The Impact of Word of Mouth, Product Quality, and Price on Trust and Repurchase Intentions: A SEM-Based Case Study of Indonesian Live Streaming E-Commerce

This study investigates how Word of Mouth (WoM), Product Quality (PQ), and Price (PR) influence Trust (TR) and Repurchase Intentions (RI) in the context of live streaming e-commerce in Indonesia. Using Structural Equation Modeling (SEM) and data from 300 respondents, the results show that trust plays a key role in influencing Repurchase Intentions. WoM and PR have a significant impact on trust, with WoM having a dual effect—it positively affects trust but negatively influences repurchase intentions directly. PQ does not significantly affect either trust or repurchase intentions, suggesting that in live streaming e-commerce, consumer interactions and experiences may be more influential than product attributes. The model fit indices support the reliability of the results, with strong explanatory power for both trust (R² = 0.765) and repurchase intentions (R² = 0.890). This research enhances our understanding of consumer behavior in live streaming e-commerce, highlighting the importance of trust-building strategies, managing WoM effectively, and transparent pricing to encourage consumer loyalty. Future studies should consider other factors like platform usability and influencer credibility for a broader view.