S-O-R Perspective on Live Streaming, Customer Satisfaction, and E-Wom in Shopee Fashion Repurchase Intention

Abstract

Purpose:Live commerce has become a strategic marketing channel for fashion products in Indonesia, yet prior studies have focused mainly on first-time purchase intention and impulse buying, leaving the drivers of repeat purchasing largely unexplored. Drawing on the Stimulus-Organism-Response framework, which explains how external stimuli shape consumers' internal evaluations and, in turn, their behaviour, this study examines how live streaming attractiveness, customer satisfaction, and electronic word-of-mouth influence consumers' intention to repurchase fashion products on Shopee Live. It was hypothesised that each of these three factors has a positive effect on repurchase intention.Methodology:A quantitative explanatory design was adopted. Data were collected through an online questionnaire from 150 consumers in Denpasar, Indonesia, who had purchased fashion products via Shopee Live, and were analysed using partial least squares structural equation modelling.Findings:The results support all three hypotheses. Electronic word-of-mouth emerged as the strongest driver of repurchase intention, followed closely by customer satisfaction and live streaming attractiveness.Implications:These findings suggest that an engaging broadcast encourages repeat purchases only when the product received matches what was shown on screen and when the experiences shared by other buyers confirm the seller's credibility. Fashion sellers should therefore combine interactive and informative live sessions with accurate product presentation and proactive management of customer reviews. Future research should examine mediating mechanisms and compare different live commerce platforms.