Tesis
A Study of Live Streaming Shopping Platforms’ Influence on Customer Repurchase Intention in China
Fecha
2022Autor
Chen, Yang
Institución
Resumen
Live streaming shopping is becoming more and more popular in China as a newly
emerged shopping form in recent years. The live streaming platform, a critical bond
between vendors and customers, has made outstanding contributions to the
development and prosperity of live streaming shopping. This study investigated how
the live streaming shopping platform influences customer repurchase intention
through familiarity, rapid entry, flow, immersion, presence, and trustworthiness. The
result shows that familiarity can influence customer repurchase intention through the
rapid entry, flow, immersion, presence and trustworthiness. This research indicates the
importance of the live streaming shopping platform in live streaming shopping
commerce. The theoretical and practical implications are presented in more detail in
the study