Understanding generation z purchase intention in livestream commercein Vietnam: the role of promotion, emotion, and trust

Tóm tắt

Livestream commerce has emerged as a rapidly growing form of social commerce that combines real-time interaction, entertainment, and online shopping. This study investigates the factors influencing purchase intention in livestream commerce among Generation Z consumers in Hanoi, Vietnam. Drawing on the Stimulus–Organism–Response (S-O-R) framework, the research examines how promotional activities influence consumers’ emotional responses and trust, which subsequently affect their purchase intention. Data were collected through an online survey conducted in April 2025 with 261 Generation Z respondents who have experience watching livestream shopping sessions. The data were analyzed using SPSS and AMOS, including exploratory factor analysis, reliability analysis, confirmatory factor analysis, and structural equation modeling. The results indicate that promotional activities significantly influence both consumers’ emotional responses and trust. In addition, emotion and trust positively affect purchase intention, with emotional responses showing a stronger impact on purchasing behavior. These findings highlight the importance of promotional strategies and emotional engagement in livestream commerce. The study provides theoretical contributions to the literature on social commerce and offers practical implications for businesses seeking to design effective livestream marketing strategies targeting Generation Z consumers.