With the topic "Research on factors affecting purchase intention via livestream on social network platforms of OCOP products for Gen z.".. Factors affecting the intention to buy products
RESEARCH INTRODUCTION
The need for research
Based on Decision 919/QD-TTg 2022 approved by the Prime Minister, the
The "One Commune, One Product" (OCOP) program for 2021-2025 focuses on enhancing digital transformation and promoting e-commerce for local specialty products, particularly through online sales channels With Gen Z, aged 12 to 27, increasingly favoring online shopping—72% prefer it over traditional methods—this generation is pivotal in shaping retail trends on e-commerce platforms Their early engagement with social networks positions them as trendsetters, making the potential for successful sales conversions through livestreams on these platforms significant, influenced by their shopping behaviors and decision-making factors.
Mr Bui Nguyen Anh Tuan, Deputy Director of the Domestic Market Department at the Ministry of Industry and Trade, is implementing Decision No 919/QD-TTg, which approves the one-commune-one-product (OCOP) program for the 2021-2025 period The Ministry has initiated various activities to promote this program, including the development of a comprehensive database for OCOP products and establishing sales points nationwide through an online platform These efforts aim to enhance communication, marketing, and branding for OCOP products Additionally, the Ministry has facilitated support for 25 localities, providing funding to help them create introduction and sales points for OCOP products, benefiting 21 localities since 2019.
In 2023, four localities were recognized for their efforts in promoting OCOP (One Commune One Product) initiatives, with points awarded by the Ministry of Industry and Trade: Hanoi (85 points), Quang Ninh (30 points), Bac Kan (10 points), Ben Tre (12 points), and Thanh Hoa (5 points) This initiative has significantly enhanced brand recognition for local products and facilitated consumer access in both urban centers and remote mountainous areas Through a series of market connection activities and conferences, the program aims to boost the supply and demand for OCOP products, as well as highlight typical rural and agricultural products, key local offerings, and regional specialties.
The Covid-19 pandemic significantly impacted Vietnam's economy, particularly in rural areas already struggling with saltwater intrusion, leading to a mere 2.91% increase in GDP in 2020, the lowest in the decade The agricultural sector grew by only 2.55%, contributing minimally to overall economic growth In response, the "One Commune, One Product" (OCOP) program was launched nationwide in 2018 to enhance economic development by promoting local products and leveraging regional resources This initiative highlights Vietnam's rich diversity of traditional products, ensuring they maintain their unique flavors and identities The OCOP program focuses on rigorous evaluations and certifications, granting 4-star ratings or higher to quality local products, which are developed through collaboration between public and private sectors Since 2022, partnerships with platforms like TikTok have expanded the reach of OCOP products, allowing them to gain national recognition and access international markets, including Australia, Japan, Canada, and Europe.
In 2023, new development opportunities arise for the rural economy and the broader national economy To ensure sustainable and effective growth, it is crucial to analyze Gen Z's purchasing intentions regarding OCOP products, as this insight will guide resource allocation and enhance the success of the OCOP program for 2021-2025 Previous studies have explored factors influencing the purchase of local products on e-commerce platforms, particularly under the "One Village/One Product" initiative in markets like Thailand and Japan As highlighted by Mr Nguyen Minh Tien, Director of the Center for Agricultural Trade Promotion, understanding these dynamics is essential for fostering local economic development.
In 2022, the OCOP program, in collaboration with TikTok, significantly expanded through livestream markets, with projections for 2023 indicating over 800 markets and more than 100 billion VND in revenue, reaching over 300 million viewers (Thang Bao, 2023) However, the factors influencing Gen Z's purchasing intentions for OCOP products remain under-researched, prompting an analysis of the popularity of agricultural products among today's youth While the demand for OCOP products on livestream platforms is evolving, Gen Z shows a higher tendency to purchase these items online Previous studies have addressed purchase intentions in Vietnam, but none have empirically focused on Gen Z's intent to buy OCOP products via livestream Our research employs a unique combination of the Theory of Planned Behavior (TPB), Theory of Reasoned Action (TRA), and the Technology Acceptance Model (TAM), primarily concerning organic and green products Recognizing a significant research gap, our study aims to explore the key factors influencing Gen Z's intention to purchase OCOP items through livestream sales on social media in Ho Chi Minh City.
The rapid advancement of the Internet during globalization has significantly accelerated the growth of social networks, which in turn has fostered the evolution of innovative information and communication technology channels.
In the era of digital transformation, online shopping has gained significant traction, encouraging widespread consumer engagement in e-commerce (Chan et al., 2021) This platform allows consumers to interact more effectively, providing them with a comprehensive understanding of products, bolstered by the trustworthiness and quality assurance from sellers In China, the livestream shopping market is experiencing rapid growth, with a remarkable GMV of 500 billion yuan recorded by eBay at the end of March 2021 (Cheng, 2021) The Covid-19 pandemic further accelerated this shift, as the "stay-at-home" economy compelled businesses to pivot from traditional sales to online platforms, forcing consumers to adapt quickly to online shopping for essential goods.
The Malaysian Department of Statistics reported a remarkable 17.1% surge in e-commerce, reaching 279.00 billion RM in the third quarter of 2021 Additionally, Bigo Live data highlights Malaysia's status as a top e-commerce market in Southeast Asia, attracting between 150,000 to 200,000 views per session.
The "Pasar Malam" event showcased vendors selling over 100 items in just two hours, highlighting the growing potential of in-person shopping for Malaysia's e-commerce sector In response, Bigo Live launched Bigo Marketplace to enhance social commerce growth in the country Meanwhile, Vietnam is witnessing a surge in online shopping through livestreams on platforms like TikTok, Facebook, and Instagram, particularly among Gen Z consumers who appreciate the interactivity and entertainment these platforms offer To support sustainable economic development in rural areas, the OCOP program has been initiated, focusing on effective strategies for marketing OCOP products The Agricultural Trade Promotion Center has embraced this trend by collaborating with TikTok to promote OCOP products via livestream, resulting in the establishment of over 800 marketplaces and generating more than 100 billion VND in revenue by 2023.
To sustainably develop and effectively promote OCOP products through e-commerce, it is crucial to identify key factors influencing consumer behavior, particularly among Gen Z in Ho Chi Minh City Despite numerous studies on Gen Z's online shopping intentions via livestream, there is a notable lack of research focused specifically on their purchasing behavior regarding OCOP products Important keywords for this topic include "online shopping," "livestream shopping," "Gen Z," "online shopping intention," and "One Commune One Product." By analyzing existing literature and statistics in this area, we can uncover research trends, assess previous studies, and identify gaps that can provide fresh insights into livestream sales and the sustainable development of the OCOP program.
Table 1.1 Summary of the number of internationally published studies related to factors affecting Gen Z’s intention to purchase OCOP products through livestream.
Recent research indicates a significant trend in the study of factors influencing Gen Z's intention to purchase OCOP products via livestream, with approximately 623 articles published globally between 2020 and 2024, according to data from WorldWideScience as of January 2024 Notably, 2023 marked a remarkable increase in livestream shopping's popularity, leading to a substantial rise in academic interest, resulting in 232 studies conducted within that year alone.
Table 1.2 Synthesizing the scope of internationally published research related to factors affecting Gen Z’s intention to purchase OCOP products through livestream.
From table 1.2, we can see that research articles are mainly conducted in
Research scope Number of studies
Vietnam and Southeast Asian countries 390
Asia, particularly Southeast Asia, is home to 623 countries with advanced agricultural production While research in Vietnam has focused on various aspects of this sector, there is a notable gap in studies addressing the sales of One Commune One Product (OCOP) items through livestreaming, particularly targeting Generation Z consumers To address the challenges in marketing OCOP products, it is crucial to explore effective strategies that encourage participation in the OCOP program, thereby promoting sustainable rural economic development Investigating the factors that influence the purchasing intentions of consumers for OCOP products via livestreaming on social media platforms is essential for this purpose.
Table 1.3 Summary of previous research on factors affecting Gen Z’s intention to shop online via livestream.
Author, year, place of research,
Research results Gaps and future research directions
June) A study of factors influencing intention to purchase local community product on E
Multivariate regression analysis, descriptive statistical analysis and Chi-square test
This study analyzes and evaluates factors that affect purchasing intentions for OTOP products in Thailand
A study analyzing samples from 62 individuals, including customers and businessmen in Northeast Thailand, reveals that social influence, perceived ease of use, website credibility, and product credibility all significantly enhance the likelihood of product purchases.
The study concentrated on key factors including product reliability, website reliability, perceived ease of use, and social influence However, to gain a more thorough understanding, future research should consider additional dimensions beyond these parameters Factors such as knowledge, awareness, and brand image could also play a significant role in influencing outcomes.
(pp 213-218) IEEE intention on websites
Topic objective
4- General objective: Factors affecting purchase intention via livestream on social networking platforms of OCOP products for Gen z.
- Identify research models and build measurement scales.
- Collect primary data and test the research model.
- Propose management implications on solutions to help administrators promote
From the reasons for choosing the topic mentioned above, the research topic mainly answers the following questions:
1 What factors can impact Gen Z's intention to buy OCOP products via livestream in Ho Chi Minh City?
2 Is Gen Z's behavioral intention to buy OCOP products via livestream in Ho Chi Minh City affected by those factors?
3 To achieve high revenue and attract a large number of Gen z through livestreaming OCOP products, what are the management implications for OCOP programs available in the business market in Ho Chi Minh City?
Research subjects
The research object in this topic is determined to be the factors affecting Gen Z's purchase intention via livestream on social networking platforms of OCOP products.
Research Methods
Our group's scientific research is conducted in two steps: preliminary research using qualitative methods and official research using quantitative methods The research was carried out in two phases:
Qualitative research: adjust and supplement, complete the research model, develop a questionnaire on factors affecting the intention to buy OCOP products The study conducted one-on-one interviews with experts.
This formal research employs a quantitative method to collect and analyze survey data, testing the model with a sample of 300 Gen Z individuals, comprising 173 men (56.67%) and 127 women (42.33%) The findings reveal that Gen Z is significantly inclined to utilize social networking platforms for purchasing decisions, heavily influenced by Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) through livestreaming.
Sampling methods include judgment, norms, and seed development, with our team primarily utilizing the judgment method to efficiently select survey participants, enhancing accuracy and saving time To achieve the required minimum sample size, we leverage seed development through established relationships.
Research scope
Regarding spatial scope: This study was conducted in Ho Chi Minh City
Regarding time range: This research observed the market and was conducted from January to February 2024.
THEORETICAL BASIS AND RESEARCH MODEL
Concepts related to the topici
OCOP products encompass tourism offerings and services that are locally sourced and reflect cultural values and regional advantages These include specialty products unique to the area, items from craft villages, and tourism services that leverage the region's natural resources, raw materials, traditional knowledge, and indigenous culture.
Products are divided into 6 groups, including:
+ Group of medicinal herbs and products from medicinal herbs
+ Group of community tourism services, ecotourism and tourist attractions." (Decision 919/QD-TTg 2022 Approving the One Commune One Product Program 2021 2025,2022).
Shopping via livestream has emerged as a significant trend in online retail, gaining immense popularity in recent years This innovative shopping method involves livestream sessions hosted by Key Opinion Leaders (KOLs), Key Opinion Consumers (KOCs), brands, and agents, contributing substantially to the e-commerce industry's revenue Essentially, shopping via livestream allows consumers to engage in a dynamic and interactive online shopping experience through dedicated platforms, which facilitate real-time social and commercial interactions (Xu et al., 2020).
Online shopping intention is a motivational factor that significantly influences future consumer behaviors, as defined by Ajzen (1991) It reflects an individual's willingness to engage in online purchasing activities Delafrooz et al (2011) further clarify that online shopping intention encompasses a consumer's capability to make purchases through the Internet (Ha, 2016).
Generation Z, born between 1996 and 2012, is projected to represent a quarter of the Asia-Pacific population by 2025 While they share some traits with Millennials, Gen Z possesses distinct characteristics that set them apart Notably, many members of Gen Z entered adulthood during the global pandemic, yet they adapted by earning and spending money early According to the McKinsey Asia-Pacific Gen Z survey, this generation relies heavily on media for learning, shopping, and entertainment, while being more discerning about their content interactions and access.
Research indicates that Generation Z embraces online shopping due to its recognized benefits, leading them to prefer it over traditional shopping methods This generation, being highly proficient in information technology, finds e-commerce platforms easily accessible, unlike previous generations Additionally, their technological savvy helps them understand and mitigate potential risks associated with online shopping, making these risks less of a concern As a result, a growing number of Gen Z consumers are opting for online shopping (Quan & Trang, 2023).
Related background theory
2.2.1 Theory of Reasoned Action (TRA -Theory of Reasoned Action)
The theory of reasoned action (TRA) was proposed by Fishbein and Ajzen
The theory of reasoned action, proposed in 1967, posits that human behaviors can be predicted based on intentions, operating under two key assumptions: individuals behave rationally and utilize all available information This theory identifies consumption propensity as a primary predictor of consumer behavior, emphasizing that a person's intention significantly influences the likelihood of an action occurring; the stronger the intention, the greater the chance of the behavior manifesting Additionally, attitudes and subjective norms are crucial factors that shape behavior and impact consumption trends.
2.2.2 Theory of Planned Behavior (TPB - Theory of Planned Behavior)
Subjective norms, defined by Ajzen (1991) as the social influence from friends, family, and colleagues, significantly affect an individual's intention to engage in specific behaviors Research supports that these norms positively influence the intention to purchase green products, as demonstrated in studies by Ha & Janda (2012) and Saleem & Gopinath (2013) Despite the general consensus on the positive impact of subjective norms on green purchasing behavior, Kumar (2012) presented a contrasting view, suggesting that these norms do not influence purchasing intentions, although he did not provide a clear rationale for this stance Overall, the evidence indicates that subjective norms play a crucial role in shaping the intention to purchase green industrial products.
The technology acceptance model (TAM), introduced by Davis in 1989, is a variation of the theory of reasoned action (TRA) that emphasizes perceived usefulness as the extent to which an individual believes using a specific information system will be effortless This model has garnered attention from researchers globally, including notable studies by Dilek S A.
& Yasemin s (2015), Adnan Abd H & colleagues (2016), accepted and used in research articles on buying and selling behavior via internet platforms.
Research related to the topic
Numerous studies globally have examined the online purchase intentions of One Commune One Product (OCOP) items, with various researchers contributing to this field In addition to international research, several articles focusing on this topic have emerged within our country, highlighting the growing interest and relevance of OCOP products in the digital marketplace.
2.3.1 Research article by K Akasarakul and colleagues (2017), Research on factors affecting the intention to buy local community products on e-commerce websites: The case of One Tambon One Product (OTOP) in Thailand.
This study was conducted by researchers from Thailand with the topic
This research investigates the factors influencing the purchase intention of local community products on e-commerce platforms, focusing on the One Tambon One Product (OTOP) initiative in Thailand Under the Thai government's legal framework aimed at expanding markets and creating business opportunities for rural farmers through information technology and e-commerce, the study examines how the OVOP program, inspired by similar efforts in Vietnam and Japan, can enhance product quality and marketing of local goods Despite the absence of official online shopping websites for OTOP products in some areas, electronic portals are currently utilized for sales, albeit with limitations in store management and product presentation This study aims to identify key factors that can empower rural communities in Thailand to establish their own official OTOP websites, thereby attracting potential consumers and maximizing profits through e-commerce opportunities.
This study utilizes the theory of reasoned action (TRA) and the technology acceptance model (TAM) as its foundational frameworks By integrating insights from prior research, the research team developed a model that identifies four independent variables: product trust, website trust, ease of use from a personal perspective, and social influence These variables collectively influence the dependent variable, which is shopping intention.
This study employs straightforward sample collection methods and descriptive statistical analysis, utilizing the Chi-square test to assess the relationships between independent variables at a significance level of 0.05 The multivariate regression method is applied for data processing, leading to the final research outcomes.
A study analyzing samples from 62 individuals, including customers and businessmen in Northeast Thailand, reveals that social influence, perceived ease of use, website credibility, and product credibility significantly enhance product purchase intentions on websites These factors are directly linked to customers' online shopping intentions for OTOP products, highlighting the necessity for improved website design and quality To effectively attract attention to OTOP's official website, entrepreneurs and developers must focus on enhancing usability, design, and information quality While this study concentrated on specific elements such as product and website reliability, perceived ease of use, and social influence, future research should investigate additional factors like knowledge, awareness, and brand image that may also impact customers' perceptions of website quality and online shopping intentions.
2.3.2 Factors affecting the intention to buy products under the One Commune
One Product (OCOP) program of consumers in Ho Chi Minh City.
Migration and urbanization in Vietnam are rapidly increasing, with 7.3% of the population, approximately 6.4 million people aged 5 and older, being migrants primarily from rural areas, as noted in the 2019 Population and Housing Census Despite Vietnam's agricultural roots, many traditional craft villages struggle to compete with industrial and foreign products in terms of quality and promotion To address this, developing the rural economy and leveraging agricultural strengths to create jobs is crucial The introduction of the "One Commune, One Product" (OCOP) model through Decision No 490/QD-TTg on May 7, 2018, has shown promise across 63 provinces, engaging traditional craft villages in producing high-quality goods However, businesses face challenges in marketing and reaching consumers effectively With Ho Chi Minh City being the largest agricultural product market in the country, this study aims to identify and evaluate the factors influencing consumer purchasing intentions for OCOP products in the city.
The study employs a framework grounded in the Theory of Planned Behavior (TPB), developed by Ajzen in 1991, which examines the influence of various factors on consumer intentions However, the TPB model has limitations, as it tends to be overly general, failing to capture individual nuances, and lacks comprehensiveness by not accounting for all aspects of individual behavior.
The study reveals that consumers in Ho Chi Minh City are positively influenced by subjective standards, ethical standards, attitudes, and perceived behavioral control when it comes to their intention to purchase One Commune One Product (OCOP) items.
This study employs exploratory factor analysis (EFA) and multivariate regression to analyze data from 188 respondents, aiming to predict the influence of various factors on the intention to purchase OCOP products.
The study analyzed 188 respondents, revealing a gender distribution of 46.3% male and 53.7% female The multivariable regression model indicated a strong adjusted R-squared of 0.747, signifying that 74.7% of the variation in the "Intention to buy OCOP products" is influenced by four independent variables T-tests and one-way ANOVA showed no significant differences in purchasing intentions across gender, age, or education levels, but office workers exhibited a higher consumption tendency than other occupational groups Perceived behavioral control positively correlates with the intention to purchase OCOP products, though it is identified as a weak predictor of food consumption The pricing of OCOP products poses a limitation, as it remains relatively high compared to similar products Additionally, both attitude and ethical standards positively influence purchasing intentions, aligning with previous research that identifies health benefits, product quality, and information as key components of consumer attitude towards local products.
The author recommends that businesses and cooperatives enhance their product offerings to better align with consumer purchasing needs and increase product value Key findings indicate that ethical standards significantly influence purchasing intentions, while subjective norms and perceived behavioral control also positively affect these intentions Furthermore, connecting the ethical values of One Commune One Product (OCOP) goods with consumers' internal values presents a competitive advantage To effectively influence consumer behavior, it is essential to streamline the purchasing journey and ensure OCOP products meet both Vietnamese and international standards through continuous improvement.
Research on the theoretical integration of the NAM and TPB models in analyzing OCOP products remains limited During the survey, many respondents reported a lack of awareness and access to the OCOP brand in the market Despite numerous expansion and communication efforts over the years, the OCOP brand still struggles to reach a broader audience.
The target demographic for this product includes individuals around 30 years old and those with limited access to social networks, which may hinder their awareness of the product's true market Future research should focus on understanding the purchasing intentions for OCOP products in rural areas where these goods are produced, as well as exploring the behaviors of immigrant populations Additionally, tourist groups and small business consumers in the restaurant and hotel industries, who exhibit distinct purchasing characteristics, represent other valuable research opportunities.
2.3.3 Research on factors affecting online shopping behavior on Facebook of consumers in Ho Chi Minh City (2018).
The rapid growth of Facebook has transformed it into a promising shopping platform, with many businesses leveraging its reach to promote their products Notably, Ho Chi Minh City ranks 10th globally, boasting 14 million active Facebook accounts, which represents 0.6% of the total user base This trend in Facebook shopping is generating significant profits while reducing costs for organizations and individuals alike Therefore, it is essential to explore the factors influencing consumers' online shopping behavior, enabling the development of effective online shopping channels on Facebook that cater to consumer needs and maximize the advantages of this social network for businesses in the fashion clothing sector.
The study proposes 6 hypotheses and models including 6 variables that are believed to have an impact on consumer shopping behavior: (1) Belief in the product
(2) Belief in the effects of the environment Social market (3) Return policy, (4) Seller reputation, (5) Convenience, (6) Livestream - online transmission.
Propose a model and research hypothesis
2.4.1 Gen Z’s intention to purchase OCOP products through livestream
Intention plays a crucial role in influencing consumers' willingness to engage in purchasing behavior (Ajzen, 1991) As noted by Matt and Ercan (2008), potential buyers develop an intention to purchase based on their interest and readiness for the product Kotler and Keller (2016) define purchase intention as the psychological state where customers plan to buy a specific product or service in the near or distant future Essentially, purchase intention reflects a customer's readiness to make a purchase (Matt & Ercan, 2008) To better understand customer behavior, businesses often conduct surveys to gauge buying intentions.
The perception of usefulness in purchasing products through livestreams is crucial as it reflects how customers assess the platform's ability to meet their needs This sense of usefulness significantly influences shoppers' decisions when selecting a service platform Key factors contributing to perceived usefulness include ease of use, flexibility, and interactivity, all of which enhance the overall shopping experience.
In the study by HUYEN et al (2023), the authors tested hypotheses from previous research, highlighting that perceived usefulness significantly impacts the intention to use a service, as demonstrated by Ariningsih and Prasaja (2020) Additionally, Suleman and Zuniarti (2019) found that consumers who perceive greater usefulness are more inclined to make online purchasing decisions Based on these findings, hypothesis H1 is proposed.
Hl: Perception of usefulness has a positive impact on purchase intention via livestream on social networking platforms of OCOP products for Gen z.
2.4.3 Reliability for the livestream platform
A brand's reputation significantly influences its financial performance, serving as a strategic advantage (Tang, 2007) In online shopping, the inability to physically inspect products creates hesitation among customers, making the trustworthiness of streamers crucial in assuring buyers that their purchases are worthwhile (Natthida & Chompu, 2022) Trust is essential for online transactions, as it underpins each purchase (Sirkka et al., 1999) Research indicates that consumer trust in streamers can alleviate perceived social complexities and vulnerabilities in e-commerce (Benjiang & Zhenjiao, 2021) Particularly for Gen Z consumers, trust enhances awareness of potential risks associated with online transactions during livestreams, thereby bolstering platform reliability The reputation of online sellers plays a vital role in minimizing these risks and encouraging viewer engagement and purchases during livestream sessions (Hock et al., 2010, 188-207) Based on these insights, the research team proposes hypothesis H2.
H2: The reliability of the livestream platform positively impacts Gen Z's intention to purchase OCOP products through livestream.
Creating trust is essential for shaping a positive brand image in the online marketplace, as consumers cannot physically interact with products (Mbete, 2020) Key elements of brand trust include the brand name, logo, design, and recognition across various suppliers According to Komiak and Benbasat (2023), customer trust in online commerce is influenced by awareness of streamers and confidence in the product Trust in streamers is assessed through their reliability, service quality, and recommendations Mahliza (2020) emphasizes that trust is crucial in the online shopping experience, while research by Alam & Usman (2021) shows that trust significantly enhances purchase intentions in e-commerce Overall, studies consistently highlight the vital role of product trust in the online shopping process.
From the above statements, hypothesis H3 is expressed as follows:
H3: Product credibility has a positive impact on Gen Z's intention to purchase OCOP products through livestream.
Subjective norms, defined by Ajzen (1991) as the social influence from stakeholders like friends and family, significantly affect action intentions Research supports this, with Ha & Janda (2012) and Saleem & Gopinath (2013) demonstrating that subjective norms positively influence green product purchasing behavior Most studies indicate a strong correlation between subjective norms and the intention to buy green products However, Kumar (2012) presents a contrasting view, suggesting that subjective norms do not impact purchasing intentions, which contradicts the Theory of Planned Behavior (TPB) without providing clear reasoning Overall, the evidence suggests that subjective norms positively influence behavioral intentions toward purchasing green industrial products.
H4: Social impact positively affects the intention to purchase OCOP products
Brand recognition refers to a potential customer's ability to identify a brand associated with a specific product category (Krisnawati, 2016) According to Koller and Keller (2011), brand awareness is the capacity of a brand to come to mind for consumers when they think of a particular product, highlighting how easily the brand is perceived (M Ridho & Farhan, 2021) This recognition significantly impacts consumers' purchasing intentions (Zia et al.).
2021) Based on the observations compiled from published scientific research works, we can propose hypothesis H5 as follows:
H5: Brand awareness positively impacts Gen Z's intention to purchase OCOP products through livestream platforms.
Promotions play a crucial role in influencing consumer purchasing decisions by creating urgency and appealing incentives (Lo et al., 2016) Attractive promotions can significantly enhance consumer interest, especially when they outperform competitor offers (Putra, 2019) Promotional cues like discounts and gifts often lead customers to make quick purchasing decisions (Wiranata and Hananto, 2018) Additionally, participation in promotions can enhance customers' perceptions of value and attractiveness in their purchases (Kaveh et al., 2021) Recent research indicates that advertising through platforms like TikTok live streaming positively affects product purchase preferences (Pongratte et al., 2023).
(2019) also demonstrated that promotions have a significant impact on purchasing decisions.
H6: Promotions have a positive impact on purchasing decisions via livestream platforms on social networking platforms of OCOP products for Gen z.
RESEARCH PROCESS AND METHODS
Qualitative research
This research utilized document collection, information processing, and expert consultations to explore the factors influencing the purchase of OCOP products among Gen Z through livestreams A measurement scale was developed to assess the impacts within the research model, synthesizing, analyzing, and evaluating relevant documents, policies, reports, and existing studies.
At the same time, to verify, cross-check information and evaluate information obtained from secondary documents.
Qualitative research results (scales, questionnaires, )
On February 8, 2024, an interview was conducted with Ms Giang Kim Ngan, a standards consultant for VietGAP Organic and OCOP, via Google Meet Additionally, two streamers involved in selling OCOP products were interviewed The findings from these discussions provide valuable insights into the current trends and challenges in the OCOP market.
Question 1 In your opinion, what factors attract Gen Z’s interest in OCOP products during livestream sessions? What factors make Gen z have purchasing intentions? How important is that factor to Gen Z's purchasing intention?
Gen Z is drawn to the cultural narratives and historical significance of OCOP products, making them more appealing due to their regional identity Effective marketing and presentation are crucial, as this generation prefers unique and creative shopping experiences, necessitating engaging livestream sessions that stand out from traditional sales methods Additionally, Gen Z values community involvement, often relying on peer interactions and reviews to inform their purchasing decisions, which means that incorporating community participation in livestreams can bolster their trust and willingness to buy Furthermore, this generation prioritizes the social impact of their purchases, with OCOP products benefiting local communities, thus influencing their choices Lastly, Gen Z seeks innovation and interactivity, making OCOP products that provide novel and engaging experiences particularly attractive to them.
The significance of various factors in influencing Gen Z's purchase intentions is substantial This generation is characterized by their intelligence and high expectations, as they consider more elements than prior generations when making buying decisions By comprehending and utilizing these factors, businesses can enhance their marketing strategies and boost sales effectiveness during livestream shopping events targeting Gen Z.
Question 2 According to you, in the period of advanced 4.0 technology and the rapid development of social networks, will awareness of the usefulness of the livestream platform affect Gen Z's decision to buy OCOP products via livestream?
Generation Z's awareness of the benefits of livestream platforms significantly impacts their purchasing decisions regarding OCOP products The convenience and direct interaction offered by livestreams enable consumers to easily access product information and engage with sellers, resulting in a more dynamic and personal shopping experience This heightened engagement enhances the appeal and persuasion for Gen Z when considering the purchase of OCOP products through livestreams.
Question 3 In your opinion, is the reliability of the livestream platform an important factor affecting Gen Z’s intention to purchase OCOP products?
The reliability of livestream platforms significantly influences Gen Z's purchasing decisions, particularly when buying OCOP products This generation is highly attuned to online information and utilizes various sources to assess the trustworthiness of these platforms.
A livcstrcam platform is considered trustworthy when it meets the following criteria:
4 Reputation of the seller or supplier
The reliability of livestream platforms significantly influences Generation Z's trust and purchase intentions when considering OCOP products.
Question 4 In your opinion, is the brand recognition of brands selling OCOP products really necessary for businesses? How much influence does this factor have on Gen Z's intention to purchase OCOP products during current livestream sessions?
For businesses offering OCOP products, which are traditional Vietnamese goods, effective brand building and management are crucial for success This is particularly vital in today's competitive market, where a strong brand can significantly influence a business's overall performance.
Strong brand recognition is essential for OCOP brands as it attracts customer attention, fosters trust and brand affinity, and ultimately boosts sales By establishing a distinct presence in the market, effective brand awareness enables OCOP businesses to differentiate themselves and secure a competitive edge.
Livestreaming has emerged as a key shopping channel for Gen Z, making brand recognition crucial This generation seeks to engage with brands that resonate with their values and present a friendly image Consequently, an OCOP brand that boasts strong recognition can significantly enhance Gen Z's purchasing intentions during livestream sessions.
Brand identity is an essential component of a comprehensive business strategy, but it is not the only factor To effectively attract and retain customers, OCOP businesses must focus on delivering high product quality, providing exceptional customer service, and actively engaging with customers on online platforms.
Question 5 In your opinion, during a livestream session, how do promotional codes affect Gen Z’s decision to buy OCOP products? Can this become a competitive advantage for OCOP products compared to other industries?
Quantitative research design
The research utilized a quantitative approach through a questionnaire survey, targeting Gen Z participants via Google Forms The initial section of the survey gathered demographic information such as age, gender, income, purchase frequency, willingness to pay, and preferred payment methods related to online OCOP product purchases through livestreams This e-commerce model has garnered significant interest from Gen Z, as it offers a unique shopping experience that differs from traditional online methods by providing real-time interaction and information beyond static images and text (Xu and Li, 2020) The second part of the survey employed a specific scale to assess the impact of trust, perceived usefulness, promotions, buyer feedback, and social influences on Gen Z's purchasing decisions across seven observed variables.
This research focuses on Generation Z, aged 12 to 27, who purchase One Commune One Product (OCOP) items via livestreams on social media platforms As brands increasingly target this demographic, understanding their unique shopping behaviors through livestream sales is essential for effective marketing strategies.
As of June 1, 2023, Ho Chi Minh City has a total population of 8,899,866, with young people making up 735,773 of that number, according to the Ho Chi Minh City Department of Health.
Students in Ho Chi Minh City include 568.856 people (according to higher education statistics for the 2021 - 2022 school year)
This study calculates the minimum sample size required for exploratory factor analysis (EFA) and multivariate regression models, utilizing a total of 32 questions based on a 5-level Likert scale By applying a 5:1 ratio, the necessary sample size is determined to be 160 participants (Hair JR et al.).
2014) From there, we determine the sample size to be 160.
Our team employs non-probability sampling methods, specifically judgment and seed development, to enhance the efficiency and accuracy of our survey By using the judgment method, we selectively choose participants, while seed development through existing relationships helps us achieve the necessary sample size Ultimately, we surveyed 300 Gen Z individuals on social networking platforms, comprising 173 men (57.67%) and 127 women (42.33%).
To ensure the survey targeted the appropriate research subjects, a set of questions was distributed to participants commenting on livestreams and articles selling OCOP products on platforms like TikTok and Facebook A preliminary survey was conducted from January 15 to January 20, 2024, involving 30 participants to assess their understanding and refine the questionnaire based on feedback The official survey took place from January 22 to February 4, 2024, resulting in 270 respondents.
Table 3.1 Quantitative questions referenced from international articles
Questions after editing are appropriate to the research context
HI 1: My shopping needs were handled quickly.
HI1: My shopping needs were handled quickly
HI2: New trending products are always updated to suit Gen z.
HI2: New trending products are always updated to suit Gen z
HI3: Diverse forms of payment for purchases.
HI3: Diverse forms of payment for purchases
HI4: There are many opportunities to find useful information and products that suit your needs.
HI4: Many opportunities to find useful information about products that suit your needs
HI5: Can shop via livestream anywhere.
HI5: Can shop via livestream anywhere
Reliability for the livestream platform
NT1: The livestream platform makes me feel trustworthy.
NT1: I believe the livestream purchasing platform keeps my information secure.
NT2: I believe in the livestream platform.
NT2: I believe I will receive the goods as expected.
NT3: The livestream platform left me with a trustworthy impression.
NT3: I believe the livestream platform supports returning goods when the seller does not deliver as committed.
SPI: The more specific information a product has the more I trust it.
SP1: I trust when the product is viewed directly via livestream
SP2: Detailed and beautiful packaging images of products on livestream increase credibility.
SP2: I trust product information provided directly by the seller via livestream
SP3: Products that meet high quality standards and certifications increase my trust.
SP3: I trust products that are of good quality and have good reviews from many other buyers
SP4:1 believe the product will be as I expected.
SP4: I trust OCOP products that have been allowed to be sold on the livestream platform
Brand TH 1:1 know brands that sell Case 1: Brands selling (Dan et al., recognition
OCOP products through livestream sessions.
OCOP products are easily found on livestream shopping platforms.
TH2:1 thought about these brands while watching the livestream.
TH2: I know the livestream time frame information of brands selling OCOP products.
TH3:1 am familiar with brands selling OCOP products through livestream sessions.
TH3: I am familiar with brands selling OCOP products through livestream sessions.
TH4: I know which products these brands sell under the OCOP program.
Case 4:1 can distinguish between OCOP products and non-OCOP products.
TH5:1 can recognize this brand when watching livestream sessions selling OCOP products.
TH5: 1 can recognize this brand when watching livestream sessions selling OCOP products.
XH1: Opinions and experiences of celebrities, KOLs, and KOCs influence my decision to purchase OCOP products.
XH1: Opinions and experiences of celebrities, KOLs, and KOCs influence my decision to purchase OCOP products.
Nathalie Pena- García et al (2020)
XH2: Family's opinions and experiences influence my decision to purchase OCOP products.
XH2: Family's opinions and experiences influence my decision to purchase OCOP products.
XH3: Friends' opinions and XH3: Friends' opinions experiences influence my decision to purchase OCOP products. and experiences influence my decision to purchase OCOP products.
XH4: Opinions and experiences discussed in online forums influence my purchasing decisions for OCOP products.
XH4: Opinions and experiences discussed in online forums influence my purchasing decisions for OCOP products.
KM 1: Promotion on livestream attracts me to buy OCOP products.
KM 1: The promotion on the livestream is attractive enough to make me intend to buy OCOP products Roch man et
(2023) KM2: The promotions offered a lot during the livestream attracted me.
KM2: The large number of promotions in the livestream increases my intention to buy OCOP products
KM3: Promotion creates an opportunity for me to try out OCOP products.
KM3: Promotions on livestream make me more inclined to buy OCOP products than other regular promotions
KM4: Promotion makes me buy more quantity of the same OCOP product.
Promotions during livestream events significantly increase both the frequency and quantity of my purchases of OCOP products As a member of Gen Z, I have a strong intention to buy OCOP products, confirming my commitment to these offerings.
(YD) products via livestream in the future. buy OCOP products via livestream in the future
YD2: The usefulness of purchasing OCOP products via livestream affects my purchase intention.
YD2: The usefulness of shopping via livestream affects my intention to buy OCOP products
YD3: The reliability of the livestream platform increases my intention to purchase OCOP products.
YD3: Credibility towards the livestream platform increases my intention to purchase OCOP products
YD4: Product reliability increases my intention to purchase OCOP products through livestream.
YD4: Product reliability increases my intention to purchase OCOP products through livestream
YD5: I will buy OCOP products via livestream if the brand recognition is high.
YD5:1 will buy OCOP products via livestream if the brand recognition is high
YD6: Social impact increases my intention to use OCOP products through my livcstrcam.
YD6: Positive social impact increases my intention to use OCOP products through my livestream
YD7: I will buy OCOP products if there are many promotions.
YD7:1 will buy OCOP products if there are many promotions