The Young Consumers’ Online Shopping Decision through Livestream on Facebook

Along with digital technology that is constantly developing in today's society, online shopping is increasingly popular and promises to be a vibrant market and bring high revenue to retail businesses. With the desire to deeply analyze the factors that influence young people's online purchasing decisions via livestream on Facebook, the authors used qualitative and quantitative research methods, referencing and adjusting the theories. Related theories to devise a suitable research model to evaluate the influence of factors on young people's online purchasing decisions via livestream. The expected sample size is 250 online shoppers via livestream between the ages of 18 and 25 years old. The results of the study show that there are 5 important factors affecting young people's online purchasing decisions via livestream on Facebook, including: (1) Faith, (2) Price, (3) Visual leads, (4) Promotion, (5) Electronic word of mouth. From there, the authors provide management implications for businesses to refer to in order to come up with appropriate strategies to increase the number of customers shopping through the livestream sales channel on Facebook.