The rapid expansion of TikTok-mediated Shoppertainment in Vietnam confronts established consumer-behavior theory with a puzzle this thesis names the Touch–Screen Paradox. Vietnamese Millennial consumers form quick, confident purchase intentions for touch-dependent products such as cosmetics, apparel, lifestyle goods, and consumer electronics without the physical inspection that NFT theory has long treated as essential. This study qualitatively unpacks how that paradox is resolved.Two research questions guide the inquiry. RQ1 asks how the Shoppertainment environment shapes Vietnamese consumers' purchase intentions during live stream shopping. RQ2 asks how parasocial interaction with the streamer and the streamer's role as a Haptic proxy enable trust to transfer from streamer to product in the absence of physical inspection.The study follows an interpretivist, abductive qualitative design that triangulates two complementary data streams. A netnographic corpus of eight TikTok Shop live stream sessions (519 minutes, 359 coded events) is paired with nine semi-structured in-depth interviews with Vietnamese Millennial consumers born between 1981 and 1996 (178 coded references). The combined 537 coded references were analyzed through Braun and Clarke's six-phase reflexive thematic analysis, guided by a shared deductive Stimulus–Organism–Response codebook and complemented by inductively derived themes.The central finding is that live stream shopping does not eliminate the NFT; it reorganizes it. The streamer functions as a Haptic proxy: a trusted sensory intermediary whose demonstration partially substitutes for the consumer's own physical inspection and supports an imagined tactile evaluation that the Vietnamese expression "hườm hườm" captures. Purchase intention forms when this proxy role is credible and collapses when authenticity fails.The thesis develops four contributions. First, it specifies Haptic proxy as a partial, conditional substitute for touch rather than a total replacement. Second, it refines parasocial interaction into two routes: peer-friend and expert-elder that areencoded through Vietnamese kinship pronouns. Third, it develops a three-route Trust Transfer framework that adds a backstage-witness pathway alongside the established streamer-to-product and brand-mediated routes. Fourth, it identifies authenticity as the binding boundary condition of the mechanism. Practical implications follow for platform operators, brands and key opinion leaders, and policymakers in Vietnam and comparable high-context markets.