The Role of Interactivity and Perceived Value in Shaping Gen Z’s Purchase Intention on TikTok Livestreaming

Abstract

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.