The impact of factors of livestream on consumers purchase intention the mediating rote of perceived risk

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN LE KIM QUOC THE IMPACT OF FACTORS OF LIVESTREAM ON CONSUMER’S PURCHASE INTENTION: THE MEDIATING ROLE OF PERCEIVED RISK GRADUATE THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 HO CHI MINH CITY, 2023 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY NGUYEN LE KIM QUOC THE IMPACT OF FACTORS OF LIVESTREAM ON CONSUMER’S PURCHASE INTENTION: THE MEDIATING ROLE OF PERCEIVED RISK GRADUATE THESIS MAJOR: BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR DR PHAM THI HOA HO CHI MINH CITY, 2023 i ABSTRACT Due to its greater potential for traffic conversion, the live streaming e-commerce model has since 2016 become a breakthrough in the transition of traditional ecommerce Live streaming e-commerce, as opposed to conventional ecommerce, can give customers a more direct and authentic shopping experience and encourage them to make decisions more rapidly Due to the covid-19 epidemic's effects, several offline retailers experienced significant losses in 2020 But, in these conditions, the number of livestreaming users has rapidly increased, which has brought about a significant increase in traffic support for livestreaming commerce As a result, the live streaming e-commerce model has not only provided offline retailers with a new means of survival, but has also ushered them into a new phase of online business growth For businesses and ecommerce platforms, it is crucial to investigate and comprehend the factors that affect customers' purchase intentions under the live streaming e-commerce model in order to enhance their own attractiveness, develop more effective marketing plans, and encourage customers to make purchases The appearance of perceived risk was examined in this study along with one dependent variable, buy intention, and four independent variables, including streamer's credibility, interactivity, trustworthiness, and product risk In order to better understand how these potential variables can affect consumers' intentions to make purchases in the livestreaming e-commerce industry The dataset is examined using 350 samples using structural equation modeling (SEM) to assess the hypothesis put forth in this study Keywords: Livestreaming, purchase intention, perceived risk, impacted factors ii AUTHOR’S DECLARATION I hereby declare that the thesis ―The impact of factors of livestream on consumer’s purchase intention: The mediating role of perceived risk‖ is the result of my research conducted over 10 weeks Except for references from previous research works as stated in the thesis, the survey data and the results of the thesis are completely honest and have not yet been published in any research work before Ho Chi Minh, April 2023 Quoc Nguyen Le Kim Quoc iii ACKNOWLEDGEMENT First and foremost, I would like to express my whole-hearted gratitude to my supervisor, Dr Pham Thi Hoa Thanks to her teaching in transmitting a myriad of important knowledge, and good recommendations in line with her patience and devotion, I could able to complete a well-rounded my bachelor's thesis During conducting my thesis process, I received a bunch of meaningful teaching and inspiration from my respected lecturer Furthermore, I am grateful to all the professors and lecturers from the Banking University of Ho Chi Minh City who educate me with vital comprehensive knowledge and essential skills throughout my syllabus at university Last but not least, I also want to thank the examiners for your pivotal time and consideration to review my graduation thesis iv TABLE OF CONTENTS ABSTRACT i AUTHOR’S DECLARATION ii ACKNOWLEDGEMENT iii TABLE OF CONTENTS iv LIST OF ABBREVIATIONS vii TABLE LIST viii FIGURE LIST ix CHAPTER OVERVIEW OF THE RESEARCH 1.1 Introduction 1.2 The urgency of the research .2 1.3 Research objective .5 1.4 Research question 1.5 Subjects of the research and scopes of study 1.6 Research Methodology .5 1.7 Research Significance 1.7.1 Academic Significance 1.7.2 Practical Significance .6 1.8 Thesis structure SUMMARY CHAPTER CHAPTER LITERATURE REVIEW 2.1 The basics of concept 2.1.1 The concept of purchase intention 2.1.2 The concept of perceived risk .10 2.1.3 The S-O-R model 11 2.1.4 Overview of the livestream shopping in Vietnam 12 2.2 Previous empirical studies 15 2.3 The evaluation of previous related studies .28 2.4 The Hypothesis and conceptual model 30 2.4.1 Hypothesis 30 v 2.4.2 Conceptual model 36 SUMMARY CHAPTER 37 CHAPTER RESEARCH METHODOLOGY 38 3.1 Process of research 38 3.2 Research steps 39 3.3 Research Methodology .42 3.3.1 Methodology of theoretical research 42 3.3.2 Practical research method .42 3.4 Research design 43 3.4.1 Sample size 43 3.4.2 Sampling method 44 3.4.3 Building the scale 44 3.4.4 Questionnaire design 47 3.4.5 Data collection 47 3.5 Data processing method 48 3.5.1 Descriptive statistics .48 3.5.2 Cronbach’s Alpha analyzing .48 3.5.3 EFA Analysing .49 3.5.4 Structural Equation Model 49 SUMMARY CHAPTER 50 CHAPTER THE RESEARCH RESULTS 51 4.1 Sample Description 51 4.2 Scale Reliability Testing 53 4.3 Exploratory Factor Analysis 55 4.4 Measurement Model (Reliability and Validity) .59 4.5 Hypothesis testing 64 SUMMARY CHAPTER 68 CHAPTER CONCLUSION 69 5.1 Conclusion 69 5.2 Theoretical contribution 70 5.3 Practical implication and suggestion .71 vi 5.4 Limitations and future research 73 REFERENCES 74 APPENDIX 80 APPENDIX 1: QUESTIONAIRE DESIGN 80 APPENDIX 2: DATA ANALYSIS RESULT 84 vii LIST OF ABBREVIATIONS Acronym Definition PI Purchase intention PE Perceived risk SC Streamer’s credibiltiy IN Interactivity TR Trustworthiness PR Product risk EFA Exploratory factor analysis KMO Kaiser–Meyer–Olkin test Sig Significance level SPSS Statistical Package for the Social Sciences CFA Confirmatory factor analysis SEM Structural equation modeling viii TABLE LIST Table 2.1: Previous study summary 20 Table 3.1: Measurement scale of observed variable 39 Table 3.2: Coding the variables of the scale 45 Table 4.1: Sample Description 52 Table 4.2: Scale Reliability Testing 54 Table 4.3: KMO and Bartlett's Test for the independent variable 57 Table 4.4: Eigenvalues and covariance deviations for the independent variable 57 Table 4.5: Factor loading for the independent variable 57 Table 4.6: Results of confirmatory Factor Analysis- Factor loadings and composite reliability 60 Table 4.7: Discriminant Validity 61 Table 4.8: Regression Weights 64 Table 4.9: The mediating testing 66 Table 4.10: Summary of hypothesis testing results 67 86 Descriptive Statistics N Minimum Maximum Mean Std Deviation SC1 350 3,83 ,801 SC2 350 3,82 ,756 SC3 350 3,84 ,790 SC4 350 3,83 ,828 SC5 350 3,66 ,854 IN1 350 3,92 ,804 IN2 350 3,90 ,795 IN3 350 4,17 ,753 IN4 350 3,92 ,806 IN5 350 3,73 ,896 TR1 350 3,71 ,784 TR2 350 3,69 ,835 TR3 350 3,66 ,784 TR4 350 3,68 ,804 TR5 350 3,66 ,834 PR1 350 2,23 ,828 PR2 350 2,30 ,786 PR3 350 2,24 ,812 PR4 350 2,25 ,768 PR5 350 2,32 ,791 PE1 350 2,23 ,871 PE2 350 2,19 ,851 PE3 350 2,15 ,829 PE4 350 2,29 ,798 PE5 350 2,28 ,809 PI1 350 3,61 ,804 PI2 350 3,72 ,817 PI3 350 3,80 ,796 PI4 350 3,87 ,855 PI5 350 3,62 ,798 Valid N (listwise) 350 CRONBACH’S ALPHA the reliability assessment of Streamer’s Result of credibility factor (1st time) Reliability Statistics Cronbach's N of Items Alpha ,791 87 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted SC1 15,15 5,645 ,675 ,717 SC2 15,16 5,915 ,643 ,729 SC3 15,14 5,743 ,657 ,723 SC4 15,15 5,666 ,635 ,729 SC5 15,32 6,842 ,287 ,842 Result of the reliability assessment of Streamer’s credibility factor (2nd time) Reliability Statistics Cronbach's N of Items Alpha ,842 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted SC1 11,49 3,964 ,702 ,788 SC2 11,50 4,234 ,654 ,809 SC3 11,48 4,010 ,698 ,790 SC4 11,49 3,998 ,652 ,811 Result of the reliability assessment of Interactivity factor Reliability Statistics Cronbach's N of Items Alpha ,880 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted IN1 15,73 7,443 ,693 ,858 IN2 15,74 7,710 ,631 ,872 88 IN3 15,47 7,471 ,751 ,846 IN4 15,73 7,195 ,760 ,842 IN5 15,91 6,866 ,737 ,849 Result of the reliability assessment of Trustworthiness factor Reliability Statistics Cronbach's N of Items Alpha ,857 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted TR1 14,69 7,102 ,643 ,835 TR2 14,71 6,796 ,668 ,829 TR3 14,74 7,351 ,573 ,852 TR4 14,72 6,771 ,713 ,817 TR5 14,74 6,451 ,769 ,802 Result of the reliability assessment of Product risk factor Reliability Statistics Cronbach's N of Items Alpha ,849 Item-Total Statistics 89 Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted PR1 9,11 6,306 ,698 ,807 PR2 9,04 6,483 ,698 ,807 PR3 9,10 6,409 ,687 ,810 PR4 9,09 6,634 ,674 ,814 PR5 9,02 7,020 ,536 ,849 Result of the reliability assessment of Perceived risk factor Reliability Statistics Cronbach's N of Items Alpha ,885 Item-Total Statistics Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted PE1 8,92 7,432 ,768 ,848 PE2 8,96 7,838 ,688 ,868 PE3 9,00 7,788 ,727 ,858 PE4 8,86 8,130 ,675 ,870 PE5 8,87 7,789 ,751 ,853 Result of the reliability assessment of Purchase intention factor Reliability Statistics Cronbach's N of Items Alpha ,872 Item-Total Statistics 90 Scale Mean if Scale Variance Corrected Item- Cronbach's Item Deleted if Item Deleted Total Alpha if Item Correlation Deleted PI1 15,01 7,493 ,642 ,858 PI2 14,91 7,278 ,685 ,848 PI3 14,82 7,443 ,664 ,853 PI4 14,75 7,013 ,711 ,842 PI5 15,00 6,980 ,794 ,822 EXPLORATORY FACTOR ANALYSIS (EFA) The result of KMO and Bartlett’s Test for independent variable (1st time) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ,866 Approx Chi-Square Bartlett's Test of Sphericity 5541,790 df 406 Sig ,000 Eigenvalues and covariance deviations for independent variables (1st time) Total Variance Explained Factor Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % a Total 7,435 25,639 25,639 7,032 24,247 24,247 4,705 3,491 12,038 37,677 3,106 10,711 34,959 3,159 3,046 10,502 48,179 2,646 9,125 44,084 4,398 2,309 7,963 56,142 1,907 6,577 50,661 4,043 1,988 6,855 62,996 1,590 5,483 56,144 5,766 1,298 4,475 67,472 ,902 3,110 59,254 2,642 ,759 2,617 70,089 ,756 2,607 72,695 ,680 2,344 75,040 10 ,618 2,131 77,171 11 ,577 1,989 79,160 12 ,561 1,933 81,093 13 ,493 1,700 82,794 14 ,475 1,639 84,433 91 15 ,427 1,473 85,907 16 ,413 1,422 87,329 17 ,398 1,372 88,701 18 ,389 1,342 90,044 19 ,368 1,270 91,314 20 ,315 1,086 92,400 21 ,302 1,041 93,440 22 ,290 1,000 94,440 23 ,270 ,931 95,371 24 ,259 ,893 96,263 25 ,247 ,852 97,115 26 ,239 ,824 97,939 27 ,209 ,719 98,658 28 ,200 ,688 99,346 29 ,190 ,654 100,000 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance EFA in the 1st time Pattern Matrix a Factor PI5 ,950 PI1 ,712 PI3 ,696 PI2 ,686 PI4 ,654 IN3 ,821 IN4 ,803 IN5 ,796 IN1 ,769 IN2 ,685 TR4 ,834 TR5 ,813 TR2 ,701 TR1 ,680 TR3 ,626 PR2 ,824 PR1 ,801 92 PR3 ,759 PR4 ,686 PR5 PE1 ,853 PE5 ,741 PE4 ,718 PE3 ,710 PE2 ,683 SC1 ,794 SC3 ,792 SC4 ,736 SC2 ,701 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations The result of KMO and Bartlett’s Test for independent variable (2nd time) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ,860 Approx Chi-Square Bartlett's Test of Sphericity 5369,303 df 378 Sig ,000 Eigenvalues and covariance deviations for independent variables (2nd time) Total Variance Explained Factor Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loadings Total % of Variance Cumulative % Total % of Variance Cumulative % a Total 7,126 25,449 25,449 6,731 24,040 24,040 4,476 3,489 12,462 37,910 3,105 11,090 35,129 3,142 3,031 10,823 48,734 2,633 9,404 44,534 4,309 2,246 8,022 56,755 1,851 6,612 51,145 5,584 1,958 6,994 63,749 1,562 5,580 56,725 3,513 1,287 4,598 68,347 ,895 3,198 59,923 2,597 93 ,758 2,707 71,054 ,739 2,639 73,693 ,665 2,374 76,067 10 ,618 2,207 78,274 11 ,562 2,006 80,280 12 ,495 1,768 82,048 13 ,476 1,701 83,749 14 ,427 1,527 85,276 15 ,413 1,474 86,750 16 ,404 1,442 88,193 17 ,397 1,417 89,610 18 ,368 1,316 90,925 19 ,326 1,165 92,090 20 ,303 1,082 93,172 21 ,290 1,037 94,209 22 ,271 ,967 95,176 23 ,262 ,935 96,111 24 ,251 ,896 97,007 25 ,239 ,853 97,860 26 ,209 ,745 98,605 27 ,200 ,713 99,319 28 ,191 ,681 100,000 Extraction Method: Principal Axis Factoring a When factors are correlated, sums of squared loadings cannot be added to obtain a total variance EFA in the 2nd time Pattern Matrix a Factor PI5 ,954 PI1 ,711 PI3 ,685 PI2 ,674 PI4 ,641 IN3 ,819 IN4 ,804 IN5 ,796 IN1 ,769 IN2 ,684 TR4 ,832 TR5 ,811 TR2 ,700 TR1 ,679 94 TR3 ,623 PE1 ,846 PE5 ,738 PE3 ,715 PE4 ,712 PE2 ,684 PR2 ,808 PR1 ,780 PR3 ,742 PR4 ,679 SC1 ,794 SC3 ,789 SC4 ,734 SC2 ,702 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations CONFIRMATORY FACTOR ANALYSIS (CFA) CFA model 95 Model Validity Measures STRUCTURAL EQUATION MODELING (SEM) SEM model 96 Regression Weights Regression Weights: (Group number - Default model) PE PE PE PE PI TR4 TR5 TR2 TR1 TR3 PI5 PI1 PI3 PI2 PI4 IN4 IN3 IN5 IN1 IN2 PR2 PR1 PR3 PR4 SC3 SC1 SC4 SC2 PE1 PE3 PE5 PE4 PE2 < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < < - TR IN PR SC PE TR TR TR TR TR PI PI PI PI PI IN IN IN IN IN PR PR PR PR SC SC SC SC PE PE PE PE PE Estimate -,651 -,155 ,351 -,137 -,558 1,000 1,360 1,180 ,895 ,892 1,000 ,843 ,847 ,908 ,991 1,000 ,907 1,092 ,895 ,808 1,000 1,052 1,017 ,967 1,000 1,021 ,978 ,901 1,000 ,924 ,926 ,809 ,884 S.E ,080 ,051 ,065 ,058 ,056 C.R -8,137 -3,017 5,362 -2,374 -10,042 P *** ,003 *** ,018 *** ,097 ,092 ,064 ,084 13,964 12,833 14,031 10,579 *** *** *** *** ,058 ,058 ,058 ,060 14,446 14,703 15,587 16,474 *** *** *** *** ,055 ,065 ,060 ,060 16,624 16,843 15,007 13,374 *** *** *** *** ,076 ,075 ,071 13,774 13,593 13,644 *** *** *** ,074 ,075 ,069 13,888 12,973 13,082 *** *** *** ,056 ,054 ,055 ,059 16,568 17,141 14,636 15,097 *** *** *** *** Label 97 Indirect Effects 98 PHIẾU THEO DÕI TIẾN ĐỘ THỰC HIỆN ĐỒ ÁN, KHÓA LUẬN TỐT NGHIỆP (Đợt NH 2022 – 2023) Họ tên SV : Nguyễn Lê Kim Quốc Mã SV : 050607190420 L p : HQ7 – GE13 Ngành : Quản trị kinh doanh Số ĐT: 0375993306 Địa Email SV: kimquoc267@gmail.com Giảng viên hư ng dẫn : Phạm Thị Hoa Tên đề tài đồ n, khóa luận : The impact of factor of livestream on consumer’s purchase intention: The mediating role of perceived risk Khối lượng Tuần lễ Ngày 30/01-06/02/2023 Đã thực Hoàn thành chương T m hiểu lý thuyết tảng làm sở cho khóa luận Tiếp tục thực Viết mục 2.1 mục 2.2 T m hiểu c c nghiên cứu có liên quan GVHD ký tên 99 06/02-13/02/2023 Hoàn thành mục 2.1 mục 2.2 Viết mục 2.3 mục 2.4 T m hiểu c c nghiên cứu có liên quan T m khoảng trống nghiên cứu Đề xuất mô h nh nghiên cứu 13/02-20/02/2023 Hoàn thành mục 2.3 mục 2.4 T m khoảng trống nghiên cứu Viết mục 2.5 lập bảng câu hỏi theo thang đo Likert Đề xuất mơ h nh nghiên cứu 20/02-27/02/2023 Hồn thành mục 2.5 Lập bảng câu hỏi theo thang đo likert Đưa tr nh t phương ph p nghiên cứu Viết chương 27/02-06/03/2023 - Đưa tr nh t phương ph p nghiên cứu Viết chương Kiểm tra tiến đ kỳ Đ nh gi khối lượng hoàn thành 50 % Được tiếp tục  06/03 – 13/03/2023 Hoàn thành chương Hoàn thành khảo s t 13/03 – 20/03/2023 Tiếp tục th c hoàn thành chương tiến hành khảo s t Khắc phục c c khuyết tật mô h nh Thảo luận kết nghiên cứu Không tiếp tục Thống kê mô tả liệu, tổng hợp kết hồi quy so s nh mơ h nh Chỉnh sửa hồn thành chương 20/03 – 27/03/2023 Hoàn thành chương D a vào kết nghiên cứu, viết kết luận khuyến nghị 27/03 – 03/04/2023 Hoàn thành chương Viết tóm tắt, tài liệu tham khảo Làm mục lục, danh mục bảng, h nh 100 10 03/04 – 09/04/2023 Kiểm tra tiến đ cuối kỳ Hoàn thành bố cục h nh thức hoàn chỉnh KLTN N p KLTN theo thời gian quy định Đ nh gi khối lượng hoàn thành _ % Được bảo vệ SINH VIÊN THỰC HIỆN Nguyễn Lê Kim Quốc Không bảo vệ GIẢNG VIÊN HƯỚNG DẪN Phạm Thị Hoa