A study on factors influencing customer purchase intention: An analysis of nutritional fast moving consumer goods on live streaming platforms

Abstract

This study investigates consumer purchase intention within the burgeoning livestream commerce environment in Vietnam, specifically focusing on nutritional fast-moving consumer goods (FMCG), a sector characterized by significant trust and authenticity imperatives. Addressing a notable gap in the extant literature regarding the influence of digital stimuli on consumer psychology in high-risk product categories, this research employs the Stimulus–Organism–Response (S-O-R) model. It examines the mediating roles of perceived trust, interactivity, and immersive experience in shaping purchase intentions. Utilizing a quantitative methodology, data from 308 Vietnamese consumers with prior livestream shopping experience were analyzed via Exploratory Factor Analysis (EFA) and Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that perceived authenticity exerts the most substantial influence on both perceived trust and immersive experience, while interactivity and dynamic platform features significantly contribute to consumer engagement. Furthermore, perceived trust, immersion, and social interaction are all found to positively predict purchase intention. Theoretically, this research extends the applicability of the S-O-R model within the context of livestream commerce and offers novel insights into the formation of trust for health-related products in virtual environments.