| dc.description.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. | en_US |
