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merchants. Thailand is the world's most populous nation by rating for the percentage of domestic

viewers watching live streaming. Also, Thailand has the greatest percentage of consumers who
make direct purchases on social media worldwide.

It is regarded as the most developed market for conversational commerce, where customers

make purchases from companies using chat services. We selected Facebook Live since many tiny
Thai vendors use it. The top online marketplace in the country has just begun streaming live to

their sellers (A Wongkitrungrueng & N Dehouche 2020). Nowadays, social networking sites
(henceforward referred to as "SNSs") like Facebook, Twitter, and Pinterest serve as platforms for

users to connect with others, consume news, learn about things, and even go shopping. The 2016

Total Retail Survey by PwC found that 16% of a global sample of online customers reported
making direct purchases using a social media platform, up from 7% in 2014. This number is greater

in Asia (30%), particularly in Thailand (51%) and India (32%), and Southeast Asia, which includes
Malaysia (31%), is currently dominating the social commerce("s-commerce") market, where the

majority of vendors are small businesses or direct-consumer vendors (Priceza Group, 2016).
Worldwide, there are a significant number of individual vendors selling through Facebook

markets, groups, and profiles, among other locations.

"S-commerce" is a subclass of e-commerce that uses social media to facilitate online

transactions and improve the online purchasing experience. S-commerce can be divided generally
into two different kinds: those that encourage social engagement and those that add social elements

(e.g., Amazon). Social networking sites (SNSs), which add revenue-generating capabilities to
enable the selling and/or advertising of goods and services (like Facebook's shop and payment

functions).

3. TRUST AND AUTHENTICITY:

Live streaming with possible hedonic, utilitarian,
or symbolic shopping value is probably going to have

a favorable impact on a customer's attitude (like
trust) and behavioral responses (like engagement).

Trust is a common conviction that the other
Figure 3. Trust in Live streaming
participant in the social transaction will act morally
(D’Henry, n.d.)
and in a way that is appropriate for society and won't

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