A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions
- Yifei Chen
- Feiyan Lu
- Siyu Zheng
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.
- Full Text: PDF
- DOI:10.5539/ijms.v12n4p48
Journal Metrics
Google-based Impact Factor (2021): 1.34
h-index (July 2022): 70
i10-index (July 2022): 373
Index
- Academic Journals Database
- CNKI Scholar
- EconBiz
- Electronic Journals Library
- Excellence in Research for Australia (ERA)
- GETIT@YALE (Yale University Library)
- Harvard Library
- IBZ Online
- Infotrieve
- JournalTOCs
- LOCKSS
- MIAR
- PKP Open Archives Harvester
- RePEc
- ResearchGate
- ROAD
- Scilit
- SHERPA/RoMEO
- Stanford Libraries
- UCR Library
Contact
- Alyssa SunEditorial Assistant
- ijms@ccsenet.org