Factors affecting live streaming shopping intention invietnam the case of fashion products
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Factors affecting live streaming shopping intention invietnam the case of fashion products
VIETNAM NATIONAL UNIVERSITY. HANOIVIETNAM - JAPAN UNIVERSITYNGUYEN PHI ONG ANHFAC TORS AFFECTING LIVE STREAMING SHOPPING INTENTION IN VIETNAM: THE CAS Factors affecting live streaming shopping intention invietnam the case of fashion products SE OF FASHION PRODUCTSMAJOR: BUSINESS ADMINISTRATIONRESEARCH SI PERVISORS: Assoc. Prof. NHAM PHONG TUAN Prof. PEIJUN GIOHANOI, 2021ACKNOWLEDGEMENTThe Master’s thesis could be completed thanks to the strong supports of many people who contributed with great guidance and willingness for this study.Fir Factors affecting live streaming shopping intention invietnam the case of fashion products st of all, I would like to express my sincere appreciation to my honor supervisors Professor Peijun Guo and Assoc. Prof. Nham Phong Tuan for their advFactors affecting live streaming shopping intention invietnam the case of fashion products
ice and kind cooperation. Their valuable recommendations with their deep and wide knowledge have led my research in an appropriate way.I would like toVIETNAM NATIONAL UNIVERSITY. HANOIVIETNAM - JAPAN UNIVERSITYNGUYEN PHI ONG ANHFAC TORS AFFECTING LIVE STREAMING SHOPPING INTENTION IN VIETNAM: THE CAS Factors affecting live streaming shopping intention invietnam the case of fashion products Sensei, Hanh Sensei, and Lien Sensei but YNU IPO staffs also for their help throughout the whole period of the study. I will never forget my beloved teachers namely Matsui Sensei, Guo Sensei, Tanabu Sensei, Morita Sensei. Inoue Sensei, Kodo Sensei, Heller Sensei. Yang Sensei. Sakakibara-san. Mizuno Factors affecting live streaming shopping intention invietnam the case of fashion products -san. and other Professors from YNƯ.Last but not least. I am so grateful for my family and my friends at VJU. always being on my side and encourage meFactors affecting live streaming shopping intention invietnam the case of fashion products
to go to the end of this journey. Hence. It is my very lucky to have all of you in my whole life.Once again, thank you all.Ha Noi. May 2021.Nguyen PhVIETNAM NATIONAL UNIVERSITY. HANOIVIETNAM - JAPAN UNIVERSITYNGUYEN PHI ONG ANHFAC TORS AFFECTING LIVE STREAMING SHOPPING INTENTION IN VIETNAM: THE CAS Factors affecting live streaming shopping intention invietnam the case of fashion products elopment of Internet connection speed and terminal configuration, streaming services will be applied more to entertainment, online meetings and online sales. Furthermore, the combination of live streams and e-commerce could create an industry worth tens of billions of US dollars. The present researc Factors affecting live streaming shopping intention invietnam the case of fashion products h examines some factors influencing the shopping intention to use live streaming services in Vietnam. To this end. the study fills the research gaps bFactors affecting live streaming shopping intention invietnam the case of fashion products
y applying S-O-R framework with important determinants including streamer attractiveness, information quality, interactivity and trust. Using the dataVIETNAM NATIONAL UNIVERSITY. HANOIVIETNAM - JAPAN UNIVERSITYNGUYEN PHI ONG ANHFAC TORS AFFECTING LIVE STREAMING SHOPPING INTENTION IN VIETNAM: THE CAS Factors affecting live streaming shopping intention invietnam the case of fashion products that the relationships between information quality, interactivity and intention to shopping through Live streaming commerce are fully mediated by trust. Whereas, streamer attractiveness has a significant impact on both trust and Live streaming shopping intention.Keywords:Streamer attractiveness. Inf Factors affecting live streaming shopping intention invietnam the case of fashion products ormation quality. Interactivity, Trust, Live streaming Shopping Intention23802TABLE OF CONTENTSCHAPTER 1. INTRODUCTION................................Factors affecting live streaming shopping intention invietnam the case of fashion products
.................71.1.Research background................................................71.2.Research objectives.....................................VIETNAM NATIONAL UNIVERSITY. HANOIVIETNAM - JAPAN UNIVERSITYNGUYEN PHI ONG ANHFAC TORS AFFECTING LIVE STREAMING SHOPPING INTENTION IN VIETNAM: THE CAS Factors affecting live streaming shopping intention invietnam the case of fashion products .....9CHAPTER 2. LITERATURE REVIEW...........................................112.1.Related Definitions...............................................112.2.Research conceptual model.........................................20CHAPTER 3. RESEARCH METHODOLOGY........................................233.1. Factors affecting live streaming shopping intention invietnam the case of fashion products Research process..................................................233.2.Questionnaire Construction........................................243.3.SampleFactors affecting live streaming shopping intention invietnam the case of fashion products
and data collection........................................273.4.Data analysis.....................................................28VIETNAM NATIONAL UNIVERSITY. HANOIVIETNAM - JAPAN UNIVERSITYNGUYEN PHI ONG ANHFAC TORS AFFECTING LIVE STREAMING SHOPPING INTENTION IN VIETNAM: THE CASVIETNAM NATIONAL UNIVERSITY. HANOIVIETNAM - JAPAN UNIVERSITYNGUYEN PHI ONG ANHFAC TORS AFFECTING LIVE STREAMING SHOPPING INTENTION IN VIETNAM: THE CASGọi ngay
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