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Building Trust to Drive Purchase: Key Factors in Vietnamese Livestream Commerce

Ly Dan Thanh, Ngo Van Nhat, Dao Tra My, Phung Ngoc Bao Chau, Nguyen Pham Hong Ngoc
Publication date: 2026
Keywords: live commerce; development of trust; streamer credibility; purchase intention; GenZ.

Abstract:

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Ho Chi Minh City University of Economics and Finance - UEF
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