ManuScript Details
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Paper Id:
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IJARW2226
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Title:
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THE IMPACT OF SOCIAL PRESENCE IN THE LIVESTREAM ENVIRONMENT ON CUSTOMERS' IMPULSE BUYING BEHAVIOR IN VIETNAM
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| Published in: |
International Journal Of All Research Writings |
| Publisher: |
IJARW |
| ISSN: |
2582-1008 |
| Volume / Issue: |
Volume 6 Issue 4 |
| Pages: |
8
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| Published On: |
10/13/2024 8:41:39 PM (MM/dd/yyyy) |
Main Author Details
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Name:
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Huynh Le Cong Truong |
| Institute: |
Ho Chi Minh City University of Banking, Vietnam |
Co - Author Details
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Author Institute |
Abstract
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Research Area:
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Management |
| KeyWord: |
Impulse buying behavior, Livestream commerce, Social presence, Affective reactions, Online shopping. |
| Abstract: |
This study examines the impact of factors related to the livestream environment, including the presence of streamers, viewers, and products, on customers' impulse buying behavior in Vietnam. Survey results from 478 online shoppers on platforms such as TikTok, Facebook, and Shopee indicate that factors like direct interaction, social presence, and product appeal positively influence affective reactions, thereby driving impulse buying urges and behaviors. The research also suggests solutions for e-commerce businesses to improve customer experience and optimize sales effectiveness through livestreaming. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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Huynh Le Cong Truong, "THE IMPACT OF SOCIAL PRESENCE IN THE LIVESTREAM ENVIRONMENT ON CUSTOMERS' IMPULSE BUYING BEHAVIOR IN VIETNAM", International Journal Of All Research Writings,
vol. 6, no. 4, pp. 17-24, 2024.
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MLA
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Huynh Le Cong Truong "THE IMPACT OF SOCIAL PRESENCE IN THE LIVESTREAM ENVIRONMENT ON CUSTOMERS' IMPULSE BUYING BEHAVIOR IN VIETNAM." International Journal Of All Research Writings,
vol 6, no. 4, 2024, pp. 17-24.
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APA
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Huynh Le Cong Truong (2024). THE IMPACT OF SOCIAL PRESENCE IN THE LIVESTREAM ENVIRONMENT ON CUSTOMERS' IMPULSE BUYING BEHAVIOR IN VIETNAM. International Journal Of All Research Writings,
6(4), 17-24.
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THE IMPACT OF SOCIAL PRESENCE IN THE LIVESTREAM ENVIRONMENT ON CUSTOMERS' IMPULSE BUYING BEHAVIOR IN VIETNAM
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THE IMPACT OF SOCIAL PRESENCE IN THE LIVESTREAM ENVIRONMENT ON CUSTOMERS' IMPULSE BUYING BEHAVIOR IN VIETNAM
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