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Critical factors driving purchasing intention on TikTok live-stream platform: insights from Vietnam

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  • Huong Giang Mai
  • Thu Hien Le
  • Thi Due Nhi Phung

Abstract

TikTok Live Shopping with features that integrate live video streaming with ecommerce, has been growing rapidly during and after the COVID-19 pandemic in Vietnam. The purpose of the research is to examine the factors affecting purchase intention on TikTok Live Shopping including: 1) technical conditions; 2) influencer trends; 3) size preference driven by scarcity psychology; 4) perceived risk. This study proposes a research model based on a theoretical framework of online purchase intention, incorporating elements from the technology acceptance model (TAM), theory of reasoned action (TRA), and e-commerce adoption model (e-CAM). The findings reveal that scarcity-based stimuli and the 4P marketing mix positively impact purchase intention, whereas risk perception has a negative effect on purchase intention in TikTok Live Shopping. Subsequently, recommendations are made to the government and businesses to foster the growth of TikTok Live Shopping in particular and live streaming commerce in general.

Suggested Citation

  • Huong Giang Mai & Thu Hien Le & Thi Due Nhi Phung, 2026. "Critical factors driving purchasing intention on TikTok live-stream platform: insights from Vietnam," International Journal of Procurement Management, Inderscience Enterprises Ltd, vol. 25(2), pages 194-220.
    • Handle: RePEc:ids:ijpman:v:25:y:2026:i:2:p:194-220
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