Impact of live streaming on purchase intention A case study in Vietnam

Live streaming e-commerce has emerged as a prominent business model leveraging advanced information technology, particularly gaining significant popularity in Vietnam. This study categorizes interactions within live streaming into three distinct dimensions: interactions for obtaining product information (IPI), interactions for understanding others' purchasing dynamics (IPD), and interactions for receiving monetary incentives (IMI). It presents a comprehensive analytical framework aimed at investigating whether these interactions enhance social presence, consumer conformity, and subsequently influence purchase intentions among consumers. Data from 368 Vietnamese consumers provide key findings indicating that IPI, IPD, and IMI significantly impact both social presence and consumer conformity. Furthermore, they influence purchase intention through their effects on social presence and consumer conformity. This research offers a novel perspective on the dynamics of live streaming e-commerce, highlighting the critical role of interactions in shaping consumer behavior and purchase intentions. By expanding the current literature on live streaming e-commerce, this study provides valuable insights for marketing practitioners aiming to optimize their strategies in this rapidly evolving digital marketplace