The role of live streaming in building consumer trust and engagement with social commerce sellers. an empirical study in fashion on the social networking platform-Tiktok in Vietnam

Abstract

Live streaming services like TikTok Live allow small sellers to stream their videos without recording and storing them. These sellers use these live stream features to give buyers the information they need to make final purchasing decisions. And watching live-streams as part of the online shopping experience is a relatively new phenomenon. This research looks at how live streaming influences consumer trust and engagement and how it could be used to improve revenue for small businesses on the TikTok platform. A Google Form survey was conducted to survey 250 Vietnamese people, and the results were imported into Smart PLS 4.0 software for processing. Our research found that trust in sellers and trust in products directly impacted customer engagement. Additionally, utilitarian/symbolic values were associated with trust in products and sellers, while hedonic value was associated with trust in sellers. Our research shows how live streaming can create shopping values that increase customer trust and engagement; the sellers can follow different routes of two types of trust to build customer engagement. Theoretical and managerial implications are further discussed at the conclusion of this paper.