The impact of TikTok livestream selling on consumers’ purchase decisions in Ho Chi Minh City
Published: August 10, 2026
Abstract
This study identifies and evaluates factors in TikTok livestream selling that affect consumers’ online purchase decisions in Ho Chi Minh City. Based on the Stimulus–Organism–Response framework and previous research, the proposed model includes five determinants of online purchasing decisions. The findings indicate that all examined livestream-selling factors positively affect consumers’ purchase decisions, with livestream quality and streamer characteristics exerting particularly important influences. Real-time interaction, credible product presentation, information quality, and social engagement help reduce information asymmetry and strengthen consumer confidence during purchasing. The study contributes empirical evidence on consumer behavior in Vietnam’s social commerce environment and provides a foundation for enterprises and sellers to improve livestream content, streamer capabilities, customer interaction, and sales strategies on TikTok.
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