A Study On Consumers’ Repurchase Intention In The Context Of Live-Streaming E-Commerce

In 2020,the outbreak of the COVID-19 pandemic led to a slowdown in the development of China’s economy.However,live streaming e-commerce emerged as a new force during this period,injecting vitality into the Chinese economy during the pandemic.Nevertheless,the rapid development of live streaming e-commerce has also brought some drawbacks,with high return rates being a significant problem.In addition,the high degree of monopoly and vicious competition among e-commerce anchors has negatively affected the development of live streaming e-commerce,leading consumers to become unwilling to purchase goods through this platform.As the development of live streaming e-commerce enters a bottleneck period,increasing consumer stickiness and ensuring effective retention of consumers has become a top priority in the competition between live streaming e-commerce platforms.Based on the ABC attitude model,this paper constructs a consumer repurchasing intention structure framework model for the live streaming e-commerce context in three stages: cognition,emotion,and behavior.Combining the Information System Success Model and existing relevant research,this study constructs a new model for researching consumer repurchasing intentions in the context of live streaming e-commerce based on the factors of the live streaming e-commerce platform and the personal characteristics of e-commerce anchors.Through empirical research,this paper demonstrates that the quality of the system,information,and service in the live streaming e-commerce platform has a positive impact on consumers’ satisfaction with the platform.In the highly interactive context of live streaming e-commerce,e-commerce anchors,as the center of this social network,significantly influence consumers’ satisfaction with the anchor’s professionalism and interactivity,but similarity does not significantly affect consumers’ satisfaction with the anchor.Moreover,both platform satisfaction and anchor satisfaction have a significant positive effect on repurchasing intentions.Therefore,it is important to focus on cultivating consumer satisfaction and improving consumer stickiness.Live streaming e-commerce platforms should strive to improve the quality of their systems,information,and services to meet consumers’ basic shopping needs.Meanwhile,as a role that interacts directly with users,this study finds that the professionalism and interactivity of e-commerce anchors can positively influence consumers’ satisfaction with e-commerce anchors and their repeat purchasing intentions.Therefore,live streaming e-commerce platforms should not only focus on improving their own platform but also screen and train their e-commerce anchors to enhance their professionalism and interactivity,providing reliable product information and timely shopping guidance for platform users.This study expands the application scenario of the ABC attitude model and constructs a new model for researching consumer repurchasing intentions in the context of live streaming e-commerce based on the Information System Success Model,enriching relevant research on consumer repurchasing behavior.