Research on Consumer Buying Behavior When Watching Livestreams on Digital Technology Platforms in Vietnam

This study provides a comprehensive analysis of consumer purchasing behavior during livestream sales on digital technology platforms, focusing on psychological and technological factors influencing buying decisions. Using Structural Equation Modeling (SEM), the research identifies key relationships between consumer attitudes, trust, perceived behavioral control, subjective norms, and purchase intentions. The findings reveal that consumer attitudes towards livestream sales positively impact purchase intentions, with perceived usefulness, ease of use, and perceived behavioral control contributing significantly to positive attitudes. Conversely, perceived risk does not significantly affect attitudes, indicating its limited role in livestream contexts. Consumer trust also positively affects purchase intentions, influenced by perceived risk, livestreamer reputation, and subjective norms. Purchase intention is a critical predictor of actual buying behavior. The study highlights practical implications for businesses and livestreamers, including improving livestream quality, enhancing user experience, and building consumer trust. Recommendations are provided for both businesses and consumers to optimize livestream sales strategies. The study also outlines limitations, such as the sample size and geographic focus, and suggests future research directions to broaden the understanding of livestream purchasing behavior.