The Effect Of The Affordance Of Live Streaming E-Commerce On Customers’Intention To Repeat Purchase

As the media-oriented form of live streaming becomes more and more developed,the huge traffic value urges traditional e-commerce enterprises to join the ranks of live streaming and rapidly share the market.At the meantime,more and more young consumer groups gradually adapt to and accept the form of shopping as the carrier of live streaming.Although the operation model of live streaming +e-commerce contains huge commercial profits,its market development is faced with challenges due to subjective factors such as the sale of fake live streaming media and the damage to the reputation of anchors.Therefore,under the background of integrated development of e-commerce and live streaming media technology,it is an important means to improve the competitive advantage of enterprises to pay attention to improving customers’ satisfaction of live streaming shopping and enhancing their intention to repeat purchases by virtue of the affordance of live streaming media technology.Based on the theory of multi-sensory integration and interaction as well as self-determination,this study employs empirical study approach to work over the infection of affordance on customers’ online repeat purchase under setting of live streaming e-commerce.Focusing on this issue,the investigation largely comprises two aspects as following: the beginning one is to explores whether and how the affordance affects consumers’ repeated purchase intention in the context of live streaming e-commerce";the second is to explore whether and how brand awareness adjusts the affordance and customers’ repeated purchase intention base on this situation.For the purpose of examining the theorectical hypothesis of the investigation,539 questionnaires were issued to customers with live streaming experience through the Internet.Finally,402 questionnaires were adopted and statistical analysis software was used for variable analysis to test the surmise of the nexus between model variables.The results show that: first,affordance of visibility,metavoicing and guidance shoping affects online customers’ repurchase intention;second,metavoicing affordance and guidance shopping affordance affected the medium appeal of customers,but there was no significant link between visibility affordance and medium appeal.Thirdly,the appeal of online customers completely mediate the relationship between metavoicing affordance,guidance shopping affordance and repurchase intention of live streaming;fourth,the relationship between product brand awareness adjustment visibility affordance,guidance shopping affordance and repeated purchase intention;however platform brand awareness only moderates the relationship between guidance shopping affordance and repeated purchase intention.Lastly,the investigation provides management advice on increasing consumers’ willingness to repeat purchasing and improving their experience,and briefly discusses the deficiencies in the investigation and the tendency of prospective study.