Investigating The Influencing Mechanisms Of Trust In Tiktok Live Streaming: A Socio-Technical Perspective Applying S-O-R Paradigm

This study investigates customer trust in TikTok Live streaming shopping, emphasizing IT affordance factors' impact on customer trust leads to purchase intentions. Trust is emerging as pivotal in Vietnamese customers' purchase intentions on TikTok live streaming. Conducted in Ho Chi Minh City, Vietnam, it addresses the rising e-commerce sustainability context, a quantitative approach with a pilot test with 34 participants and an official survey online with 534 respondents. The data was analyzed using SPSS 25 and AMOS 24, including Visibility, Guidance Shopping, and Metavoicing as key technological factors influencing customer trust – a social factor applying the S-O-R paradigm. As a result, this research gains a greater understanding of the factor of socio-technical perspective that proposes practical strategies for online businesses. It contributes to social commerce literature, discovers patterns of customer buying behaviors, offering insights for further studies and strategic considerations for business stakeholders in live streaming shopping.