Investigating online purchase intention of Gen Z on TikTok live stream shopping

Nhung Thi Hoai Duong; Minh Quang Ta

doi:10.46223/HCMCOUJS.econ.en.15.4.3416.2025

15(4)2025

Investigating online purchase intention of Gen Z on TikTok live stream shopping

Author - Affiliation:

Nhung Thi Hoai Duong - Foreign Trade University, Hanoi , Vietnam

Minh Quang Ta - Crossian Vietnam Technology and Software Solutions Company, Hanoi , Vietnam

Corresponding author: Nhung Thi Hoai Duong - nhungdth@ftu.edu.vn

DOI:10.46223/HCMCOUJS.econ.en.15.4.3416.2025

Submitted: 08-05-2024
Accepted: 31-07-2024
Published: 11-10-2024

Abstract

The aim of this research is to investigate the potential determinants of online purchase intention on livestream shopping via TikTok by application of the Information System (IS) success model and the Uses and Gratification Theory (UGT). These theories have strongly proved to be effective in predicting human behavior from a social psychology standpoint, especially in explaining the motivation of consumers to have purchase intentions in online shopping contexts. Data were collected from 203 online and offline survey participants of Gen Z in the North of Vietnam. Regression techniques through SPSS 20 software were used to test the study hypotheses. The findings reveal that system quality, information quality, streamer attractiveness, para-social interaction, and price promotion positively influence online purchase intentions. Which price promotion has the most significant and positive impact on the online purchase intention of Gen Z consumers on TikTok’s livestream shopping. These results provide a more comprehensive understanding of online purchase intentions. The findings and conclusion address notable theoretical and practical implications.

JEL codes

M31; M12

Keywords

live stream shopping; online purchase intention; the Information System (IS) success model; the Uses and Gratification Theory (UGT)

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DOI: https://doi.org/10.46223/HCMCOUJS.econ.en.15.4.3416.2025