results. 58 LIST OF FIGURES Figure 2. 1 Factors intervening between purchase intention and purchase decision. 2 Theory of Reasoned Action (TRA).
3 Theory of Planned Behavior (TPB). 4 Technology Acceptance Model (TAM). 5 Research model (Wang et al. 7 Research model (Pang et al.
9 Research model (Al Mamun et al. 10 Research model (Yin et al. 12 Suggested research model. 1 Standardized CFA results.
2 SEM Analysis Results .1 Rationale Although the Covid-19 pandemic altered the economy significantly in 2020, it did contribute to the industry's revolutionary development in e-commerce. Vietnam has emerged as one of the ASEAN region's most promising e-commerce markets. The Vietnam E-commerce Association (VECOM) estimates that the mean rate of e-commerce expansion from 2016 to 2019 will be approximately 30%. From 2015 to 2019, the value of retail e-commerce for consumer products and services increased from approximately 4 billion USD to 11.
Information from the Southeast E-commerce report was also referenced in the Vietnam E-commerce Index 2021 report by VECOM. Asia 2020, a report by Google, Temasek, and Bain&Company, reveals that e-commerce in Vietnam surpassed 14 billion USD in 2020, a 16% increase. The sectors that experienced growth were as follows: online retail goods, ride-hailing, and culinary technology, which grew by 34% each; marketing, entertainment, and online games, which expanded by 18%; and online travel, which declined by 28% on its own. In addition, the average growth rate for the period 2020-2025 is projected to be 29%, and the value of e-commerce in Vietnam will reach 52 billion USD by 2025, according to this report.
Compared to the previous year, the number of Vietnamese consumers who make online purchases will surpass 51 million in 2022, representing a 13. Online purchasing expenditures will tally $12. 73% of respondents indicated that they shop frequently on e- commerce platforms, while 59% said they have ordered or purchased on international websites on multiple occasions. As per the Department of Industry and Trade of Ho Chi Minh City, the majority of e-commerce enterprises and e-commerce support services in the country are presently headquartered in the city, which is also at the forefront of technological advancements.
lacking experience in e-commerce. Ho Chi Minh City will have the highest e-commerce revenue in the country in 2023, with a 37% growth rate, accounting for one-third of the total industry revenue. The revenue generated from purchases amounted to $6.2 billion, while the revenue from sales was $4. Livestream has evolved from a mere entertainment medium to an essential online advertising and marketing channel.
This is an emerging phenomenon, particularly in the twenty-first century, as the internet and technology gain popularity. A significant factor contributing to the widespread adoption of livestreaming in the realms of marketing and advertising is its formidable interactivity. In contrast to conventional advertisements, which consist solely of static images or videos, livestreams enable viewers to engage in direct communication with the broadcaster via reaction emoticons, remarks, or reviews. As a result, viewers are more engaged and entertained, as they are more personally invested in the material.
Additionally, the livestream's originality and relevance are significant factors. Frequently occurring in real time, livestreams enable viewers to experience the allure and timeliness of the presented content. This results in increased viewer engagement and focus, which is advantageous for advertising and marketing. Additionally, the variety of content available on a simulcast is a crucial component.
With the ability to facilitate conversations, product launches, experience sharing, and even live events, livestreams can be modified to serve a variety of advertising and marketing objectives. This provides businesses and individuals seeking to incorporate livestreaming into their marketing strategies with an extensive and varied selection. Ultimately, livestreaming facilitates the establishment of a more intimate and customized atmosphere between the content provider and the audience. This direct communication between the two parties not only strengthens their relationship, but also contributes to the development of consumer confidence and loyalty.
A new surge of marketing has been facilitated by the advent of social media platforms and the influence of social media influencers (Li, 2018). By capitalizing on their well-established virtual communities, these influential individuals transform online visitors into clientele (Li, 2018). In contrast to conventional celebrity endorsers, social media influencers build their followings through the provision of authentic value to their subscribers. The provision of value can manifest in diverse ways, including the generation of engaging content, informative product evaluations, or tutorials (Park, 2020).
Significantly, numerous social media influencers are also consumers, which provides them with an abundance of genuine product experiences. The ability to relate to and be perceived as credible by their followers enhances the persuasive power of their endorsements in comparison to conventional advertising approaches (Park, 2020). In essence, social media influencers serve as "social media saviors" for brands by utilizing targeted online advertising campaigns to increase brand awareness and e-commerce traffic (Li, 2018). Many businesses in Vietnam use livestreaming to advertise their goods.
An outstanding example of livestreaming commerce was the collaboration between the City People's Committee in Ho Chi Minh City and TikTok to host a livestream event at Ben Thanh Market, generating merchandise revenue of 4 billion VND within 5 days (VnEconomy, 2024). This demonstrates that livestream sales are a current trend that facilitates consumer engagement on e-commerce platforms. "The impact of livestream on the purchase intention of students on e-commerce platforms in Ho Chi Minh City" was developed in an effort to determine this.1 General objects Determine and quantify the influence of variables on the intention to buy on e-commerce platforms via live streaming. Following that, we provide marketing techniques to boost customers' online buying intentions.2 Specific goals Identify variables influencing purchase intention on e-commerce sites via livestreaming.
Measure each factor's impact on purchase intention on the e-commerce platform using livestream. Propose some management implications for enterprises that participate in livestream sales in order to enhance student purchase intentions on the e-commerce platform in Ho Chi Minh City.3 Research questions To achieve the research objectives, it is necessary to answer the following questions: What variables influence the propensity to buy on e-commerce platforms via livestream? What are the effects of variables on buy intention on e-commerce platforms via livestream? What should administrators do to boost the purchase intentions of Ho Chi Minh City students? 1.4 Delimitation and scope of research The research object in this study is the impact of livestream on the purchase intention on e-commerce platforms of students in Ho Chi Minh City. The scope of the research is that students in Ho Chi Minh City participate in purchasing goods through livestream customs on e-commerce platforms. For the time range of research conducted from December to February 2024.5 Research Methodology The study employs a quantitative research approach to collect, analyze survey data, validate the components, reliability, and validity of the measurement scales, and test the theoretical model.
Survey data is processed using SPSS and Amos software as follows: a. Reliability Analysis: Cronbach's Alpha coefficient is employed to assess the reliability of the scales and eliminate unsuitable variables. Exploratory Factor Analysis (EFA): EFA suitability is assessed using the Kaiser-Meyer-Olkin (KMO) measure. Bartlett's test is used to check the correlations between observed variables.
Variance extraction is examined to determine if the factors align with real-world data and exhibit linear correlations. Confirmatory Factor Analysis (CFA): Structural Equation Modeling (SEM) is utilized to test the relationships between unobserved variables. Model Fit Indices: + Scale Reliability: Composite reliability (Pc) and variance extracted (Pvc) ≥ 0.0 Corrected Item-Total Correlation > 0.3 + Overall Model Fit: Chi-square/df < 2 TLI, CFI ≥ 0.08 Convergence Values: + Standardized factor loadings (Estimates) > 0.6 Research gap Firstly, previous studies have mainly focused on certain subjects such as general consumers, online customers, or groups of people who use Livestream to buy goods without specifically focusing on students. There has been no specific research on the impact of Livestream on the purchase intention of students in Ho Chi Minh City.
The author's research will focus on students as the main subject and specifically in Ho Chi Minh City, where there is a large number of students and a well-developed e-commerce network. Secondly, previous research has not focused on specifically analyzing factors such as influencer image, level of expertise, trustworthiness, and social interaction, and how they affect students' attitudes and purchase intentions.7 Structure of the study The study consists of five chapters, which are given in the following order: - Chapter 1: Introduction. This section outlines the research subject, aims, technique, scope, meaning, and study structure. - Chapter 2: Theoretical Bases.
This chapter presents the research team's core theories for studying the hypothesis and developing the research model. - Chapter 3: Research Methodology. This chapter provides a detailed overview of the research process and methodologies, including quantitative research, primary data collection, and data analysis. Assessing the dependability of study findings.
- Chapter 4: Results Analysis. The author will give detailed research findings, including processed data tables. Based on the results, analyze and make inferences. - Chapter 5: Conclusions and Implications.
In this chapter, the author will analyze the study findings and their management consequences. Objective and subjective suggestions will also be provided for implementing the findings in practice. The topic's limitations and ideas for further study are thoroughly discussed. Chapter summary In Chapter 1, the study analyses into the chosen topic—the impact of livestreaming on the intention to purchase among Ho Chi Minh City students on e-commerce platforms.
In this chapter, the context is established by focusing on the spike in e-commerce, notably during the Covid-19 outbreak, which positions Vietnam as a market that has a lot of potential. The purpose of this study is to discover and quantify the factors that influence consumers' intention to purchase online, as well as to provide managerial solutions to entrepreneurs who are involved in livestream sales.