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.
Highlights
Since Taobao Live started trial operation in 2016, e-commerce live streaming has been booming as webcast technologies are growing by leaps and bounds and venture capitalists are increasing their bet on the industry
This study probes into how e-commerce live streaming affects consumer repurchase intentions and what role consumer satisfaction plays in this process based on three factors: products, e-commerce live streaming scenarios, and streamers
This study is profound in two aspects: For starters, it is the first-ever theoretical study focusing on consumers’ repurchase behavior in the e-commerce live streaming scenario, and it serves as a theoretical supplement to the existing research on repeat purchase and customer loyalty
Summary
Since Taobao Live started trial operation in 2016, e-commerce live streaming has been booming as webcast technologies are growing by leaps and bounds and venture capitalists are increasing their bet on the industry. Bhattacherjee (2001) pointed out in her research on information system that expectation confirmation, perceived entertainment, and perceived usefulness affect users’ continuous usage intentions via the mediator of satisfaction Based on these studies, it can be perceived that satisfaction is the key factor influencing consumer repurchase intentions and it often serves as a mediator to explain the mechanism behind. This study probes into how e-commerce live streaming affects consumer repurchase intentions and what role consumer satisfaction plays in this process based on three factors: products (perceived product quality), e-commerce live streaming scenarios (perceived entertainment and perceived discount), and streamers (perceived interactivity, perceived professionalism, and perceived similarity). This study is profound in two aspects: For starters, it is the first-ever theoretical study focusing on consumers’ repurchase behavior in the e-commerce live streaming scenario, and it serves as a theoretical supplement to the existing research on repeat purchase and customer loyalty. This study has expanded the theoretical perspectives of research on consumer behavior in the e-commerce live streaming scenario as it takes products factor, e-commerce live streaming scenarios, and streamers into account for the first time
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
