RESEARCH ON FACTORS AFFECTING THE INTENTION TO BUY CLOTHES VIA LIVESTREAM: THE MEDIATING ROLE OF TRUST IN THE SELLER

Abstract

The study was conducted to demonstrate the factors affecting the
intention to buy clothes via livestream among university students in Hanoi.
The research was conducted by collecting primary data through surveys,
resulting in 241 valid questionnaires that were coded, cleaned, and processed
using SPSS and AMOS software. The results indicate that the influencing
factors include: livestream quality (1); seller’s reputation (2); interactivity (3);
and language (4). Among these, livestream quality, seller reputation, and
interactivity have a positive impact on trust in the seller. The mediating
variable, trust, is the strongest factor affecting purchase intention, followed
by language and livestream script. However, language does not impact trust
in the seller. This study reinforces and refutes hypotheses from previous
research and identifies new factors that contribute to academic knowledge.
Additionally, it provides optimal and effective solutions to help KOLs and
businesses improve their operational efficiency.