Page 435 - ISC PROCEEDINGS 21.4

THE IMPACT OF SHOPPERTAINMENT ON YOUNG CONSUMERS:
ARTIFICIAL INTELLIGENCE (AI) SOLUTIONS TO ENHANCE COMPETITIVE
ADVANTAGE ON SHOPEE

Nguyen Thi Hong Nhung* , Nguyen Thi Thu Huong** 2
1

1, 2 Hanoi Open University, Hanoi, Vietnam.
(*E-mail: 22a4701d0090@students.hou.edu.vn
**Email: thuhuong.kt@hou.edu.vn)

ABSTRACT
Vietnam's e-commerce is undergoing a robust transition toward the content-driven
commerce trajectory, in which Shoppertainment (shopping combined with entertainment)
has emerged as a core trend driving the consumer behavior of the younger generation.
Based on the Stimulus-Organism-Response (S-O-R) model, this study is conducted to
measure the impact of factors within the Shoppertainment ecosystem on online
purchasing decisions on the Shopee platform. Through a quantitative research method
with a valid survey sample of 230 young consumers in Hanoi, the Ordinary Least Squares
(OLS) multiple regression analysis confirms that four factors positively affect online
shopping behavior. In descending order of impact, these include: The appeal of
Gamification, Entertainment value of content, Content quality, and Social interaction.
Drawing from these empirical findings, the authors propose a strategic system of
solutions focusing on the application of Artificial Intelligence (AI) to help platforms and
sellers optimize the digital customer experience, thereby enhancing sustainable
competitive advantage in the digital economy era.
Keywords: Shoppertainment, artificial intelligence (AI), E-commerce, Vietnam.

1. Introduction
The development of e-commerce in Vietnam has reached a pivotal turning point. If
the period before 2010 was considered the nascent stage with the advent of basic
internet transactions, the 2024–2026 phase marks a robust transition into the Content-
driven Commerce trajectory. According to Datareportal (2024), Vietnam currently has
about 72.7 million social media users (accounting for 73.3% of the population), with an
impressive average digital content consumption time of 2 hours and 25 minutes per day.
These figures are not merely demographic statistics; they represent the emergence of a
new generation of digital consumers who view shopping not as a task, but as a daily
entertaining experience.
In this context, Shoppertainment has emerged as an inevitable trend, shifting the
retail focus from "active product searching" to "passive experience discovery." For young
consumers (Generation Z and Alpha) the core demographic leading the market, emotional
factors, entertainment value, and real-time interaction play a much more decisive role
than traditional price-competition strategies. However, the explosion of this trend poses a
massive challenge for infrastructure management: How can platforms deliver the right
content, to the right person, at the precise moment of peak shopping emotion?
At this juncture, Artificial Intelligence (AI) no longer merely serves as a technical
support tool; it has become the foundational reality reshaping entire business
management and operational structures. This research is conducted to deeply analyze the

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