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3. Research model and methodology
3.1. Research model
To overcome the limitations of loosely assembling isolated variables, this paper
employs the Stimulus-Organism-Response (S-O-R) model by Mehrabian & Russell (1974)
as the foundational theory, integrated with the Shoppertainment conceptual framework
by TikTok & BCG (2022).
In the Shoppertainment environment, the stimuli (S) are not traditional
transactional factors (e.g., price, shipping), but are constructed from two core experiential
axes. Based on this, the authors delineate four most comprehensive representative
factors: Content axis: Comprises (1) Entertainment value and (2) Content quality - playing
the role of capturing attention and building a trust barrier; Interaction axis: Comprises (3)
Social interaction and (4) The appeal of Gamification - creating bandwagon effects and
triggering the motivation to finalize orders (FOMO).
The intentional exclusion of traditional transactional variables (such as price and
shipping) helps the model avoid multicollinearity while focusing on measuring the purity
of the "Entertainment" factor in generating the "Flow state" (O) in consumers. The
outcome of this psychological state is the Response (R): The impulsive and robust online
shopping behavior of the younger generation.
The proposed hypotheses are as follows:
Hypothesis 1: Entertainment value of content
Entertainment value helps transform shopping into a hedonic experience, creating a
state of immersion and reducing psychological defense barriers (Wongkitrungrueng &
Assarut, 2020). For the youth, the humor and novelty in Shoppertainment not only retain
them longer on the platform but also act as a direct catalyst stimulating impulsive buying
behavior (Xiang et al., 2016).
H1: The entertainment value of content has a positive impact on the online shopping
behavior of young consumers in Hanoi on the Shopee platform.
Hypothesis 2: Content quality
In the online environment, information quality (completeness, accuracy, timeliness)
is the key metric for building trust (DeLone & McLean, 2003). For the highly selective
young consumer generation, the authentic imagery and expertise of the presenter
(Host/KOL) play a core role in radically mitigating perceived risks, thereby driving
purchasing decisions (Park et al., 2007).
H2: Content quality has a positive impact on the online shopping behavior of young
consumers in Hanoi on the Shopee platform.
Hypothesis 3: Social interaction
Real-time interaction on digital platforms helps satisfy the intrinsic human need for
connection, building trust and intimacy among users (Yin et al., 2019). Through rating
systems, rankings, and the bandwagon effect, social interaction deeply intervenes in
cognition, strongly governing consumers' purchase intentions and decisions (Lerzan et al.,
2015; Raman, 2020).
H3: Social interaction has a positive impact on the online shopping behavior of
young consumers in Hanoi on the Shopee platform.
Hypothesis 4: The appeal of gamification
Gamification creates a "flow" experience through clear challenges, goals, and timely
feedback (Csikszentmihalyi, 1990; Agarwal & Karahanna, 2000). Elements such as
leaderboards, badges, and tangible rewards not only satisfy the need to affirm

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