Title: Critical factors driving purchasing intention on TikTok live-stream platform: insights from Vietnam

Authors: Huong Giang Mai; Thu Hien Le; Thi Due Nhi Phung

Addresses: Banking Academy of Vietnam, 12 Chua Boc Street, Dong Da District, Hanoi, Vietnam ' Banking Academy of Vietnam, 12 Chua Boc Street, Dong Da District, Hanoi, Vietnam ' Banking Academy of Vietnam, 12 Chua Boc Street, Dong Da District, Hanoi, Vietnam

Abstract: TikTok Live Shopping with features that integrate live video streaming with ecommerce, has been growing rapidly during and after the COVID-19 pandemic in Vietnam. The purpose of the research is to examine the factors affecting purchase intention on TikTok Live Shopping including: 1) technical conditions; 2) influencer trends; 3) size preference driven by scarcity psychology; 4) perceived risk. This study proposes a research model based on a theoretical framework of online purchase intention, incorporating elements from the technology acceptance model (TAM), theory of reasoned action (TRA), and e-commerce adoption model (e-CAM). The findings reveal that scarcity-based stimuli and the 4P marketing mix positively impact purchase intention, whereas risk perception has a negative effect on purchase intention in TikTok Live Shopping. Subsequently, recommendations are made to the government and businesses to foster the growth of TikTok Live Shopping in particular and live streaming commerce in general.

Keywords: live streaming commerce; TikTok Live Shopping; purchase intention; livestream.

DOI: 10.1504/IJPM.2026.151114

International Journal of Procurement Management, 2026 Vol.25 No.2, pp.194 - 220

Received: 07 Jun 2024
Accepted: 07 Aug 2024
Published online: 14 Jan 2026 *

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