The role of livestream in building consumer trust and interaction with sellers on social networking platforms from the perspective of Ho Chi Minh City

Abstract

Live streaming has become a popular tool for individuals and businesses to engage with their customers in real-time. The ability to broadcast live video content has opened up new opportunities for brands to connect with their customers and create a more authentic and interactive experience. Customers can see exactly how a product works or how a service is delivered, which can help build trust and confidence in the brand. Based on previous research in s-commerce, this paper examines the relationships among three perceived values (utilitarian value, hedonic value, and symbolic value) of live streaming, customer trust, and engagement with the sample collected in Ho Chi Minh City. We suggest that symbolic value and hedonic value have a direct impact on customer engagement, while there is no evidence for the impact of utilitarian value both in direct and indirect ways. Besides, utilitarian value and symbolic value have a positive impact on at least either trust in the product or trust in the seller. Online sellers can also build customer engagement with two types of trust. It is found that customers’ trust in the product and seller are positively related to customer engagement. In the conclusion section, we have some recommendations for both online sellers and customers who tend to shop online.