Các nhân tố tác động đến ý định mua hàng của người tiêu dùng qua phát trực tiếp: trường hợp sản phẩm giày dép tại Việt Nam

Trang Đặng Thị Thu; Diễm Lê Thị Hoàng

doi:10.24311/jabes/2023.34.6.6

Authors

Dang Thi Thu Trang Trường Đại học Kinh tế, Đại học Đà Nẵng Author
Le Thi Hoang Diem Trường Đại học Kinh tế, Đại học Đà Nẵng Author

DOI:

https://doi.org/10.24311/jabes/2023.34.6.6

Keywords:

Informativeness, Live-streaming, Parasocial relationships, Purchase intention, Social presence, Trustworthiness

Abstract

This study aims to explore the factors that influence consumers’ live-streaming purchase intention for footwear products at e-commerce platforms. After analysing data collected from 341 consumers aged 16 to 40 years old in Vietnam using PLS-SEM, the result shows that trustworthiness, parasocial relationships, social presence, entertainment, and informativeness have direct and positive impacts on consumers purchase intention to buy footwear through live-streaming. Meanwhile, trustworthiness, expertise, and attractiveness indirectly and positively impact consumers' intention to purchase footwear through parasocial relationships. Based on these results, some managerial and practical implications were proposed to help retailers promote the consumers’ purchase intention to buy footwear via live-streaming in the most effective way.

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