Abstract
Consumers' online stickiness and repurchase intention are important issues in the marketing of the global live streaming industry, but there is no clear consensus on its influencing mechanism. Based on the theoretical framework of stimulus-organism-response (SOR), this study validates the research model and hypotheses through structural equation modeling (SEM). The model of influencing factors of live streamers' characteristics (professionality, credibility, attractiveness, and interactivity) and perceived value of live streaming platforms has been established to testify how they influence the online satisfaction and online trust of global consumers, which further has impact on online stickiness and eventually on repurchase intention. Online trust and online stickiness have a significant impact on consumers' continuous purchase. Among them, the interactivity of live streamers significantly affects online trust, and the perceived context value of live streaming platforms significantly affects online satisfaction.
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