The Impact of TikTok Live Streaming on the Purchase Intention of Gen Z Consumers: An SOR Model Approach
Online First: 15/07/2026
Corressponding author's email:
hieunk@hcmute.edu.vnDOI:
https://doi.org/10.54644/jte.2026.2122Keywords:
TikTok livestream, Purchase intention, Gen Z, SOR model, Product familiarityAbstract
This study applies the Stimulus–Organism–Response (SOR) model to examine the factors in TikTok livestream activities that influence the purchase intention of Generation Z consumers in Ho Chi Minh City. A total of 288 valid observations were obtained and analyzed using SmartPLS software to evaluate the measurement and structural equation through the PLS-SEM approach. The results indicate that several characteristics of livestream activities, including interactivity, visual appeal, seller professionalism, and social influence, positively contribute to increasing consumer trust. Among these factors, seller professionalism is identified as having the strongest impact. Consumer trust further exerts a significant influence on purchase intention on TikTok. In addition, product familiarity acts as a moderating variable that strengthens the relationship between trust and consumers’ purchase intention. Based on these findings, the study suggests that sellers should enhance professionalism in livestream activities and provide transparent and comprehensive product information in order to strengthen consumer trust and encourage purchase behavior among Generation Z consumers.
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