group assignment topic the influence of live streaming on neu freshmens purchase intentions

NATIONAL ECONOMIC UNIVERSITYADVANCED EDUCATIONAL PROGRAM

GROUP ASSIGNMENT

Topic: The Influence Of Live Streaming On NEUFreshmen’s Purchase Intentions

Course : Writing RhetoricallyLecturer : Tran Minh Chau, M.AStudent Group : Group 9

Program : Business Analytics 65

Group members : Nguyen Tien Cong-11230739

Nguyen Quang Cuong-11230740 Nguyen Gia Phong-11230768 Do Thi Khanh Ly-11230761 Tham Khanh An-11230729

Hanoi-1/2024

Throughout the process of this research, we have received a great deal of support and assistance.

First, we would like to show our gratitude to M.A Tran Minh Chau, lecturer of writing rhetorically Because we do not have much experience in writing essays or doing research, making mistakes is unavoidable Thanks to Ms Chau's dedicated guidance and support, we were able to complete our research quickly and correctly That is our best assistant in this project.

Next, we would like to thank everyone who participated in our online survey questions Thanks to everyone's most honest answers, we have gained important information for the research Those are also very significant assist for us

Then, we would also like to send thanks to every other team Thanks, the help and competition between groups, it has created a great source of motivation to help us complete the research in the best possible way

Finally, we would like to thank everyone who has and will read this research article Your comments and suggestions will help us a lot to improve in the next research articles We are very much looking forward to those suggestions

With the rapid evolution of digital communication and marketing strategies, live streaming has emerged as a dynamic tool for engaging audiences and promoting products This study explores the impact of live streaming on the purchase intentions of freshmen at National Economic University (NEU) As a pivotal demographic transitioning to university life, understanding consumer behavior is crucial for marketers and educators alike.

The research employs a mixed-methods approach, incorporating surveys and interviews to gather comprehensive data on NEU freshmen's attitudes, perceptions, and behaviors related to live streaming and purchasing decisions The study investigates the role of live-streaming platforms, content preferences, and influencers in shaping freshmen's perceptions of products and services Additionally, it examines how factors such as trust, authenticity, and social influence within the live-streaming context contribute to the development of purchase intentions among NEU freshmen.

Findings from this research aim to provide valuable insights into the ways live streaming impacts the consumer behavior of NEU freshmen, shedding light on the effectiveness of this medium in influencing their purchasing decisions The implications of this study extend to marketers seeking to enhance their strategies in reaching and engaging with the college student demographic, as well as educators interested in understanding the evolving dynamics of digital media and its influence on student life Ultimately, the research aims to contribute to the growing body of knowledge surrounding the intersection of live streaming and consumer behavior among university freshmen.

1.4 Scope of the study 7

1.5 Organization of the study 8

CHAPTER 2: LITERATURE REVIEW 9

2.1 Definition of key terms 10

CHAPTER 4: RESULTS AND DISCUSSIONS 19

4.1 Current status of watching livestream 20

4.2 Status of online shopping 22

4.3 User Perspectives on Advertising Interaction 26

4.4 Shopping on livestream compared to shopping on websites 32

4.5 Exchange Policy 32

4.5.1 The situation of low-quality products 32

4.5.2 Exchange policies status 34

CHAPTER 5: CONCLUSION 38

APPENDIX 46LIST OF ABBREVIATIONS

NEU: National Economic University E-commerce: Electronic commerce US: United States

USD: US dollar VNĐ: Vietnam dong KOL: Key opinion leader TV: Television

LIST OF FIGURES

Figure 4.1 Neu freshmen's habit of watching livestream 16

Figure 4.2 Streaming platforms perferred by NEU freshmen 17

Figure 4.3 The most preferred platforms by NEU freshmen 18

Figure 4.4 NEU freshmen amount of livestream shopping 19

Figure 4.5 Reason why NEU freshmen chose livestream shopping 20

Figure 4.6 Amount of money NEU freshmen spend on desired goods 21

Figure 4.7 The highest price NEU freshmen pay in livestream shopping 22

Figure 4.8 NEU freshment advertisement clicking amount 23

Figure 4.9 Livestream factors most attract NEU freshmen 24

Figure 4.10 Comments and views influence NEU freshmen' decision 25

Figure 4.11 Discounts and promotions affect to NEU freshmen' decision 26

Figure 4.12 Amount of livestream information provided 27

Figure 4.13 Livestream vs websites comparison 28

Figure 4.14 Amount of low-quality products NEU freshmen meet 29

Figure 4.15 Low-quality products affect level of trust 30

Figure 4.16 Amount of NEU freshmen know about exchange policy 31

Figure 4.17 Successfully exchanged an item amount 32

Figure 4.18 Successful exchange affect level of trust 33

CHAPTER 1: INTRODUCTION 1.1 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 like Taobao Live in China began experimenting with real-time video broadcasts to promote products This concept quickly gained traction, and by 2019, the value of livstreamed 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.

1.2 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 billion USD last year, up 16 percent against 2020, making Vietnam one of the top three Southeast Asian 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. 

1.3 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?

1.4 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.

1.5 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.

CHAPTER 2: LITERATURE REVIEW

Online shopping has become an important part of many students lives By just sitting still, you can buy the item you want This not only brings great benefits to consumers but also to sellers Besides that, due to the development of technology, streaming platforms are growing rapidly Through these platforms, sellers can live stream advertising their products anytime, anywhere With no longer having to observe the product to make a purchasing decision directly, online sales also influence the buyer's purchasing decision, especially in student’s purchasing decisions Maybe buyers will buy products of the right quality, but there will also be people who will buy poor-quality products So, learning about the history and forms of live stream is very important to fully exploit the benefits of online shopping through live-streaming These are some information about some research related to our contents.

2.1 Definition of key terms2.1.1 Online Shopping

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

2.1.2 Streaming Platforms

2.1.2.1 Definition 

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

2.1.2.2 Types of Streaming Platforms

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.

2.1.3 Livestream and Livestream Shopping

2.1.3.1 Livestream

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.

2.1.3.2 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.

2.2 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, from RealPlayer'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)

2.3 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 Törhönen, 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)

2.4 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 Thị Thanh Thủy and Nguyễn Linh Chi, 2021)

CHAPTER 3: METHODOLOGY 3.1 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 The Advanced Education Program (AEP) courses had the largest number of participants which is approximately 60%, the rest was divided into other programs.

3.2 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.

 Step 2: Public the Survey

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.

3.3 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 Google Forms 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.

CHAPTER 4: RESULTS AND DISCUSSIONS

From the COVID-19 pandemic, online transactions through live-streaming have become a trend This trend was most spread in China and recently, has become more popular in Vietnam This survey was conducted to determine the effect of this on the purchase intentions of NEU's freshmen. 

The population in this study are freshmen who are studying at National Economics University (NEU) in Vietnam The sample in this study amounted to 101 respondents with 40 males and 61 females.

4.1 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 (Tiktok Live, 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.

4.2 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.