Final project nhóm 06

DỰ ÁN CUỐI KÌ MÔN THƯƠNG MẠI TRONG KỶ NGUYÊN SỐ

NHÓM 6 MÃ HP: 24D1BUS50318502 GV PHỤ TRÁCH: LÊ HOÀNG LONG

TP Hồ Chí Minh, ngày 13 tháng 6 năm 2024

ĐẠI HỌC UEH TRƯỜNG KINH DOANH KHOA KINH DOANH QUỐC TẾ - MARKETING

THE IMPACT OF LIVESTREAMING AND CONSUMER HABITS ON CONSUMER BUYING INTENTION IN SOCIAL COMMERCE

3.2 Research process: 27

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Keyword: livestreaming features, product information, habit, purchasing intention

1 Reasons for choosing the topic:

In today's digital era, e-commerce has become an essential part of life, fueling the economy and changing the way people shop The strong development of the business model of Social Commerce, which combines social media (Social Network) and electronic commerce (e-commerce), is excellent Social Commerce allows businesses to sell products and services directly on social networking platforms such as Facebook, Instagram, TikTok, A prominent phenomenon in Social Commerce that must be mentioned is Livestreaming Shopping - a form of online shopping through live video Livestreaming Shopping brings a completely new shopping experience, combining visualization, interaction and entertainment, creating a strong attraction for both sellers and buyers The popularity of live-streaming commerce is also mentioned by (Huang and Benyoucef, 2013, Bai et al., 2015, Farivar et al., 2017) as follows: The expanding notoriety of live-streaming commerce inseparably connected to its advancement based on the highlights of conventional social commerce, where buyers can effortlessly get item data and shape propensities Concurring to Wongkitrungrueng and Assarut (2018), in conventional online shopping, clients can as it were learn around items through pictures and content In differentiate, livestream shopping permits streamers (online venders) to show items in real-time video, in this manner giving clients with more point by point data almost the item Moreover, Wongkitrungrueng and Assarut (2018) proceed to comment, in conventional social commerce, clients who need to inquire questions around product-related issues must take off the item page to contact the dealer In differentiate, livestream shopping permits clients to inquire questions through bullet screens, which streamers can at that point reply live in genuine time Besides, in conventional social commerce, dealers are frequently incapable to teach clients approximately items, and the need of face-to-face interaction frequently makes clients question the realness of the provider, which increments chance chance when shopping online Live gushing shopping is clearly suited to successfully fathom this issue by utilizing real-time live gushing, which can essentially impact client obtaining behavior (Chen et al., 2017, Kim and Stop, 2013, Chu et al., 2018) In terms of propensities, live gushing gives distant better;a much better;a higher;a stronger;an improved">a stronger shopping involvement and brings passionate profundity to online buys To pull in customers to proceed watching, live streamers must display positive pictures and locks in substance to supply satisfaction and fun (Stop and Lin, 2020) Live spilling commerce moreover offers comfort Its channels permit simple requesting of a particular item and minimize the time and exertion went through looking and acquiring

The commercial live gushing advertise is detonating, drawing in the consideration of numerous analysts Inquire about works in this field basically center on distinguishing components that impact consumers' obtaining eagerly In any case, the approach point of view to a great extent

2 rotates around perspectives such as data innovation (IT) mindfulness, social components, and enthusiastic encounters (Xu et al., 2020; Sun et al., 2019; Cai and Wohn, 2019; Hou et al., 2019) A few other thinks about specify the part of item data in affecting acquiring choices (Zhang et al., 2020; Stop and Lin, 2020) Other than the components said over, utilization propensities have gotten small consideration in thinks about on live gushing commerce Within the cruel time, utilization penchants play an crucial portion in shaping each individual's getting choices In this way, inside the taking after explore article, we'll help consider the relationship between utilization penchants, shopping behavior and the affect of livestream highlight factors on purchase ponder in this field, from there Proposing perfect courses of action for businesses, opening up unused openings to development commerce efficiency and progress consumers' shopping experience

2 Objectives and research questions

After asking around relevant considers and recognizing the criticalness of the issue, this consider is conducted to look at The influence of components in livestream and utilization affinities on consumers' getting energetically in social commerce Especially, nitty dirty ask around targets join:

● Explore what variables impact consumers' buy eagerly amid livestream ● Looking at the part of data signaling components in anticipating buy eagerly ● Investigate the affect of the brain's programmed components in making a sense of joy and comfort when looking for items that cater to shopper inclinations amid live spilling

● Decide the intelligently relationship between shopping propensities and item quality instability on buy purposeful

● Evaluating the directing part of shopping propensities within the relationship between item quality instability and buy deliberate in a live-streamed commerce setting

● Deciding the affect of social nearness and telepresence on shopper shopping eagerly in a live-streamed shopping environment

From the inquire about destinations, the taking after inquire about questions are postured: ● What components straightforwardly influence consumers' acquiring eagerly when shopping through livestream?

● How critical is the data signaling instrument in foreseeing consumers' acquiring eagerly in livestream?

● What vital part does the brain's programmed instrument play in advancing obtaining behavior through the satisfaction and comfort of customers' item looks?

● How does the interaction between shopping propensities and item quality vulnerability influence buy deliberate?

3 ● How do shopping propensities direct the relationship between item quality vulnerability and buy purposeful in live-streamed commerce?

● How does social nearness on livestream stages affect consumers' recognitions, states of mind, desires, and acquiring choices?

3 Object and scope of the research 3.1 Object of the research

This think about centers on the essential inquire about subject is the acquiring deliberate and utilization propensities of customers In expansion, we moreover investigate the affect of coordinate, backhanded connections and directing connections of factors: Livestream highlights (Real-time communication, Item intuitiveness, Seen Genuineness, Seen Satisfaction, Helpful of item inquire about, Nearness), Item Quality, Item fit instability, Buy deliberate and Propensity

3.2 Scope of the research

This inquire about was studied based on the sees and conclusions of people who are right now standard customers shopping on e-commerce stages in Vietnam Since they have simple get to to information approximately e-commerce stages, livestream, buyer propensities, etc., they are anticipated to supply comprehensive experiences for our investigate

The scope of the inquire about centers on people who have been shopping and devouring commerce stages, living in Ho Chi Minh City

e-The plan was conducted from May 29, 2024 - June 6, 2024

4 Research Methods

This article approximately utilizes a quantitative technique to update precision, with quantitative data giving specific encounters into the degree, repeat, and influence of the components underneath examination This technique illustrates critical decision-making by leveraging exact information and demonstrating The makers drew measurement charts of the ponder individuals utilizing Surpass desires computer program, reliably joining quantitative data into broadly utilized interpretive devices such as SmartPLS, SPSS, R, Python This encouraged vigorous and user-friendly examination In this manner, the choice to select a quantitative strategy rather than a subjective one in this way was made.The creators utilized SmartPLS 4.0, employing the Auxiliary Condition Modeling (SEM) strategy to assess the speculations displayed in this investigation SEM may be a multivariate measurable instrument commonly utilized to affirm connections between idle factors (Hair, 2009) According to Hair

4 Jr et al (2021), SEM is more appropriate for both complex and straightforward models Moreover, there's a contention that CB-SEM is prevalent to PLS-SEM in evaluating existing factors (Hair Jr et al., 2021) Also, CB-based SEM is utilized to test existing hypotheses, whereas PLS-based SEM is perfect for hypothesis arrangement and forecast within the exploratory stage (Chen et al., 2022) Since the inquire about system is built on existing ponders, CB-SEM was utilized in this think about to investigate connections between factors Thus, the two-stage SEM procedure, as proposed by Gerbing and Anderson (1988), was utilized to analyze the gotten essential information CorroborativeFigure Investigation (CFA) was at first utilized to evaluate the legitimacy and unwavering quality of the estimation show, whereas SEM methods were utilized within the moment organize to decide existing basic joins between

idle develops The study's comes about will be further discussed 5 Meaning of research

5.1 Theoretical deliverables

This inquiry has imperative hypothetical centrality because it centers on understanding how shoppers are associated, get data and make obtaining choices within the setting of online shopping combined with livestreaming By assessing the viability of livestreaming, this ponder decides how compelling this strategy is in pulling in clients, increasing conversion rates and driving deals In expansion, the subject investigates modern shopper patterns shaped due to the effect of Social Commerce and livestreaming, such as swarm shopping and passionate shopping Based on the reviews, the ponder creates a hypothetical show clarifying the relationship between livestreaming, utilization propensities and buy deliberate in Social Commerce, which can be connected to numerous diverse markets At the same time, this investigate gives valuable data for businesses in building successful livestreaming and promoting procedures to reach potential clients and increment deals and benefits

5.2 Practical deliverables

With the expanding improvement of Social Commerce, particularly the Livestream drift has had a solid effect on consumers' acquiring eagerly Subsequently, inquiring about the subject of the affect of Livestreaming and utilization propensities on consumers' obtaining eagerly in Social Commerce has brought amazingly important commonsense importance, giving a more comprehensive see of Livestreaming point

Firstly, this investigation makes a difference to move forward trade effectiveness for businesses by giving understanding into customer behavior and brain research, in this manner making a difference to construct more successful livestreaming and promoting procedures, expanding

5 deals change rates, boost deals and benefits, spare showcasing costs, and upgrade client engagement as well as construct a trustworthy brand picture

Moment, it progresses consumers' shopping encounter by giving total and exact data almost items through livestreaming, making a difference buyers effortlessly compare costs and select appropriate items, making making a secure, solid and pleasant online shopping encounter, and progressing client fulfillment Third, the inquire about contributes to advancing the advancement of the Social Commerce advertise in Vietnam, empowering businesses to take part in this showcase, making numerous modern work openings and advancing the computerized economy At last, the investigate gives information and data for encourage investigate on customer behavior in Social Commerce and guides inquire about on the application of livestreaming totally different areas

This paper emphasizes the importance of considering consumer characteristics such as empathy, loneliness and social avoidance, in addition to the information interaction and broadcasting factors that have been the focus of previous research This helps broaden the scope of the research as well as expand understanding of the factors that influence impulsive purchase behavior in live streaming In addition, the study also discovered the role of Parasocial interaction with impulsive purchase in the growing work from home context

The study investigated how people who feel lonely or avoid social interaction use live streaming to satisfy their need for social connection and how this parasocial interaction may influence impulsive behavior in their purchases From there, it helps enrich the theoretical framework of live streaming marketing from the perspective of communication and psychology

This study provided valuable insights into the influence of consumer characteristics on impulsive buying behavior in e-commerce livestream marketing The results of the study can be applied to develop more effective online marketing strategies

The study has two main limitations that are acknowledged by the authors themselves First, online survey participants base their answers on their experience of watching the most recent live stream, which may lead to some bias Second, the study only examined the impact of social media presence from the live streamer and not from other viewers during the live stream, leading to an incomplete collection of viewer responses to watch live stream

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Figure 1.2: Research by Fengyi Deng et al (2023)

1.1.2 The role of livestreaming in building consumer trust and engagement with social commerce sellers

Research by Apiradee Wongkitrungrueng et al (2020) focuses on the role of livestreaming in building trust and engagement with social commerce sellers Qualitative research method was used in the study in the form of semi-structured interviews with the participation of 20 sellers on social networks using the live streaming feature Collected data will be analyzed using an inductive method The content of the research article discusses the increasingly widespread use of live streaming platforms by small online sellers Salespeople take advantage of live streaming to showcase products, advise customers, answer questions, and interact with their customers These can all increase customers' trust in their products and stores, which is an important factor in creating success in social commerce The study also explores the concept and how it can influence customer trust “Shopping value” includes factors such as quality, price, customer service and purchasing experience Live streaming can help sellers convey “shopping value” prices to customers to build trust

This study has some limitations as follows: One is based on a small sample of social commerce sellers, specifically small online sellers; Second, many other aspects have not been considered and only focused on using live streaming to build trust and interaction Future studies may consider further investigating other aspects of direct social commerce

8 Figure 1.2: Apiradee Wongkitrungrueng et al (2020)

1.1.3 The impact of livestreaming on consumer purchasing decisions in social commerce

The study by Sun Yuan et al (2019) focused on Chinese social commerce platforms and social media platforms with live shopping An empirical model was calculated by measuring customers who purchased on live shopping platforms such as Taobao, JD.com, Mogujie, and Sina Weibo A survey method was adopted The questionnaire included 27 self-report items, 8 respondent information items, and 1 marker variable item A total of 504 valid questionnaires were received within 1 month SPSS 19.0 and SmartPLS 3.0 were used for data analysis The main purpose of this study is to explore how live shopping affects customers' purchase intention on social commerce platforms

This study provides a theoretical basis for future research on live shopping It also contributes to the existing literature on affordances in social commerce The research definition of live shopping interaction brings new perspectives to future customer interaction research

9 The results show that visibility offers, data conversion offers, and guided shopping offers can influence customers’ purchase intentions through interactive live events These results provide some practical suggestions for live designers and social e-commerce sellers

However, this study did not consider product-related factors as the main influencing factors Future research should examine the impact of various product-related factors on customer purchasing behavior during live shopping

Figure 1.3 : Research Model of Yuan Sun et al (2019)

1.1.4 The dual-process model shows how product information and habits under the influence of livestreaming affect purchase intention

The investigation proposed a model that comprised of a signal mechanism for information and a habit mechanism that was based on dual process theory A total of 497 questions were answered in an online survey, with 401 of these questions being valid and collected from various livestreaming platforms in order to evaluate the model that was intended as part of this research by Hao Chen, Haitao Chen, Xiaoxu Tian (2022)

10 The study's findings demonstrate that live-streaming increases the probability of a purchase by integrating synchronous interactive technology that facilitates the removal of product ambiguity and the breaking of habits This research also contributes to dual-process theory, the latter of which extends the live television business literature by studying the functional properties that can affect consumers' cognitive systems, which has not been previously undertaken

A peek into how industry players— from streamers to platform providers— can leverage the info signaling and habit mechanisms through live commerce features unfolds from the study findings The aspect of uncertainty regarding product quality and suitability being identified as a strong negative influencer on purchase intent, while habits triggered subconsciously tend to lead individuals towards certain purchases; viewers often engage in livestreaming activities, repeatedly buying products and gradually forming a habit without conscious deliberation that results in purchases Moreover, it's unveiled that habit acts as a moderator between quality uncertainty and intention with livestream capable of actualizing these two mechanisms at play We make our own small contribution to science by underlining the significance placed upon these two aspects: product information and habits.This study limitation comes from the fact that it looks at the consumer only but there is need to understand that sellers and platforms also make up a good part of business activities In the future, studies should apply multiple perspectives in viewing practical problems in livestreaming to enhance effectiveness

11 Figure 1.4 : Research model of Hao Chen, Haitao Chen, Xiaoxu Tian (2022)

1.1.5 How search and evaluation cues influence consumers’ continuous watching and purchase intentions: An investigation of live-stream shopping from an information foraging perspective

The investigation by Zilong Liu et al (2023) intends to comprehend the entire procedure of livestreaming shopping Based on the theory of information search, the investigation identifies significant search signals (e.g the perceived value and effectiveness of the product) vividness, perceived product importance) promote and value the product) and assess how they affect the continued desire to watch and purchase A poll was conducted and 486 Chinese consumers were selected for recruitment Other than the primary analysis using structural equation modeling (SEM), the research also employs fuzzy set qualitative comparative analysis (fsQCA) to identify multiple routes to continuous search and interpretation of experience and meaningfulness intended to buy

Our results demonstrate that search and review signals have an effect on consumers' search experience that continues to lead to intended viewing and purchase behavior The investigation has three primary contributions First, the research develops a theoretical model based on information search theory to comprehend the entire process of livestreaming shopping, this will aid in a comprehensive understanding of the phenomenon Second, the results of the study indicate that television stations have a significant impact on live shopping sessions Third, the investigation demonstrates that the uncertainty associated with sessions can help consumers discover products that are both surprising and pertinent, thus, helping them to consistently assess the products and make purchasing decisions

However, the model of this study does not include technological features Future studies could introduce relevant technological features and assess how these features influence consumer perceptions of search and review signals The model also does not incorporate individual characteristics Future research could also integrate information search theory with other theoretical lenses to better understand the livestreaming shopping process

12 Figure 1.5 : Research model of Zilong Liu et al (2023)

1.2 Gap research Yuan Sun et al's (2019) study on four livestreaming shopping platforms in China but each

platform has some unique characteristics that have important impacts on studies from other research perspectives For example, Mogujie.com mainly sells products for women In Vietnam's social commerce environment, there are many other popular livestream platforms such as Facebook, Tiktok, Instagram Most general research on livestream shopping does not consider product-related factors as weak main influencing factor But the influence of various product-related factors on customer purchasing behavior in the context of live-streamed shopping can be huge The research uses a survey method, so it is not possible to measure purchase intentions based on specific experiences Experimental methods to test customer purchase intentions based on specific shopping experiences have not been implemented

Research by Apiradee Wongkitrungrueng et al (2020) focuses only on fashion products,

ignoring other product categories such as auto parts, furniture or IT equipment Results may vary for different product types as shopping value and customer engagement may vary

13 Data collected from customers in Bangkok shopping malls who viewed Facebook Live for sales purposes is not representative of consumer behavior in other areas or across platforms other livestreaming (e.g Instagram, TikTok, Twitter, Taobao) The study also only focused on small sellers, ignoring the use of livestreaming by large businesses and its impact on business performance

The study by Hao Chen, Haitao Chen, Xiaoxu Tian (2022) data was collected from

respondents from several platforms in China, which could cause potential problems That data pattern may be true for the social commerce environment in China but it may not be true for the social commerce environment in Vietnam The research also only focuses on consumers, while sellers and livestreaming platforms are also an integral part of business operations Although the study addressed gaps in the literature by examining product-related factors and habits, livestreaming explained relatively limited differences

The study by Zilong Liu et al (2023) collected data from Chinese participants and the survey

was distributed through Wenjuanxing Therefore, it is possible that our results cannot be generalized to cultural contexts in Vietnam The study was conducted in March 2022, when China was still following a COVID distancing policy Therefore, it is possible that participants may have higher viewing levels and purchase intentions when live-streamed shopping, as they may sometimes have to stay at home due to lockdowns In the post-COVID landscape, many changes may have occurred

Fengyi Deng et al's (2023) study conducted a survey by answering a questionnaire based on

the live stream they watched recently or the live stream they were most impressed with Therefore, respondents may not have recalled details about a shopping livestream they had recently watched Nowadays, there are also many livestream sessions that are not for sales purposes, so asking about the impression of the livestream session may give a wrong perception In existing studies, responsiveness in e-commerce only refers to consumers' responsiveness to the streamer There is a need to study the impact of other consumers' reactions to streamers on individuals as explained by the theory of “herding effect” and “third person effect” in communication next Whether there is a mediating variable between social media presence and impulse buying behavior in livestream marketing remains worthy of further discussion

2.1.1 Social Commerce

Social Commerce explodes from the powerful combination of social media, Web 2.0 technology and related platform theories, bringing a completely new shopping experience, where the line between Virtual shopping and communication blend together (Turban et al., 2017) The core feature of Social Commerce lies in making the most of "social capital" on social networking platforms to carry out commercial activities Instead of just focusing on simply buying and selling, Social Commerce focuses on building a close relationship between businesses and customers, turning the shopping experience into a more interactive and shared one

In the view of Mai Thu Ha et al (2021), Social Commerce covers all commercial activities that are facilitated or take place through popular social networking platforms and transparent Web 2.0 tools consumers' online shopping journey, as well as in the interaction process between businesses and customers In other words, Social Commerce is a sub-branch of e-commerce, where sellers leverage the power of social networks to attract customers and increase sales, while buyers can shop directly on the platform social networking platforms

For businesses, Social Commerce brings many practical benefits According to Turban et at (2016), businesses can easily interact, answer questions and build trusting relationships with potential and current customers Thanks to regular connection, businesses can clearly understand customers' needs and preferences, thereby offering appropriate incentives and promotions, increasing the rate of returning customers Social networking platforms help businesses reach a huge number of customers effectively, expand the market and increase revenue Product promotion and sharing activities on social networks contribute to improving brand recognition, creating a professional and prestigious image for businesses

2.1.2 Livestream

Livestream sales are becoming a phenomenon attracting strong attention in the age of digital technology and digital transformation This new form of business takes full advantage of the power of streaming technology to create real-time interactions, providing a unique and effective

15 shopping experience for customers (Cai and Wohn, 2019) The highlight of livestream sales is the ability to interact directly between sellers and buyers This helps build trust and confidence in customers, motivating them to make quick purchasing decisions According to research by D Li and colleagues (2018), livestream transactions possess outstanding advantages compared to traditional forms of online sales because of their authenticity, high ability to persuade and build trust fast

The convenience and effectiveness of livestream sales has opened up many potential applications in many different fields, from commercial business to entertainment According to Wong Kit Rungrueng and colleagues (2020), there are currently three popular forms of livestream sales Firstly, livestream on e-commerce platforms such as Shopee, Lazada, Amazon, platforms integrate live stream features, helping to stimulate sales through product introduction programs, incentives and promotions interact directly with customers Second, livestreams on social networks such as Facebook, Instagram, Tiktok are popular platforms for livestreaming sales combined with entertainment activities, attracting viewers and building a brand for businesses Third, livestream on specialized platforms such as livestream platforms are integrated with online sales support features, providing professional livestream solutions for businesses

Livestream sales are an inevitable trend in the digital era, providing effective shopping solutions and unique experiences for customers Businesses need to grasp this trend to effectively apply it to their business activities, increase sales and affirm their brand position

2.1.3.Purchasing Intention

Purchasing Intention is the journey a consumer goes through to make the final choice about a purchase This journey includes answering important questions related to shopping, including: To buy the product or not? Which brand? Where? When to buy? How many? The purchasing decision process is the journey a consumer goes through to select and purchase a specific product, usually consisting of 5 basic steps However, consumers do not always have to go through these five stages

2.1.3.1 Identifying needs

Identifying needs is a fundamental step in the shopping process, playing a key role in leading to purchasing behavior When demand has not been aroused, shopping behavior will not take place This demand comes from two main sources Internal stimulation is a basic human need such as hunger and thirst that motivates them to seek solutions to satisfy or External stimulation with factors such as advertising, promotions, new product introductions that influence and evoke consumers' hidden needs (Kotler, P., Keller, L., Koshy, A and Jha, M,2009) Psychologist Abraham Maslow proposed the "Hierarchy of Needs" to explain the order in which

16 human needs are satisfied According to this model, each level of need needs to be met before a person can progress to a higher level of need Products and services play a role in satisfying these needs

2.1.3.2 Information Search

The information search stage is an important step after identifying needs, helping customers find the product that best suits their needs According to Bunn, Michele D (1993), this is the stage where customers actively collect information about potential products and services to make the most informed choice According to Armstrong, Philip Kotler, Gary (2012), the influence of social network reviews on customers' purchasing decisions is 3 times greater than traditional marketing methods Therefore, businesses need to focus on building a positive brand image on social networks, encouraging customers to leave reviews and feedback

2.1.3.3 Measurement and evaluation

This is a key stage in the shopping journey, where customers "screen" brands and products based on many criteria to find the choice that best suits their needs According to Kotler, P., Keller, L., Koshy, A and Jha, M,2009 in "Marketing Research", this stage plays an important role in assessing the degree of relevance i.e customers compare Compare product attributes with your own desires to see which product can best meet your needs In addition, based on evaluation of quality, price, customer service, etc., customers will prioritize choosing the brand that brings optimal benefits Two main factors affect this stage, including the buyer's attitude, i.e whether the customer has a favorable opinion of the product or not, whether he has a desire to buy it or not, all of which affect the evaluation decision ( Kotler, P., Keller, L., Koshy, A and Jha, M,2009) Including experimental engagement, i.e customers with experience using many different products (high engagement) will tend to evaluate and compare more brands and less experienced customers (low level of participation) usually only focus on a few familiar brands

2.1.3.4 Purchasing Intention

After going through a thorough measurement and evaluation process, consumers will form purchasing intentions and make a final decision However, according to Kotler, P., Keller, L., Koshy, A and Jha, M, 2009, the following two factors can impact purchasing decisions First, the influence of other people's opinions on purchasing decisions depends on the level of trust and importance of those people to consumers For example, customers can consider the opinions of friends, relatives, experts, etc before purchasing a new product Second, unexpected events such as changes in plans, financial problems, etc can cause consumers to change or delay

17 purchasing decisions For example, customers may cancel a purchase because they suddenly have financial problems or change their travel plans

In addition, according to Kotler P et al, "risk perception" is also a factor that affects purchasing decisions A high level of perceived risk can cause consumers to hesitate, delay or cancel purchases, depending on the amount of money, level of confidence and uncertain purchase quantity

2.1.3.5 Post-purchase behavior

Customer post-purchase behavior plays an important role in retaining customers and increasing customer lifetime value for businesses According to Armstrong, Philip Kotler, Gary (2012), post-purchase behavior can be divided into two main directions First, satisfaction, which means when customers compare expectations with actual experiences when using the product If the product exceeds expectations, customers will feel satisfied and are likely to return to purchase in the future Satisfaction leads to brand loyalty, reduces the cost of attracting new customers, and increases business profits On the contrary, dissatisfaction means customers feel disappointed when the product does not meet expectations Customers may switch to using a competitor's product without notifying the business or giving direct feedback to the business through complaints, negative reviews, or spreading bad information about the product

2.2 Background theory

2.2.1 Traditional social commerce function

The growing popularity of livestream e-commerce is tied to its development on the functional features of traditional social commerce, where consumers can easily receive product information and create habits ( Huang and Benyoucef, 2013 , Bai et al., 2015 , Farivar et al., 2017 ) In terms of product information, livestream e-commerce conveys more informational signals to address the problem of product uncertainty, identified as a key obstacle to online purchasing (Dimoka et al., 2012) Product uncertainty directly affects consumers' purchase intentions (Kim and Krishnan, 2015) Traditional social commerce reduces product uncertainty by adding features that create social functionality to the system to encourage purchases (Bai et al., 2015), while e-commerce live stream allows consumers to obtain realistic and accurate product information with stronger real-time interactive effects by using advanced information technologies, such as real-time streaming and network content distribution (Sun et al., 2019, Hu and Sohail, 2020) For example, consumers can know whether a particular fabric looks good on them through trying on an online seller's alternative product instead of previous images and text

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2.2.2 Livestream e-commerce feature

In terms of habits, live streams provide a better shopping experience and infuse deep emotional attributes into online purchases To attract consumers to continue browsing, online sellers should present positive images and engaging content to bring excitement and fun (Park and Lin, 2020) In addition to fun, livestream e-commerce also brings convenience Its channels allow users to easily order a specific product and minimize the time and effort spent on searching and purchasing Therefore, consumers gradually form the habit of watching broadcast programs and are tempted to make purchases (Hsu and Lin, 2015) Therefore, whether livestream e-commerce increases purchase intention by simultaneously reducing consumer uncertainty perception and habit formation is worth exploring Furthermore, what specific features of livestream e-commerce are driving this dual effect?

Several studies have focused on the new phenomenon of livestream e-commerce Existing studies mainly identify factors that predict purchase intentions from an Information Technology (IT), social, and hedonic perspective (Xu et al., 2020, Sun et al., 2019, Cai and Wohn, 2019, Hou et al., 2019) Only a few studies have focused on the role of product information in influencing purchase intention ( Zhang et al., 2020 , Park and Lin, 2020 ) Besides, because livestream can stimulate continuous viewing and promote consumption through humor and product variety (Hou et al., 2019), studying the role of habits is necessary However, previous literature has overlooked this issue even though habit is an important factor to predict behavioral intention (Hsu and Lin, 2015) To fill the theoretical gaps, our study examines how livestream e-commerce features help reduce product uncertainty and form habits to stimulate purchase intentions

2.2.3 Dual process theory

This study applies dual process theory to explore both perspectives This theory posits that the decision-making process in human behavior is attributed to two response modes in the brain (Barrett et al., 2004) One mode is the conscious process where the brain analyzes information rationally and makes judgments In the context of livestream e-commerce, consumers are expected to proactively analyze product information and create purchase intentions based on an overall assessment of product quality and suitability In this study, the information signal mechanism reflects the analysis process according to consumers' needs - logic (Evans, 2007) In addition to the conscious product information processing system, consumers also undergo an intuitive-inferential process, in which the brain automatically makes decisions by directly selecting relevant content from past experiences and memories without the need for reasoning or calculation (Kahneman and Frederick, 2005) Because this process is governed by habit,