Live commerce merupakan bentuk evolusi dari e-commerce yang menggabungkan fitur siaran langsung dengan interaktivitas digital untuk menciptakan pengalaman belanja real-time. Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi niat beli Generasi Z di Indonesia dalam konteks platform live commerce menggunakan pendekatan Social Cognitive Theory (SCT). Dua kelompok utama variabel diuji, yaitu faktor lingkungan (interactivity, information quality, critical mass, peer influence) dan faktor individu (hedonic outcome expectancy, utilitarian outcome expectancy, self-efficacy). Penelitian dilakukan secara kuantitatif dengan menggunakan metode Structural Equation Modeling - Partial Least Squares (SEM-PLS) terhadap 365 responden Generasi Z yang pernah berbelanja melalui live commerce. Hasil analisis menunjukkan bahwa lima dari tujuh variabel berpengaruh positif dan signifikan terhadap niat beli, yaitu information quality (p = 0,035), critical mass (p = 0,016), peer influence (p = 0,008), hedonic outcome expectancy (p = 0,011), dan self-efficacy (p = 0,000), dengan self-efficacy menjadi faktor paling dominan. Sebaliknya, interactivity (p = 0,537) dan utilitarian outcome expectancy (p = 0,564) tidak menunjukkan pengaruh yang signifikan. Temuan ini memberikan wawasan penting bagi pelaku bisnis dalam merancang strategi pemasaran live commerce yang lebih efektif dan sesuai dengan preferensi Generasi Z. /Live commerce is an evolution of e-commerce that integrates live streaming features with digital interactivity to create a real-time shopping experience. This study aims to analyze the factors influencing the purchase intention of Generation Z in Indonesia within the context of live commerce platforms using the Social Cognitive Theory (SCT) framework. Two main groups of variables were examined: environmental factors (interactivity, information quality, critical mass, peer influence) and personal factors (hedonic outcome expectancy, utilitarian outcome expectancy, self-efficacy). The research employed a quantitative approach using Structural Equation Modeling - Partial Least Squares (SEM-PLS) on a sample of 365 Generation Z respondents who had previously shopped via live commerce. The analysis results indicate that five out of seven variables have a positive and significant influence on purchase intention, namely information quality (p = 0.035), critical mass (p = 0.016), peer influence (p = 0.008), hedonic outcome expectancy (p = 0.011), and self-efficacy (p = 0.000), with self-efficacy emerging as the most dominant factor. Conversely, interactivity (p = 0.537) and utilitarian outcome expectancy (p = 0.564) do not show a significant effect. These findings provide valuable insights for businesses in designing more effective live commerce marketing strategies that align with Generation Z’s preferences.