Ý định mua hàng ngẫu hứng qua livestream trên TIKTOK của Thế hệ Z: Vai trò trung gian của trải nghiệm dòng chảy và cảm nhận thích thú
0
Ngày xuất bản Online:
25/11/2025
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Nghiên cứu này khám phá các yếu tố thúc đẩy hành vi mua hàng ngẫu hứng của Thế hệ Z tại TP.HCM qua livestream TikTok, tập trung vào vai trò trung gian của trải nghiệm dòng chảy và cảm nhận thích thú – hai yếu tố tâm lý còn ít được nghiên cứu trong thương mại trực tiếp tại Việt Nam. Áp dụng mô hình S-O-R, nhóm tác giả khảo sát 422 người tiêu dùng Gen Z và phân tích dữ liệu bằng PLS-SEM. Kết quả xác nhận 14 giả thuyết nghiên cứu, cho thấy các kích thích như đề xuất cá nhân hóa, yếu tố giải trí, sự hiện diện xã hội, tính tương tác và chuyên môn của người livestream có ảnh hưởng tích cực đến hành vi mua sắm ngẫu hứng, thông qua vai trò trung gian của hai biến tâm lý nói trên. Nghiên cứu góp phần mở rộng mô hình S-O-R bằng cách tích hợp các yếu tố trải nghiệm và cảm xúc, từ đó bổ sung vào lý thuyết về hành vi tiêu dùng của Thế hệ Z trong môi trường số. Về mặt ứng dụng, kết quả mang lại hàm ý thiết thực cho doanh nghiệp và nhà bán lẻ trong việc tối ưu hóa nội dung livestream, cá nhân hóa trải nghiệm và tiếp cận hiệu quả hơn với người tiêu dùng trẻ trên TikTok. Đồng thời, nghiên cứu cũng đưa ra gợi ý cho TikTok Việt Nam trong việc phát triển hệ sinh thái thương mại điện tử và nâng cao trải nghiệm người dùng.
Abstract
This study investigates the determinants of impulse buying intention among Generation Z via TikTok livestreaming in Ho Chi Minh City, with a particular focus on the mediating roles of flow experience and enjoyment—two constructs that have received limited attention in the context of live commerce in Vietnam. Grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, the research aims to identify key stimuli and empirically examine how they influence impulse buying behavior through these mediators. Quantitative data were collected from 422 Gen Z consumers and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings demonstrate a well-fitting model with all 14 hypotheses statistically supported. Stimuli including personalized recommendations, entertainment, social presence, interactivity, attractiveness, and expertise exert significant positive effects on impulse buying intention via the strong mediating influence of flow experience and enjoyment. The study contributes to the theoretical advancement of consumer behavior in live commerce and offers practical managerial implications for enhancing livestreaming strategies to effectively stimulate impulse purchasing behavior.
Từ khóa
Cảm nhận thích thú; Hành vi mua hàng ngẫu hứng; Thế hệ Z; TikTok; Trải nghiệm dòng chảy
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
D91 - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making - Micro-Based Behavioral Economics, L81 - Retail and Wholesale Trade • e-Commerce - Industry Studies: Services, M31 - Marketing - Marketing and Advertising
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Badgaiyan, A. J., & Verma, A. (2015). Does urge to buy impulsively differ from impulsive buying behaviour? Assessing the impact of situational factors. Journal of Retailing and Consumer Services, 22, 145-157. https://doi.org/10.1016/j.jretconser.2014.10.002
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Chan, T. K., Cheung, C. M., & Lee, Z. W. (2017). The state of online impulse-buying research: A literature analysis. Information & Management, 54(2), 204-217.
Chen, C.-C., & Lin, Y.-C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293-303. https://doi.org/10.1016/j.tele.2017.12.003
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Routledge. https://doi.org/10.4324/9780203771587
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Cui, Y., Liu, Y., & Gu, M. (2022a). Investigating the Key Drivers of Impulsive Buying Behavior in Live Streaming. Journal of Global Information Management (JGIM), 30(1), 1-18. https://doi.org/10.4018/jgim.314226
Cui, Y., Zhu, J., & Liu, Y. (2022b). Exploring the Social and Systemic Influencing Factors of Mobile Short Video Applications on the Consumer Urge to Buy Impulsively. Journal of Global Information Management (JGIM), 30(1), 1-23. https://doi.org/10.4018/JGIM.301201
Cummings, J. J., & Wertz, E. E. (2023). Capturing social presence: concept explication through an empirical analysis of social presence measures. Journal of Computer-Mediated Communication, 28(1), zmac027. https://doi.org/10.1093/jcmc/zmac027
Devellis, R. (2012). Scale Development Theory and Applications. Sage Publications, New York.
Djafarova, E., & Bowes, T. (2021). ‘Instagram made Me buy it’: Generation Z impulse purchases in fashion industry. Journal of Retailing and Consumer Services, 59, 102345. https://doi.org/10.1016/j.jretconser.2020.102345
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Trích dẫn bài báo
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