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impact of Shoppertainment on online shopping behavior, while clarifying the mechanisms
through which AI is optimizing customer touchpoints on Shopee - the dominant e-
commerce platform in Vietnam. By proposing strategic AI applications, this study aims to
provide a macroeconomic perspective to help enterprises achieve breakthroughs in
competitiveness in the digital era.
2. Theoretical framework
2.1. Foundational theories of digital consumer behavior
2.1.1. Stimulus-Organism-Response (S-O-R) model
The S-O-R model, pioneered by Mehrabian and Russell (1974), serves as the core
theoretical foundation for decoding consumer behavior in the e-commerce environment.
This theory argues that environmental cues (Stimulus - S) affect an individual's internal
cognitive and emotional states (Organism - O), which subsequently lead to approach or
avoidance behaviors (Response - R).
Applied to this research context, the Shoppertainment ecosystem on Shopee
(including mini-games, short videos, and the interactivity of livestreams) acts as a
powerful chain of Stimuli (S). These elements directly impact the psychological state of
Gen Z, evoking excitement, curiosity, or the Fear of Missing Out - FOMO (O). The ultimate
result generates a Response (R) increased app retention time and impulsive purchasing
decisions.
2.1.2. Flow theory
Proposed by psychologist Csikszentmihalyi (1990), Flow Theory describes the
cognitive state in which an individual is completely immersed in an activity, leading to
narrowed attention and a loss of the sense of time and surrounding space. This state is
achieved when there is a balance between the "challenge" of the activity and the "skills"
of the participant.
In the digital economy era, Flow Theory is the perfect doctrine to explain the power
of Shoppertainment, particularly the elements of Gamification and Entertainment value.
When consumers participate in coin-hunting campaigns, shake vouchers, or watch highly
entertaining livestreams, their brains enter a "flow state." This immersion blurs the
boundaries of rational defense (such as hesitations about price or actual needs), making
the shopping experience seamless and highly hedonic.
2.1.3. Technology acceptance model (TAM)
Developed by Davis (1989), TAM is a classic theory explaining why and how users
accept a new technology. The model indicates that the intention to use technology is
governed by two main factors: Perceived Usefulness and Perceived Ease of Use.
In this study, the TAM model is expanded to evaluate consumer behavior on the
Shopee platform. Perceived Usefulness is reflected through Content Quality (accurate
product information and clear images that help reduce purchasing risks). Meanwhile,
Perceived Ease of Use goes beyond just the app interface and is upgraded to "Perceived
Entertainment" the degree to which users find browsing the app joyful and relaxing. This
is a crucial theoretical premise for the authors to propose the application of Artificial
Intelligence (AI) to optimize these touchpoints in customer experience management.
2.2. Shoppertainment
Amidst the booming e-commerce landscape, Shoppertainment has become a
popular concept, reflecting the seamless integration of "shopping" and "entertainment."
According to Oxford (1990), this term describes the incorporation of entertaining or
relaxing elements into the retail space as part of a marketing strategy to attract

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