<![CDATA[This study investigate the effect of Customer Trust, Customer Service Responsiveness and Omnichannel Integration on the experience of live shopping services among live commerce retail customers. The research was conducted with quantitative methods through survey methods on retail consumers in Indonesia who had used live shopping services. The technique used was purposive sampling where the selection of the respondents was based on the criteria of having attended live shopping sessions, having interacted with the hosts or customer services, having obtained product information through these services and having experience of making or continuing purchases through the company’s digital channels. Data were collected using an online questionnaire using Google Form. Data were analyzed by multiple linear regression. Results reveal that Customer Trust, Customer Service Responsiveness and Omnichannel Integration have good and substantial influence on Live Commerce Experience. The results confirm that customer trust, speed and quality of service responses and the integration of different retail channels strongly influence the formation of a good live shopping experience. The findings also suggest that retail companies enhance service transparency and reliability, become more responsive to customer needs, and integrate product information, transactions, inventory, customer data, payment, fulfillment and after-sales services across multiple channels to deliver a seamless, consistent and valuable customer journey to sustainably enhance the Live Commerce Experience.]]>
Copyrights © 2026
