FACTORS INFLUENCING THE DECISION TO ONLINE PURCHASE VIA LIVESTREAM OF STUDENTS IN HAI DUONG CITY

Abstract

The purpose of the research was to find out the factors influencing the decision to online purchase via Livestream of students in Hai Duong City. Through data was collected from 385 students by using descriptive statistical methods, Cronbach’s Alpha reliability test, exploratory factor analysis, correlation analysis, and linear regression. The results show that 7 factors include usefulness, attractiveness and entertainment, price suitability, product trust, professional interoperability, social influence, ease of use influence the decision to online purchase through livestream of students in Hai Duong City. Thereby, some management implications are given to improve the online purchases via livestream.