Paper Asia | 2026
Authors: Toan L.B.
DOI: 10.59953/paperasia.v42i2b.1036
Journal: Paper Asia
Year: 2026
Publisher: IPMEDIA SDN BHD
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
This empirical study aims to quantitatively investigate the driving factors of Purchase Intention (PINT) for personal care products among Generation Z consumers engaged in TikTok Livestreaming in Can Tho, Vietnam. Utilizing the Stimulus-Organism-Response (S-O-R) framework as an integrative theoretical lens, the study proposes and tests a structural model incorporating three key external Stimuli (S): Perceived Interactivity (PI), Product Quality (PQ), and Hedonic Value (HV). These stimuli are hypothesized to affect two crucial internal Organism (O) responses: Perceived Value (PV) and Satisfaction (SAT), which subsequently lead to the behavioral Response (R), PINT. Data collected from 450 valid observations were analyzed using Modeling PLS-SEM. The results provided strong support for all seven hypotheses at a high level of statistical significance. Specifically, the study revealed that PI acts as the strongest stimulus, significantly influencing both SAT (beta = 0.490) and PV (beta = 0.487). Furthermore, PQ (beta = 0.225) and HV (beta = 0.190) positively contribute to PV. Crucially, the findings clarify the mechanism of the internal responses (O): Perceived Value (PV, beta = 0.405) emerged as the most powerful predictor of PINT, dramatically surpassing the influence of Satisfaction (SAT, beta = 0.175). This suggests that Gen Z’s decision-making process is predominantly cognitive, emphasizing the assessment of net value rather than purely affective responses in the fast-paced livestream environment. The study validates the S-O-R model’s utility in this context and offers clear managerial implications, recommending that marketers prioritize maximizing livestream interactivity and transparent product quality to enhance customers’ perceived value. © 2026, IPMEDIA SDN BHD. All rights reserved.
Consumer purchase intention; Customer perceived value; Gen Z purchasing behavior; TikTok livestreaming commerce; User perceived interactivity