10th International Congress on Information and Communication Technology in concurrent with ICT Excellence Awards (ICICT 2025) will be held at London, United Kingdom | February 18 - 21 2025.
Authors - Nguyen Quoc Cuong, Huynh Gia Nghi, Mai Thi Bich Ngoc Abstract - 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 papers 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.
