The factors influencing persuasion knowledge and purchase intentions on live-streaming commerce platforms among Generation Z consumers in Vietnam: The moderating role of anticipated inaction regret

Abstract

In recent years, the rapid growth of live-streaming commerce in Vietnam has transformed consumer behaviour, with streamers playing a pivotal role in purchase decisions. Live streamers have had a profound impact on shaping consumers’ purchasing decisions. This study explores the self-presentation behaviours of live streamers within the context of e-commerce live-streaming and examines their impact on consumers’ purchase intentions. A survey of 264 Generation Z consumers in Vietnam reveals that helpful and empathetic behaviours exhibited by live streamers positively influence consumers’ purchase intentions. These findings offer both theoretical contributions to digital persuasion literature and practical strategies for Vietnamese e-commerce platforms. Moreover, derogatory behaviour and exaggerated behaviour displayed during broadcasts can significantly enhance persuasion knowledge regarding consumer purchases. Additionally, anticipated inaction regret (AIR) serves as a moderating factor in the relationship between persuasion knowledge and consumers’ purchase intentions. Furthermore, AIR significantly moderates this process, suggesting that emotional anticipation of regret can override consumers’ scepticism driven by persuasion knowledge, thereby increasing their purchase intention. However, the use of convenience sampling and the predominance of urban respondents may limit the generalisability of the findings.