MINISTRY OF EDUCATION AND TRAINING

UEH UNIVERSITY
BUSINESS SCHOOL
INTERNATIONAL BUSINESS DEPARTMENT – MARKETING

FINAL TERM PAPER

Topic:
THE IMPACT OF PERCEIVED SOCIAL SUPPORT AND CUSTOMER TRUST ON
CUSTOMER ENGAGEMENT THROUGH TIKTOK LIVESTREAMING
PLATFORM

Group member:
Vũ Huệ Anh : 31211025229
Nguyễn Vân Anh : 31211023317
Mai Ngọc Châu : 31211026423
Nguyễn Hồng Ngọc : 31211023540
Nguyễn Thị Phượng : 31211023364
Ngô Thanh Tuyền : 31211021112

Class code: 23C1BUS50318503

Lecturer: Dr. Ha Quang An

Ho Chi Minh City, October 25th,2023.

 EVALUATION TABLE OF TASKS COMPLETION LEVEL

Full name Nguyễn Mai Nguyễn Nguyễn Ngô

Vũ Huệ Vân Ngọc Hồng Thị Thanh
Anh Anh Châu Ngọc Phượng Tuyền
Evaluation criteria (NT)
Participate fully in all 100% 100% 100% 100% 100% 100%
meetings

Participate in contributing to 100% 100% 100% 100% 100% 100%

building the outline

Do tasks on time 100% 100% 100% 100% 100% 100%

The level of completeness of 100% 100% 100% 100% 100% 100%

the task

Level of interaction at work 100% 100% 100% 100% 100% 100%

Be proactive in situations 100% 100% 100% 100% 100% 100%

Project contribution level 100% 100% 100% 100% 100% 100%

Total 100% 100% 100% 100% 100% 100%

 TABLE OF CONTENTS
LIST OF FIGURES...............................................................................................................2
LIST OF TABLES.................................................................................................................3
CHAPTER 1: INTRODUCTION.........................................................................................3
1.1 Research problem...............................................................................................................3
1.2 Research objective.............................................................................................................5
1.3 Scope of the study..............................................................................................................6
1.3.1 Scope of research space............................................................................................6
The research was conducted in Ho Chi Minh City...........................................................6
1.3.2 Scope of research time.............................................................................................6
1.3.3 Research subject.......................................................................................................6
1.4 Research methodology.......................................................................................................6
1.4.1 Preliminary research.................................................................................................6
1.4.2 Formal research........................................................................................................7
1.5 Research structure..............................................................................................................7
CHAPTER 1 SUMMARY.......................................................................................................8
CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL.............................8
2.1 Theoretical foundations......................................................................................................8
2.1.1 Related definitions....................................................................................................8
2.1.2 Related theories......................................................................................................10
2.2 Overview of previous studies...........................................................................................11
2.3 Proposed research model and hypotheses........................................................................14
2.3.1 Research hypothesis...............................................................................................14
2.3.2 Proposed research model.......................................................................................18
SUMMARY OF CHAPTER 2...............................................................................................18
CHAPTER 3: RESEARCH DESIGN................................................................................19
3.1 Research procedure..........................................................................................................19
3.2 Sampling design...............................................................................................................20
3.2.1 Population...............................................................................................................21
3.2.2 Sample size.............................................................................................................21
3.2.3 Sampling method....................................................................................................22
3.2.4 Conduct sample selection.......................................................................................22
3.3. Research method.............................................................................................................23
 3.3.1. Descriptive statistical analysis..............................................................................23
3.3.2. Cronbach's Alpha reliability coefficient evaluation..............................................23
3.3.3. EFA exploratory factor analysis method...............................................................24
3.3.4. Linear structural model analysis method, hypothesis testing................................25
(SEM)..............................................................................................................................25
3.3.5. Testing the difference between groups of subjects using ANOVA methods........27
3.4. Quantitative Questionaire table.......................................................................................27
SUMMARY OF CHAPTER 3...............................................................................................33
REFERENCES.....................................................................................................................35
 LIST OF FIGURES
Figure 1. Proposed research model.......................................................................................................17
Figure 2. The flow chart of research process..........................................................................................19

LIST OF TABLES
Table 1. Overview of previous studies..................................................................................................13
Table 2. Quantitative questionnaire......................................................................................................32
CHAPTER 1: INTRODUCTION

1.1 Research problem

Livestream commerce has revolutionized traditional social commerce, replacing text

and images with dynamic live streaming product demonstrations, thanks to advanced
technology (Fei, Tan et al. 2021). This new wave of buying through livestream allows
sellers to offer personalized services and engage customers with vibrant product
presentations in real-time (Sun, Shao et al. 2019). Streamers showcase products to
consumers via live video, providing an intuitive viewing experience. Moreover, consumers
can interact with streamers and fellow customers through pop-up screens or experience
streamer’s trial of the products, enhancing the real-time experience and deepening their
understanding of the products. This business model is known as "live e-commerce" or "live
commerce." It combines e-commerce and live broadcasting to enhance authenticity,
visualization, and interactivity in the shopping process. Popular platforms like TikTok,
Twitch, Facebook, YouTube, and Instagram offer video streaming for this purpose.

According to (Wang and Wu 2019), three main engagement mechanisms in

livestream shopping are communication immediacy, peer cues, and product interactivity.
These mechanisms facilitate rich communication, allowing viewers to immerse themselves
in the experience, interact with sellers for authentic information, and watch what other
consumers are doing through peer cues. Consumers can also take advantage of social
engagement to seek support in the form of recommendations, opinions, and emotional
connections when making decisions. The importance of social support has been recognized
in the realm of social commerce. When consumers view online peers or livestreamers as
supportive and informative, it boosts their inclination to engage in social commerce.
Therefore, this study focuses on social engagement stimuli, including peer cues, product
interactivity and communication immediacy, in the context of livestream shopping.
Following the Stimulus-Organism-Response (S-O-R) framework, this study seeks to
comprehend how contextual stimuli impact consumer behavior. Drawing from (Donovan,
Rossiter et al. 1994) research of in-store ambiance and purchase intentions, a livestream e-
commerce environment can be seen as a digital space filled with various cues that engage
viewers emotionally and cognitively, leading to actions toward making a purchase. In this
study, we consider social engagement stimuli (Peer cues, communication immediacy and
product interactivity) as stimuli, perceived social support as cognitive state and finally,
customer engagement as approaching respone.

In parallel, customer trust plays a pivotal role in the relationship between social
interaction and customer engagement. Research indicates that customer trust is crucial for
fostering customer engagement. For instance, (Samarah, Bayram et al. 2022) found that
customer trust mediates the connection between brand interaction and customer
engagement. Furthermore, (Pongpaew, Speece et al. 2016) proved that customer
engagement, perceived social presence, and brand trust are closely interconnected in social
commerce, influencing customers' attitudes and loyalty. Therefore, we also incoparate this
factor into the research model, following the the S – O – R theory to grasp the
comprehensive understanding of factors affecting customer engagement.

In 2021, TikTok stood out as the most downloaded app worldwide, with 656 million
downloads (Bottini 2022). With over a billion users and over 5 years of growth, TikTok
seems to be an unstoppable global platform for short-video entertainment. Users spend an
average of 858 minutes a month using the app (Mileva 2023 ) .Over half of TikTok's user
base consists of millennials and members of Generation Z. Young people have more
purchasing power and are more inclined to be enticed to new things, such as live streaming
commerce, according to a broad audience. Young people have more purchasing power and
are more inclined to be enticed to new things, such as live streaming commerce, according
to a broad audience. Gen Z is a special customer segment, because they spend a lot of time
on social networks, on average about 2 hours and 55 minutes a day. According to statistics,
up to 49% of Gen Z customers use social networking platforms to research their favorite
items before deciding to buy (Alves 2023). Therefore, presenting products in the form of
live streaming on the TikTok platform brings many positive effects to customer engagement
of Gen Z on social commerce. Besides, on this potential plarform, Customer engagement is
recognized as a critical factor driven by both customer attributes and external factors.
Understanding customer engagement and trust in this context is vital for businesses looking
to succeed in the world of livestream shopping. However, there's limited research on CE in
live streaming plarform up to now in Viet Nam. Based on worldwide research and the
Vietnamese context, my group chose the topic “The impact of perceived social support
and customer trust on customer engagement through Tik Tok live-streaming
platform” to conduct research to determine the impacts of perceived social support and
customer trust on customer engagement in social commerce of Gen Z in Ho Chi Minh City
on TikTok platform.

1.2 Research objective

This study explores the roles of perceived social support and customer trust on
customer engagement in live streaming e-commerce, taking the TikTok platform as an
example.
The specific objectives of this study is:
 To describe the influence of customer trust (for example, trust in broadcasters)
and perceived social support toward customer engagement in live streaming e-
commerce.
 Examine the impact of engagement stimuli, such as peer cues, product
interaction and communication imediacy, on customer engagement via
perceived social support.
 Examine the mediating effect of customer trust on the relationship between
social interaction and customer engagement.
 Provide significant implications for figuring out what factors influence
customer engagement from TikTok live-streaming commerce for companies
looking to enhance their e-commerce strategy
1.3 Scope of the study
1.3.1 Scope of research space
The research was conducted in Ho Chi Minh City
1.3.2 Scope of research time
Research, survey, investigation, statistics, and data collection will be carried out from
March 21, 2023 to May 19, 2023.
1.3.3 Research subject
- The customer engagement toward social commerce of Gen Z in Ho Chi Minh city
will be influenced by two factors: social support, customer trust.
- This study's target respondents are Gen Z living in HCM city, regardless of gender.
1.4 Research methodology

1.4.1 Preliminary research

Preliminary research was conducted using desk research methods, quantitative
research methods and comprehensive assessments.

Desk research method: Desk research is conducted through the collection of

secondary data on surveys and assessments on the impact of perceived social support and
customer trust on customer engagement through the Tik Tok live streaming platform. From
there, the team analyzed and compared the data as a basis for designing the model, as well
as building assessment scales.

Quantitative research method: The authors used qualitative research results to

confirm samples, data collection methods... The team conducted quantitative research in the
form of indirect personal interviews through questionnaires with a sample size including
400 people aged 11 - 26 years old (Gen Z). From this data, the team uses software and
support tools to evaluate the reliability of the scale, and finally eliminate scales that do not
meet the requirements.

Investigation, evaluation and synthesis method: After collecting secondary

information from many different sources, the team will conduct analysis, statistics and
select some data directly related to the topic.

1.4.2 Formal research

The research uses quantitative research methods through interviews with online
questionnaires. The collected information is used to evaluate the reliability and validity of
the measurement scale such as Cronbach's Alpha reliability coefficient, EFA discovery
factors, and analyze the relationship between variables using the PLS-SEM method. From
there, the authors identified factors that affect customer participation behavior. In addition,
the authors tested the model, research hypotheses, and differences in the impact intensity of
influencing factors, etc. through SPSS 18 software and SmartPLS 4 software.

1.5 Research structure.

The research paper consists of 5 chapters, which are presented in the following order:

Chapter 1: Introduction
 Overview of the research topic: Setting the research problem, research objectives,
research scope, preliminary research methods, official research methods, and research
structure.

Chapter 2: Theoretical basis and research model

Presenting the theoretical basis, the Literature review presents a summary of 6

reference articles related to the model, proposed research model, and research hypotheses.

Chapter 3: Research Design

Present the research procedure, sampling design, research methods, and research
model scale.

Chapter 4: Research results

Describe the survey sample and collected data, analyze sample descriptive statistics,
run data on SPSS, SmartPLS software, test Cronbach's Alpha, evaluate the appropriateness
of hypotheses and models. research form.

Chapter 5: Conclusion and management implications

Summarize research results and provide opinions, management implications, and

solutions for businesses. Limitations in researching this topic and future research directions
are also discussed.

CHAPTER 1 SUMMARY
Chapter 1 presented the reason as well as the urgency of the topic "The impact of
perceived social support and customer trust on customer engagement through Tik Tok live
streaming platform". After raising the research questions that need attention, the authors
determined the scope and object of the research, and from there, came up with a research
method for the topic. Finally, so that readers can get an overview of what is presented in the
research article, the authors have briefly listed the main layout of the topic.

CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL

2.1 Theoretical foundations
2.1.1 Related definitions
Definition of live streaming
 According to Cambridge Dictionary, live stream (or live-stream) is “a broadcast of
the video and sound of an event over the internet as it happens”. Reality TV and YouTube
are great sources of inspiration for live streaming since they allow people to share
everything they are doing, in real time, with people all over the world. Live streaming is
different from recorded videos in that it is live and uncensored. Live streaming is obviously
popular in the new era, as this gives them the opportunity to be unique creator, presenter and
to be heard and seen by an audience and to build relationships with their favourite stars or
content creators. There are many interesting facts about live streaming in Vietnam.
According to (Nguyen 2023 ), the number of subscription video-on-demand users in
Vietnam is 5.8 million people, the share of internet users who use subscription video-on-
demand services in Vietnam is 95.7%. In the international scale, according to (Go-Globe)
,eighty percent of consumers say they’d rather watch a live video from a brand than read a
brand blog, 82% of viewers think that live streams are better than posts from brands on
social media.
Perceived Social Support
(Turner and Marino 1994) originally defined social support involving positive
assistance (actual and perceived) from a network of friends, family, and others. Besides,
(Cobb 1976) also gave another definition: "information leading the subject to believe that he
is cared for and respected, esteemed, and a part of a network of shared obligations".
Perceived social support is a term explaining how a person perceives other people to
provide support during times of need. (Shah, Chu et al. 2019) stated that different level of
support cause individuals different results. Close relationships make people feel positive,
while a lower level leads to emotional problems. Perceived social support has been
researched throughout many years. Perceived Social support is believed to have a significant
effect on social benefit and public engagement . In this research, we focus to look at the
bright side of social support, which is positively effective to users.
Customer Trust
The key to success and creating loyalty and involvement among customers is
building customer trust. Customer trust is the confidence a customer has in a business.
Online trust is influenced by users' opinions of a website's ability to deliver on promises and
provide accurate information, as well as their impressions of the company's site (Bart,
Shankar et al. 2005). In the context of live streaming, customer trust is a critical component
in online commerce because it prevents face-to-face interaction between a customer and a
seller as well as between a customer and a product due to the temporal and spatial
separation of transaction partners (Brynjolfsson and Smith 2000, Komiak and Benbasat
2004). There are various types of customer trust, many researches examine the effect of
variable “trust in seller” - which is the belief that the seller is trustworthy, provides good-
quality services, and does not take advantages of customers (Lu, Zhao et al. 2010). (Guo,
Hu et al. 2021) also research on the model including three factors: trust in broadcaster, trust
in product and trust in community members.
Customer Engagement
The idea of customer engagement (CE) has gained popularity among academics and
practitioners alike in a market where consumers are becoming more demanding and
involved. Early in the new millennium, the idea of engagement was included in marketing
literature. The original theory of customer engagement was from (Vivek, Beatty et al. 2012).
In social commerce, customer engagement is a crucial concept for tracking how a
customer's psychological state changes. According to (Bowden 2009), "customer
engagement" is a "psychological process" with both cognitive and affective components.
(Bowden 2009) model shows that customer satisfaction is the starting point for an iterative
process of engagement that ends with customer loyalty. The pathway from customer
satisfaction to customer loyalty encompasses affective and calculative commitment, trust,
involvement, and customer delight.
As customer engagement plays vital roles in the business’s success, scholarly interest
in the study of the variables influencing consumer engagement in the context of social
commerce has grown significantly. Besides, the consequences of customer engagement are
also researched: emotional connection/attachment (Brodie, Ilic et al. 2013), loyalty (Bowden
2009), the concepts of trust (Hollebeek 2011), empowerment (Cova and Pace 2006).

2.1.2 Related theories

Stimulus - Organism - Response framework
The current study applies the Stimulus - Organism - Response (S-O-R) model
(Mehrabian and Russell 1974) adapted from psychology, modified by (Jacoby 2002), as a
theoretical basis to support an integrated model in this study. The S-O-R framework
proposed that specific environmental elements trigger an individual's cognitive and
emotional state, which in turn into specific behavioral reactions (Donovan and Rositter
1982). This framework includes 3 elements: stimulus, organism, and response, which means
various factors from the environment can act as a stimulus (S) that organisms (O) respond to
at a cognitive and affective intermediary state, thereby subsequently result in behavioral
outcomes (R). (Sultan, Wong et al. 2021) explained that a stimulus, whether be controlled or
not, may be either external or internal.
According to (Rose, Clark et al. 2012), among many other areas of consumer
behavior, the S-O-R framework has been expanded to computer experience (Eroglu,
Machleit et al. 2003), advertising (Olney, Holbrook et al. 1991), internet experience (Mollen
and Wilson 2010), and many more aspects of behavioral action. In this study, we obtain the
S-O-R framework within the context of customer behavioral response, to explore the
customer engagement mechanism in live streaming commerce.
Social interaction
Social interaction can be broadly defined as mutual communication in particular
(Becker 1974), customer’s behavior in general (Liu, Xie et al. 2019), whether directly or
indirectly in the in the social commerce context. Social interaction is the key element which
allows customer to participate in marketing activities through chatting, commenting,
expressions and other aspects (Li, Tian et al. 2023). Social interaction can be divided into
two categories information-oriented and relationship-oriented social interactions according
to the purpose (Zhou, Zhou et al. 2019).
In the S - O - R model, various factors from the environment can act as a stimulus (S)
that organisms (O) respond to at a cognitive and affective intermediary state, thereby
subsequently result in behavioral outcomes (R). Applied to customer engagement, social
interaction plays a role as a key stimulus affecting cognitive and emotional behaviors and
psychology, further resulting in the customer’s experience and engagement in the social
commerce context (Li, Tian et al. 2023).

2.2 Overview of previous studies

No The paper’s Year of Used theory/ Key Finding Soure

 name research Model

1 2021 The Communication immediacy (Liang

Ready for
Heuristic- significantly influenced 2021)
livestream e-
Systematic purchase intentions
commerce? : the
Model Perceived social support
effects of peer
(Chaiken, acted as a mediator in the
cues and
1980) impact of engagement
communication
stimuli (peer cues and
immediacy on
communication immediacy)
purchase
on purchase intentions.
intentions : a
cross-cultural
study in the
netherlands and
china

2 2019 (Wang
Understanding Information The three user engagement
and
user engagement foraging mechanisms considerablely
Wu
mechanisms on theory; theory enhance users' ability to
2019)
a live streaming of reasoned assess products and their
platform action; spontaneous online behavior,
multimedia which, in turn, positively
learning influences users' attitude and
theory intention to shop on a live
streaming platform.

3 Impact of Social 2022 stimulus- Both informational and (Li,

Interaction on organism- relational interactions play a Tian et
Customer response crucial role in promoting al.
 Engagement in (SOR) model customer engagement. 2023)
China’s Social Social interaction increases
Commerce—A the perception of social
Moderated presence, which, in turn,
Chain Mediation builds customer trust,
Model leading to increased
customer engagement.

4 Customer 2021 social support

Customer engagement
engagement theory, social (Busali
behavior is primarily
behaviour on presence m and
influenced by social
social commerce theory, uses Ghabb
interaction, technological
platforms: An and an
elements (interactivity and
empirical study gratifications 2021)
system quality), and
theory
motivational aspects
(hedonic and utilitarian
motivations and perceived
value).

Of these factors, perceived

value and social interaction
had the strongest effects on
customer engagement
behavior on social commerce
platforms.

5 The role of live 2020 motivation/ (Wong

Symbolic value was
streaming in value theory, kitrung
identified as the sole value
building the stimulus– rueng
directly contributing to
consumer trust organism– and
 and engagement response Assaru
increased customer
with social model, the t 2020)
engagement
commerce theory of
sellers reasoned Utilitarian and hedonic
action, and values were observed to
the indirectly impact customer
technology engagement. This indirect
acceptance effect occurred through trust
model in products and trust in
sellers.

Table 1. Overview of previous studies

2.3 Proposed research model and hypotheses
2.3.1 Research hypothesis
Engagement mechanisms and perceived social support
Stimulus can be viewed as situational factor that affects customer’s cognitive and
emotional perception (Chao-Hsing and Chien-Wen 2021). In Tiktok live streaming
commerce, live streamers interact with customers in real-time, and provide product
information simultaneously, which allows customers to get instant answers and receive
immediate responses. Moreover, customers may feel a higher sense of social support during
live streaming when they perceive a high level of interaction with the product (Qin, Le et al.
2023). Additionally, viewers may develop a feeling of community as a result of this
interactive process. They participate actively in a social gathering rather than only being
passive information recipients. The perception of social support may result from this sense
of community. The sense of being taken care of, having help available from others is
commonly referred to as social support.
Based on online interaction at TikTok live stream, customers can gain practical and
intuitive knowledge about the product thanks to the seller's product trial, immediately
displaying the products that customers want to learn about (Saffanah, Handayani et al.
2023). This can lead to opening up new opportunities for customers to get clarification on
products, which might make them experience a perceived social support.
 H1: Product interactivity positively influences perceived social support.
Real-time and interactive communication is considered to be more effective in
resolving information asymmetry, and videos are seen as more intuitive and persuasive than
other expressive mediums like photos and text (Tong 2017). Real-time interactivity fosters a
high sense of immediacy in communication, which can improve the perception of social
presence by giving the impression that all customers are present in the same place (Liang
2021). According to (Kang, Lu et al. 2021), responsive determination and personalization
represent the key aspects of interactivity within the livestream e-commerce setting. These
factors gauge the speed at which viewer requests are addressed and the extent to which the
responses are tailored to meet the viewer's requirements. The communication immediacy,
according to (Haimson and Tang 2017) is one of the key dimensions that affects the
viewers’ engagement experience of remote events when using livestream platforms.
Followers' psychological states and purchasing behaviors are significantly impacted by the
characteristics and messages that streamers convey (Yang et al., 2019). Therefore,
information immediacy might provide both informational and emotional supports, which
included in social support. The hypothesis is proposed:
H2: Information immediacy positively influences perceived social support.
The way an individual reacts to any action is shaped by a range of external cues and
hinges on their interpretation of those cues (Mehrabian and Russell 1974). In the context of
this study, live streaming shopping enabled customers to see other customers’ shopping
activities and gather signals from others while watching a live feed. The signals of other
viewers to the stream can be inferred via indicators such as comments, likes, and other
types of engagement. This form of observational learning can create unforeseen stimuli
(Wang and Wu 2019). Exposing users to a high level of peer cues can potentially reduce
information redundancy and simplify the decision-making process (Liang 2021). Peer cues
have been shown to play a significant part in livestream shopping platforms, since they have
been shown to significantly impact users' attitudes and buy intentions (Wang and Wu 2019).
As a result, cues from other customers attending live streams can be seen as perceived social
support. which plays an important role in their engagement behaviors. The following
hypothesis is proposed:
H3: Peer cues positively influence perceived social support.
Credibility of the streamer
 In live commerce context, customer relies on streamer as a reliable source of
information about the products or services they are interested in. Credibility can be divided
in to three categories: expertise, trustworthiness, and attractiveness (McGuire 1985).
Expertise refers to the knowledge, experience and abilities that a person obtains as a source
of information (Erdogan 1999). Trustworthiness is an information provider's ethical
characteristics, which listener can be relied on (Erdogan 1999, Sussman and Siegal 2003).
Attractiveness is defined as individual’s charm on appearance as well as other
characteristics (Erdogan 1999). It is true that attractive streamer can easily attract viewer’s
attention (Chen and Lin 2018) and get millions of fans on live streaming platform. Many
earlier research have shown that consumer behaviors, including attitudes toward the brand
and behavioral intention (Homer and Kahle 1990, Gong and Li 2017) may be influenced by
perceived knowledge and trustworthiness (Hovland, Janis et al. 1953, Goldberg and
Hartwick 1990, Willemsen, Neijens et al. 2012) addtionally affecting customers' enthusiasm
to participate in platforms. Therefore, we propose the following hypothesis:
H4: Credibility of live streamer is positively impact on to customer’s trust
Information - oriented interaction
Internet - based technology creates an environment for customers to get engaged in
social commerce interaction. Customers exchange information about products, services and
their shopping experiences through social contact (voice chat, bullet screens, emojis,
chatting, and other forms) in real time. It is called information - oriented social interaction,
to ensure customer’s certainty of products or brands through information-focused
communication, which are essential greatly before they make a purchase decision.
The following hypothesis is proposed:
H5: Information - oriented interaction positively influence customer’s trust.
Relationship - oriented interaction
Customers will engage with sellers and other customers more on livestreaming
platform when they have a deeper understanding of the product, particularly through
relationship - oriented social engagement. In social commerce, customers who experience
harmonious, relationship - oriented interactions feel joy, closeness, and trust (Shen 2012,
Bhattacharyya and Bose 2020, Wongkitrungrueng and Assarut 2020, Lin, Yao et al. 2021),
hence, in this way The Internet - based technology creates an environment for customers in
the same livestreaming room get into a group. This helps customers create build social
commerce relationship, obtain good buying habits, actively participating in livestreaming
events, leave reviews, and many more (Liu, Xie et al. 2019, Zhou, Zhou et al.
2019).Therefore, we propose the following hypothesis:
H6: Relationship- oriented interaction positively influence customer’s trust.
Perceived Social Support
In additional to examine two variables Perceived Social Support and Customer Trust
to see if there are any correlation between them. When customers receive positive support
from other viewers and live streamers or sellers, they start to believe in the business.
However, a mutual relationship or connection between two variables can cause to the wrong
results, the model may not fit in. So we aim to check through the hypothesis:
H7: There is relationship between Perceived Social Support and Customer Trust
(Hu 2021) proved that social support (including emotional support and informational
support) have the positive impact to customer engagement. Moreover, when studying
perceived social support, we believe that the way customer perceive support from the live
streaming may bring outstanding results. Consumers in the live streaming e-commerce
community feel truly supported because they can post their queries, requests, and concerns
on the chatbox and get prompt answers from peers or live streamers. Furthermore, people
can make better decisions by using advice and interpretation provided by pertinent and
useful information (Liang, Ho et al. 2011, Chen and Shen 2015) which increases community
commitment, then we have H8
H8: Perceived social support is positively related to the customer engagement
As mentioned in the previous theoretical foundations, when determining whether
there is a harmonious relationship between customers and businesses, one crucial factor to
consider is customer trust. Prior studies, such as (Samarah, Bayram et al. 2022) have
demonstrated that customer trust has an impact on customer engagement. Customer trust in
social commerce facilitates better customer-business relationships, which in turn boosts
customer engagement. Besides, information asymmetry between buyers and sellers is
eliminated through information-oriented interaction, which gives customers a
comprehensive grasp of businesses' reliability, promises, and suggested products.
Relationship-focused communication strengthens the emotional bond between clients and
companies (Li, Tian et al. 2023).These factors enhance customer satisfaction and boost
consumer confidence in companies, which encourages customer engagement. Then H9
hypothesis is formed:
H9: Customer trust mediates the relationship between Customer interaction and
customer engagement.

2.3.2 Proposed research model

Figure 1. Proposed research model

SUMMARY OF CHAPTER 2

Chapter 2 of this research paper comprises a summary of relevant papers, including

five selected articles that serve as the primary foundation for constructing the research
model. In this chapter, we explain various related concepts and theories drawn from
reputable previous studies. Additionally, the chapter involves the development and
explanation of the hypotheses within the research model. The chosen theories and concepts
are systematically presented and discussed, ensuring a comprehensive understanding of the
study's theoretical framework.
CHAPTER 3: RESEARCH DESIGN

3.1 Research procedure

Step 1: Determine the research topic our group will conduct.
Step 2: Determine the objectives of the research (overall objective and specific
objective).
Step 3: Refer to theories and models from previous research articles related to the
group’s topic.
Step 4: Propose and build a research model after selecting the appropriate theory.
Step 5: Quantitative research phase. Includes tasks such as identifying subjects,
calculating sample size, methods of selecting and collecting samples, and designing survey
questionnaires on an official scale.
Step 6: Provide quantitative research results through analyzing data collected on
SPSS software.
Step 7: Test models and hypothesis.
Step 8: Draw conclusions for the topic and propose solutions/recommendations,
management implications.

21
Figure 2. The flow chart of research process

3.2 Sampling design

The sampling process can be divided into four steps as follows:

(1) Determine the population

(2) Determine sample size

(3) Choose a sampling method

22
(4) Conduct sample selection

3.2.1 Population
This is the first step in the sample selection process. Determining the overall study
population is carried out when designing the study. The team has identified the data source
(the object that needs to collect data). In this case, the research group used Gen Z in Ho Chi
Minh City as the research population, including people born from 1997 to 2012. This is a
young and modern target group that is of interest in today's society, and also a special
customer segment with a high amount of time spent using social networks.

Gen Z includes many different subjects: people who are going to school (students),
people who are working (businessmen, civil servants, public employees, office workers),
small traders (business households, free traders), and even married people living in Ho Chi
Minh City.

3.2.2 Sample size

Determining the sample size in scientific research is not an easy task and depends on
various factors, including data analysis methods (eg, testing the reliability of measurement
scales, analyzing data, etc.). exploratory factor analysis - EFA, linear structural model -
SEM...), desired reliability, and more. Although the general rule is that the larger the sample
size the better, this is time-consuming and costly. Therefore, the team determined the
required sample size based on empirical formulas for each analytical method.

For example, to determine the sample size for performing exploratory factor analysis
(EFA), Hair and colleagues proposed requiring a minimum of five respondents for each
observed variable (Hair, Black et al. 2014). Meanwhile, Bollen proposed the requirement n
≥ 5 x 2i (where i is the number of observed variables) to perform linear structural model
analysis (Bollen 1989).

In this research, there are a total of 5 independent variables, 2 intermediate variables,

and 1 dependent variable creating 32 observed variables. The data analysis method used is
EFA. According to the formula proposed by (Hair, Black et al. 2014) for performing
exploratory factor analysis (EFA), a minimum sample size of five respondents per observed
variable is required. Therefore, to conduct research, at least 160 participants are needed to

23
respond. However, for the linear structural model, the sample size n ≥ 5 x 2i is required,
which means that to conduct the research, at least 320 respondents are needed.

As a general rule of thumb regarding sample size, the larger the sample, the better.
Therefore, in this research, the team decided to choose the sample size of 320 respondents
(the reason this sample number both satisfies EFA and SEM) to ensure the reliability and
validity of the results.

3.2.3 Sampling method

For this research, the team decided to combine two popular sampling methods:
convenience sampling and quota sampling. The purpose of combining both methods is to
take full advantage of the advantages of the two methods while minimizing the
disadvantages of each method.

By using convenience sampling, teams can save time and money, by quickly
collecting data from the most accessible group of people. This is especially useful when
resources and time for the research paper are limited, or when the main goal is to discover
general trends and understand the problem.

However, to ensure the representativeness of important target groups in the

population, the research team also applied quota sampling. By pre-determining a quota for
each important characteristic and collecting data until the quota is met, the research team
can explore the relationships between variables in different groups, while ensuring the
representation of these groups in the research sample.

Combining the above two sampling methods will help the team take advantage of the
data collection speed of convenience sampling, while also improving the representativeness
of the research sample through quota sampling. As a result, the research will have more
diverse data, helping to analyze and evaluate relationships between variables accurately and
this research becomes more reliable.

3.2.4 Conduct sample selection

For this research, the team decided to combine two popular sampling methods:
convenience sampling and quota sampling. The purpose of combining both methods is to

24
take full advantage of the advantages of the two methods while minimizing the
disadvantages of each method.

By using convenience sampling, teams can save time and money, by quickly
collecting data from the most accessible group of people. This is especially useful when
resources and time for the research paper are limited, or when the main goal is to discover
general trends and understand the problem.

However, to ensure the representativeness of important target groups in the

population, the research team also applied quota sampling. By pre-determining a quota for
each important characteristic and collecting data until the quota is met, the research team
can explore the relationships between variables in different groups, while ensuring the
representation of these groups in the research sample.

Combining the above two sampling methods will help the team take advantage of the
data collection speed of convenience sampling, while also improving the representativeness
of the research sample through quota sampling. As a result, the research will have more
diverse data, helping to analyze and evaluate relationships between variables accurately and
this research becomes more reliable.

3.3. Research method

3.3.1. Descriptive statistical analysis

Descriptive statistical analysis is the method used to summarize or describe a set of
data or a research sample in the form of numbers or visual charts. Descriptive statistics aims
to know general information about the research sample according to the criteria of gender,
age, education level, income,... to get general information for research (Sternstein 2017).

3.3.2. Cronbach's Alpha reliability coefficient evaluation

Cronbach's Alpha coefficient is a statistical test used to check the strictness and
correlation between observed variables (Trà 2022). Because a concept must be measured
from a set of many observed variables that cover the entire content of the concept, these
variables must have a high correlation. This coefficient shows which variables among all
observed variables of a factor contribute to the measurement of the factor concept, and
which variables do not contribute and can be eliminated.

25
 Cronbach's Alpha coefficient ranges from 0 to 1. According to many studies, when
Cronbach's Alpha is 0.8 or higher, it means a good measurement scale, from 0.7 to nearly
0.8 is a usable scale. given for research. With a level of 0.6 or higher, the scale can be used
in cases where the research concept is new or new to respondents in the research context. In
addition, in the case of observed variables with an Item total correlation of less than 0.3,
they will also be eliminated (Hoàng and Chu 2008).

3.3.3. EFA exploratory factor analysis method

Exploratory factor analysis (EFA) is a statistical analysis method used to reduce and
summarize a set of many observed variables that are related to each other into one variable
(factor) but still contain the same content of the original set of variables. This is very useful
for identifying the important set of variables needed for the research problem.

Exploratory factor analysis requires analyzing the following factors (Plonsky 2015):

- KMO coefficient (Kaiser - Meyer - Olkin): is a coefficient used to consider the

appropriateness of factor analysis. The value of the KMO coefficient must be 0.5 or
higher (0.5 ≤ KMO ≤ 1), then the factor is eligible for further analysis. If the value of
the KMO coefficient is < 0.5, the analyzed factor is likely not appropriate for the
research data set (Kaiser 1974).
- Bartlett's test: used to consider correlations between observed variables in factors. If
this test has a significance level of less than 0.05 (Sig. < 0.05), then the observed
variables are correlated with each other. in total.
- Factor Loading: Factor loading represents the correlation between observed variables
and factors. If the factor loading coefficient is higher, the correlation between the
observed variable and that factor is greater, and conversely, if the factor loading
coefficient is low, the correlation between the observed variable and that factor is
smaller. According to (Hair 2009):
+ Factor loading coefficient at ±0.3: Minimum condition for observed variables
to be retained.
+ Factor loading coefficient at ±0.5: The observed variable has good statistical
significance.
+ The factor loading coefficient is at ±0.7: The observed variable has very good
statistical significance.
26
 - Eigenvalues and Total Variance Extracted: Factors with eigenvalues > 1 and total
variance extracted ≥ 50% will be selected.
- The difference in the factor loading coefficient of an observed variable between
factors must be ≥ 0.3 to create a discriminatory value between factors.

3.3.4. Linear structural model analysis method, hypothesis testing

(SEM)

Linear structural model analysis (SEM) can be used to investigate the interactions
between research variables and the impact of independent factors on dependent variable.
SEM is used in many domains to test theoretical models and analyze data, and it helps in
revealing the hidden structure of correlations in data.

According to (Hair, Risher et al. 2019) when investigating in SEM we should conduct
calculating these figures:

- Outer loading coefficient: Indicator reliability should reach a minimum level with
the standardized outer loading coeffici(Busalim and Ghabban 2021)ent of statistically
significant variables (0.4), therefore, variables with low coefficients (less than 0.4)
are usually excluded from the measurement scale. (Hair, Black et al. 2014) suggested
that Outer loadings coefficient are preferable to be more than or equal to 0.70.
Typically, when the outer loading coefficient falls between 0.4 and 0.7, variables are
eliminated if their removal improves the composite reliability (CR) or if removing
them helps the average variance extracted (AVE) reach the specified threshold.
Researchers should consider the effects of item removal on the composite reliability
and content validity of the constructs when deciding whether to retain or discard
variables with outer loading coefficients less than 0.7.
- Convergent validity assesses the degree of correlation between observed variables
and latent variables and the strength of that correlation. To evaluate convergent
validity, researchers use the outer loading coefficients of observed variables and the
Average Variance Extracted (AVE) value. According to (Hock and Ringle 2010),
with AVE more than or equal to 0.5 ( ≥ 0.5) the convergent validity is proved, which
means that the figure 0.5 (50%) account for at least half of variance in the indicators

27
 that the respective corresponding latent variable explains for (Hock and Ringle 2010,
Henseler, Ringle et al. 2015).
- Heterotrait - Monotrait Ratio of correlation: is used to calculate the degree of
differentiation between latent variables in the model and assesses the model's overall
fit. (Hair, Black et al. 2014) suggested that the discriminant validity is ensured if the
HTMT value between two latent variables is < 0.9
- Multicollinearity refers to the phenomenon where independent variables are
correlated with each other, leading to bias and changing the direction of their
relationship with the dependent variable if the VIF value is 5 or higher, there is a
high likelihood of multicollinearity in the model.
- Assessing impact relationships: In PLS-SEM analysis, Leguina (2015) proposed the
use of bootstrapping to obtain standard errors of the observed path coefficients. This
method utilizes up to 5000 bootstrap samples to compute p-values for hypothesis
testing at a significance level of 5% and uses a 95% threshold for evaluation. In this
study, the hypothesis testing results also use a significance level of 5% for
evaluation.
- Adjusted R-squared: The quality of the proposed research model is evaluated
through the R-squared values of the dependent variables. The R-squared value is
calculated as the squared correlation between the predicted values and the values of
the specific dependent variable. The R value ranges from 0 to 1, where values closer
to 1 indicate that the independent variables explain more of the variance in the
dependent variable. R2 < 0.75, 0.5, and 0.25 for dependent variables indicate strong,
moderate, or weak predictive accuracy, respectively.
- The f-square coefficient indicates the strength of the impact of independent
variables on the dependent variable. Cohen (1988) proposed the f-square index to
assess the importance of independent variables as follows:

+ f2 < 0.02: The impact is extremely small or nonexistent.

+ 0.02 ≤ f2 < 0.15: The impact is small.

+ 0.15 ≤ f2 < 0.35: The impact is moderate.

+ f2 ≥ 0.35: The impact is large.

28
 3.3.5. Testing the difference between groups of subjects using ANOVA methods
Analysis of Variance is a technique used to analyze the differences between the mean
values of variables.

The analysis results are mainly based on the ANOVA table. We can look at this table
and evaluate whether there is a meaningful difference between statistical groups through the
Sig coefficient. If this coefficient is less than 0.05 (Sig. < 0.05), it means we can conclude
that there is a difference between groups of subjects. If this coefficient is greater than 0.05
(Sig. > 0.05), we will conclude that there is no difference between the comparison groups.

3.4. Quantitative Questionaire table

Based on the accessibility to survey subjects, the ease and convenience in the
implementation process, and the ability to reach and communicate with the research
subjects, the team decides to use the probability sampling approach method.

Question
Question Scale Source
Number

PRODUCT INTERACTIVITY

Evaluating perceived social support

through product interactivity

1 (Busalim
I obtain the product information I want Interval and
without any delay on Tiktok. Scale Ghabban
2021)

Live streaming on Tiktok allows me to Interval (Wang and

acquire a wide variety of product Scale Wu 2019)
features (such as texture, appearance of

29
 clothes on different models, different
possible clothes combination and so
on).

The experience on Tiktok live gives me

as much as sensory information about Interval
the product as I would experience in a Scale
store

COMMUNICATION IMMEDIACY

Evaluating perceived social support

through communication immediacy

Live streaming e-commerce platform

like Tiktok allows me to give and Interval
receive timely feedback regarding the Scale
products

This livestream shopping platform

(Liang
2 allows me to get personalized responses Interval
2021)
from the brands, instead of Scale
automatically generated messages.

Tiktok live streaming allows me to assk

Interval
information about the product as I
Scale
would in the physical store.

PEER CUES

30
 Evaluating perceived social support
through peer cues

Live streaming on Tiktok allows me to

view other buyers’ actions (e.g. adding Interval
3 product to shopping cart; processing Scale
orders or making payment) in real time. (Wang and
Wu 2019)

Live streaming on Tiktok allows me to

Interval
view inquiries asked by other buyers
Scale
and receive timely feed-back.

STREAMER CREDIBILITY

I consider my favorite streamer

Interval (Xu, Kim et
sufficiently experienced to make
Scale al. 2022)
assertions about his/her area

I feel my favorite streamer knows a lot Interval

about theirs areas Scale

Interval
4 I consider my favorite streamer earnest
Scale

I have the feeling that my favorite Interval

streamer is honest Scale

31
 When I watch live streaming in Tiktok
Live I see the live streamer as attractive

INFORMATION - ORIENTED INTERACTION

Evaluating customer trust through

information - oriented interaction

Social commerce platforms on Tiktok

Interval
make it effortless for me to access
Scale
useful product information
(Li, Tian et
5
al. 2023)
Social commerce platforms on Tiktok
Interval
allows me to gain deeper insight into a
Scale
product's attributes.

RELATION - ORIENTED INTERACTION

Evaluating customer trust through

relation - oriented interaction

6 I frequently participate in discussions (Li, Tian et

and events within my social community al. 2023)
Interval
on Tiktok, coming together with others
Scale
to collaborate, support each other, and
shape meaningful outcomes.

I frequently connect through open Interval

dialogue with others on Tiktok social
32
 community, bonding over shared
Scale
interests and building relationships.

I will post messages on Tiktok social

Interval
community and get responses from
Scale
others.

Social commerce platforms like Tiktok

Interval
empower me to share valuable product
Scale
insights with my communities

I will seek help from others within my

Interval
social commerce platform circles for
Scale
product-related questions.

PERCEIVED SOCIAL SUPPORT

Evaluating perceived social support

through live streaming on Tiktok

7 When faced with difficulties, some (Hu 2021)

people on Tiktok Live comfort and Interval
encourage me Scale

On Tiktok Live platform some people Interval

would offer suggestions when I need Scale
help

33
 When I encounter a problem, some
people on Tiktok Live would give me Interval
relative information to help me Scale
overcome the problem

CUSTOMER TRUST

Evaluating customer trust through

live streaming on Tiktok

I believe in the information that the (Wongkitru

Interval
streamers provide through live ngrueng and
Scale
streaming Assarut
2020, Guo,
Hu et al.
I believe that Tiktok live streamers Interval
2021)
trustworthy Scale

I think the products I order from Tiktok Interval

Live will be as I imagined Scale

I believe that I will be able to use

Interval
products like those demonstrated on
Scale
Tikok Live

I can talk freely to the community Interval

members about my personal issues Scale

If I share my problems with a Interval

community member, I know he/she will
34
 respond constructively and caringly Scale

CUSTOMER ENGAGEMENT

Evaluating customer engagement

through live streaming on Tiktok

Interval
I would continue to watch Tiktok Live
Scale

I would like to choose Tiktok Live Interval

platform to buy products Scale

9 (Hu 2021)

I am likely to recommend Tiktok Live Interval

to my friends Scale

I would interact with the live streamer Interval

and other viewers Scale

Table 2. Quantitative questionnaire

SUMMARY OF CHAPTER 3

Chapter 3 introduced the methods used in the research and developed a two-phase
research process:

(1) Desk research: conducted by collecting secondary data on surveys and

assessments on the impact of perceived social support and customer trust on customer
engagement through the Tiktok live streaming platform. The team then analyzed and
compared the data as a basis for designing the model and building an evaluation scale.

35
 (2) Quantitative research: design a scale for the survey questionnaire, and express
and code the scale. After analysis and estimation, the research sample size N = 320.
Collected data is processed and analyzed through SPSS 18 and SmartPLS 4 software. Some
requirements in the parameters to note: Cronbach's alpha > 0.6, eigen > 1, extracted
variance > 50%, EFA (factor loading coefficient) > 0.5, the value of KMO must reach a
value of 0.5 or higher (0.5 ≤ KMO ≤ 1), p < 0.05.

At the same time, the group also consulted and researched to come up with a specific
scale for the research model.

36
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