Determinants of Repurchase Intention in Live Streaming E-Commerce in China and Suggested Strategies

Authors

  • Yang Manqing Malaysia University of Science and Technology (MUST), Block B, Encorp Strand Garden Office, No. 12, Jalan PJU 5/5, Kota Damansara, 47810 Petaling Jaya, Selangor, Malaysia
  • Lee Khiam Jin Malaysia University of Science and Technology (MUST), Block B, Encorp Strand Garden Office, No. 12, Jalan PJU 5/5, Kota Damansara, 47810 Petaling Jaya, Selangor, Malaysia

Keywords:

Live Streaming E-commerce, Repurchase Intention, Customer Satisfaction, E-Commerce, Consumer Behavior

Abstract

In the dynamic landscape of e-commerce, live commerce has emerged as a transformative force, reshaping consumer interactions and purchasing behaviors. This study investigates the factors influencing repurchase intention in the context of live commerce. Drawing on the Cognition-Affect-Conation (CAC) model, Feeling as Information Theory (FIT), Use and Gratification theory (U&G) and Information System Success Model, this study conducted a quantitative research approach with 424 live commerce consumers. The results reveal that repurchase intention is positively influenced by enjoyment, cost advantage, and customer satisfaction. Perceived value is a crucial factor that significantly impacts customer satisfaction and is influenced by both product and information quality. To enhance customer loyalty, the live commerce industry should prioritize strategies to build trust, ensure product quality, increase entertainment value, and maintain price competitiveness through promotional activities.

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Published

2023-08-25

How to Cite

Yang Manqing, & Lee Khiam Jin. (2023). Determinants of Repurchase Intention in Live Streaming E-Commerce in China and Suggested Strategies. International Journal of Social Sciences: Current and Future Research Trends, 19(1), 132–143. Retrieved from https://ijsscfrtjournal.isrra.org/index.php/Social_Science_Journal/article/view/1441

Issue

Vol. 19 No. 1 (2023)

Section

Articles

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