A Systematic Literature Review on Factors Influencing Repurchase Intention in Live Commerce

This systematic literature review (SLR) aims to comprehensively identify and synthesise the key factors influencing repurchase intention within the burgeoning live commerce ecosystem. Employing a rigorous methodology, academic databases including Scopus, Web of Science, Science Direct, and Google Scholar were systematically searched using carefully constructed keywords such as “live commerce”, “repurchase intention”, “online shopping”, and “customer behaviours”. A total of 39 relevant studies published between 2020 and 2025 were identified and analysed. The review reveals that trust, satisfaction, enjoyment, and perceived value are consistently highlighted as fundamental drivers, while factors such as effort expectancy, social influence, and performance expectancy significantly contribute to these core perceptions, ultimately influencing repurchase intention. These findings offer valuable theoretical contributions by consolidating fragmented knowledge and provide practical implications for live commerce platforms and vendors seeking to cultivate long-term customer relationships.