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Live streaming has transformed online purchasing, especially for tech-savvy Generation Z, who remain cautious in their purchasing decisions. This study explores the motivational factors driving live-streaming-enabled purchasing decision in Vietnam. Applying CB-SEM in the Theory of Planned Behavior, this paper analyzes relationships among 07 variables: information quality, streamer attractiveness, interaction quality, trustworthiness, streamer expertise, online purchase intention, and online purchase decision. Samples consist of 233 Gen Z residents in Ho Chi Minh City (April–June 2024) was analyzed using SPSS and AMOS. The findings indicate that all examined variables positively impact Gen Z’s live-stream purchase decisions, helping to advance scholarly understanding and offering insights for businesses to effectively integrate live streaming into their omnichannel strategies.

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The Key Determinants of Live-Streaming-Driven Online Purchasing Decision Among Generation Z

  • 会议论文

  • 发表日期：

    2025年

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  • Nguyen Quoc Cuong,
  • Huynh Gia Nghi,
  • Mai Thi Bich Ngọc

摘要

Live streaming has transformed online purchasing, especially for tech-savvy Generation Z, who remain cautious in their purchasing decisions. This study explores the motivational factors driving live-streaming-enabled purchasing decision in Vietnam. Applying CB-SEM in the Theory of Planned Behavior, this paper analyzes relationships among 07 variables: information quality, streamer attractiveness, interaction quality, trustworthiness, streamer expertise, online purchase intention, and online purchase decision. Samples consist of 233 Gen Z residents in Ho Chi Minh City (April–June 2024) was analyzed using SPSS and AMOS. The findings indicate that all examined variables positively impact Gen Z’s live-stream purchase decisions, helping to advance scholarly understanding and offering insights for businesses to effectively integrate live streaming into their omnichannel strategies.