International Journal of Research and Innovation in Applied Science (IJRIAS)
The Use of English Business Terminology in Commercial Livestreams on Gen Z Customers’ Purchase Intention
Published April 3, 2026 • Vol. 11, Issue 3, pp. 412–426Open Access
DOI: 10.51584/IJRIAS.2026.11030040
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.
Keywords: Commercial livestream, English business terminology, purchase intention, interaction, influence.
| Journal | International Journal of Research and Innovation in Applied Science (IJRIAS) |
|---|---|
| ISSN | 2454-6194 |
| Volume / Issue | Volume 11, Issue 3 |
| Pages | 412–426 |
| Publication date | April 3, 2026 |
| DOI | 10.51584/IJRIAS.2026.11030040 |
| Publisher | RSIS International |
| License | Open Access |
How to cite this article
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 (IJRIAS), 11(3), 412-426. https://doi.org/10.51584/IJRIAS.2026.11030040
BibTeX
@article{Dang2026,
title = {The Use of English Business Terminology in Commercial Livestreams on Gen Z Customers’ Purchase Intention},
author = {Dang Tien Thang and Nguyen Bao Giang and Pham Ngoc Diem and Le Quoc Thang},
journal = {International Journal of Research and Innovation in Applied Science (IJRIAS)},
volume = {11},
number = {3},
pages = {412--426},
year = {2026},
doi = {10.51584/IJRIAS.2026.11030040},
publisher = {RSIS International}
}