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

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.