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Purpose: This study intends to analyze Chinese customers' repurchase intention in live commerce and to analyze the effects of variables on Chinese customers’ repurchase intention through the use of a research model. The aims of this study investigated to find out how live commerce attributes and influencer attributes affect customers' repurchase intention in live commerce in China. We consider live commerce attributes, influencer attributes as evaluation criteria, also recognized as objectives for repurchase intention of beauty and fashion products. Research design, data, and methodology: Based on theory of repurchase intention of live commerce, the concept of repurchase intention was assessed by two factors: a) live commerce attributes, and b) influencer attributes to test the proposed hypotheses. The survey was conducted for 10 days, from October 8 to October 17, 2020. Using SPSS 23.0 and AMOS 23.0, factor analysis and regression, Cronbach’s alpha and correlation were tested. 399 samples were used for this analysis. Results: Among the attributes of live commerce, informativity, entertainment, economics and convenience were found to have a significant impact on flow and satisfaction. Among the attributes of influencer, attractiveness, reliability and interactivity were found to have a significant impact on flow and satisfaction. Professionalism of influencer did not show a significant effect. Flow and satisfaction were found to have a significant impact on repurchase intention. After examining the mediation effect, informativity, entertainment, economics, convenience, attractiveness, reliability and interactivity were shown to have indirect effects by showing partial mediation effects. Implications: Based on the research results of empirical analysis, this study brings forward the following proposes. Studies show that live commerce consumers are not putting much emphasis on professionalism of influencer when the shop for beauty, fashion and entertainment products. Factors that affect consumers’ repurchase intention are informativity, entertainment, economics and convenience of live commerce, attractiveness, reliability and interactivity of influencer.
