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4.2.5. Multiple regression analysis
Table 4. Regression analysis results

Unstandardized Standardized
Variable Name Sig.
Coefficients (B) Coefficients (Beta)
Constant 0.236 0.000

Entertainment value of content 0.046 0.298 0.000

Content quality 0.042 0.263 0.000
Social interaction 0.049 0.258 0.000

The appeal of Gamification 0.047 0.339 0.000

R² = 0.594; Adjusted R² = 0.587; Durbin-Watson = 1.800
Source: The author's data analysis results
After performing the exploratory factor analysis, a multiple regression analysis was
conducted. The results show that the statistical value F = 82.305 of the model with a
significance level of sig. = 0.000 < 0.05, indicating that the multiple linear regression
model fits the dataset and is statistically significant. The Adjusted R² coefficient = 0.587,
proving that these factors explain 58.7% of the variance in the dependent variable. The
Durbin-Watson coefficient of the model is 1.800, and the Variance Inflation Factor (VIF) <
2; thus, it is concluded that there is no multicollinearity phenomenon in the model.
- Standardized regression equation:
HV = 0.339*GF + 0.298*ELS + 0.263*CQ + 0.258*SI
From the above regression equation results, it is evident that the appeal of
Gamification and the entertainment value of content are the two factors that sequentially
have the strongest impact on the online shopping behavior of young consumers on
Shopee. From this conclusion, optimal solutions can be proposed to leverage the impact
of the Shoppertainment trend through the impact levels of the aforementioned factors.
5. Conclusion and recommendations
5.1. Conclusion
The study successfully depicted a comprehensive panorama of the rise of the
Shoppertainment trend and its profound impact mechanism on the consumer behavior of
the younger generation on the Shopee platform. By applying the S-O-R model as the
foundational theoretical framework, the study quantified the governing level of the 4
factors constituting the entertaining shopping experience.
The empirical analysis results (Adjusted R² = 58.7%) show that, for young consumers
in Hanoi, the Appeal of Gamification (β = 0.339) and the Entertainment value of content
(β = 0.298) are the two most decisive factors. This proves a shift in consumer psychology:
they are not just looking for a physical product, but craving a hedonic experience, seeking
dopamine releases through winning games and humorous livestream sessions.
Simultaneously, Content quality (β = 0.263) and Social interaction (β = 0.258) also play an
important role in building trust barriers and creating a bandwagon effect, urging quick
and less hesitant purchasing behaviors.
It can be affirmed that, in the digital economy era, the rules of competition have
changed. The e-commerce race is no longer purely a price competition war, but the art of
capturing attention and maintaining the customer's flow through entertaining
experiences.

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