Determinants of Purchase Intention among Live Streaming Shoppers: The Roles of Technology Readiness, Social Presence, and Perceived Value

How does the social media platform TikTok influence the intention to buy snacks: An empirical study of the Vietnamese youth generation.

“…Importantly, the positive impact of product quality, quality of service, and customer's perceived value is more significant on customers with higher social media use (Uzir et al, 2020). Social media technology readiness and perceived value significantly and positively affected purchase intention (Chao et al, 2022). The study extends the understanding in the social commerce context of the antecedents of customer perceived value and behavioral intentions; and the moderating effects of age, gender, and frequency of social commerce use on the model relationships (Molinillo et al, 2021).…”

“…Previous studies researched customer behaviors in the context of social media platforms (Chao et al, 2022;Molinillo et al, 2021;Stojanovic et al, 2018;Uzir et al, 2020). A positive effect of the intensity of social media use on brand awareness.…”

“…Since the 18th century, the internet has facilitated the connection between people regardless of their location on Earth. Social media platforms are ideal places to share moments, relieve stress, and engage in advertising (Chao et al, 2022;Uzir et al, 2020). In addition to traditional social media platforms like Facebook, Zalo, Instagram, and Telegram, the emergence of TikTok marks a higher development in media communication (Ray et al, 2021;Suhariyanti & Prabowo, 2023).…”

Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm

“…Online social networking sites have significantly altered how users interact with others, share personal information, and go about their daily lives ( Hu et al, 2015 ; Chao et al, 2022 ). Online social networking services employ a variety of features, such as live streaming, instant messaging, fan pages, and chats, to foster social connections among their members.…”

“…Online social networking services employ a variety of features, such as live streaming, instant messaging, fan pages, and chats, to foster social connections among their members. Facebook Live, Instagram Stories, and YouTube are just a few examples of the live-streaming platforms available ( Chao et al, 2022 ). Live streaming, an internet-based multimedia entertainment, has quickly acquired popularity worldwide, particularly in highly interactive platforms/products like online gaming, travel, and shopping ( Tong et al, 2022 ).…”