Nghiên cứu về ảnh hưởng của live-stream đến ý định mua sắm của khách hàng đối với sản phẩm thời trang local brands Việt Nam
Working Paper 2021.2.1.06
- Vol 2, No 1
NGHIÊN CỨU VỀ ẢNH HƯỞNG CỦA LIVE-STREAM ĐẾN Ý ĐỊNH MUA SẮM
CỦA KHÁCH HÀNG ĐỐI VỚI SẢN PHẨM THỜI TRANG LOCAL BRANDS
VIỆT NAM
Nguyễn Linh Chi
Sinh viên K56 CTTT Quản trị kinh doanh – Khoa Quản trị Kinh doanh
Trường Đại học Ngoại thương, Hà Nội, Việt Nam
Tăng Thị Thanh Thủy
Giảng viên Khoa Quản trị Kinh doanh
Trường Đại học Ngoại thương, Hà Nội, Việt Nam
Tóm tắt
Trong bối cảnh thương mại điện tử ngày càng phổ biến đối với mua sắm trực tuyến, tính năng live-
stream (“phát trực tiếp”) xuất hiện trên các nền tảng mạng xã hội đã trở thành một công cụ hợp thời
và hữu ích dành cho các nhà bán hàng, qua đó nỗ lực đưa việc chuyển đổi số góp phần vào sự thành
công của doanh nghiệp. Trong nghiên cứu này, phương pháp định lượng PLS-SEM được tác giả sử
dụng để kiểm tra mức độ ảnh hưởng của các yếu tố trong live-stream lên ý định mua sắm của khách
hàng đối với các sản phẩm thời trang “local brands” mang thương hiệu Việt Nam. Theo đó, các yếu
tố mà tác giả muốn mong muốn đề xuất trong nghiên cứu được rút ra từ các lý thuyết trước đây, đó
là: “Cảm nhận hữu ích” và “Cảm nhận dễ sử dụng” từ mô hình TAM, giá trị “Ưu việt” và “Khoái
cảm” từ các nghiên cứu về live-stream trên phạm vi toàn toàn cầu, và cuối cùng là yếu tố “Động
lực xã hội” dựa trên Thuyết UGT (Thuyết Sử dụng và hài long). Trên cỡ mẫu 285, kết quả nghiên
cứu cho thấy rằng tất cả các biến theo thống kê đều có tác động tích cực lên ý định mua sản phẩm
quần áo mang thương hiệu local brands của khách hàng thông qua việc xem phát trực tiếp.
Từ khóa: Hành vi, PLS-SEM, Thương mại điện tử, Live-stream, Phát trực tiếp, Thời trang, Sản
phẩm nội địa, Local brands.
A STUDY ON THE INFLUENCE OF LIVE STREAMING ON CUSTOMER’S
PURCHASE INTENTIONS OF LOCAL BRANDS IN
VIETNAMESE FASHION INDUSTRY
Abstract
In the light of E-commerce’s proliferation in online shopping, live streaming emerged on social
platforms as a trendy and useful tool for sellers to apply digitalization contributing into the success
of businesses. In this study, PLS-SEM is the utilized method to examine the influence of factors in
live streaming on customer’s purchase intentions towards local fashion products in Vietnam.
Accordingly, the author would like to propose the following factors extracted from the previous
FTU Working Paper Series, Vol. 2 No. 1 (09/2021) | 65
theories such as “Perceived Usefulness” and “Perceived Ease of Use” of TAM, “Utilitarian” and
“Hedonic” values gained from the global studies of Live-streaming and the final factor - “Social
motivators” in Vietnam. On a sample size of 285, the research results show that all variables
statistically have positive impacts on customer’ intentions to buy local clothing products via live
streaming.
Keywords: Behavior, PLS-SEM, E-commerce, Live-streaming, Local products.
1. Introduction
The practice of live streaming has proliferated over time in line with the gradual development
of E-commerce in the world, especially in the Southeast Asia regions. Along with the
digitalization, which is becoming an inevitable trend which has brought about drastic changes to
myriads of sectors, social media emergence has influenced the relationships between customers
and business, customers and services and also businesses and their products. The year of 2020
witnessed a strong digital transformation wave in which more and more businesses have utilized
the digital integration of channel and internet networks, which can be considered as an important
strategic choice and path for many brands after the explosion of Covid-19 pandemic.
In Vietnam, live streaming has become a pervasive element of social media platforms. In live
streaming, seller’s expressions and interactions with a product can be transmitted to customers in
real time although they are spatially separated from each other. Live video shopping (live
streaming) with the development of the 5G network is considered to allow faster downloads which
would facilitate the proliferation of online shopping on social media by 2020. Accordingly, live
streaming is currently a general trend for tons of Vietnamese businesses to sell their products on
social media and E-commerce websites.
Local brands in Vietnam are increasingly gaining trust from Vietnamese because of their
efforts in both international quality of production that make product high-qualified and traditional
characteristics which is suitably modified for the majority of Vietnamese usage. Among domestic
goods, clothing products are still the essentials for most of Vietnamese consumers and gain a
substantial market share. This mixture of internationally digital transformation and localization
attempts of fashion businesses to raise revenues as well as promote the national economy.
Regarding aforementioned reasons, the author proposed the research topic is “The influence
of live streaming on customer purchase intentions of local brands in Vietnamese fashion industry”
in order to survey the demands for using live streaming in local clothing purchase in Vietnam and
also determine the factors with their impacts on customer behaviors. Based on such findings,
relevant domestic businesses and organizations can possibly come up with strategies to promote
their sales activities.
2. Theoretical framework
2.1. Theories in relation to customer’s purchase intention
Theory of Reasoned Action (TRA)
Theory of Reasoned Action (TRA) was introduced in the early 1975s by Ajzen and Fisbein.
TRA is used to explain or predict consumer behavior based on intended behavioral trends,
attitudes, and individual subjective norms. The TRA model is known to be one of the pioneering
FTU Working Paper Series, Vol. 2 No. 1 (09/2021) | 66
theories in the field of psychosocial research (Armitage &Conner, 2001). The TRA model and
other advanced versions are widely used by many researchers around the world to assess
customers' intention of buying products or services. Overall, the TRA model is the origin of the
later developed customer behavior assessment models such as the Theory of Planned Behavior -
TPB (Ajzen, 1991), Technology Acceptance Model – TAM (Davis, 1989; Davis et al., 1993),
Technology Use and Acceptance Model – UTAUT (Venkatesh et al., 2000, 2003).
The Theory of Planned Behavior (TPB) has been widely used in researches and successful
applications as a theoretical framework for predicting online buying behavior (Thang & Do, 2016).
Ajzen (1991) developed TPB based on the Theory of Reasoned Action (TRA) of Fishbein and Ajzen
(1975) by adding the factor “perceived behavioral control” in TRA. Hansen (2004) tested both
models TRA and TPB and the results showed that the TPB model explained customer behavior
better than model TRA did. Importantly, in the context of Vietnam, some studies demonstrated that
TPB is more suitable in predicting customer’s online shopping intention (Thang, 2016).
The Technology Acceptance Model (TAM)
For technology-related motivations, the Technology Acceptance Model (TAM) regarding
information technology (IT) is widely adapted and used for research related to understanding why
people adapt and use technology. The authors like Fishbein & Ajzen (1975) proposing Theory of
Reasoned Action (TRA); Ajzen (1985) proposing the Theory of Planned Behavior (TPB), and
Davis (1986) introducing the Technology Acceptance Model (TAM) aimed at explaining the
behavior of individuals in using technology services in the field of IT based on the theory of
rational action (TRA) by Ajzen & Fishbein.
In the technology acceptance model (TAM), Davis replaced two variables of attitude and
subjective norm with two new variables, Perceived Usefulness and Perceived Ease of Use.
Perceived ease of use was defined as “the degree to which a person believes that using a particular
system would be free of efforts” and perceived usefulness as the extent that people believe using
a particular system would enhance their job performance (Davis, 1989). As a result, TAM has been
applied in the e-commerce context. Childers et al. applied TAM in online retail shopping and
postulated that the usefulness referred to the outcomes of shopping experiences and ease of use
referring to the process which results in the outcomes of shopping activities (Carson, 2001). They
also proposed that usefulness could reflect utilitarian motivation and enjoyment embodied in
hedonic aspects. Moreover, TAM is also applied in online shopping because it conveys intrinsic
motivations which is one of the major reasons for customer to shop online.
The Uses and Gratification Theory (UGT)
This theory is primarily used on the conventional media as an endeavor to analyze consumers’
behavior. The application of the UGT has been considered by various social media studies
primarily for exploring the uses and motives behind social network platform usage (Dunne &
Lawlor, 2010). The model can be utilized in identifying how to improve consumers’ engagement
on social media, developing models and hypotheses to examine the effects of a marketing strategy
consisting of social media content and advertising through the stimulation of strong intensity of
users, brand awareness, brand loyalty (Zhao et al., 2017).
2.2. Studies in relation to factors in Live streaming
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The Utilitarian and Hedonic motivations
For consumers’ shopping motivations, utilitarian and hedonic motivations are the prevalent
factors explored by most prior studies about live streaming, which were followed by many others.
A utilitarian category is defined as a category dominant on attributes such as functionality,
practicality, cognition, and instrumental orientation (Markus and Robey, 1988). Additionally, one
of the main contributions to customer purchase intention that was added by Venkatesh et al. (2012)
in UTAUT2, which concerns the roles of the hedonic motivation. A hedonic category was also
known as an intrinsic motivation but categorized into the other concepts like experiential benefits,
enjoyment, enduring involvement, and aesthetic perception (McCracken, 1989). In other words,
the utilitarian value means functional, instrumental, and practical and hedonic means multisensory
and emotive (Chin et al., 2003).
Accordingly, the utilitarian value highlights the results achieved after a process of pursuing a
clear beginning objective consciously while hedonic value could aim at experiences during the
proceeding of actions, namely the feelings of relief and enjoyment while shopping after a busy
week of working hard, for instance. In other words, utilitarian benefits could be considered
satisfactory outcomes while hedonic benefits could provide people with pleasure and relaxation of
the shopping experience (Bart, 2014).
In other side, the purchase’s motive for hedonic values discussed about in the previous
research by Dhar and Wertenbroch (2000) relates to emotional catalysts, which may occur while
purchasing is being carried out. In other words, hedonic purchase happens when customers are
engaging in shopping activities and experience services (Dick and,1994). Hedonic values are
subjective and can be generated from playfulness and fun (Chin, 2003). Because of those values,
hedonic motivations are illustrated by Hirschman and Holbrook as “problem solvers” or “fun,
fantasy, arousal, and enjoyment” seekers for shoppers.
Social Motivators
Social motivators, which has been reported in the prior literature as an important factor,
attributing a high degree of interactivity (Alalwan et al., 2017; Sundar et al., 2014). The theoretical
foundation of this factor is based on the Uses and Gratification Theory (UGT) developed by Katz
and Blumler (1974). In particular, customers are more attracted to social media ads due to their
level of creativity and attractiveness (Dwivedi et al., 2017; Hsu & Lin, 2008; Jung et al., 2016;
Lee and Hong 2016; Wamba et al., 2017). Furthermore, according to Jung et al. (2016), Lee and
Hong (2016), customers were influenced by the extent to which social media advertising can
provide adequate and useful information about their products they are interested in. Cai & Wohn
(2019) also carried out a research with the aims of evaluating the streamers’ motivations on social
live streaming services across different platforms and countries.
This topic "The influence of live streaming on customer purchase intentions of local brands
in Vietnamese fashion industry" would provide the information about live streaming, factors and
the degrees of their impacts on the intention to buy local fashion products in Vietnam. Live
streaming is a new form of clothing sales in Vietnam, emerging as a phenomenon with the
development of e-commerce platforms. Currently, there have been no official announcements or
researches by domestic authors on the influence of live streaming on Vietnamese fashion
consumers' purchase intention.
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In the topic "The role of live streaming in building consumer trust and engagement with social
commerce sellers" from author Chauhan (2015), three factors utilitarian, hedonic, and symbolic
values were combined with the third variable “Customer Trust” with the aim of examining
potentially and importantly whereby the three perceived values may mechanisms influence
customer engagement through the other.
Moreover, Wang, Lee & Lee (2018) in the topic "Factors Influencing Product Purchase
Intention in Taobao Live Streaming Shopping" also conducted a survey on 300 potential
customers in China to justify factors influencing product purchase intention in Taobao live
streaming shopping. The study adopted the Elaboration Likelihood Model (ELM), performing a
test of the factors affecting user intention and giving the results that source attractiveness has
stronger effect on attitude towards product in the condition of hedonic product than in the
condition of utilitarian product.
In another study conducted by Cai, Wohn, Mittal, Sureshbabu with the topic “Utilitarian and
Hedonic Motivations for Live Streaming Shopping”, the authors investigated into utilitarian and
hedonic motivations as a theoretical framework and also incorporated the technology acceptance
model (TAM) to examine how these two types of motivations are related to intention to engage in
live streaming shopping. The final results showed that hedonic motivation is positively related to
celebrity-based intention and utilitarian motivation is positively related to product-based intention.
Based on such findings, this study continues to use two factors of utilitarian and hedonic
values along with two factors affecting the intention to use technology products and services
namely Perceived Usefulness and Perceived Ease Of Use from “TAM” (Technology Acceptance
Model) of Davis (1989). Being separated from above studies, the “Social Motivators” factor which
originates from Uses and Gratification Theory (UGT) (Katz et al., 1973) is added under analysis
as well. It is clearly evident that five factors proposed in this study have never appeared
simultaneously in any other publications on the influences of live streaming in the world, as well
as in studies on customer purchase intentions of local fashion in Vietnam.
3. Theoretical model and hypothesis
3.1. Research model and hypothesis
The author proposes the following research model:
Figure 1. Proposed theoretical framework
Source: Compiled by the author from Smart-PLS ouput
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Based on the analysis of previous models and theories of customer behavior using new
technology and live steraming, the author proposes the factors under study as follow.
Perceived Usefullness: Lopez-Nicolas, Molina-Castillo & Bouwman (2008) argued that
technology must help users perform tasks easier, faster in a better quality. In other words, the
effectiveness of technology is the capabilities of enhancing task performance. The more users find
a system efficient, the more likely they are to use the technology. Thus, the below hypothesis is
proposed.
H1: The perceived usefulness has a positive relationship with customer purchase intention.
Perceived Ease of Use: Some extensive studies have documented the evidences of a
significant effect of PEOU on behavior intentions (Adam, Nelson, & Todd, 1992; Davis, 1989;
Carter & Belanger, 2004). Also, in a study conducted by Ngo and Ginn, besides perceived of
economic benefits (PEB), perceived of merchandise (PM), perceived ease of use (PEOU) has
significant direct effects on consumers’ behavior adopting online shopping. Therefore, the below
hypothesis is put forward:
H2: The perceived ease of use has a positive relationship with customer purchase intention.
Venkatesh and Morris (2000) argued that perceived ease of use (PEOU) has some
effectiveness on purchase behavior, for example, in the information technology. This result is
expressed in a two-causal factor model which composes of (1) a direct effect on behavior and (2)
an indirect effect on behavior via perceived usefulness (PU). Many authors have also drawn
conclusions about the positive impacts of perceived ease of use (PEOU) on perceived usefulness
(PU) (Davis, 1989; Schierz, 2010; Lee and Kim, 2009; Yang and Yoo, 2004).
H3: The perceived ease of use has a positive relationship with the perceived usefulness.
Utilitarian value: According to Cai, Wohn, Mittal & Sureshbabu (2018), there is a
significant indirect effect of utilitarian value on customer engagement through both trust in
products and in sellers. The authors also added some explanations in their study that if the users
were goal-oriented and looking for a specific item, the more useful they thought the product
information was. This implies that the more they care about the products, the more likely they
would go watch the live stream for more product details. It can be understood that entertainment
and information seeking motives are the two key reasons for live-stream engagement (Bruce,
2018). Sharing the same opinions, in a study conducted in Malaysia, Cai and Wohn (2019)
assumed that amusement and informativeness gratification were positively related to attitudes
towards online shopping (Lim & Ting, 2012). Meanwhile, another study found out that the
intention to engage in social commerce activities was positively influenced by information quality,
new trends, and perceived enjoyment (Crossler, 2014). In China, consumers’ social commerce
intentions were predicted by perceived gratification from entertainment seeking, information
exchange and social interaction (Yang & Li, 2014). Thus, the below hypothesis is proposed.
H4: The utilitarian value of live streaming has a positive relationship with customer
purchase intention.
Hedonic value: In a study conducted by Fiore, Jin and Kim (2005), the hedonic value could
boost the consumer's shopping experience and makes it more pleasant and enjoyable after they
observed the seller and customers' activities via live streaming. The authors also found out an
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effect of image interactivity features (e.g., mix and match, virtual model) of online apparel retailers
in e-commerce sites on emotional pleasure and arousal that, in turn, led to a willingness to
patronize the online store. Physical attractiveness of the streamer was significant to live streaming
in terms of hedonic motivations. It means that the more pleasant feelings streamer could bring
about, the more likely customers would watch a live stream. Five factors including performance
expectancy, hedonic motivation, interactivity, informativeness, and perceived relevance, were
noticed to have a significant impact on the customer’s purchase intention (Alalwan, 2018).
Enjoyment gained through live streaming has positive effects on purchase intentions. During that
process, interactions bring about significant motivations, suggesting that if consumers could have
an enjoyable interaction with the celebrity and other viewers, they preferred to watch live streams
before purchasing. Enjoyment of interaction and trend setting could predict the intention that
involved in internet celebrities (Cai, & Wohn, 2019). Thus, the next hypothesis is proposed as
follow.
H5: The hedonic value of live streaming has a positive relationship with customer purchase
intention.
In studies conducted by Matthew (2015) and Lu (2009), authors recommended both ease of
use and perceived usefulness in the TAM model are perceived as intrinsic motivations which
consist of pleasure and satisfaction for users (Deci, 1975). Such intrinsic motivation in the TAM
was intensively examined as an enjoyment factor in a research of Lu and Su (2009). It means that
“hedonic” and “utilitarian” motivations are considered as deciding factors in systems and user
experiences, in which those values may create satisfaction for users of technology (O’Brien, 2010).
Similarly, technology must help users perform tasks easier, faster through “perceived usefulness”
as aforementioned. Therefore, in this study, we would like to examine user experiences of
technology through perceived usefulness in relations with customers’ motivations namely
utilitarian and hedonic when considering live streaming as a shopping tool. To investigate their
impacts, two corresponding hypothesis are proposed as below.
H6: The perceived usefulness has a positive relationship with the utilitarian value.
H7: The perceived usefulness has a positive relationship with the hedonic value.
Social Motivators: For this factor, the importance degree an individual's friends/colleagues,
family members and relatives perceive is considered as ascendants to the likelihood of that person
when hitting the new technology (Venkateshet et al., 2003). Social motivators (SOMO) represents
the pressure formed in society’s impacts on individuals’ performance of a particular behavior.
People's thoughts, feelings and behaviors are influenced not only by their individual personalities,
but also by social influence, others’ thought and actions in relation. Existing work has suggested
that viewers watch live streaming videos for entertainment, knowledge, social interaction, social
support, and a sense of community (Sjöblom and Hamari, 2017). Online social interactions can be
particularly beneficial for the psychological well-being of participants who find it hard to socially
engage with others (Bargh & McKenna, 2004, Valkenburg & Peter, 2009, Baumeister & Leary,
1995). Live-stream environments can provide alternatives to real life socialising by removing
social barriers (Bruce, 2018). In a study conducted by Cai & Wohn (2019), interactive control and
socialization were proved to predict online shopping intention. The need for community has a
positive effect on the need for live streaming community. Besides, trend setting is a significant
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factor of purchase intentions related to the general watching and product search scenarios. Thus,
the last hypothesis in this study is conducted.
H8: The Social Motivators has a positive relationship with customer purchase intention.
3.2. Description of the measuring scales
The 5-point likert scale is utilized for measuring observed variables in the research model.
This is a common scale in sociological behavioral research (Robson, 1993). Although the
principles suggest that choosing a scale with more rating levels (likert scale 7 or 9 points) will
make the measurements more accurate, in some languages such as Vietnamese, the use of the scale
with too many ratings often confuses respondents. Therefore, in this study, the author chose a 5-
point Likert scale. For other categorical variables such as: gender, age, income, type of service
used etc are measured by nominal scales depending on the nature of the data type which has
reflection characteristics.
Table 1. Measuring scales and references for the proposed constructs
No.
Code
Theoretical foundation
Perceived Usefulness
I find that Live Streaming is an indeed useful form of
shopping of fashion products.
1
2
3
4
PU1
PU2
PU3
PU4
I find that cloth shopping through live streaming is
convenient, time-saving and effortless.
Davis (1989)
Live streaming is a useful way for me to get information
about the product.
I find that live-streaming shopping brings about benefits
and experiences that in-store shopping doesn't have.
Perceived Ease of Use
Getting used to shopping via live streaming platform
(will) not be difficult for me.
5
6
7
PEOU1
Venkatesh
PEOU2 I can easily shop through live streaming in a short time. (2003), Davis
(1993)
I think the shopping steps are (will be) detailed and easy
to understand.
PEOU3
Utilitarian Value
The way a product is presented via Facebook Live (e.g.,
a seller's try-on) helps me to visualize the appearance of
the product on a real figure.
8
9
UV1
UV2
Cai,
Mittal
Sureshbabu
(2018)
Wohn,
&
The way a product is presented online gives me as much
information about the product as I would experience in a
store.
FTU Working Paper Series, Vol. 2 No. 1 (09/2021) | 72
No.
Code
Theoretical foundation
Via Facebook Live, my questions about products are
immediately answered by sellers.
10
UV3
It would allow me to judge a product's quality as
accurately as an in-person appraisal of the product
11
UV4
Hedonic value
12
13
HV1
HV2
Shopping through Live streaming is entertaining.
Shopping through live streaming is a way of relieving
stress.
Cai,
Mittal
Sureshbabu
(2018)
Wohn,
&
I enjoy getting a great deal when I shop via Live
Streaming.
14
15
HV3
HV4
Activities (e.g., flash sales, freeship) on Live streaming
get me excited.
Social Motivators
16
SOMO1 I like to experience new trends of shopping.
I like communicating with people on social media all the
(McMillan
Chavis, 1986;
Peterson, Speer
&
time.
17
SOMO2
&
McMillan,
2008)
People around who shop via live stream will influence Taylor ,Todd
my purchase intentions. (1995)
18
19
SOMO3
SOMO4
The media that promote live-streaming will influence my Venkatesh
purchase intentions.
(2000)
Purchase Intentions
In the nearest future, I will definitely buy products from
a seller that uses Live streaming.
20
21
22
PI1
PI2
PI3
Davis (1993),
Venkatesh
(2000)
I would be likely to try and keep track of the activities of
a seller that uses the live-streaming function.
I am likely to recommend sellers that use Live streaming
to my relatives and friends.
4. Methodology
In this study, the author determines the sample size is 285, which is quite good according to
the rule of Comrey & Lee (1992) and at the same time ensures the rule of multiplying 5 (22x5 =
110 < 285). After one month of investigation (from November to December 2020), the author
obtained 285 valid questionnaires for analysis followed by the prior process of cleaning data to
filter out the meaningful data statistics. With the help of excel and SPSS software, the study using
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251 appropriate samples. In order to get the high response rate, the author pre-contacted the friends
and colleagues through email, telephone, SMS etc.
After the process of collecting and filtering out data, the quantitative data analysis is conducted
with the support of the Smart-PLS software. To test the relationships between variables, the
measuring scale in this study which is established based on previous studies is examined by the
method of Partial Least Square (PLS). A number of techniques for this method are applied in order
as follow: Descriptive statistics, Quality testing of variables with the outer loading coefficient is
more than 0.7 (Hair et al., 2019), Reliability and validity analysis with Cronbach's alpha coefficient
> 0.7 (Hair et al., 2019); The composite reliability coefficient (CR) > 0.7 Hair et al. 2019) and the
Average Variance Extracted (AVE) greater than 50% (Hair et al. 2019), Discriminant analysis
with the Heterotrait - Monotrait Ratio (HTMT) < 0.9 (Henseler et al., 2015), Hypothesis testing
using The P-values and the VIF coefficient.
5. Analysis and findings
5.1. Demographic analysis
The questionnaire was uploaded on Google Forms and distributed via social media on May
21st, 2020. Within a week, the questionnaire received 285 responses. The demographic profile
considers classifying respondents in the survey’s characteristics according to the criteria of age,
gender, income levels and experiences in purchasing clothing products online via live streaming.
Out of 285 samples collected, the study kept 251 samples under analysis through cleaning and
filtering out the data that meet the requirements,.
Specifically, most of the respondents engaging in the survey are female and belong to the
young age group. As such, 68 percent of the respondents are female, which doubles the number of
males participating in the survey. The age group of 18- 23 occupies the biggest proportion among
all participants, which is 69%, followed by the group of less than 18 and 24-30, which are 15%
and 13% respectively. Regarding income levels, respondents whose earnings are below 5 million
per month account for the majority, more than a half. Furthermore, when being asked about the
frequency of watching a live streaming, 78% of respondents have shopped products via live
streaming, among whom nearly a half only watch live streaming when they want to know more
about the products they would like to purchase. This means that live streaming has become a
convenient tool for customer to purchase and providing sellers with favorable opportunities to
enhance the likelihood of goods sales. To narrow down types of products in this survey, the survey
designs one last question about local fashion brands in Vietnam to know the preference towards
this segment. Vietnamese consumers are highly aware of Vietnamese domestic goods because
there are only 3% respondents are not interested in local products. The rest of the reactors in this
survey who belong from regular customers (27%) group to loyal customers (32%) group have
positive perspectives towards this kind of products.
Among products purchased by customers via live streaming, evidently, clothing and footwear
is the most popular choice, which substitutes for 51%. Groceries which account for 27.2% come
second in term of the number of buyers via live streaming in this study. The less preferred type are
consumer electronics and beauty and personal care with 6.9% and 6.4% in order. The above chart
depicts the channels people mostly go shopping on. It is clear that E-commerce platforms such as
Shopee, Lazada are becoming more and more viral today, replacing the traditional way of fashion
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shopping with the most responses of 37.3% in total. The number of respondents reporting to
purchase clothing via social media like Facebook, Instagram etc is equal to the number shopping
in-store, which is about 30%.
5.2. PLS Algorithm results
The author conducts the preliminary testing of the proposed model to check which observed
variables are suitable/unsuitable for analysis with the help of the PLS algorithm conducted on the
Smart PLS. The results show that the outer loadings of all indicators are greater than 0.7. In
essence, the outer loadings in Smart PLS is the square root of the absolute value in the linear
regression (Hair et al., 2016). According to Hair et al. (2016), outer loadings are above 0.7, all
factors including indicators and latent variables are accepted to participate in the model.
Figure 2. Result of PLS. Algorithm
Source: Compiled by the author from Smart-PLS ouput
5.3. Results of research model
The reliability and validity analysis
The reliability level represents the intrinsic sustainability of the model to ensure the model’s
function of output prediction. To guarantee the reliability and validity of the groups of variables,
Chin (1998) suggested that in exploratory research, Cronbach’s Alpha must be 0.6 or higher and
the Composite Reliability must be 0.7 or higher.
Table 2. Results of testing the reliability and validity of groups of variables
Cronbach's Alpha rho_A Composite Reliability
AVE
HV
PEOU
PI
0.853
0.756
0.742
0.789
0.779
0.863
0.774
0.756
0.796
0.799
0.901
0.860
0.853
0.863
0.857
0.695
0.672
0.659
0.612
0.601
PU
SOMO
FTU Working Paper Series, Vol. 2 No. 1 (09/2021) | 75
Cronbach's Alpha rho_A Composite Reliability
0.768 0.770 0.851
Discriminant Validity Test
AVE
UV
0.589
The discriminant value shows the extent to which the model's elements are not correlated with
each other. The traditional approach to assess discrimination extent is to use the square root of
AVE or Fornell-Larcker coefficient proposed by Fornell and Larcker (1981). However, Henseler
et al. (2015) argue that these two methods have low sensitivity, in other words, it fails to detect a
lack of discriminant validity.
Figure 3. HTMT Graph
Source: Compiled by the author from Smart-PLS ouput
Henseler et al. (2015) demonstrated in their studies that Heterotrait Monotrait coefficient
(HTMT) is better at evaluating the discriminant validity. Therefore, in this study, the author uses
HTMT with a set of criteria to assess discriminant in SEM based on variance. Henseler et al.
(2015) suggested that if the HTMT value is below 0.9, a discriminant validity is established
between a given pair of mirror structures. Some other authors use a more stringent HTMT value
that must be less than 0.85. In this study, to ensure that the latent variable is well explained by its
own component indicators, the HTMT needs to be less than 0.9. Analysis results with the help of
SmartPLS software are as follows.
Table 3. Testing results of HTMT
HV
PEOU
PI
PU
SOMO
UV
HV
0.833
0.386
0.502
0.440
0.423
PEOU
PI
0.820
0.400
0.344
0.365
0.812
PU
0.457 0.782
0.485 0.330
SOMO
0.775
FTU Working Paper Series, Vol. 2 No. 1 (09/2021) | 76
HV
PEOU
PI
PU
SOMO
UV
UV
0.435
0.313
0.519 0.267
0.365
0.767
Source: Compiled by the author from Smart-PLS output
It can be seen from the table that all HTMT values of five factors Perceived Usefulness (PU),
Perceived Ease of Use (PEOU), Utilitarian Value (UV), Hedonic Value (HV), Social Motivators
(SOMO) range from 0.313 to 0.833 which are less than 0.9. This result meets the required
threshold of the proposed criteria. Therefore, the factors of the model are qualified to continue
participating in the analysis.
Collinearity Statistics (VIF)
Collinearity of the structural model is needed to check the relationship between the factors.
Multi-collinearity at the structural level will increase the standard errors which is likely to make
the test of independent variables become unreliable and prevent the study from assessing the
relative importance of an independent variable compared with another variable. The VIF index is
used to test for multi-collinearity. According to Hair et al. (2019), if the VIF is above 5, the model
has a very high probability of multi-collinearity.
Table 4. Multi-collinearity test results
HV
PEOU
PI
PU
SOMO
UV
HV
1.565
1.306
PEOU
PI
1.000
PU
1.000
1.323
1.361
1.320
1.000
SOMO
UV
Source: Compiled by the author from Smart-PLS output
The given statistics show that all coefficients are within the acceptable range. VIF between
Purchase Intentions (PI) with Perceived Usefulness (PU), Perceived Ease of Use (PEOU),
Utilitarian Value (UV), Hedonic Value (HV), Social Motivators (SOMO) is 1.323, respectively;
1.306; 1.320; 1.565 and 1.361 are all smaller than 2. Besides, the index between PEOU and PU;
PU and HV as well as between PU and UV, does not show the multi-collinear possibility.
Therefore, the relationship among factors does not violate the assumption of multi-collinearity.
The Bootstrap algorithm
The application of a non-parametric Bootstrap procedure (Hair et al., 2016) is to check the
significance level of the model. In this study, the author conducted Bootstrapping technique 500
times to ensure the requirements of testing the linear structural model. In this analysis, the
structural model is applied to test the relationship between the factors or to test the research
hypotheses. If the t value > 1.96, the test is statistically significant at the 5% level.
Table 5. The Bootstrap algorithm results
FTU Working Paper Series, Vol. 2 No. 1 (09/2021) | 77
Standard
Deviation
(STDEV)
Original
Sample (O)
Sample
Mean (M)
T Statistics
(|O/STDEV|)
P Values Results
Accepting
HV -> PI
0.159
0.102
0.344
0.44
0.163
0.102
0.346
0.442
0.204
0.271
0.21
0.055
0.049
0.052
0.051
0.051
0.06
2.892
2.076
6.659
8.586
4.045
4.455
4.442
6.15
0.004
H5
Accepting
PEOU -> PI
0.038
H1
PEOU ->
PU
Accepting
0.000
H3
Accepting
PU -> HV
PU -> PI
0.000
H7
Accepting
0.207
0.267
0.208
0.287
0.000
H2
Accepting
PU -> UV
0.000
H6
SOMO ->
PI
Accepting
0.047
0.047
0.000
H8
Accepting
UV -> PI
0.287
0.000
H4
Source: Compiled by the author from Smart-PLS output
Overall, the below results in the table indicate that 5 factors under study Perceived Usefulness
(PU), Perceived Ease of Use (PEOU), Utilitarian Value (UV), Hedonic Value (HV), Social
Motivators (SOMO) all have positive influence on the Purchase Intentions (PI).
FTU Working Paper Series, Vol. 2 No. 1 (09/2021) | 78
Figure 4. The Bootstrap Algorithm results
Source: Compiled by the author from Smart-PLS ouput
6. Conclusion
Given the demographic analysis of all respondents in this conducted survey, the study found
out live streaming shopping of fashion is a new trend for the young in the light of digital
transformation century. Vietnamese youngsters are adapting this new phenomenon very quickly
and also prefer to choose live streaming as a convenient tool to purchase products that meet their
needs of wearing. This is an optimistic sign for the study to conduct the next part of survey with
the aim to examining the effects of live streaming on purchase intentions of local clothing in
Vietnam.
The study recognizes the direct motivating impacts on the intention to purchase domestic
fashion products in Vietnam of Perceived Usefulness (PU), Perceived Ease of Use (PEOU),
Utilitarian Value (UV), Hedonic Value (HV), Social Motivators (SOMO). This result reflects an
empirical investigation that is consistent with the research results on the intention of purchase via
live streaming of Cai et al. (2018) and Bruce et al. (2018).
In the significance analysis of proposed model, the given outcome is that out of five factors
affecting the dependent variable, Utilitarian Value (UV) has the strongest direct impact on
Purchase Intention (PI) with a path coefficient of 0.287, t value of 6.15 > 1.96 and p-value at 0,
indicating that the test is statistically significant at the 5% level. This confirmed the hypothesis H4
as suggested by the author and is consistent with the previous studies of Hung et al. (2013) and
Lowry et al. (2008). Therefore, the functional, instrumental, and practical information which live
streaming can provide can strongly determine customers’ intention to use the service.
Moreover, the test of hypothesis also confirms the positive effects of Perceived Usefulness
(PU) on both of Utilitarian Value (UV) and Hedonic Value (HV), with the t-coefficient of 4.455
and 8.586 and the path coefficient of 0.267 and 0.44 respectively. This indicates that perceived
utility not only plays a direct explaining role but it also considered as an intermediary factor
between customers’ motives of live streaming engagement and their purchase intentions,
confirming the hypothesis H6 and H7.
FTU Working Paper Series, Vol. 2 No. 1 (09/2021) | 79
From the analysis results on the impact of five approaches on the purchase intentions and
studying the practical implementation of live streaming in Vietnam, the author proposes the
following solutions to help convince customers to use live streaming in clothing shopping in an
easier and more feasible manner.
To sum up, it is clearly evident that this is the first formal five-factor-model study about live
streaming’s effects on local clothing industry of Vietnam. Further researchers can use the scale
and model of this study to conduct researches in the field of technology application into sales and
marketing, develop further analysis and confirm the author's conclusions. More practically, local
fashion businesses can refer to the results from this study to come up with more appropriate
solutions and likely predictions for the goals of implementing effective sales plans via live
streaming in Vietnam for the near future.
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