MINISTRY OF EDUCATION AND TRAINING NGUYEN TAT THANH UNIVERSITY ------ --------------------------- NGUYEN TAT THANH Phạm Phương Uyên Master’s Thesis Business Administration FACTORS AFFECTING VIETNAMESE CONSUMER’S PURCHASING INTENTION VIA LIVESTREAM SHOPPING Ho Chi Minh city, 2023 2 MINISTRY OF EDUCATION AND TRAINING NGUYEN TAT THANH UNIVERSITY NGUYEN TAT THANH Master’s Thesis Business Administration FACTORS AFFECTING VIETNAMESE CONSUMER’S PURCHASING INTENTION VIA LIVESTREAM SHOPPING. Instructor: Nguyen Xuan Nhi, PhD Student: Pham Phuong Uyen Student number: 2100000084 Ho Chi Minh city, 2023 3 Acknowledgments I would like to express my deep gratitude to all the people and organizations that provided invaluable support and funding for the conduct of this research work, and the completion of this thesis. My treasured dream of MBA study would not have come true without them. My appreciation goes to all my lectures at the Faculty of Business Administration at Nguyen Tat Thanh University, who have wholeheartedly supported my study for 2 years.
I am very grateful to them for their providing me with insightful knowledge and feedback on my literature review, research design, data collection, and writing up of this thesis. Especially, I am most deeply indebted to Dr. Nguyen Xuan Nhi for his indispensable role. He has always been there for me to seek advice at every single step of this research work in terms of both academic expertise as well as administrative tasks.
Particularly in the lead-up to the submission of this thesis, Dr. Nhi always promptly responded to my queries and untiringly gave comments on my thesis chapters. I am grateful to the President of the University as well as the management of the education department where this case study was conducted as well as several other people who helped me gain access to the university. I would also like to thank the students, lecturers, program administrator, alumni, and their employers for participating in this study.
I owe these people tremendously for their time and their answers to my numerous questions. I would like to name and thank them individually, but for confidentiality reasons, they must remain anonymous. Particularly, I would like to thank the Nguyen Tat Thanh University for their insightfol comments on my ethics clearance application. 4 In addition, I am thankful to my family members and friends, who would always extend a helping hand in times of need.
Mums and Dads gave tremendous assistance by looking after my daughter and son when I was busy with my data collection. 5 Statement of Authentication The work presented in this thesis is, to the best of my knowledge and belief, original except as acknowledged in the text. I hereby declare that I have not submitted this material, either in full or in part, for a degree at this or any other institution. Phạm Phương Uyên 6 Table of Contents ABSTRACT.1 Importance of Study and reasons for the research.2 Significance of livestream.2 Problem statement: Revenueirate during recent years.3 Scope of the research.4 Research obj ectives.
CHAPTER 2: LITERATURE REVIEW &RESEARCH MODEL.2 Theoretical research background.1 Theory of reasoned action (TRA).2 Theory of The Technology Acceptance Model (TAM).3 Theory of Stimulus Organism Response (SOR).4 Theory of Planned Behaviour (TPB).5 Theory of consumer behaviour.1 Research by Mei Feng (2012).2 Research by Lin, Hu and Lu (2017).3 Research by Chen and Lin (2018).4 Research by Dan and Wu (2018).5 Research by Jia (2019).6 Research by Xu, Qu and Cai (2020). CHAPTER 3: THEORETICAL MODEL AND RESEARCH HYPOTHESES.2 Development of conceptual model.1 Relationship between Customer Trust via livestream.2 Relationship of Perceived Value via e-conunerce shopping.3 Relationship between Interaction via livestream.4 Relationship between Attitude via livestream.5 Relationship between Entertainment via livestream.6 Relationship between Promotion via livestream.7 Relationship between Content via livestream.4 Qualitative study design.5 Qualitative research results.7 Scales development process. Chapter 4: Result, Discussion, and Implication.1 Descriptive statistics of the survey sample.2 The results of the reliability analysis of the scale.3 Validity testing for convergent and discriminant.4 The results of the analysis of the convergent value of the scale.5 The results of the discriminant analysis of the scale.6 Evaluation results of coefficient of determination R2.7 The resulting path coefficients and p-values of the model.2 Discussing research results.1 Relationship between Interaction with Trust, Perceived value, Attitude.2 Relationship between Promotion and Trust, Perceived value.3 Relationship between Entertainment and Trust, Perceived value, Attitude. Relationship between Content and Trust, Perceived value, Attitude.5 Relationship between KOLs and Trust, Perceived value, Attitude.6 Relationship between Trust and Purchase intention via livestream.7 Relationship between Attitude and purchase intention via livestream.8 Relationship between Perceived value and purchase intention via livestream.
Conclusion and managerial implications.1 Improve interactivity and quality of content during product introduction.2 Increasing key opinion leaders' (kols) impact.2 Improve the factor of entertainment in livestream process.3 Implementing promotions and putting a priority on product quality.4 Implementingthe consumer’s trust.5 Introduce high quality products to enhance consumer perceived value.3 Limitations of the topic. 105 10 ABSTRACT Vietnamese e-commerce platforms have rapidly been renovated and expanded in recent years to offer customers the optimum purchasing experiences. Livestream is currently being aggressively marketed as one of the alternative offerings within all platforms. The aim of the research, "Factors affecting Vietnamese consumer’s purchasing intention via livestream shopping.," was to identify the influencing factors and degree to which livestreaming affected consumers' purchasing intentions.
Based on the study's findings, recommendations were made regarding the most effective way to manage the economic expansion of livestream e-commerce. The research model was based on Stimulus Response Theory - SOR. Between March 2022 and 2023, data was collected using the Likert scale, which ranges from One (strongly disagree = 1) to Five (strongly agree = 5). The research collected and examined 224 samples from individuals who had observed livestream trading using quantitative data analysis.
According to research, the intermediate variables of Trust, Perceived value, and Attitude are all influenced by the independent variables of Interaction, Promotion, Entertainment, Content, and Key opinion leader. All these elements influence viewers' purchasing intentions while using livestream e-commerce. Findings from an analysis utilizing the SmartPLS 3 PLS-SEM approach reveal: First, when it comes to their purchasing intention on e-commerce livestream, interaction, entertainment, content, and the opinion leader have a favourable association with customer trust. Promotion has a statistically insignificant impact on customer confidence when they make streamed purchases.
Second, Interaction, Entertainment, Content and Key Opinion Leader are in positive correlation with consumer’s Perceived Value when buying via livestream. Promotion and the consumer's perceived functional value while making purchases on livestream have relatively irrelevant correlations. 11 Finally, when consumers get involved in livestream purchases, interaction, promotion, entertainment, content, and the opinion leader are positively correlated with their perceived emotional value. Fourth, Trust, Perceived Emotional Value and Attitude correlate positively with consumer’s Purchase Intention through livestream e-commerce, with coefficients in descending order p = 0.
12 Factors affecting Vietnamese consumer’s purchasing intention via livestream shopping.1 Importance of Study and reasons for the research Since the beginning of the 21st century, the information technology industry has made great evolution. Furthermore, in the Era of industrial revolution 4.0, the Internet and mobile devices are playing an increasingly vital role in people's lives. According to the report Digital 2022 of We are social, as of January 2022, Vietnam has 98.56 million people; the number of mobile subscribers is 145.8 million (accounting for 150% of the total population of the country); the number of Internet users is 72.10 million (accounting for 73.2 % of the population); the number of social network users is 76.95 million (accounting for 78.1% of the population); In 2022, Vietnamese users spent more than 37 million hours on Shopee Live interacting with their favourite sellers to leam about the products they were interested in before placing orders, a report showed and Vietnam has great potential, which will help digital transformation proceed quickly and with fewer risks than many other countries. In recent years, wireless networks have become increasingly popular, constantly becoming an integral part of households in Vietnam.
According to Nguyen Nham (2019), in May 2019, the Army Industry and Conununications Group has implemented 5G network connection for the first time in Vietnam. Entrancing to the 5G era, wireless network speed in Vietnam is developing, fares are more and more agreeable, so the number of people using mobile devices to go online is increasing. In accord with Nguyen Binh (2020), the survey by the Department of E-commerce and Digital Economy shows that in 2019, an estimated 44.8 million Vietnamese participated in e- commerce, and as the reported by Kepios, the number of social media users in Vietnam at the start of 2022 was equivalent to 78.1 percent of the total population, mainly selecting mobile devices for purchasing. With this amazing growth rate, the Vietnamese 13 e-commerce market will be one of the most attracting industries and many businesses are interested in finding the future potentiality.
The pace of development of Vietnam's e-commerce market is appropriately fast, so more and more businesses are investing in this potential market. Furthermore, Covid-19 pandemic advances Vietnam’s digital transformation via the social distancing, the trend of online shopping has been increasingly used. To attract the users, Vietnam's e- commerce entrepreneurs are constantly innovating to provide the best shopping experience for consumers. They could experience shopping via social networks throughout a series of e-commerce website that are doing quite well in the Vietnamese market Lazada, Shopee, Tiki, Sendo, Adayroi, etc.
These websites constantly have impressive offers, regular daily discounts, more and more goods be produced consumers have a lot of choices through online shopping channels via social networks such as Facebook, Instagram, Zalo, etc. And one of the attracting shopping experiences that the e-commerce entrepreneur has recently pushed for is the live video streaming feature on their personal page-livestream. Live streaming is a form of online communication and a transmission method of "collecting, releasing, and viewing video information at the same time" in real time on the Internet (Wang, 2017). Along with the development of the information technology industry, the wireless network covers the whole country with low-capacity costs, leading to the strong development of livestream activities, more and more livestream platforms with advanced features.
It can be said that the livestream activity has recently become extremely close to the Vietnamese consumers.2 Significance of livestream In terms of theory, currently the studies of academics on e-commerce livestream are not much. With the development of Internet shopping, the way, and channels of collecting consumer information are increasingly abundant. The Internet has changed the shopping habits of consumers, the psychology of consumers since then has also changed accordingly. Starting from the psychological aspect of consumers, this thesis studies the factors affecting the purchase intention of consumers through e-commerce, thereby adding to the research related to the psychology and purchase intention of consumers.
14 In practical terms, as presented, e-commerce is becoming increasingly popular nowadays, the total number of transactions is increasing, but the rapid growth rate is also accompanied by many issues that have not been really clarified such as product quality, MC's product introduction efficiency, promotional events on the market. whether they are received by consumers. Compared to the previous simple online purchase method, the factors affecting the purchase intentions of consumers via livestream may have changed, which needs to be studied further, the results of this study will have important implications for the administrators of e-commerce platforms and merchants via e- commerce. In recent years, the livestream has been continuously improved with increasingly diversified content and rapid development.
Many current industries and fields such as education, entertainment, finance, sports. reach to consumers’ needs effectively by tools be used on the website. E-commerce platforms, video sharing platforms and short video platforms have all in turn launched livestream features to use the advantages of livestream to attract users. Multiple global e-commerce sites, like AliExpress, Amazon, Shopee, and Lazada, have additionally added the livestream feature.
In 2017, the e- commerce platform AliExpress first exploited the livestream feature. In early 2019, the world's largest e-commerce platform Amazon also provided users with the Amazon Live livestream feature.