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

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  • 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.

Suggested Citation

  • Yifei Chen & Feiyan Lu & Siyu Zheng, 2020. "A Study on the Influence of E-Commerce Live Streaming on Consumer Repurchase Intentions," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(4), pages 1-48, December.
    • Handle: RePEc:ibn:ijmsjn:v:12:y:2020:i:4:p:48
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    References listed on IDEAS

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    1. Alyssa Sun, 2020. "Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 12, No. 2," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(2), pages 136-136, July.
    2. Fred D. Davis & Richard P. Bagozzi & Paul R. Warshaw, 1989. "User Acceptance of Computer Technology: A Comparison of Two Theoretical Models," Management Science, INFORMS, vol. 35(8), pages 982-1003, August.
    3. Alyssa Sun, 2020. "Reviewer acknowledgements for International Journal of Marketing Studies, Vol. 12, No. 4," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 12(4), pages 104-104, December.
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    Cited by:

    1. Minqin Yi & Ming Chen & Jilang Yang, 2024. "Understanding the self-perceived customer experience and repurchase intention in live streaming shopping: evidence from China," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-13, December.

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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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