THE IMPACT OF LIVESTREAMING ON SHOPPING BEHAVIOR IN THE FASHION INDUSTRY: A COMPARISON BETWEEN GENERATIONS X, Y, AND Z IN VIETNAM
Vol. 135 No. 5A (2026), Business
Vol. 135 No. 5A (2026)

THE IMPACT OF LIVESTREAMING ON SHOPPING BEHAVIOR IN THE FASHION INDUSTRY: A COMPARISON BETWEEN GENERATIONS X, Y, AND Z IN VIETNAM

Business
https://doi.org/10.26459/hueunijed.v135i5A.8292
Published 2026-03-13
Thi Van Le
824273@ftu.edu.vn
PDF (Vietnamese)

Keywords

livestream thương mại điện tử
hành vi mua sắm ngẫu hứng
thời trang
thế hệ người tiêu dùng
mô hình S-O-R
PLS-SEM
phân tích đa nhóm livestream commerce
impulse buying behavior
fashion retailing
consumer generations
S-O-R framework
PLS-SEM
multi-group analysis

Abstract

This study investigates the impact of factors in the livestreaming e-commerce environments on consumers’ impulse shopping behavior for fashion products while simultaneously analyzing the differences between generations X, Y, and Z through multi-group analysis. Based on the stimulus-organism-response framework, the research evaluates stimulus factors encompassing interactivity, entertainment, key opinion leader (KOL), time-limited promotions, broadcast timing, and the information of product quality. Quantitative data from 529 Vietnamese consumers who previously purchased fashion through livestream were processed using PLS-SEM combined with multi-group analysis on SmartPLS software. The results reveal that all examined environmental stimuli significantly drive impulse purchases. The research model achieves appropriate explanatory power, and significant differences between generations are noted regarding the level of influence of some factors. From this, this study offers managerial implications to support businesses and sellers in optimizing livestreaming strategies to suit the characteristics of different consumer generations.

https://doi.org/10.26459/hueunijed.v135i5A.8292
PDF (Vietnamese)

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