Duong, N.T.H. and Ta, M.Q. 2024. Investigating online purchase intention of Gen Z on TikTok live stream shopping. HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION. 15, 4 (Oct. 2024), 71–89. DOI:https://doi.org/10.46223/HCMCOUJS.econ.en.15.4.3416.2025.