Consumer Buying Intention in Livestreaming Commerce: An Integrated Model of Socio-Technical System Theory and Uses & Gratifications Theory

Abstract

This study develops a framework to analyze the determinants influencing consumer buying intention in livestreaming commerce by being a pioneer that integrates socio-technical system theory with the uses and gratifications theory. This study contributes literature on understanding consumer behavior within livestreaming commerce by examining how hedonic and utilitarian gratifications mediate the influence of interactivity, personalization, and visibility on consumer purchasing intention. The research also analyses the moderating role of perception of social media influencers on the link between hedonic gratifications, utilitarian gratifications, and purchase intention. Data were collected from 396 consumers across the TikTok platform in Vietnam market in the sector of home appliances, and partial least squares structural equation modelling (PLS-SEM) was applied for data analysis using Smart PLS 4.0. The results indicate that both hedonic and utilitarian gratifications mediate the relationship between socio-technical determinants including interactivity, personalization, visibility and buying intention. Interestingly, the moderating effect of perception of social media influencer on the relationship between hedonic gratifications and purchase intention is significantly positive, whereas no such moderating impact is evident for the relationship of utilitarian gratifications and purchasing intention. These findings also offer for marketing practitioners aiming to enhance consumer buying intention through livestreaming commerce.