Potential for e-commerce development through shopping television channels in Viet Nam

Abstract

    This study explores the integration of e-commerce with television (TV) channels in Viet Nam. Although TV shopping has grown rapidly in recent decades, its potential remains largely untapped. Our study were based on S-O-R theory and MSD theory to explain the relationships between social influence, media influence, and the audience’s perceived value influencing television viewers’ purchase intentions. Next, we conducted in-depth interviews with 23 audiences who watched shopping channels on TV to better understand their consumer behavior and purchase intentions. The results show that television viewers’ shopping behavior is influenced by social and media factors, through the mediating role of audience’s perceived value of the information content provided by TV shopping channels. This study proposes implications for TV stations to consider investing in developing e-commerce shopping channels.