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

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.