User continuance intention to use social commerce livestreaming shopping based on stimulus-organism-response theory

This study was conducted to identify the factors that drive the intention to continue using livestream shopping on social commerce. The research model was built by adopting the stimulus-organism-response theory. Using mixed methods, quantitative data from 572 respondents were collected through questionnaires and processed using covariance-based structural equation modelling. We also interviewed 16 respondents to in-depth understand the questionnaire result and analyzed the data using the content analysis technique. We collected the data from the 20 February until 5 March 2024. The findings reveal that all constructs namely personalization, visibility, susceptibility to informational influence, co-creation behaviour, trust in products, trust in streamers, and perceived value can influence continuance intention to use livestream shopping on social commerce, but only trust in products and perceived value can have a direct impact to continuance intention to use livestream shopping on social commerce. The results of this study are used to provide recommendations for service providers to help retain their customers by implementing some features, such as virtual streamer, virtual try-on, and non-anthropomorphized chatbot.