International Journal of Social Science & Economic Research
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Title:
Factors Influencing Gen Z’s Purchasing Intention and Behaviour in Livestreaming E-commerce

Authors:
The Doan Truong

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The Doan Truong
National Economic University, Vietnam

MLA 8
Truong, The Doan. "Factors Influencing Gen Z’s Purchasing Intention and Behaviour in Livestreaming E-commerce." Int. j. of Social Science and Economic Research, vol. 9, no. 8, Aug. 2024, pp. 2990-3008, doi.org/10.46609/IJSSER.2024.v09i08.027. Accessed Aug. 2024.
APA 6
Truong, T. (2024, August). Factors Influencing Gen Z’s Purchasing Intention and Behaviour in Livestreaming E-commerce. Int. j. of Social Science and Economic Research, 9(8), 2990-3008. Retrieved from https://doi.org/10.46609/IJSSER.2024.v09i08.027
Chicago
Truong, The Doan. "Factors Influencing Gen Z’s Purchasing Intention and Behaviour in Livestreaming E-commerce." Int. j. of Social Science and Economic Research 9, no. 8 (August 2024), 2990-3008. Accessed August, 2024. https://doi.org/10.46609/IJSSER.2024.v09i08.027.

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ABSTRACT:
Live-streaming E-commerce is a form of sale in the digital era. Most customers who purchase live-streaming E-commerce products belong to Generation Z (Gen Z). This research examines factors influencing Gen Z's purchasing intention and behavior in live-streaming E-commerce. Seven hypotheses were tested using survey data and the SmartPLS technology. The data supported six of the seven hypotheses, including price promotion, streamer’s trustworthiness, streamer’s expertise, design of live-streaming E-commerce platform, consumer-streamer interaction, and consumer-consumer interaction. Two crucial of the six factors are Streamer Expertise and Streamer Trustworthiness. This research provides practical implications regarding effective live-streaming E-commerce.

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