The Impact of Ai-Driven Live Shopping and Experience Value on Repurchase Intention on Shopee

Authors

  • Burhan Irsad Said Telkom University, Indonesia
  • R Hidayat Telkom University, Indonesia

DOI:

https://doi.org/10.38035/dijemss.v6i6.5040

Keywords:

AI-Driven Live Shopping, Experience Value, Repurchase Intention, Shopee, Digital Marketing

Abstract

This study aims to analyze the influence of AI-Driven Live Shopping and Experience Value on Repurchase Intention among Shopee users in Indonesia. As digital technology advances, the integration of artificial intelligence into live shopping features has become an increasingly vital marketing strategy to attract consumers and foster loyalty. A quantitative approach was employed using a survey method, where questionnaires were distributed to 385 respondents who are active Shopee users and have watched Shopee Live. The collected data were analyzed using descriptive statistics and multiple linear regression. The findings indicate that AI-Driven Live Shopping significantly influences Experience Value, and Experience Value, in turn, significantly affects Repurchase Intention. This research highlights the critical role of consumer experience in bridging technology with repeated purchase behavior and provides strategic insights for e-commerce platforms to enhance digital engagement and strengthen long-term customer loyalty.

References

Aditya, R., Prasetyo, D. E., & Aji, R. F. (2023). Artificial Intelligence in Digital Business Decision Making. Jakarta: Prenadamedia Group.

Ameen, N., Tarhini, A., Reppel, A., & Anand, A. (2021). Customer experiences in the age of artificial intelligence. Computers in Human Behavior, 114, 106548. https://doi.org/10.1016/j.chb.2020.106548

Ariyanto, T., Mulyadi, M., & Prasetyo, H. (2023). Integrated Marketing Management. Yogyakarta: Deepublish.

Bola.com. (2023). Shopee Live Becomes the Most Popular Live Streaming Feature in Indonesia. Retrieved from https://bola.com

Cahya, I. (2016). Analysis of Technology Acceptance Model (TAM) in the Use of Information Systems. Journal of Information Technology and Systems, 2(1), 20–28.

Chen, Y., Chen, S., & Tian, H. (2022). The Influence of Product Uncertainty on Repurchase Intention in E-commerce. Journal of Retailing and Consumer Services, 68, 103072.

Chung, N., Ko, E., Joung, H., & Kim, S. J. (2021). Value Creation through Smart Retail Experience: The Role of Experience Value in M-commerce. Journal of Business Research, 130, 645–655.

Creswell, J. W., & Creswell, J. D. (2020). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches (5th ed.). London: SAGE Publications.

Firmansyah, H. (2022). Modern Marketing Management. Bandung: Alphabeta.

Ghozali, I. (2021). Multivariate Analysis Application with the IBM SPSS 26 Program. Semarang: Diponegoro University Publishing Agency.

Goel, A. (2019). Artificial Intelligence: Concepts and Applications. New Delhi: Wiley India.

Hair, J. F., Page, M., & Brunsveld, N. (2020). Essentials of Business Research Methods (4th ed.). New York: Routledge.

Healey, J. (2020). Artificial Intelligence. Sydney: Spinney Press.

Juliantari, I. A., & Yas, R. (2019). The Influence of Trust and Satisfaction on Consumer Repurchase Intention. Indonesian Journal of Management and Business, 5(2), 163–172.

Dataword. (2023). List of E-Commerce with the Most Visits in Indonesia. Accessed from https://katadata.co.id

Kotler, P., & Armstrong, G. (2015). Principles of Marketing (16th ed.). New Jersey: Pearson Education.

Kotler, P., & Keller, K. L. (2019). Marketing Management (15th ed.). New Jersey: Pearson Education.

Malhotra, N. K., & Dash, S. (2022). Marketing Research: An Applied Orientation (8th ed.). India: Pearson Education.

Masterofcode. (2023). How AI is Changing Live Shopping Experience. Accessed from https://masterofcode.com

Neuman, W. L. (2014). Social Research Methods: Qualitative and Quantitative Approaches (7th ed.). Harlow: Pearson Education Limited.

Noviarni, R. (2017). Technology Acceptance Model (TAM): A Theory of Technology Acceptance. Journal of Information Technology, 7(1), 55–62.

Pramono, D. (2014). Introduction to Econometrics. Yogyakarta: BPFE-Yogyakarta.

Purwanto, A., & Budiman, L. (2020). Utilization of Technology Acceptance Model in Measuring Technology Acceptance in Indonesia. Journal of Informatics and Information Systems, 6(1), 10–18.

Saleh, M. A., & Utomo, H. (2018). The Influence of Local Original Income on Regional Financial Performance. Journal of Economics and Business, 5(2), 73–85.

Satriadi, R., Nugraha, R., & Agustina, A. (2021). Digital Marketing Management Strategy. Asian Scientific Journal of Business and Economics, 15(1), 43–50.

Sekaran, U., & Bougie, R. (2020). Research Methods for Business: A Skill-Building Approach (8th ed.). Chichester: Wiley.

Setiawan, A. (2017). Technology Acceptance Model and Its Application in the World of Education. Scientific Journal of Technology and Education, 10(2), 23–30.

Shopee. (2022). Shopee Indonesia Annual Report. Retrieved from https://shopee.co.id

Sugiyono. (2021). Quantitative, Qualitative, and R&D Research Methods. Bandung: Alfabeta.

Tumsifu, J., Runtuwene, R., & Rondonuwu, B. (2020). Analysis of Technology Acceptance of GoFood Application Use Using the TAM Model. Informatics Journal, 6(2), 111–122.

&&&

Downloads

Published

2025-09-02

How to Cite

Said, B. I., & Hidayat, R. (2025). The Impact of Ai-Driven Live Shopping and Experience Value on Repurchase Intention on Shopee. Dinasti International Journal of Education Management and Social Science, 6(6), 5116–5124. https://doi.org/10.38035/dijemss.v6i6.5040

Issue

Vol. 6 No. 6 (2025): Dinasti International Journal of Education Management and Social Science (August - September 2025)

Section

Articles

License

Copyright (c) 2025 Burhan Irsad Said, R Hidayat

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish their manuscripts in this journal agree to the following conditions:

  1. The copyright on each article belongs to the author(s).
  2. The author acknowledges that the Dinasti International Journal of Education Management and Social Science (DIJEMSS) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
  3. Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Education Management and Social Science (DIJEMSS).