Abstract
Facebook livestreaming has become a popular sales channel in e-commerce; however, empirical evidence on the factors influencing consumers’ purchase decisions in livestream commerce in provincial urban areas of Vietnam remains limited. This study identifies and assesses the factors influencing consumers’ purchase decisions through Facebook livestreams in Long Xuyen Ward, An Giang Province. Survey data collected from 285 consumers were analyzed using Cronbach’s alpha reliability analysis, exploratory factor analysis (EFA), and multiple linear regression. The results indicate that five factors have positive and statistically significant effects on purchase decisions, ranked in descending order of effect size: seller credibility (β = 0.162), product quality (β = 0.152), sales promotion (β = 0.148), price (β = 0.116), and perceived risk (β = 0.115). The findings provide additional empirical evidence on consumer purchasing behavior in livestream commerce and highlight the prominent role of seller credibility. Based on these findings, the study offers managerial implications for strengthening seller credibility, improving product quality, and designing appropriate promotional strategies to encourage purchase decisions in livestream commerce.
Keywords: livestream commerce, social commerce, purchase decision, seller credibility, perceived risk, Facebook.
JEL classification: M31, L81, D91.
DOI: 10.63767/TCKT.39.2026.192.199
Để đọc toàn văn vui lòng nhấn vào xem chi tiết.
Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
