China is currently witnessing a significant surge in the field of live streaming commerce, as it integrates the functionalities of e-commerce and live streaming. The challenge that live streaming commerce retailers often face is how to effectively retain customers, given that consumers have easy access to other e-commerce platforms and can easily switch between them. Owing to the paucity of literature on live streaming commerce consumers’ repurchase intention, the research proposes a conceptual framework to examine the factors impacting repurchase intention among Chinese live streaming commerce consumers. This study investigates how live streaming shopping features such as social presence, telepresence, and ubiquity influence consumers’ repurchase intention through perceived enjoyment and perceived usefulness utilizing the S-O-R model. The research will help live streaming practitioners to retain consumers and build lasting relationships with them. Moreover, live streaming marketers will benefit from the study to establish efficient marketing strategies to improve their business performance.
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