Understanding the Effects of Live Streaming Commerce Features on Chinese Consumers’ Repurchase Intention: A Conceptual Analysis

China is currently witnessing a significant surge in the field of live streaming commerce, as it integrates functionalities e-commerce and streaming. The challenge that commerce retailers often face how to effectively retain customers, given consumers have easy access other platforms can easily switch between them. Owing paucity literature on consumers’ repurchase intention, research proposes conceptual framework examine factors impacting intention among Chinese consumers. This study investigates shopping features such social presence, telepresence, ubiquity influence through perceived enjoyment usefulness utilizing S-O-R model. will help practitioners build lasting relationships with Moreover, marketers benefit from establish efficient marketing strategies improve their business performance.