The Impact of Live Streaming Technology on Continuance Intention of E-Commerce Users

Various strategic approaches are implemented by e-commerce companies to maintain satisfaction and increase usage and re-purchase of e-commerce services. This study aims to test the influence of social presence, perceived crowdedness, need for arousal, susceptibility to informational influence, trust in broadcaster, and free shipping on perceived value and its impact on continuance intention. The data used is primary data by spreading several questions through online questionnaires. The data was distributed to the target respondents using purposive sampling techniques where the criterion of the respondent is to be resident in DKI Jakarta and have been shopping on e-commerce live streaming. 467 valid respondents were used for the analysis of research data using the PLS-SEM technique. The results show that perceived value, social presence, perceived crowdedness, need for arousal, susceptibility to informational influence, trust in broadcaster, and free shipping have a positive influence on continuous purchase intention. Trust in the broadcaster has a huge influence on live streaming so customers can be loyal to broadcasters gain loyalty. Live streaming parties need to continue to pay attention to broadcaster agency services on live streaming to improve customer satisfaction with live streaming features.