Impact of service innovation on consumer repurchase intentions - based on the intermediary role of live streaming and industry chain management

Rongfei Guan () and Thitinant Wareewanich ()

Edelweiss Applied Science and Technology, 2024, vol. 8, issue 6, 45-63

Abstract: Service innovation significantly influences consumer repurchase intention through live streaming and industry chain management. Despite this impact, within the realm of cross-border commerce, e-commerce entities have often neglected to scrutinize the nexus between service innovation and consumer repurchase intention, resulting in a dearth of scholarly investigations on this subject. Accordingly, this study endeavors to establish a coherent conceptual framework elucidating the relationship between service innovation and consumer repurchase intention; Employing live streaming and industry chain management as mediating variables, the research conducts a comprehensive examination and analysis. One questionnaire was administered: Questionnaire was disseminated to 606 consumers engaged in cross-border e-commerce transactions. Utilizing SPSS26, questionnaire underwent correlation and multiple regression analyses. Findings underscore a positive correlation between service innovation and consumer repurchase intention. Moreover, service innovation exhibits a favorable association with live streaming and industry chain management, thereby exerting a positive influence on consumer repurchase intention. Consequently, service innovation plays a pivotal role in enhancing consumer repurchase intention, particularly when mediated by live streaming and industry chain management.

Keywords: Consumer repurchase intention; Industry chain management; Live streaming; Service innovation. (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ajp:edwast:v:8:y:2024:i:6:p:45-63:id:1705

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