文章基本信息

标题：A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions
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作者：Yifei Chen ; Feiyan Lu ; Siyu Zheng 等
期刊名称：International Journal of Marketing Studies
印刷版ISSN：1918-719X
电子版ISSN：1918-7203
出版年度：2020
卷号：12
期号：4
页码：48-62
DOI：10.5539/ijms.v12n4p48
出版社：Canadian Center of Science and Education
摘要：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.
关键词：e-commerce live streaming;repeat purchase;consumer satisfaction