| dc.description.abstract | Aim: Live Streaming is becoming one of the most popular ways of introducing and
selling products online. This is a good, effective and cheap way to attract more customers as
well as gain more reputation. Understanding customer behavior is a key to success for every
business. As a result, determining what factors influence customer behavior in online shopping
is important, especially when it comes to cosmetic products. Understanding these factors can
be useful for many purposes. Previous research has tried to explore this question through other
industries like clothes, food, and accessories, but not o many research were made in the
cosmetic industry. This paper aims to determine which determinants are influencing customer
purchase intention in cosmetic products via livestream.
Design: This research uses quantitative methods to evaluate and test the Hypothesis that
will be developed in the study. The selected population for this research is young individuals
who are living in Ho Chi Minh city and used to buy cosmetic online via live streaming. The
sample size is n = 299. Data collection method is an online survey which delivers questionnaires
directly to individuals.
Findings: While quality has some influences to online shopping intention for cosmetic
products via livestream, the statistical outcomes does not support this relation. Also the study
found out that there is constructive relationship between online shopping intention via
livestream and online customer review, subjective norms and factor from the sellers. | en_US |
