Open access
Oct 2026
Does Price Promotion Drive Repurchase Intention? A Study of Live Shopping E-Commerce
This study aims to analyze the effect of price promotion on repurchase intention in the context of live shopping e-commerce through the mediating role of perceived value, and to examine the role of post-purchase regret as a moderating variable in this relationship. Employing a quantitative approach, data were collected...
Khusnul Khotimah, Muhammad Fajar Wahyudi Rahman, Ratih Amelia et al.
· Business Innovation Manageme... · 0 citations