Understanding purchase intention in TikTok livestream shopping among Vietnamese Generation Z: A Stimulus-Organism-Response (S-O-R) perspective

Abstract

Livestream shopping is becoming increasingly common among Vietnamese people of all ages. Gen Z, who are digital natives, is one of the most important demographics driving the shift to purchasing goods through livestreams on social media platforms. TikTok has become an important platform in livestream retail. Grounded in the Stimulus-Organism-Response (S-O-R) framework, this study examines how perceived entertainment, price promotion, social proof, and streamer credibility influence Vietnamese Generation Z’s purchase intention in TikTok livestream shopping through attitude toward livestream as a mediating variable. The research utilized a quantitative method through a cross-sectional questionnaire and was sent to 324 Vietnamese. 312 valid responses were collected and analyzed through SmartPLS software. The results indicate that perceived entertainment, price promotion, social proof, and streamer credibility all positively affect attitude toward livestream, which in turn has a significant positive effect on purchase intention. In terms of relative impact, attitude toward livestream shows the strongest influence on purchase intention, followed by perceived entertainment, price promotion, streamer credibility, and social proof. Theoretically, this study extends the application of the S-O-R framework to TikTok livestream shopping in an emerging market context. From the results, brands can consider and apply adjustments to their strategies or execute specific campaigns to gain more brand awareness, trust, and sales volume, especially when communicating with Generation Z.