Determinants of Customer Purchase Intention in TikTok Shop Livestreaming: Evidence from Vietnam

DOI

10.2991/978-94-6239-622-7_7How to use a DOI?

Keywords

Tiktok; livestream; TAM; purchase intention; Vietnam

Abstract

Research purpose: This study investigates the determinants of customer purchase intention in TikTok Shop livestreaming, focusing on the Vietnamese market. The research examines how physical presence, social presence, concentration, perceived usefulness, and perceived enjoyment influence consumers’ purchase behavior in a livestream shopping context.

Research motivation: The rapid expansion of livestream shopping in Vietnam reflects a dynamic shift in consumer behavior, driven by the country’s young, digitally active population. Despite its growth, limited research has explored how presence, cognitive, and affective factors interact to shape purchase intention in this context. This study applies Flow Theory and the Technology Acceptance Model (TAM) to address this gap.

Research design, approach, and method: A mixed-methods design was employed. First, 15 in-depth interviews with TikTok Shop users provided qualitative insights into consumer perceptions to explore and validate the key variables. Second, a survey of 237 respondents from urban areas (Hanoi and Ho Chi Minh City) was analyzed using structural equation modelling (SEM) to test hypothesized relationships.

Main findings: These qualitative findings highlight factors such as physical presence, social presence, perceived usefulness perceived enjoyment impact purchase intention in livestream on TikTok Shop. After that, Structural equation modelling (SEM) confirmed that perceived usefulness and perceived enjoyment strongly predicted purchase intention, while concentration also plays a supporting role. In contrast, physical and social presence do not significantly affect concentration, indicating that Vietnamese consumers prioritize practical and hedonic value over immersive experiences.

Practical/managerial implications: Practical recommendations for merchants include leveraging interactive and discount features and engaging key influencers (KOLs) and influential consumers (KOCs) to increase engagement and conversion rates. This study contributes to the literature by integrating flow theory and TAM in the context of Vietnam’s emerging e-commerce market, addressing a significant research gap and providing viable strategies to optimize subsequent online shopping approaches.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Huy Hung Ta
AU  - Thi Minh Ngoc Luu
AU  - Danh Thang Phung
AU  - Thanh Trung Pham
PY  - 2026
DA  - 2026/04/21
TI  - Determinants of Customer Purchase Intention in TikTok Shop Livestreaming: Evidence from Vietnam
BT  - Proceedings of the International Conference on Emerging Challenges: Business Dynamics in Disruptive Economy (ICECH 2025)
PB  - Atlantis Press
SP  - 95
EP  - 107
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-622-7_7
DO  - 10.2991/978-94-6239-622-7_7
ID  - Ta2026
ER  -