INTRODUCTION
Background
The rise of streaming platforms has profoundly transformed the e-commerce landscape,revolutionizing the way consumers make purchasing decisions These innovative platforms have transcended the boundaries of traditional online shopping, creating an interactive and engaging experience that seamlessly blends entertainment with the convenience of digital retail Their genesis can be traced back to the early 2010s when pioneering platforms likeTaobao Live in China began experimenting with real-time video broadcasts to promote products This concept quickly gained traction, and by 2019, the value of live-streamed e- commerce transactions in China had reached a staggering $134 billion The widespread adoption of streaming platforms in e-commerce can be attributed to a combination of factors, including ubiquitous internet access, smartphone prevalence, interactive and engaging experiences, enhanced product representation, and the convergence of influencer marketing and social commerce These platforms have undoubtedly transformed online shopping, exerting a significant influence on consumer behavior, fostering emotional connections, providing social proof, enabling personalized recommendations, and turning shopping into leisure As streaming technology continues to evolve and integrate seamlessly with e-commerce platforms, their influence on shaping shopping decisions is poised to intensify, redefining the future of online shopping.
Rationale
Due to the convenience of Online shopping, it has become an important part of many people's lives Virtual stores allow people to shop from the comfort of their homes without the pressure of a salesperson Online marketplaces provide a new and more convenient venue for exchanging virtually all types of goods and services Both businesses and customers have embraced online sales as a cheaper and more convenient way to shop(Investopedia, 2021) In Viet Nam, Dang Hoang Hai, Director of the Vietnam e-Commerce and Digital Economy Agency (iDEA), said e-commerce has been a critical distribution channel, maintaining supply chains and boosting sales of agricultural products, particularly during the severe resurgence of COVID-19 Sales on e-commerce sites reached 13 billionUSD last year, up 16 percent against 2020, making Vietnam one of the top three SoutheastAsian countries with the highest growth in online retail sales (Vietnamplus, 2022) So, with the development of online platforms, buying and selling online has become accessible to many people But perhaps the youngest majority are college students, who can easily absorb the workings of those platforms Therefore, in order to keep up with the trend of using online platforms to sell online, requiring goods suppliers to overtake and create content to attract customers, as well as for online platform developers The company must increasingly optimize its products to be more optimal and consistent with customer shopping behaviour,especially the young or more specifically University Students.
Research questions
The main thrust of the study was to investigate the NEU freshmen' behaviors in online shopping through livestream as perceived by the respondents.
Specifically, it sought to answer the following questions:
1 How frequently do NEU's freshmen do shopping in livestream events?
2 What is the relationship between Livestreams and customers' trust in NEU's freshmen?
3 What is the effect of Livestream on the shopping decisions of NEU freshmen?
Scope of the study
The rapid growth of streaming platforms and online shopping has led to an exciting convergence of these two industries, creating a dynamic and interactive e-commerce landscape A comprehensive study of this intersection would encompass a wide range of topics, exploring the transformative impact of streaming technologies on consumer behavior, e-commerce strategies, and the future of online shopping One central focus of such a study would be to understand how streaming platforms influence consumer shopping habits By analyzing user data and viewing patterns, streaming platforms can provide personalized product recommendations, curate targeted marketing campaigns, and influence purchase decisions The study would delve into the effectiveness of these strategies in enhancing customer engagement, brand storytelling, and sales conversions Furthermore, the study would investigate the integration of streaming platforms into e-commerce ecosystems.Live product demonstrations, virtual shopping experiences, and influencer marketing campaigns are rapidly gaining traction as e-commerce businesses seek to engage audiences and drive sales The study would analyze the impact of these integration strategies on customer perceptions of product quality, authenticity, and value Another significant area of focus would be the utilization of live streaming for e-commerce sales and promotions Live streaming has emerged as a powerful tool for building trust, fostering real-time engagement,and driving impulse purchases The study would examine best practices and strategies for conducting successful live-streaming e-commerce events, analyzing their effectiveness in increasing sales, enhancing brand loyalty, and expanding customer reach Additionally, the study would explore how streaming platforms can be used to enhance customer service and support online shopping Live product demonstrations, real-time query resolution, and personalized customer interactions are transforming the way e-commerce businesses interact with their customers The study would assess the impact of streaming platforms on customer satisfaction, brand perception, and loyalty.
Organization of the study
To systematically explore and answer the research question, this study will be organized into distinct sections:
Section 1 - Introduction: this section typically outlines the unique and significant aspects of the study, introduces the research problem, states objectives and research questions, provides context or historical background, and emphasizes the importance of the topic It aims to capture the reader's interest, establish the relevance of the research, and highlight its significance in the broader context of the field.
Section 2 - Literature Review: A comprehensive review of existing literature will provide the necessary background and context for understanding the landscape of live-streaming shopping and its impact on consumer decision-making.
Section 3 - Methodology: This section will outline the research methods employed, detailing data collection strategies, participant selection, and analytical approaches.
Section 4 - Results and Discussions: The study's findings will be presented and analyzed to discern patterns, trends, and key insights This section will delve into the implications of the findings, comparing them with existing literature and discussing their relevance to the broader field.
Section 5 - Conclusion: The study will conclude by summarizing key findings and suggesting potential avenues for future research in the dynamic domain of live-streaming shopping.
By adopting this structured approach, we aim to contribute valuable insights into the evolving landscape of consumer decision-making influenced by live-streaming shopping.
LITERATURE REVIEW
Definition of key terms
Online shopping refers to, “the activity or action of buying products or services over the Internet It means going online, landing on a seller’s website, selecting something, and arranging for its delivery The buyer either pays for the good or service online with a credit or debit card or upon delivery” (Market Business News, 2023)
Online shopping is part of E-Commerce, which stands for Electronic Commerce It occurs when a customer buys through a digital platform Online shopping has evolved and shifted over time, with people now shopping from various devices like computers, phones, and tablets, as well as patronizing websites and social media platforms
Streaming platforms can be defined as those whose business model rests on video monetization They overlap but are distinct from social media platforms that stream videos but whose business case does not entirely rest on them (Cunningham and Craig, 2019)
If we start at a purely technical level, it is possible to define streaming – as it is commonly used in relation to Internet and new media services – as the transmission and retrieval of digital content that is stored and processed on a remote server Contrary to downloading, the content is only temporarily retained in the cache, not permanently stored on the hard drive of the user’s device (Hendrik Storstein Spilker and Terje Colbjornsen, 2020).
Basically, Streaming platforms are online services that allow users to access and consume various forms of digital content, such as videos, music, podcasts, and live broadcasts, over the internet These platforms provide a convenient way for users to stream content on- demand without the need to download it to their devices
Subscription Streaming Platforms: These platforms require users to pay a subscription fee, usually on a monthly basis, to access a wide range of content For example, Netflix, Disney+, Amazon Prime Video.
Non-Subscription Streaming Platforms: These platforms, such as TikTok, Facebook,
Instagram, and YouTube, allow users to watch and interact with content without any cost. They often rely on advertising revenue or other monetization methods.
Live Streaming Platforms: These platforms enable users to broadcast and watch live video content in real-time For instance, Tiktok Live, YouTube Live, Facebook Live, Instagram Live, Nimo TV.
Live streaming can be simply defined as transmitting live video to an audience in real time over the internet (Neil Patel, 2022):
Livestream + online shopping = Livestream shopping.
Livestream shopping, or live shopping, is a marketing strategy wherein a host, usually an influencer or a celebrity, promotes a product through a live video
Unlike traditional online shopping, livestream shopping allows viewers to interact with the host and ask questions or provide comments during the live broadcast That the host can address these interactions directly and immediately will satisfy customers' query and help them have a clearer view of products to make their shopping choices.
Livestream shopping typically takes place on e-commerce apps or streaming platforms,social media platforms, and websites such as Facebook, Instagram, and recently, Tiktok.Producers usually collaborate with influencers to promote goods consumption during these livestreams, gaining benefit from their fame and influence to attract customers.
History of livestream
The exploration of the history and evolution of live streaming in the provided text is both informative and engaging, shedding light on its journey from a nascent technology to a dominant force in the modern era.
The text adeptly captures the historical context of live streaming, illustrating how it has transcended its initial status as groundbreaking technology to become a mainstream form of broadcasting The incorporation of major tech companies like Google, Microsoft, Nvidia, Apple, and Amazon underscores its widespread adoption.
The use of a narrative style, with mentions of "exciting twists and twirls," adds a dynamic and engaging element to the exploration of live streaming's history This storytelling approach makes the content more accessible to readers
The description of the very first live stream in 1993 by Severe Tire Damage, transmitted over the network, offers a glimpse into the innovative beginnings of live streaming. Connecting it to the world of music adds a creative touch to its origin story (Restream team, 2021)
The text effectively highlights key milestones in the development of live streaming, fromRealPlayer's introduction in 1995 to the groundbreaking presidential webcast in 1999.
These milestones serve as pivotal moments in the technology's evolution (Restream team, 2021)
The acknowledgment of YouTube's pivotal role in popularizing live streaming, particularly with YouTube Live in 2008, is well-articulated The narrative recognizes YouTube's initial hesitancy to specialize in live streaming and the subsequent rise of Twitch as a major player. (Wikipedia)
The integration of live streaming into social media platforms is well-documented, from Twitter's acquisition of Periscope to the introduction of live streaming services by Facebook and Instagram This integration reflects the adaptability of live streaming to changing technological landscapes
The inclusion of statistics, such as the hosting of over 3.5 million live streams on Facebook by 2018 and the global consumption of over 1.1 billion hours of live videos by the end of
2019, provides quantitative evidence of live streaming's dominance (Restream team, 2021)
The text intelligently addresses the impact of the global COVID-19 pandemic on live streaming, emphasizing how it presented new opportunities as people shifted to remote work and virtual learning This highlights the technology's resilience in the face of global challenges (Restream team, 2021)
The exploration of reasons behind live streaming's popularity, including cost-efficiency, interactivity, and the ability to connect people during lockdowns, adds depth to the analysis. These factors contribute to the technology's widespread appeal
The text concludes with a forward-looking perspective, predicting the continuous growth of live streaming and projecting a global market value of over $180 billion by 2027 The mention of both established and emerging platforms indicates a comprehensive understanding of the industry's landscape (Restream team, 2021)
Form of Livestream
The research on live streaming dynamics, as presented in the study, marks a significant step forward in understanding the intricacies of viewer engagement and financial support within the rapidly growing realm of digital media The findings shed light on the delicate balance streamers must strike between community-focused and content-focused communication. Notably, the study's identification of a "double-edged sword" in community-focused communication, positively influencing non-monetary outcomes while negatively impacting monetary outcomes, provides actionable insights for streamers seeking to build both a loyal audience and financial support (Johann Giertz, 2020)
Moreover, the consideration of communication styles, particularly the distinction between utilitarian-superior and hedonically superior styles, adds depth to the analysis The nuanced interactions between these styles and communication foci emphasize the importance of strategic communication for streamers The study's methodology, utilizing regression models and Heckman correction to address potential biases, contributes to the empirical rigor of the findings (Welf H Weiger, 2020)
While the study successfully explores the dynamics within the gaming genre on Twitch, future research should diversify into other content types to assess the generalizability of these findings Additionally, a deeper exploration of mediating factors, as hinted at in the study, could provide a more comprehensive understanding of the underlying processes shaping viewer behavior (Maria Tửrhửnen, 2020)
In essence, this research serves as a valuable resource for streamers, offering practical implications for optimizing their communication strategies based on desired outcomes As the live streaming landscape continues to evolve, further studies building upon these insights will contribute to a more nuanced comprehension of the factors driving engagement and financial support in this dynamic digital media environment (Juho Hamari,2020)
The influence of streaming platforms on shopping behavior
The live shopping trend facilitated by streaming platforms is gaining global momentum,particularly in Asia Major players like Meta and Amazon are experimenting with this concept in the U.S Live shopping events are transforming the landscape of commerce media and video content, with 20% of U.S consumers participating in 2022 China's success in live shopping, reaching $497 billion in 2022, highlights its maturity and integration into daily consumer habits Gen Z and millennial consumers are particularly drawn to live shopping, reshaping the dynamics of commerce media The focus is on creating engaging content, explaining complex products, and leveraging celebrities or creators to generate excitement. Challenges such as logistics, social media fatigue, and competition need to be addressed. Live shopping has the potential to replace physical store visits and influence shopping behavior Maintaining audience engagement and authenticity will be crucial for the sustained success of live shopping platforms (Tahmid, 2023)
The presented literature review highlights the growing significance of live streaming in the context of E-commerce development, particularly in Southeast Asia and Vietnam It emphasizes the impact of live streaming on customer purchase intentions, specifically in the fashion industry The review utilizes established theoretical frameworks such as the Theory of Reasoned Action (TRA), Theory of Planned Behavior (TPB), Technology Acceptance Model (TAM), and Uses and Gratification Theory (UGT) to comprehensively understand the factors influencing consumer behavior in the live streaming space The TRA and TPB lay the theoretical foundation by emphasizing the importance of attitudes, subjective norms, and perceived behavioral control in predicting consumer behavior TPB, which incorporates the factor of perceived behavioral control, is considered more suitable for predicting online shopping intentions in Vietnam The TAM is introduced to highlight the role of perceived usefulness and perceived ease of use in technology adoption, specifically in the realm of E- commerce Its application in online retail shopping is discussed, emphasizing its relevance in understanding consumer motivations and behavior.The research introduces the concept of hedonic and utilitarian motivations in the live streaming context It discusses the influence of social motivators on customer engagement with social media content, advertising, and live streaming The research incorporates findings from various studies to build a comprehensive understanding of live streaming's influence on customer purchase intentions.The proposed five-factor model is emphasized, combining factors not explored simultaneously in previous research The literature review sets the stage for the research topic and provides valuable insights for researchers and local fashion businesses (Tăng ThịThanh Thủy and Nguyễn Linh Chi, 2021)
METHODOLOGY
Participants
The research involves freshmen in different programs and departments of National Economics University The participants were selected randomly, based on the network of our teammates Our team sent the survey directly to our class's group chat, and other friends who are first-year students in NEU Besides, the survey was also posted on different K65 NEU student groups on Facebook to ensure the diversity in responses
There were 101 respondents, including 61 female participants and 40 male participants TheAdvanced Education Program (AEP) courses had the largest number of participants which is approximately 60%, the rest was divided into other programs.
Data collection
An online survey was utilized to collect data for this investigation The questionnaire in the survey attended to analyze the impact of livestream on purchase intention among freshmen in National Economics University (NEU)
Participants got the questionnaire created by Google Forms The form would first describe the purpose of the research, the optional character of engagement, and the privacy of their responses This guarantees that participants were informed about the study nature and willingly decided to provide information or not.
To collect data, we have done following these steps:
Step 1: Design the Questionnaire : Create a questionnaire depending on the goals and inquiries of the research.
A questionnaire was developed based on the identified factors in the literature review with 7 parts and 21 questions in total Participants need to provide information, including background information, current status of watching livestream, status of online shopping,factors affected users from livestream, shopping on livestream compared to shopping on websites, the situation of low-quality products and the exchange policy This survey was designed on Google Forms by one member, then uploaded to the group chat in order to the fact that other members commented and edited.
The survey will include multiple choice questions, multi select questions and Likert scale questions, a question that uses a 5 or 7-point scale that ranges from one extreme attitude to another.
The leader uploaded our survey to the class's group chat to get answers from classmates. After that, all members would deliver this survey to different groups chat of first-year NEU students, together with our friends who are studying first-year in NEU Every participant received the electrical survey through a Google Form link.
Step 3: Close the Link : The link of survey was publicised on 14th December 2023 and closed on 23rd December 2023, the progress lasted 9 days in total
After the link was set in private, data collection will be done in a quantitative and qualitative manner to support research findings Besides, it is also important to ensure confidentiality,security and there are no controversial problems in the research No personal information(such as names or addresses) is included in the survey.
Data analysis
The survey instrument was meticulously designed to address two primary research objectives outlined in the Literature Review First, the survey investigated the influence of livestream services on the customer experience Second, it aimed to identify the factors influencing clients' purchasing decisions Following the collection of questionnaire responses, our team initiated the evaluation of quantitative data using both Google Forms and Excel The collected data underwent thorough cleansing and sorting in alignment with the study objectives Descriptive statistical techniques, including frequency distributions,percentages, and mean scores, were employed for data analysis The presentation of results was facilitated through the entry of data into a spreadsheet, with graphical representations such as pie and bar graphs offering visual clarity The "form responses management function" of Google Form summarized all responses and converted them into charts, providing a comprehensive overview of respondents' answers to each question Excel file provided a detail of all acquired data, enhancing the scrutiny of the results The utilization of descriptive statistical techniques remains imperative in this study to furnish a lucid and succinct elucidation of the acquired data and adequately address the research inquiries.
The data gathered from this study underwent an exhaustive assessment utilizing descriptive statistics to ensure the accuracy and validity of the outcomes The integration of GoogleForms and Excel streamlined the processes of data collection, cleansing, and analysis The application of descriptive statistical approaches in this investigation yielded valuable insights into the influence of social media platforms on shopping preferences.
RESULTS AND DISCUSSIONS
Current status of watching livestream
Figure 4.1 Neu freshmen's habit of watching livestream
The given graph indicates the NEU freshmen’s frequency of watching livestream As can be observed, a sizable portion of surveyed students watched livestream above 50% in percent of frequency There were 41 respondents who often watched livestream, accounting for more than 40% of the survey answer On the contrary, only 8.9% rarely had this activity while 17 and 20 students, which made up 16.8% and 19.8% respectively, sometimes and usually followed livestream.
From the provided data, it appears that livestream has infiltrated in daily lives of NEU's freshmen as the majority falls into the "often" category, suggesting a substantial time in following these livestreams Overall, the trend indicates a generally positive reception.
Figure 4.2 Streaming platforms preferred by NEU freshmen
The bar chart illustrates platforms used to watch livestream of NEU’s freshmen It can be seen that Tiktok was the most popular application among students with 83/101 responses. Accounting for 64 and 63 answers respectively, Instagram and Facebook were ranked second and third in favorite livestream platforms On the contrary, not about a half of surveyed students followed livestream through E-commerce applications, such as Shopee or Lazada Besides, there were 10 freshmen use Youtube with watching livestream purpose, and a minority has referred to other websites/apps, namely Nimo TV, Weverse and Afreeca TV.
Overall, Tiktok is most well-known in NEU’s freshmen community, followed by Instagram and Facebook This may be because these applications have their own Live section (TiktokLive, Instagram Live, Facebook Live) parallel developed with their main purpose sections.
Figure 4.3 The most preferred platforms by NEU freshmen
The given pie chart compares and contrasts the priority of livestream applications of NEU’s freshmen Notably, Tiktok made up 43.6% responses, which meant approximately a half would use Tiktok most to watch livestream Ranked at second place was Instagram with 21.8%, Facebook in third place with 17.8% and 11.9% of E-commerce apps (such as Shopee, Lazada) in fourth place 5% left of the survey was divided into other kinds of livestream apps, namely Youtube, Nimo TV.
From these statistics, we can conclude that although NEU’s freshmen use several apps and websites to watch livestream, Tiktok still consumes most usage time from students It could be explained by the popularity of Tiktok among this community, which inferred from the previous question Therefore, producers should take advantage of this popularity then introduce their products in Tiktok to approach more customers.
Status of online shopping
Figure 4.4 NEU freshmen amount of livestream shopping
The chart shows an even distribution of students' shopping habits during livestream events. Approximately 25% engage infrequently, possibly due to lack of interest or limited knowledge about the products 12% participate occasionally, suggesting interest but not regularity Over 25% shop occasionally, indicating occasional interest Nearly one-fifth of students regularly engage, likely due to frequent follow-ups and enjoyment of the shopping experience Nearly 13% always shop, indicating a dedicated group of students actively participating in livestream shopping.
This analysis provides insights into how students vary in their shopping engagement during livestream events and how brands can optimize their online shopping experiences to attract and retain students
Figure 4.5 Reason why NEU freshmen chose livestream shopping
The chart shows that a majority of students (73.3%) prefer online shopping during livestream events due to convenience and accessibility A significant portion (78.2%) opt for discount offers, making it a crucial factor for participation A small percentage (33.7%) engage in online shopping for entertainment, while 43.6%) shop for money as a self-reward or experience Nearly half (47.5%) prefer direct communication with sellers, such as asking questions or requesting detailed information A small percentage (5%) have other reasons, such as personal factors or specific reasons not listed in the survey.
Overall, online shopping is a popular choice for students during livestream events Through a greater knowledge of user motivations and objectives during livestream events, this study offers insightful information for product development and marketing tactics.
Figure 4.6 Amount of money NEU freshmen spend on desired goods
The majority of students fall within the 100,000-500,000 VND spending range, constituting 36.6% of the surveyed population This indicates a considerable segment of students with a moderate willingness to spend Additionally, the 1,000,000-2,000,000 VND spending range accounts for 19.8%, suggesting a noteworthy portion of students willing to make relatively higher-value purchases It is notable that a small percentage of students, 4%, are willing to spend in the 2,000,000-5,000,000 VND range, indicating a segment interested in more significant investments Similarly, another 13.9% are open to spending amounts exceeding 5,000,000 VND, showcasing a willingness among a fraction of students for high-value purchases.
This data provides valuable insights for businesses and marketers targeting the student population, helping them tailor their marketing strategies and product offerings to align with the financial preferences and capacities of the students.
Figure 4.7 The highest price NEU freshmen pay in livestream shopping
According to the pie chart, 18.8% of students conduct orders on online platforms such as Shopee, Facebook, Instagram, and Lazada, with a particular emphasis on the price range of 500,000 VND to 1,000,000 VND This demonstrates a broad interest in a wide range of items, from fashion to technology Lower-value orders, such as those worth less than 50,000 VND (5.9%) and 50,000-100,000 VND (2%), account for a minor proportion of total orders. Significant involvement is shown in the price range of 200,000 VND to 500,000 VND, demonstrating a choice between mid-range and high-end items A small but considerable number (11.9%) is prepared to pay more than 2,000,000 VND for particular items or experiences, illustrating students' diversity and investment willingness in online purchasing.
This information provides a profound insight into the trends and shopping preferences of students, aiding businesses in better understanding their needs and budgets Moreover, it can support the adjustment of marketing strategies to effectively cater to the diverse desires of these students.
User Perspectives on Advertising Interaction
Figure 4.8 NEU freshment advertisement clicking amount
The data reveals a spectrum of viewer engagement with product placements on streaming platforms While a sizeable 31.7% are "Probably" to click, suggesting well- executed ads resonate with a significant portion, it's not a slam dunk A notable 25.7% click "Rarely," and 16.8% say "No," indicating varying degrees of resistance This resistance could stem from factors like banner blindness, distrust, preference for ad- free experiences, or simply not being the right target audience for the product Interestingly, a smaller but enthusiastic group exists: 13.9% say "Yes" and 11.9%
"Definitely Yes," highlighting the potential for effective campaigns to attract highly engaged viewers actively seeking recommendations.
In conclusion, not all ad clicks are created equal on streaming platforms While some viewers remain immune or resistant, a sizable segment can be engaged with well- crafted placements The key lies in relevance, trust, and engaging presentation.Aligning ads with content and user interests, building brand trust, and utilizing creative formats can significantly increase click-through rates However, recognizing individual preferences and avoiding a one-size-fits-all approach is crucial By understanding the spectrum of viewer behavior and tailoring strategies accordingly,streaming platforms can optimize their ad placements for maximum reach and engagement, attracting both casual and enthusiastic clickers.
Figure 4.9 Livestream factors most attract NEU freshmen
The data paints a vibrant picture of the multifaceted factors that captivate viewers on livestream events With 78.2% finding the "Kind of Products" most stimulating, it's clear that product selection reigns supreme Tailoring offerings to target audience interests is crucial for drawing viewers in Beyond the products themselves, the human element plays a significant role 57.4% are drawn to the expertise and creativity of "Producers," while 48.5% value the charisma and presentation skills of
"Sellers." This underscores the importance of skilled and engaging individuals who can curate a compelling experience The power of social influence shines through with 57.4% finding invited "KOLs" stimulating, highlighting the potential of leveraging relevant and trusted personalities to boost reach and engagement Interestingly, 49.5% are influenced by both the "fame of the livestream's channel" and
"the comment and number of viewers," suggesting that established channels and a lively atmosphere contribute to the overall appeal However, it's worth noting that a small 1% find "no" factor particularly stimulating, indicating individual preferences may vary greatly.
In conclusion, successful livestream events cater to a diverse range of viewer interests.While product-centricity is key, the human element – skilled producers, engaging sellers, and relevant KOLs – plays a significant role in creating a captivating experience Social proof through channel fame and a lively atmosphere further enhances viewer engagement However, individual preferences vary, and understanding your audience is crucial for tailoring your livestream approach to maximize its impact By crafting a dynamic event that addresses viewers' product interests, human connections, and desire for a vibrant community, you can keep them glued to the screen and ultimately drive positive outcomes for your livestream endeavors.
Figure 4.10 Comments and views influence NEU freshmen' decision
The data reveals a fascinating interplay between the influence of social proof and personal judgment on purchase decisions during livestreams A significant 44.6% of viewers consider users' comments and viewer count "Very important" factors, highlighting the power of social proof in shaping buying behavior Seeing positive reactions and a high viewership creates a sense of trust and validation, encouraging viewers to follow suit However, not everyone succumbs to this sway A considerable 26.7% remain "Neutral," suggesting they prioritize other factors like product features or personal evaluation Additionally, 12.1% ("Not very important" + "Not important at all") prioritize independent decision-making, relying on research or personal experience over social cues.
In conclusion, while social proof plays a significant role for nearly half of viewers,purchase decisions on livestreams involve a nuanced interplay of factors.Understanding your audience is crucial Leveraging positive comments and high viewership can attract socially-driven viewers, while catering to detailed product information and diverse review sources can engage the more independent segment By creating a dynamic and informative livestream experience that caters to both social influence and individual preferences, platforms can maximize engagement and drive purchase decisions across a wider audience.
Figure 4.11 Discounts and promotions affect to NEU freshmen' decision
The data paints a compelling picture of the effectiveness of exclusive discounts and promotions on streaming platforms Over 61% of respondents (26.7% "Definitely Yes" + 27.7% "Yes" + 34.7% "Probably") indicated they would be more likely to make a purchase under such conditions This suggests that exclusivity acts as a powerful motivator, driving viewers towards products they might otherwise ignore The allure likely stems from a combination of factors like the fear of missing out, feeling valued through special offers, and the perceived increased value of discounted products However, it's important to note that not everyone is swayed by exclusivity Around 11% (6.9% "Rarely" + 4% "No") remain unfazed, possibly prioritizing other factors like product quality or brand trust.
Overall, exclusive discounts and promotions appear to be a highly effective strategy for boosting purchase intent on streaming platforms However, tailoring the approach to different viewer segments is crucial for maximizing success Highlighting the discounts effectively, targeting offers to viewer interests, and ensuring a smooth redemption process can further amplify the positive impact By harnessing the power of exclusivity and understanding diverse buying motivations, streaming platforms can effectively convert viewers into engaged shoppers, driving both platform engagement and sales.
Figure 4.12 Amount of livestream information provided
Analysis of researchers' responses to the livestream ad shows a blend of curiosity and remaining information needs While a considerable 61% (35% + 26%) desire further information, indicating the ad successfully grabbed their attention, others need less clarification ("No" or "Maybe") This diverse range across the information spectrum, from deeper technical specifics ("Definitely Yes") to practical applications ("Probably," "Yes"), highlights the variety of existing knowledge and levels of inquisitiveness within the research group.
Future ads must adapt to this diversity by offering not just technical specifications but also clear and practical applications to truly quench researchers' thirst for knowledge.
Shopping on livestream compared to shopping on websites
Figure 4.13 Livestream vs websites comparison
Students' voices are split when it comes to product purchase channels While a hefty 41 freshmen find website browsing a "Maybe" option, almost 50%, and 10 others (approximately 10%) a definitive "No," a sizeable 28 (27,7%) lean towards the "Yes" appeal of websites However, it's livestreaming that truly grabs NEU attention A vibrant 14 students (around 13.9%) shout an emphatic "Definitely Yes" to the interactive world of live sales, suggesting these platforms resonate deeply with a portion of the student body This data reveals a diverse landscape, where convenience and familiarity of websites hold their own, but live-streaming's immersive experience captures the hearts (and wallets) of a significant group.
Understanding this divided preference, and the specific product categories influencing each side, could be key to unlocking the secrets of students shopping behavior.
Exchange Policy
4.5.1 The situation of low-quality products
Figure 4.14 Amount of low-quality products NEU freshmen meet
After the survey, the frequency of defective goods when shopping online among students is divided into three main groups On the one hand, a reassuring 20.8% have never faced the frustration of shoddy products, suggesting they're either astute shoppers or stick to reliable brands On the other hand, a concerning 36.6% have experienced the misfortune of encountering poor quality three or more times, highlighting a potential vulnerability to repeat bad buys This group might benefit from additional strategies to avoid getting caught in the same quality trap.Falling somewhere in between are the 19.8% who've had one-time mishaps and the 17.8% who've faced the occasional dud twice While these percentages are lower than the frequent poor-quality encounters, they still represent a portion of the student section who could benefit from sharpening their shopping frequency Overall, the data reveals a mixed bag of experiences, with cautious navigators alongside those susceptible to repeat quality woes
Understanding the factors influencing these discrepancies, such as shopping habits, brand preferences, or product categories, could be key to guiding students toward smarter and more satisfying shopping experiences.
Figure 4.15 Low-quality products affect level of trust
The impact of purchasing a low-quality product on trust varies among students, painting a nuanced picture of skepticism and disappointment While a reassuring 14.9% saw no change in their trust towards the seller or brand (represented by the "No" and "Rarely" sections), a concerning 29.7% (sum of "Yes" and "Definitely Yes") experienced a significant decrease. This suggests that for a portion of students, encountering poor quality can severely damage their brand loyalty and future purchase considerations Interestingly, a sizable 50.5% fall into the "Probably" category, highlighting a potential erosion of trust even when the negative experience wasn't extreme This group might not completely write off the brand or seller, but their confidence is shaken, requiring further reassurance or positive experiences to regain their full trust.
This diverse spread across the trust spectrum, from unwavering loyalty ("No") to complete disappointment ("Definitely Yes"), suggests varying levels of prior expectations and individual tolerance for product shortcomings Tailoring future marketing and customer service strategies to cater to this spectrum is crucial for minimizing trust gaps and ensuring long-term customer satisfaction.
The exchange policy of an online brand is a key factor in the consumer's decision-making process A clear and concise exchange policy can help to build trust and confidence with consumers, while a confusing or restrictive policy can lead to frustration and negative reviews
Figure 4.16 Amount of NEU freshmen know about exchange policy
This pie chart depicts the percentage of consumers who have investigated an online brand's return policy The graph is broken into three parts In all, over half of survey respondents(43,6%) had investigated an online brand's return policy This shows that many customers want to know how they may return a product if they are dissatisfied On the other side, about12.9% have never investigated the exchange policy This might be because they are unwilling to return things or feel that the exchange policy varies amongst online retailers.The number of individuals who are unclear, which is almost equal to the percentage of people who have learnt, might be because they have investigated an online brand's exchange policy, but they cannot recall it well or are unsure whether it is the same as the policy of another brand.
In general, a substantial number of pupils have learnt about the exchange policy, even if they are uncertain about it This demonstrates that customers are cautious when acquiring things online, as it is unavoidable that the item will not match the marketing or will be of lower quality than claimed.
Figure 4.17 Successfully exchanged an item amount
The figure shows that about 51,5% of students as online shoppers have successfully returned an item This suggests that many consumers have a positive experience with the return policies of online brands However, there is also a significant percentage, about 35,6%, who have never successfully returned an item This could be because they have tried to return an item in the past and been denied, or they are concerned that they will be denied if they try to return an item The percentage of students who have successfully returned an item a few times, about 12,9%, shows that many students have had to return an item one or two times in the past This could be because they purchased an item that did not fit, or the item was defective.
Overall, the percentage of 100% of poor quality goods that can be successfully returned is still very low Brands can use the information from the pie chart to improve their return policies and ensure that all students have a positive experience when shopping online.
Figure 4.18 Successful exchange affect level of trust
The figure shows the level of trust of students in a transaction if that transaction is successful The graph has the horizontal axis as the level of trust, from 0 to 5, and the vertical axis as the number of students According to the graph, 35.6% of students feel much more confident if the transaction is successful This is the largest user group This shows that most students believe in the transaction's effectiveness and will trust more if that transaction is successful 30.7% of students feel a little more confident if the transaction is successful. This is the second-largest user group This shows that some students still have doubts about the effectiveness of the transaction, but they will trust more if that transaction is successful. 20.8% of students feel no change in trust level This is the smallest user group This shows that some students may have believed in the effectiveness of the transaction from the outset, or they may not care about the outcome of the transaction 5.9% of students feel a little less confident if the transaction is successful This is a small user group, but it is important to note that there are still some students who will trust less if that transaction is successful This may be because they have had negative experiences with successful transactions in the past, or they may believe that the successful transaction is a coincidence 6.9% of students feel much less confident if the transaction is successful This is a small user group, but it is important to note that there are still some students who will trust very little if that transaction is successful This may be because they have had negative experiences with successful transactions in the past, or they may believe that the successful transaction is a sign of fraud or manipulation.
Overall, the level of trust of students in a transaction will increase significantly if that transaction is successful This may be because students believe that a successful transaction will bring them more benefits, such as financial profit, satisfaction, or peace of mind.
CONCLUSION
In exploring the behaviors of users when engaging with livestream content and the impact of live streaming platforms' return and exchange policies, a closer examination reveals the profound influence these factors have on the online shopping habits of NEU freshmen. Livestreams, as dynamic and interactive sessions, play a pivotal role in shaping consumer decisions in real-time
The live format of streaming platforms provides NEU freshmen with a unique shopping experience, allowing them to witness product demonstrations, ask questions, and receive immediate responses, creating a sense of personal connection The livestream environment fosters a more engaging and spontaneous atmosphere, influencing purchasing decisions as users are directly involved in the decision-making process The study underscores the significance of understanding the nuanced dynamics of user behavior during livestreams, shedding light on the ways in which these interactions impact the overall online shopping landscape for NEU freshmen Furthermore, the effectiveness of livestreaming platforms is intertwined with their return and exchange policies The transparency, simplicity, and flexibility of these policies can either encourage or deter users from making online purchases during livestreams A user-friendly return policy contributes to building trust, alleviating concerns about potential dissatisfaction with products showcased during livestreams Conversely, a complicated or rigid policy may discourage users, hindering the seamless integration of livestreams into virtual marketplaces.
Despite the useful insights provided, it is critical to recognize the limits of this study The study focuses largely on NEU freshmen, which may restrict the findings' applicability to a larger audience Furthermore, the quick growth of both streaming platforms and online purchasing patterns indicates the necessity for ongoing study to capture the intricacies of this dynamic connection Future study should look at the influence of cultural and geographical differences on the interplay of streaming platforms and consumer behavior among NEU freshmen Understanding how different demographic groups respond to personalized content and advertising inside streaming services would help us gain a better understanding of the phenomena In addition, longitudinal research may give insights into the changing nature of this connection over time, allowing marketers and organizations to successfully change their tactics Finally, while this study goes deeply into the intriguing dynamics of streaming platforms and NEU freshmen ' online buying behaviors, it serves as a springboard for future investigations Recognizing and overcoming limitations in future research can improve our understanding and pave the way for more focused and successful initiatives in the ever- changing world of digital commerce.
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2 How often do you watch livestream? (5-point scale)
3 Which platform do you usually use to watch livestream? (select multiple answers)
3.1 Which of them do you use the most? (select only one)
4 How often do you do shopping at a livestream event? (5-point scale)
5 Why do you choose shopping online in livestream? (select multiple answers)
Can communicate directly with the sellers
6 If you come across product placements or advertisements for products/services while using streaming platforms, how likely will you click on it? (5-point scale)
7 Factors that most stimulate your interest on a Livestream event: (select multiple answers)
KOLs invited in the event
The fame of Livestream’s channel
The comment and number of viewers
8 How important are users’ comments and the number of viewers on livestream influencing your decision to purchase a product? (5-point scale)
9 Would you be more likely to make a purchase if a streaming platform offered exclusive discounts or promotions for certain products? (5-point scale)
10 Do you need to learn more about the product after watching the livestream advertisement? (5-point scale)
11 Which will you prefer, products sold on websites or it on livestream? (Definitely Websites / Maybe Websites / Same / Maybe Livesream / Definitely Livestream) (5-point scale)
12 How much money are you willing to spend to own the item you want if you see it via livestream? (The maximum of money)
13 What is your highest value order when shopping on websites, apps (Shopee, Facebook, Instagram, Lazada, …)?
14 How many times have you ever bought a poor quality product?
14.1 Your level of trust when you buy that product? (5-point scale)
14.2 Have you ever learned about the exchange policy of an online brand?
14.3 Have you ever successfully exchanged an item?
14.4 How many percent do you feel more trust if the exchange is successful? (5-point scale)
15 Do you have any recommendation for us?