Hành vi mua hàng qua nền tảng Shopee Live: Vai trò của người dẫn dắt
0
Ngày xuất bản Online:
25/06/2026
Chuyên mục:
Quản trị kinh doanh, Marketing, Thương mại, Du lịch
Nội dung chính của bài viết
Tóm tắt
Sự phát triển nhanh chóng của công nghệ đã làm thay đổi đáng kể hành vi tiêu dùng, trong đó hình thức mua sắm thông qua các buổi phát trực tiếp (livestream) trở thành xu hướng phổ biến. Song phần lớn các nghiên cứu trước đây chủ yếu tập trung vào thị trường phát triển, trong khi bằng chứng thực nghiệm tại các nền kinh tế mới nổi như Việt Nam còn hạn chế. Dựa trên mô hình kích thích - chủ thể - phản ứng (SOR), nghiên cứu này xem xét tác động của chuyên môn, độ tin cậy của người dẫn dắt và lợi ích kinh tế đến sự hài lòng và hành vi mua hàng của người tiêu dùng. Dữ liệu thu thập từ 247 quan sát hợp lệ và phân tích bằng phần mềm SmartPLS 4. Kết quả cho thấy, chuyên môn và độ tin cậy của người dẫn dắt đóng vai trò then chốt trong việc nâng cao sự hài lòng, từ đó thúc đẩy hành vi mua hàng. Tuy nhiên, một phát hiện đáng chú ý là lợi ích kinh tế không điều tiết mối quan hệ giữa sự hài lòng và hành vi mua hàng. Điều này phản ánh tình trạng bão hòa của khuyến mãi trong bối cảnh livestream. Những phát hiện này góp phần mở rộng mô hình SOR đồng thời đưa ra hàm ý quản trị: doanh nghiệp cần chú trọng vào chất lượng livestream và xâu dựng hình ảnh người dẫn chuyên nghiệp thay vì phụ thuộc vào các ưu đãi ngắn hạn.
Abstract
The rapid advancement of digital technology has significantly transformed consumer behavior, with livestream shopping emerging as a prevalent trend. However, most prior studies have focused on developed markets, while empirical evidence from emerging economies such as Vietnam remains limited. Drawing on the Stimulus - Organism - Response (SOR) model, this study investigates the effects of host expertise, trustworthiness, and economic benefits on consumer satisfaction and purchase behavior . Data were collected from 247 valid responses and analyzed using SmartPLS 4. The findings show that the expertise and trustworthiness of livestream hosts play a crucial role in enhancing satisfaction and thus driving purchase behavior. However, a noteworthy finding is that economic benefits do not moderate the relationship between satisfaction and purchase behavior. This reflects the saturation of promotional activities in the livestreaming context. These findings contribute to extending the SOR model while also offering managerial implications: businesses should focus on the quality of livestreams and building a professional host image rather than relying on short-term incentives.
Từ khóa
Chuyên môn; Độ tin cậy; Sự hài lòng; Hành vi mua hàng; Livestream
Chi tiết bài viết
Lĩnh vực kinh tế (JEL Codes)
M59 - Other - Personnel Economics
Tài liệu tham khảo
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Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205
Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and informatics, 35(5), 1249-1262. https://doi.org/10.1016/j.tele.2018.02.007
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Do, A. D., Ta, V. L., Bui, P. T., Do, N. T., Dong, Q. T., & Lam, H. T. (2023). The Impact of the Quality of Logistics Services in E-Commerce on the Satisfaction and Loyalty of Generation Z Customers. Sustainability (Switzerland), 15(21), 15294. https://doi.org/10.3390/su152115294
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Hu, X., Chen, X., & Davidson, R. (2019). Social Support, Source Credibility, Social Influence, and Impulsive Purchase Behavior in Social Commerce. International Journal of Electronic Commerce, 23(3), 297–327. https://doi.org/10.1080/10864415.2019.1619905
Huang, G., & Liang, H. (2021). Uncovering the effects of textual features on trustworthiness of online consumer reviews: A computational-experimental approach. Journal of Business Research, 126, 1–11. https://doi.org/10.1016/j.jbusres.2020.12.052
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Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478. https://doi.org/10.1016/j.jretconser.2021.102478
Liu, H., Park, K. S., & Wei, Y. (2024). An extended stimulus-organism-response model of Hanfu experience in cultural heritage tourism. Journal of Vacation Marketing, 30(2), 288–310. https://doi.org/10.1177/13567667221135197
Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13, 995129. https://doi.org/10.3389/fpsyg.2022.995129
Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions. Frontiers in Psychology, 10, 2567. https://doi.org/10.3389/fpsyg.2019.02567
Ma, Y. (2021). Elucidating determinants of customer satisfaction with live-stream shopping: An extension of the information systems success model. Telematics and Informatics, 65, 101707. https://doi.org/10.1016/j.tele.2021.101707
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Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34–47. https://doi.org/10.1016/J.TELE.2015.05.006
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Peng, L., Zhang, N., & Huang, L. (2024). How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender. Journal of Retailing and Consumer Services, 81, 103949. https://doi.org/10.1016/J.JRETCONSER.2024.103949
Rana, S., Bag, S., Ghosal, I., & Prasad, B. (2023). How Do Influencers Moderate Purchase Motives? An Application of S-O-R Model to Assess the Effects of Reviewers’ Rating on Online Purchase. Journal of Promotion Management, 29(8), 1168–1197. https://doi.org/10.1080/10496491.2023.2216292
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Benoit, S., Kienzler, M., & Kowalkowski, C. (2020). Intuitive pricing by independent store managers: Challenging beliefs and practices. Journal of Business Research, 115, 70–84. https://doi.org/10.1016/j.jbusres.2020.04.027
Bilal, M., Zhang, Y., Cai, S., Akram, U., & Halibas, A. (2024). Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attachment. Journal of Retailing and Consumer Services, 77, 103674. https://doi.org/10.1016/j.jretconser.2023.103674
Bitner, M. J. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, 56(2), 57–71. https://doi.org/10.1177/002224299205600205
Chen, C. C., & Yao, J. Y. (2018). What drives impulse buying behaviors in a mobile auction? The perspective of the Stimulus-Organism-Response model. Telematics and informatics, 35(5), 1249-1262. https://doi.org/10.1016/j.tele.2018.02.007
Chen, H., Chen, H., & Tian, X. (2022). The dual-process model of product information and habit in influencing consumers’ purchase intention: The role of live streaming features. Electronic Commerce Research and Applications, 53, 101150. https://doi.org/10.1016/j.elerap.2022.101150
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Cheung, M. L., Leung, W. K. S., Aw, E. C. X., & Koay, K. Y. (2022). “I follow what you post!”: The role of social media influencers’ content characteristics in consumers’ online brand-related activities (COBRAs). Journal of Retailing and Consumer Services, 66, 102940. https://doi.org/10.1016/j.jretconser.2022.102940
Csoban-Mirka, E., Esqueda-Henríquez, S., & Ríos, A. (2024). Prediction of online purchase behavior: an application of the S-O-R Model. Retos(Ecuador), 14(27), 21–34. https://doi.org/10.17163/ret.n27.2024.02
Ding, R., Chen, X., Wei, S., & Wang, J. (2025). What drives trust building in live streaming E-commerce? From an elaboration likelihood model perspective. Industrial Management & Data Systems, 125(3), 969–999. https://doi.org/10.1108/IMDS-03-2024-0273
Do, A. D., Ta, V. L., Bui, P. T., Do, N. T., Dong, Q. T., & Lam, H. T. (2023). The Impact of the Quality of Logistics Services in E-Commerce on the Satisfaction and Loyalty of Generation Z Customers. Sustainability (Switzerland), 15(21), 15294. https://doi.org/10.3390/su152115294
Fu, S., Chen, X., & Zheng, H. (2021). Exploring an adverse impact of smartphone overuse on academic performance via health issues: a stimulus-organism-response perspective. Behaviour and Information Technology, 40(7), 663–675. https://doi.org/10.1080/0144929X.2020.1716848
Guo, Y., Zhang, K., & Wang, C. (2022). Way to success: Understanding top streamer’s popularity and influence from the perspective of source characteristics. Journal of Retailing and Consumer Services, 64, 102786. https://doi.org/10.1016/j.jretconser.2021.102786
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European business review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
Hamid, R. S., Ukkas, I., Goso, G., Abror, A., Anwar, S. M., & Munir, A. R. (2024). The role of social media in building trust, self-perceived creativity and satisfaction for millennial entrepreneurs. Journal of Small Business and Enterprise Development, 31(2), 377–394. https://doi.org/10.1108/JSBED-11-2022-0482
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hu, X., Chen, X., & Davidson, R. (2019). Social Support, Source Credibility, Social Influence, and Impulsive Purchase Behavior in Social Commerce. International Journal of Electronic Commerce, 23(3), 297–327. https://doi.org/10.1080/10864415.2019.1619905
Huang, G., & Liang, H. (2021). Uncovering the effects of textual features on trustworthiness of online consumer reviews: A computational-experimental approach. Journal of Business Research, 126, 1–11. https://doi.org/10.1016/j.jbusres.2020.12.052
Jiang, Y., Lee, H. T., & Li, W. (2024). The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions. Frontiers in Psychology, 15, 1383736. https://doi.org/10.3389/fpsyg.2024.1383736
Jiménez-Castillo, D., & Sánchez-Fernández, R. (2019). The role of digital influencers in brand recommendation: Examining their impact on engagement, expected value and purchase intention. International Journal of Information Management, 49, 366–376. https://doi.org/10.1016/j.ijinfomgt.2019.07.009
Kock, N. (2015). Common method bias in PLS-SEM: A full collinearity assessment approach. International Journal of E-Collaboration, 11(4), 1–10. https://doi.org/10.4018/ijec.2015100101
Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson. https://books.google.com.vn/books?id=UbfwtwEACAAJ
Kumar, S., Murphy, M., Talwar, S., Kaur, P., & Dhir, A. (2021). What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups. Journal of Retailing and Consumer Services, 60, 102444. https://doi.org/10.1016/j.jretconser.2021.102444
Li, Y., Li, X., & Cai, J. (2021). How attachment affects user stickiness on live streaming platforms: A socio-technical approach perspective. Journal of Retailing and Consumer Services, 60, 102478. https://doi.org/10.1016/j.jretconser.2021.102478
Liu, H., Park, K. S., & Wei, Y. (2024). An extended stimulus-organism-response model of Hanfu experience in cultural heritage tourism. Journal of Vacation Marketing, 30(2), 288–310. https://doi.org/10.1177/13567667221135197
Liu, X., Zhang, L., & Chen, Q. (2022). The effects of tourism e-commerce live streaming features on consumer purchase intention: The mediating roles of flow experience and trust. Frontiers in Psychology, 13, 995129. https://doi.org/10.3389/fpsyg.2022.995129
Lou, C., & Kim, H. K. (2019). Fancying the New Rich and Famous? Explicating the Roles of Influencer Content, Credibility, and Parental Mediation in Adolescents’ Parasocial Relationship, Materialism, and Purchase Intentions. Frontiers in Psychology, 10, 2567. https://doi.org/10.3389/fpsyg.2019.02567
Ma, Y. (2021). Elucidating determinants of customer satisfaction with live-stream shopping: An extension of the information systems success model. Telematics and Informatics, 65, 101707. https://doi.org/10.1016/j.tele.2021.101707
Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/10.1016/j.techfore.2021.121246
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. In An approach to environmental psychology. The MIT Press.
Ngo, T. T. A., Nguyen, H. L. T., Nguyen, H. P., Mai, H. T. A., Mai, T. H. T., & Hoang, P. L. (2024). A comprehensive study on factors influencing online impulse buying behavior: Evidence from Shopee video platform. Heliyon, 10(15), e35743. https://doi.org/10.1016/J.HELIYON.2024.E35743
Oghuma, A. P., Libaque-Saenz, C. F., Wong, S. F., & Chang, Y. (2016). An expectation-confirmation model of continuance intention to use mobile instant messaging. Telematics and Informatics, 33(1), 34–47. https://doi.org/10.1016/J.TELE.2015.05.006
Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52. https://doi.org/10.1080/00913367.1990.10673191
Peng, L., Zhang, N., & Huang, L. (2024). How the source dynamism of streamers affects purchase intention in live streaming e-commerce: Considering the moderating effect of Chinese consumers’ gender. Journal of Retailing and Consumer Services, 81, 103949. https://doi.org/10.1016/J.JRETCONSER.2024.103949
Rana, S., Bag, S., Ghosal, I., & Prasad, B. (2023). How Do Influencers Moderate Purchase Motives? An Application of S-O-R Model to Assess the Effects of Reviewers’ Rating on Online Purchase. Journal of Promotion Management, 29(8), 1168–1197. https://doi.org/10.1080/10496491.2023.2216292
Rungruangjit, W. (2022). What drives Taobao live streaming commerce? The role of parasocial relationships, congruence and source credibility in Chinese consumers’ purchase intentions. Heliyon, 8(6), e09676. https://doi.org/10.1016/j.heliyon.2022.e09676
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Trích dẫn bài báo
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