A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions

Yifei Chen, Feiyan Lu and Siyu Zheng

International Journal of Marketing Studies, 2020, vol. 12, issue 4, 48

Abstract: The year 2019 witnessed an exponential growth of the e-commerce live streaming industry. Notably, competitions among live streamers have become increasingly fierce as more newcomers are marching in. To survive and thrive in the cut-throat market competitions, it is key for them to increase consumers’ repeat purchase rate and win customer loyalty. This study uses empirical research methods to probe into the influence of e-commerce live streaming on consumer repurchase intentions. According to this study, perceived entertainment and perceived similarity have a positive impact on consumer repurchase intentions, and this relationship is partially mediated by consumer satisfaction. In addition, perceived product quality, perceived interactivity, and perceived professionalism have a positive and indirect effect on consumer repurchase intentions, and this relationship is fully mediated by consumer satisfaction.

Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:ibn:ijmsjn:v:12:y:2020:i:4:p:48

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