The Impact Of Live Streaming Commerce Attributes On Trust In Tiktokshop And Customers' Purchase Intention: A Case Of Genz In Ho Chi Minh City

Abstract

Live streaming commerce (LSC) is developing rapidly with an opportunity to create new communication approaches for both sellers and consumers. This research intends to evaluate the impact of the LSC attributes on the relationship between two types of online trust versus the purchase decisions of young consumers in Ho Chi Minh City with a specific case – buying fashion products from a Livestream session on TikTok Shop. Based on this objective, a survey was conducted to collect 353 valid responses from Gen Z respondents who are currently experiencing TikTok Shop in Ho Chi Minh City. The data collected is analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through the SMART PLS application for calculating. After discussing the correlation between variables, the results show that there are five supported hypotheses with positive correlations and two rejected hypotheses.. The study's conclusion shows that the LSC attributes—which include streamer qualities, return policies, promotion prices, perceived product quality, and customer trust—have a positive correlation with one another. Consumers’ trust in this research is discussed based on the trust transferred theory and is proven to have a positive correlation between trust in sellers and trust in products. The study’s findings not only provide fashion brands with how to choose suitable marketing strategies using the TikTok Shop livestream feature, but they also offer insight into the purchase intention of Ho Chi Minh City who are fond of fashion trends.