<![CDATA[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 from 205 respondents selected through purposive sampling via questionnaires. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) via SmartPLS 4. The research adopts the Stimulus-Organism-Response (S-O-R) framework to explain how price promotion (stimulus) influences consumers’ internal evaluations via perceived value (organism), ultimately resulting in repurchase intention (response). Additionally, Cognitive Dissonance Theory is applied to explain the psychological discomfort consumers experience due to post-purchase regret. The results demonstrate that perceived value has a dominant effect on repurchase intention; however, post-purchase regret does not moderate the relationship between price promotion and repurchase intention. These findings indicate that the degree of post-purchase regret experienced by consumers does not significantly alter the impact of price promotion on repurchase decisions.]]>
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