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The Use of English Business Terminology in Commercial Livestreams on Gen Z Customers’ Purchase Intention

Author

Listed:
  • Dang Tien Thang

    (Saigon University)

  • Nguyen Bao Giang

    (Saigon University)

  • Pham Ngoc Diem

    (Saigon University)

  • Le Quoc Thang

    (Saigon University)

Abstract

English plays a crucial role in advancing the connection between customer and seller in the international market, especially in e-commerce. The use of English business terminology has become increasingly common in commercial livestream sessions on TikTok. However, proving that its use affects the purchase intention has still not been explored in prior studies. Therefore, this study would fill this gap by surveying 242 Gen Z customers in Ho Chi Minh City through the questionnaire. The findings demonstrated that customers' trust and engagement are affected significantly by English business terminology, but the purchase intention is not affected. Additionally, customers’ trust and engagement play the mediating role between the use of English business terminology and purchase intention. These detections showed the important part of English business terminology in enhancing the trust and interaction during livestream commerce. Furthermore, it also provides some implications for exploring the influence of language in online trading.

Suggested Citation

  • Dang Tien Thang & Nguyen Bao Giang & Pham Ngoc Diem & Le Quoc Thang, 2026. "The Use of English Business Terminology in Commercial Livestreams on Gen Z Customers’ Purchase Intention," International Journal of Research and Innovation in Applied Science, International Journal of Research and Innovation in Applied Science (IJRIAS), vol. 11(3), pages 412-426, March.
    • Handle: RePEc:bjf:journl:v:11:y:2026:i:3:p:412-426
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