The Future of Online Shopping: Factors That Encourage Repeat Purchases in Indonesian TikTok Live Streaming Commerce

This research contributes to the understanding of factors that influence live streaming commerce repurchase intention in Indonesian market, specifically on TikTok live streaming commerce. In recent years, live streaming commerce has grown in prominence in the Indonesian market. Despite the rapid growth of TikTok as a popular platform for live streaming commerce, business owners have issues in retaining customers' interest in making repeat purchases. The interactivity, live streaming platform design, and streamer credibility will be investigated further in this research in terms of their effects on attitude towards live streaming commerce repurchase intention. A cross-sectional survey was conducted utilizing an online questionnaire. The authors applied structural equation modelling (SEM) to 201 Indonesian respondents with the experience of purchasing via TikTok live streaming commerce. The distinction between this study and others is that it evaluates customer attitude through customer perspectives of interactivity and streamer credibility while also incorporating live streaming platform elements such as platform design. The findings in this study show that on the Indonesian market, interactivity, platform design, and streamer credibility have positive impacts in shaping good attitude towards live streaming commerce which then has a favourable impact on repurchase intention. This research provides new academic contributions related to live streaming commerce in Indonesia. Practically, this research provides insight to business owners on the customer behaviour and trends in live streaming commerce in Indonesian market, assisting them in developing marketing plans based on customer attitude towards live streaming commerce.