There has been an exponential growth of video applications (apps) as seen on social media and altered
the way businesses conducted online. This provides new opportunities as well as challenges to
businesses and consumers. In the case of TikTok Shop, this is one of the most recent feature and
innovation of TikTok application. This research is aimed at investigating the impact of livestream
shopping to generation Z buying behaviour in Can Tho city, Vietnam. The data used in this research
was collected through direct survey. Building upon the Theory of Reasoned Action and Technology
Acceptance Model, the authors developed a set of hypotheses which are empirically tested using data
obtained from survey of more than 200 people in Can Tho city Vietnam in Gen Z age range. Descriptive
statistic, the Cronbach's Alpha, Exploratory Factor Analysis, Regression Analysis were employed in
order to identify the determinants of buying behavior under influences of Tiktok livestream shopping.
The results revealed that there are four factors affecting buying behavior, including Perceived
Behavioral Control, Perceived Ease of Use, Perceived Usefulness, Social Influence and Perceived Risk.
Overall, Perceived Risk negatively affects buying behaviour while the rest is figured out to positively
impact Gen Z purchasing. Out of 5 factors, Perceived Behavioral Control has the strongest impact on
work performance with coefficient of 0.291. Based on these findings, the authors proposed several
management implications to improve this type of market in Vietnam currently.