Live Streaming Dynamics: An Investigation of Repurchase Intention Model in E-Commerce

This study seeks to examine how social presence, physical presence, and information quality influence repurchase intentions through the mediating role of trust. It employs an explanatory quantitative approach and targets consumers who have conducted purchases via Tiktok e-commerce live streaming. The sample consists of 100 respondents selected using non-probability accidental sampling. Data collection involves a Likert scale with five response options, and path analysis using SmartPLS 4 software is employed for data analysis. The findings demonstrate a significant positive relationship between trust and repurchase intention. Practical implications drawn from the study highlight the importance of improving seller-buyer interactions during Shopee live streaming sessions, ensuring clear and timely information delivery by hosts, and maintaining customer satisfaction through quality products and services.