Investigating how shoppertainment influences consumer behaviour: a case study in vietnam market

Abstract

Shoppertainment, defined as the convergence of shopping and entertainment, has become a defining trend in online retail, particularly in Vietnam where livestreaming plays a central role in digital commerce. This study examines the impact of livestream-based shoppertainment on consumer behaviour by analysing the interaction between social presence and information technology affordance factors that shape trust, emotional responses, and purchase intentions. A mixed methods design was employed. In the qualitative phase, semi-structured interviews with 20 participants were conducted to explore perceptions of livestreaming experiences. The quantitative phase involved a survey of 86 Vietnamese consumers aged 13 to 29 who had recently participated in e-commerce livestreams. Data was analysed using SPSS to test the proposed framework and ensure its reliability and validity. The results show that seven of the eight examined factors, including the social presence of streamers, viewers, and products, as well as interactivity, visibility, guided shopping, and metavoicing, significantly influence consumer behaviour, whereas trading affordance has no significant effect. Qualitative insights highlight the critical roles of host credibility, product authenticity, and trust in shaping purchase decisions. This study extends current understanding of digital consumer behaviour in emerging markets and offers practical implications for retailers. Firms are encouraged to strengthen authentic communication, enhance interactivity, and ensure product transparency to foster consumer trust and loyalty in Vietnam’s evolving e-commerce environment.