Research On The Influencing Factors Of Consumers’ Repeat Purchase Intention In E-commerce Live Broadcasting

With the continuous growth of online user base and online shopping penetration rate,consumers’ consumption demands are constantly expanding and their consumption patterns are constantly changing.Live streaming shopping is an innovative model of online shopping,which emerged in 2019 and quickly developed into an important driving force for the rise of online consumption.Live streaming shopping uses a more intuitive way to display products,a more interactive way to sell,and a more efficient way to satisfy consumers’ multifaceted and uncertain consumption demands,achieving higher-level sales benefits.However,there are currently numerous live streaming shopping platforms with intense competition,and traditional offline shopping platforms still exist,making consumers easily switch consumption channels.How to make consumers stay on live streaming shopping platforms for long-term continuous consumption requires further theoretical exploration.Based on this,This paper aims to examine the influencing mechanism of consumers’ repeat purchase intention in live streaming shopping,which will provide theoretical basis for the future operation strategies of live streaming shopping platforms.First,This paper clarifies the relevant concepts and connotations by summarizing the literature on research on live-streaming shopping and consumers’ repeat purchase intentions.Then,referring to the PPM model and combining theories such as customer satisfaction,customer inertia,and perceived value,this paper explores the factors that influence repeat purchase intentions from the three dimensions of driving factors,pulling factors,and anchoring factors of live-streaming shopping platforms.With customer satisfaction and customer inertia as intermediate variables,this paper proposes 11 hypotheses and establishes the research model.Subsequently,through questionnaire surveys to collect data,425 valid questionnaires were obtained.Statistical analysis tools such as SPSS24.0 and Amos24.0 were used for empirical analysis.Finally,based on the conclusions,some suggestions are provided for live-streaming shopping platforms,and the shortcomings and areas for improvement of this study are proposed for future research.The research findings indicate that:(1)The propelling factors have a significant impact on customer satisfaction.Among them,decision convenience and transaction convenience have a positive impact on customer satisfaction.(2)The pulling factors have a significant impact on customer satisfaction.Among them,functional value and emotional value both have a positive impact on customer satisfaction.(3)Customer satisfaction has a positive impact on repeat purchase intention and plays a mediating role between propelling/pulling factors and repeat purchase intention.(4)Anchor factors have a significant impact on customer inertia.Among them,switching costs and subjective norms have a positive impact on customer inertia.(5)Customer inertia has a positive impact on repeat purchase intention and plays a mediating role between anchor factors and repeat purchase intention.(6)Customer satisfaction has a positive impact on customer inertia.