Research on factors affecting purchase intention via livestream on social networking platforms of ocop products for gen z in Ho Chi Minh City

Abstract

With the topic "Research on factors affecting purchase intention via livestream on social network platforms of OCOP products for Gen Z.". The study seeks to understand how various factors impact the purchasing decisions of Gen Z consumers when engaging in livestream shopping for OCOP products. In other words, how Gen Z buys products and factors that influence people to buy OCOP products through livestream. In the global context, there have been some studies on this issue; however, the number of studies is still limited. In Vietnam, there is no existing research on how OCOP products influence the purchasing intentions of Gen Z through streaming. This serves as the motivation for our team to undertake this topic. We propose a research model that is secondary data sources and qualitative research results. With the Independent variables are perceived usefulness, brand recognition, credibility for the livestream platform, credibility for the product, social impact and promotion. The target audience is young people of Gen Z age who are interested in buying online through livestream, especially about agricultural-related products - OCOP. The research method used to test the model is a mixed method, including preliminary research using qualitative methods and formal research using quantitative methods. Qualitative research was conducted by the team through data collection and analysis, information processing and consultation with experts to build a scale for research model impacts and refer to relevant documents on the topic. Policies, reports, and research are synthesized, analyzed and evaluated. Quantitative research was conducted through personal interviews using an online survey questionnaire with questions related to demographics and research model via Google Form with 300 respondents from the young generation Gen Z. SPSS is software that supports projects in the process of synthesizing and analyzing data to test the reliability, discriminant validity, and significance of variables applied in data analysis. The results obtained are that the variables in the research model are mostly proven to have an impact on each other. It can be explained from objective reality that the decisions of people intending to buy OCOP products often come from themselves, the impact from the opinions of people around them is insignificant. In addition, the group drew a number of suggestions and solutions to help online livestream platforms achieve their goals, understand the factors that affect customers' intention to buy OCOP products, and then come up with solutions. Better strategies for buying and selling of online platforms. Hashtag: Gen Z, OCOP, online shopping, livestream purchases, online shopping intention