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This research aims to investigate the factors influencing consumer behavior in livestreaming commerce in Vietnam using the UTAUT2 model.

December 10, 2025Innovative MarketingOpen Access

Consumer purchase behavior in livestreaming commerce: An investigation through the lens of the UTAUT2 model

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Research demonstrates that perceived utility drives consumer behavior in livestreaming commerce in Vietnam, suggesting engagement strategies.

This research aims to investigate the factors influencing consumer behavior in livestreaming commerce in Vietnam using the UTAUT2 model.
Administered an online survey to 520 Vietnamese consumers with prior livestream purchase experience.
Utilized purposive sampling from e-commerce communities and social media networks.
Applied Partial Least Squares Structural Equation Modelling (PLS-SEM) to analyze data.
Performance Expectancy has the strongest positive effect on Purchase Intention.
Facilitating Conditions and Habit significantly predict Actual Purchase behavior.
Purchase Intention did not show a significant effect on Actual Purchase.

Dư Thị Chung (2025) studied this question.

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Research demonstrates that perceived utility drives consumer behavior in livestreaming commerce in Vietnam, suggesting engagement strategies.