The research paper aims to investigate and analyze elements affecting impulsive purchase intention of Vietnamese generation Z customers through live streaming videos on social e-commerce platforms. Quantitative research method is adopted as the main research method of this research paper. A survey questionnaire is conducted with the participation of 200 participants who are generation Z, currently working and living in three big cities of Vietnam including Ho Chi Minh, Hanoi and Danang. The primary data collected from the survey is processed by using both SPSS and SmartPLS to analyze and come up with findings. The research findings show clearly that attractiveness and expertise of streamers as well as perceived usefulness have positive impact on perceived enjoyment of customers while they watch live streaming videos on social e-commerce platforms. Purchase convenience and product price are also two factors that are positively correlated with perceived usefulness of customers towards products and services introduced in live streaming videos. The findings also confirm that both perceived enjoyment and perceived usefulness make positive influence on customer’s intention to impulsively buy products through live streaming videos. Then some recommendations for Vietnamese businesses to drive generation Z customer’s intention to buy through live streaming videos are proposed.

TABLE OF CONTENTS
ABSTRACT II
ACKNOWLEDGEMENT III
LIST OF FIGURES VI
LIST OF TABLES VI
CHAPTER 1: RESEARCH INTRODUCTION 1
1.1. Research background 1
1.2. Research objectives and research questions 5
1.3. Research contributions 6
CHAPTER 2: LITERATURE REVIEW 7
2.1. The concept of social e-commerce 7
2.2. The concept of live streaming 7
2.3. Consumer shopping behaviors in live streaming 8
2.4. Impulsive buying behaviors in live streaming 9
2.5. Theoretical framework on factors impacting impulsive buying intention in live streaming videos 10
2.5.1. SOR model in explaining impulsive buying behaviors 10
2.5.2. Prosed research hypotheses and research model 11
CHAPTER 3: RESEARCH METHODOLOGY 17
3.1. Research method 17
3.2. Data collection 17
3.2.1. Sample size 17
3.2.2. Sampling method 18
3.2.3. Distribution of survey questionnaire 18
3.3. Data analysis 18
CHAPTER 4: FINDINGS AND DISCUSSIONS 20
4.1. Findings 20
4.1.1. Frequency and descriptive analysis 20
4.1.2. Descriptive analysis 23
4.1.3. Outer loading analysis 25
4.1.4. Reliability analysis 29
4.1.5. Discriminant analysis 30
4.1.6. Regression and hypothesis testing analysis 33
4.1.7. ANOVA analysis 40
4.2. Discussions 46
4.2.1. The impact of attractiveness on perceived enjoyment 46
4.2.2. The impact of trustworthiness on perceived enjoyment 46
4.2.3. The impact of expertise on perceived enjoyment 47
4.2.4. The impact of product usefulness on perceived usefulness 47
4.2.5. The impact of purchase convenience on perceived usefulness 48
4.2.6. The impact of product price on perceived usefulness 48
4.2.7. The impact of perceived usefulness on perceived enjoyment 49
4.2.8. The impact of perceived enjoyment on intention to buy impulsively 49
4.2.9. The impact of perceived usefulness on intention to buy impulsively 50
CHAPTER 5: RECOMMENDATIONS AND CONCLUSION 51
5.1. Recommendations 51
5.2. Conclusions 53
5.3. Further research in the future 53
REFERENCES 54
APPENDIX 66

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