Final Year Project (FYP)Authors: Chu, Ngoc Linh; Advisor: Nguyen, Thi Huyen (2025)
TikTok livestream commerce represents a particularly innovative approach to digital
retail, enabling businesses to establish immediate, interactive connections with potential
customers. This platform allows sellers to directly communicate product value,
demonstrate features, and build consumer trust in real-time (Wang et al., 2021).
However, successful livestream marketing requires a nuanced understanding of the
complex factors driving consumer behavior. 
