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5.2. Recommendations for Artificial Intelligence (AI) application to enhance
competitiveness
Based on the regression results showing the absolute dominance of Gamification
and Entertainment value, combined with infrastructure management barriers, the
authors propose a strategic direction for Artificial Intelligence (AI) application to optimize
the 4 aforementioned factors as follows:
First, apply Machine Learning and Big Data to create Dynamic Gamification: Since
platforms cannot apply a stereotypical game mechanism for all users, it is necessary to
apply Machine Learning algorithms to analyze consumer behavior, thereby designing
game flows (like Farm, Coin Shaking) with difficulty levels and reward structures that
automatically change per individual. This helps maintain continuous extrinsic motivation,
making users always feel refreshed and eager to conquer.
Second, deploy AI Livestreamers and integrate NLP to optimize Entertainment value
& Social interaction: To meet the need for continuous entertainment and real-time
interaction, enterprises need to integrate Natural Language Processing (NLP) technology
into virtual assistants or virtual models. These AI Hosts are capable of broadcasting 24/7,
automatically performing sentiment analysis to read thousands of comments
simultaneously, thereby steering the interactive script with a charming, humorous tone,
creating a bandwagon effect, and thoroughly promoting FOMO psychology.
Third, enhance Content quality using Computer Vision and Augmented Reality (AR):
Although highly valuing entertainment, young people still possess a strict information
filter, so platforms need to use AI (Computer Vision) as an automatic filter to scan and cut
off livestream sessions that abuse visual effects or advertise falsely. Simultaneously,
integrating AR virtual try-on features right while watching short videos allows customers
to verify product authenticity, minimizing perceived risks and reinforcing the trust barrier.
Fourth, automate the content production chain using Generative AI: Instead of
incurring costly manual video production expenses, sellers on Shopee need to apply
Generative AI tools to create scripts and automatically edit highly trendy short videos.
This helps maintain the brand's dense appearance frequency in the minds of digital
consumers with minimum operational costs.
Platforms and pioneer enterprises that master this AI technology lens will not only
deeply understand entertaining shopping behavior but also break growth limits,
establishing an exclusive competitive advantage in the future e-commerce market.
5.3. Limitations and future research
While this study provides robust AI-driven managerial implications, it is not without
limitations. First, the cross-sectional design restricts the ability to establish definitive
causal inferences among the variables; hence, the findings primarily indicate positive
associations rather than absolute causality. Second, the sample was geographically
constrained to young consumers in Hanoi. Generalizing these findings to the entire
Vietnamese demographic landscape should be approached with caution. Future research
is encouraged to employ longitudinal designs and expand the sampling frame across
diverse age segments and geographic regions to further validate this model.

References
[1]. Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun:
Cognitive absorption and beliefs about information technology usage. MIS Quarterly,
24(4), 665–694.

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