The impact of expertise and social interaction on live streaming purchase intention among university students in Ho Chi Minh City: utilitarian value, social value, and hedonic value

Abstract

At the moment, live-streaming is growing in popularity on social networking sites, which is driving the popularity of online shopping there and providing a significant source of income for vendors. With the application of intermediary factors including hedonic, utilitarian, and social values, this study seeks to ascertain the impact of expertise and social interaction on the purchase intentions of university students in Ho Chi Minh city on the live-stream platform. The study surveyed 328 college students in Ho Chi Minh City. According to the research results, expertise affects hedonic, social, and utilitarian value, among other intermediary elements, whereas social interaction only affects utilitarian and social value. Only utilitarian and social values have an impact on purchase intention among these three variables. Simultaneously, the findings indicate that the social interaction and expertise components have significant impacts on utilitarian value and social value, respectively. The Utilitarian Value factor is one of the elements that profoundly impacts Purchase Intention among factors influencing consumer perceptual value. Our team has derived the suggested implications for enhancing customer purchase intention on the live-stream platform by developing and expanding Expertise and Social Interaction.