Factors influencing purchase decisions of mother and baby products Via Tiktok livestream
Main Article Content
Abstract
Purpose – This study examines factors influencing purchase decisions for mother and baby products via TikTok Live at V-Corp. Although livestream sessions generate high interaction, order conversion remains low because parents perceive child health risks in this product category. The study aims to identify the actual drivers of purchase decisions.
Design/methodology/approach – Data were collected through a structured questionnaire administered to 155 parents in Ho Chi Minh City who had watched or purchased mother and baby products through V-Corp’s TikTok Shop livestreams. The measurement scales were adapted from prior validated studies. Data were analyzed in SPSS using Cronbach’s Alpha reliability testing, exploratory factor analysis, and multiple linear regression.
Findings – Five factors had statistically significant positive effects on purchase decisions: Brand Reputation (β = 0.389), Price (β = 0.361), Promotion (β = 0.216), Product quality (β = 0.148), and Shipping (β = 0.129). The model explained 67.6% of the variance in purchase decisions (Adjusted R² = 0.676; F = 65.179, p < 0.001). Brand Reputation and Price showed the strongest relative effects.
Originality/value – Prior livestream commerce studies have largely focused on impulse buying and low-involvement products. This study shifts the focus to high-risk, high-involvement products, specifically mother and baby nutritional milk lines sold through TikTok Shop in Vietnam. It also links consumer behavior theory with a real operational problem faced by V-Corp: high viewer engagement but weak order conversion.
Practical implications – The findings suggest that V-Corp and similar firms should prioritize brand credibility, transparent pricing, time-limited promotions, visible product quality cues during livestreams, and reliable delivery. For this product category, host training and clear presentation of product certification are especially relevant because parents need evidence before making purchase decisions.
Social implications – Because mother and baby products are directly related to child health and safety, livestream sellers should provide accurate, verifiable, and complete product information. Better information quality may reduce the risk of parents making purchase decisions based on incomplete or misleading claims.
Keywords
Brand reputation; Consumer behavior; Livestream commerce; Purchase decision; TikTok Shop.
Article Details
Field of Economic (JEL Codes)
L81 - Retail and Wholesale Trade • e-Commerce - Industry Studies: Services, M31 - Marketing - M37 - Advertising - Marketing and Advertising
References
Alfarisi, A. R., & Sukaris, S. (2024). The influence of live streaming, fear of missing out (FoMO), and E-WOM on purchase decisions in TikTok Shop. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2677–2686. https://doi.org/10.37641/jimkes.v12i6.2958
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93. https://doi.org/10.1509/jmkg.65.2.81.18255
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307–319. https://doi.org/10.1177/002224379102800305
Erdem, T., & Swait, J. (2004). Brand credibility, brand consideration, and choice. Journal of Consumer Research, 31(1), 191–198. https://doi.org/10.1086/383434
Februadi, A., & Septiani, N. (2024). Interactivity and professionalism to increase purchase intention in live-streaming distribution channel: The mediation effect of trust in sellers and platform. Journal of Distribution Science, 22(10), 55–63. https://doi.org/10.15722/jds.22.10.202410.55
Hariono, S., Suryani, E., & Saufi, A. (2024). The influence of flash sale and live streaming on repurchase intention mediated by impulsive buying. International Journal of Multicultural and Multireligious Understanding, 11(9). http://dx.doi.org/10.18415/ijmmu.v11i9.6070
Hariyanto, H. (2023). The effect of free shipping promos and customer reviews on purchasing decisions of Shopee e-commerce users in the City of Bandung on twin date events. Dinasti International Journal of Management Science, 4(6), 1249–1259. https://doi.org/10.38035/dijms.v4i6.3392.
Hwang, Y., & Youn, S. (2023). From brick-and-mortar to livestream shopping: Product information acquisition and decision-making. Journal of Retailing and Consumer Services, 71, 103210. https://doi.org/10.1186/s40691-022-00327-3
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
Lee, V., Park, S., & Lee, D. (2022). The Effect of E-commerce Service Quality Factors on Customer Satisfaction, Purchase Intention, and Actual Purchase in Uzbekistan. Global Business Finance Review, 27(3), 56–74. https://doi.org/10.17549/gbfr.2022.27.3.56
Liu, Y., Li, H., & Hu, F. (2013). Website attributes in urging online impulse purchase: An empirical investigation on consumer perceptions. Decision Support Systems, 55(3), 829–837. https://doi.org/10.1016/j.dss.2013.04.001
Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58–73. https://doi.org/10.1080/15252019.2018.1533501
Niu, B., Dong, J., Dai, Z., & Liu, Y. (2022). Sales data sharing to improve product development efficiency in cross-border e-commerce. Electronic Commerce Research and Applications, 51, 101112. https://doi.org/10.1016/j.elerap.2021.101112
Pan, G.-M., & Kim, T.-I. (2024). The impact of TikTok live broadcast business on consumers' purchase intention. Korean Citation Index.
Parasuraman, A., & Grewal, D. (2000). The impact of technology on the quality–value–loyalty chain: A research agenda. Journal of the Academy of Marketing Science, 28(1), 168–174. 10.1177/0092070300281015
Parsad, C., Prashar, S., Vijay, T. S., & Kumar, M. (2021). Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency. Journal of Retailing and Consumer Services, 61, 102554. https://doi.org/10.1016/j.jretconser.2021.102554
To, Q. Đ., & Truong, H. N. (2024). Factors affecting the purchase intention through TikTok Shop of Generation Z. UEH Young Researcher Award 2024. https://digital.lib.ueh.edu.vn/handle/UEH/72927
Tsiotsou, R. (2005). Perceived quality levels and their relation to involvement, satisfaction, and purchase intentions. Marketing Bulletin, 16(4), 1–10.
Turgut, M. (2025). The impact of logistics service quality in e-commerce on satisfaction with online shopping and purchase intention. Beykoz Akademi Dergisi, 13(1), 334–353. https://doi.org/10.14514/beykozad.1565611
Ventre, I., & Kolbe, D. (2020). The Impact of Perceived Usefulness of Online Reviews, Trust and Perceived Risk on Online Purchase Intention in Emerging Markets: A Mexican Perspective. Journal of International Consumer Marketing, 32(4), 287–299. https://doi.org/10.1080/08961530.2020.1712293
Vietnamnet. (2023, June 7). Free delivery affects 50 percent of consumer buying decisions. Vietnamnet.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.2307/1251446