Abstract
This study examines how Facebook livestream selling influences consumer trust and continued purchase intention in the fashion industry. Specifically, the research aims to analyze the effects of three dimensions of perceived value derived from livestream shopping including utilitarian value, entertainment value, and social value on consumer trust, which subsequently affects their intention to continue purchasing. The study adopts a mixed-methods approach, combining qualitative methods (including both face-to-face and online interviews) and quantitative methods (a survey of consumers aged 18–25 who have previously purchased fashion products through Facebook livestreams). The findings indicate that perceived values, particularly entertainment value and social connectedness, significantly influence consumer trust in both the products and livestream sellers. Once trust is established, consumers are more likely to repurchase and maintain ongoing purchasing behavior. Based on these findings, the study highlights the importance of improving livestream quality, enhancing livestream sellers’ communication and presentation skills, and fostering a positive interactive environment to strengthen customer loyalty and improve sales performance.
Keywords: livestream selling, consumer trust, purchase intention, Facebook, fashion industry.
JEL classification: M31, L81, L67.
DOI: 10.63767/TCKT.39.2026.83.89
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
