This result includes 2 parts: qualitative research results and quantitative ones.
The research has achieved the stated goal and research question, which is to clarify
the impact → to make recommendations for the factors listed above.
1. Qualitative research results: everyone agrees that the popularity of
purchasing products via livestream on Tiktok Shop is large, especially among
young generations through 7 factors
Regarding product quality: everyone agrees that this factor has an
influence because of its visuality →that everyone feels secure in making a
decision to buy the product.
Live content: everyone appreciates this factor because if the content is
good or bad
Previous buyer reviews: most of them will read the reviews carefully
before buying the product.
Technical features: eye-catching, easy to use
Sales policy
Payment policy: such as cash, Visa card, ATM card & especially the rights
are protected.
Social factors: they tend to follow buying "trends". trend, buy based on
reviews from family and friends or FOMO syndrome.
→ Finally, we found that All 7 factors above influence the decision to purchase
products via livestream on Tiktok shop for students in Hanoi.
2. Quantitative research results:
it illustrates the statistical analysis: and the total is about 235 survey
participants
By gender: females account for 80% → women are more interested.
By income: the highest 70.2% have income/benefits under 3 million VND.
This is explained because the survey participants are students still in school,
so their income is small and most of it is subsidized by their families.
Frequency of shopping: The frequency of online shopping is very high,
accounting for 43% out of 100%. Similar to the income, this data very high
among students
Level of knowledge of Tiktokshop: 96.2%
Level of livestream viewing: 83%
Frequency of watching livestream sales on Tiktok shop: frequently and
very often accounts for only 34.5% because of the new feature of that
platform.
Level of purchases on tik tok shop: According to the survey, people who
shop via livestream on TikTok Shop are divided into the following groups:
frequently (19.1%), very often (10.6%), average (36.2%), rarely sometimes
(20.9%), very rarely (11.1%). There were 2.1% who did not have a specific
answer. -> ko doc so lieu
*Statistics explain the variables of the scale
Product quality:
The highest criterion is "CL2: Products on Tik Tok Shop are very diverse" with 3.53
Live content:
The highest criterion is ND3: "The person introducing the product is cheerful and
actively stimulates viewers to buy": 3.49
Technical features:
The highest criterion is TN3: "The integration between Tik Tok videos and purchase
links is very convenient for users": 3.74
Sales and pricing policy
The highest criterion is CS3: "When purchasing on Tik Tok livestream, buyers can
buy at a much cheaper price than usual": 3.37
Payment and delivery policy:
The highest criterion is DV3: "Even though there is no separate shipping unit like
Shopee or Lazada, buyers can still receive goods easily": 3.66
Previous buyer reviews:
The highest criterion is NX2: "Positive reviews from previous buyers will increase
purchasing motivation": 3.60
Social factors:
The highest criterion is XH2: "The credibility and positive influence of the
livestreamer promotes purchasing decisions": 3.51
After analysing:
→ Only one factor “The payment and delivery service” is accepted,
rejecting the 6 remaining factors.
ROLES:
Helps shops improve their business through those factor i show u
Product quality: Sales shops should ensure product quality to avoid
complaints, need to diversify product types
Livestream content: (***) shops should always invest in brand image
Technical features: always promote and upgrade according to trends to
avoid being outdated
Sales and pricing policy
Payment and delivery service
Comments and reviews from previous buyers
Social factors: in this day and age to avoid being outdated and to reach
their consumers, shops should update frequently (by catching trends quickly)
to improve products
Propose solutions:
Businesses that want to develop tiktok business: research the
characteristics of TikTok. Second, pay attention to the images, content to
ensure the information provided needs to be accurate.
For state agencies: ensure personal freedom and business freedom. At the
same time, needs to develop ethical standards for behavior and conduct on
social networks, need penalties for violations so that users can safely shop
online on digital platforms.
For businesses that own TikTok: Tiktok needs to resolutely fight against
content that has false information, to ensure a healthy social network space.
For customers: In this modern world, As a smart consumer, you must
be smart when making purchases, protect your personal rights and
"speak up" when the product has problems.
