Abstract: The competition in the market is becoming increasingly fierce, and consumers' willingness to make repurchases is
regarded as a key factor for enterprises to maintain and expand their market share. This study aims to explore the influencing factors of college students' repurchase intention in the context of live-streaming e-commerce. Based on the S-O-R theory, a theoretical model
featuring the chain of e-commerce streamers' characteristics, perceived value and repurchase intention was constructed. A total of 462
valid samples were collected via a questionnaire, and data analysis was conducted using the online SPSSAU system platform. The
results indicate that the characteristics of live-streaming e-commerce streamers (credibility, professionalism, interactivity, and
attractiveness) all significantly influence college students' perceived value. Furthermore, the streamers' credibility and professionalism,
as well as perceived value, significantly influence college students' repurchase intention; perceived value mediates the relationship
between the hosts' characteristics and students' repurchase intention.

Key words:  , live-streaming e-commerce, repurchase intention, streamers' characteristics