The Effect of Livestreaming on Purchase Intention in the Fast-Fashion Local Brand Industry Among Gen Z in Vietnam

Abstract

This study aims to explore the effect of live streaming on the purchase intentions of Gen Z consumers in Vietnam's local fast fashion industry. With the rise of social commerce, particularly the widespread adoption of livestreaming shopping, local brands are increasingly relying on this digital tool to attract young, tech-savvy audiences. The study seeks not only to examine the overall effect of livestreaming on purchase intentions but also to analyze the influence of five specific elements: host engagement, real-time product demonstrations, instant promotions, exposure frequency, and viewing duration. A structured questionnaire was distributed to 400 Gen Z respondents who had watched fashion-related live streaming within the past six months. Data was analyzed using descriptive statistics, correlation analysis, and regression analysis.

The results revealed a significant positive correlation between livestreaming and purchase intention, with host engagement identified as the most influential factor, followed by instant promotions and viewing duration. While exposure frequency and real-time product demonstrations also showed positive effects, their influence was relatively weaker. This study adds new evidence to the field of digital consumer behavior research and provides practical insights for Vietnamese local fashion brands to optimize their live streaming strategies targeting Gen Z audiences.