Factors influencing Gen Z's purchase intention of sustainable products through tiktok live streaming: The case of one-commune-one-product (OCOP) products

Abstract

Consumer purchase intention refers to the cognitive, emotional, and behavioral processes consumers undergo to satisfy their needs by purchasing goods. this research examines the impact of “perceived value” (pv), “perceived product quality” (pq), “perceived entertainment” (pe), “price promotion” (pp), “interaction” (it), and “perceived professionalism” (pr) on “trust” (tr) and “customer satisfaction” (cs), which in turn influence “purchase intention” (pi). additionally, the study incorporates “time pressure” (tp) as a moderating variable to investigate how it influences the relationship between “perceived value” (pv) and “purchase intention” (pi). the structural equation modeling method is applied to test these hypotheses using data collected from 355 gen z consumers in ho chi minh city. the analysis results show that “perceived value” and “perceived product quality” positively affect “customer satisfaction” and “trust”; “perceived entertainment”, “price promotion”, “interaction”, and “perceived professionalism” impact “customer satisfaction”; while “customer satisfactio” significantly influence “purchase intention”. moreover, the findings indicate that “time pressure” moderates the relationship between “perceived value” and “purchase intention”, such that under high time pressure, the effect of “perceived value” on “purchase intention” becomes weaker. finally, “perceived product quality” exerts the strongest positive impact on “purchase intention”, highlighting its importance in aligning with consumer expectations.