FACTORS AFFECTING PURCHASE INTENTIONS OF YOUTH IN HO CHI MINH CITY FROM LIVESTREAM SALES ON THE TIKTOK PLATFORM

Abstract

Currently, TikTok has become one of the most popular social networking applications, attracting the attention of consumers, especially young people. Instead of shopping in person, customers now prefer to shop through live streaming on TikTok, which is becoming increasingly popular. This is considered the most authentic form of purchase because customers are not fooled by edited images or fake reviews in articles. Therefore, this study aims to identify factors that influence young people's purchase intentions from live streaming on the TikTok platform in Ho Chi Minh City. Specifically, the research will focus on analyzing six factors: price promotions, limited-time promotions, consumer interaction with live streamers, consumer-to-consumer interaction, streamer appeal, trust. The study combined both qualitative and quantitative methods. The author sent the survey via Google Form and received 230 valid responses. The collected data will be analyzed and evaluated using SPSS 20 software, the results show that all six factors have a positive impact on purchase intention. Based on these findings, the author proposes some management implications to help businesses optimize their sales strategy on TikTok, improve business efficiency and increase purchase intention