Abstract
Short video platforms, which thrive along with the video-based consumption industry, have become a new channel adopted by an increasing number of enterprises to distribute products. Therefore, it is necessary to study the factors influencing the consumer’s intention to re-purchase on short video platforms, which is helpful for firms to maintain their competitiveness. This paper, based on the customer value theory, seeks to establish a structural model for such factors. The intermediary effect of customer loyalty on customer satisfaction and repurchase intention of customers is also analyzed. Questionnaires were distributed and collected from users of short video platforms in China. Results show that short video content, customer experience, and perceived value have positive impacts on customer satisfaction, and customer satisfaction, along with customer loyalty, exert positive impacts on repurchase intention. Notably, customer loyalty plays an intermediary role between customer satisfaction and repurchase intention. Based on the aforesaid findings, theoretical implications are discussed and managerial implications to increase repurchase rate are offered.
Highlights
With the continuous development of 5G network, the mobile internet industry has undergone earth-shaking changes in the “era of short video” dominated by visual communication
It can be known from the path analysis that the satisfaction is positively influenced by short video content (β = 0.17, p
The repurchase intention is positively influenced by customer satisfaction (β = 0.53, p
Summary
With the continuous development of 5G network, the mobile internet industry has undergone earth-shaking changes in the “era of short video” dominated by visual communication. As the mobile internet develops rapidly, a large number of short video platforms have emerged, such as Tik Tok, Kwai, Pear Video, and MiaoPai. The video covers a wide range of contents from science popularization, to daily vlogs such as makeups, pets, cuisine preparation, etc. The video covers a wide range of contents from science popularization, to daily vlogs such as makeups, pets, cuisine preparation, etc Among these platforms, “Tik Tok”, which is preferred by the young, and “Kwai”, which takes the route of “encircling cities from rural areas”, are the most popular. “Tik Tok”, which is preferred by the young, and “Kwai”, which takes the route of “encircling cities from rural areas”, are the most popular These platforms enable the videos to be reposted, commented, shared, and liked, which caters to the demands for today’s mobile social networking. New ideas are proposed for the future development of short video platforms to strengthen their competitiveness
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