The aim of this study is to demonstrate the causal relationships among Live Commerce Attributes and Influencer Attributes on Customer Repurchase Intention and the mediation effect of flow and satisfaction.
Based on the previous studies, the Live Commerce Attributes can be divided into four dimen...
The aim of this study is to demonstrate the causal relationships among Live Commerce Attributes and Influencer Attributes on Customer Repurchase Intention and the mediation effect of flow and satisfaction.
Based on the previous studies, the Live Commerce Attributes can be divided into four dimensions as the Informativity, Entertainment, Economics and Convenience. And the Influencer Attributes can be divided into four dimensions as professionalism, Attractiveness, Reliability and Interactivity. And also, the medium are divided into two dimensions as the flow and satisfaction.
To achieve the research purpose, in this study, a questionnaire survey was conducted on users who had experience of live commerce. Online distributed by Chinese questionnaire platform called WenJuanXing. Finally, 399 effective questionnaires was collected for analyzed. And then, the SPSS23.0 and AMOS23.0 software are used to examine the fitness degrees of research models designed, and the relationships between different variables are verified. This research issues were verified using Reliability analysis, Exploratory factor analysis, Frequency analysis, Confirmatory factor analysis, and Structural equation model.
The analytical results are shown as follows: among the attributes of Live Commerce, Informativity, Entertainment, Economics and Convenience were found to have a significant impact on flow and satisfaction. Among the attributes of Influencer, Attractiveness, Reliability and Interactivity were found to have a significant impact on flow and satisfaction. Professionalism of Influencer did not show a significant. Flow and satisfaction were found to have a significant impact on Repurchase Intention. After examining the mediation effect, Informativity, Entertainment, Economics, Convenience, Attractiveness, Reliability and Interactivity were shown to have indirect effects by showing partial mediation effects.
Based on the research results of empirical analysis, this study brings forward the following proposes. Studies show that Live Commerce consumers are not putting much emphasis on Professionalism of Influencer when the shop for Beauty, Fashion and Entertainment products. Factors that affect consumers’ repurchase intention are Informativity, Entertainment, Economics and convenience of Live Commerce, Attractiveness, Reliability and Interactivity of Influencer. These results shows that it is important to provide reliable information about Beauty, Fashion and Entertainment products, provide reliability to customers by setting up means for safe transactions, and provide a wider variety of services and information to make using the Live Commerce enjoyable. In addition, there is a need to make it easy to find a Beauty, Fashion and Entertainment product that consumers like and make it easy to repurchase when consumers find out Beauty, Fashion and Entertainment products, and configure how to use Live Commerce easily.
Consequently, consumers become immersed in Live Commerce which is also able to improve consumers’ repurchase intention on Beauty, Fashion and Entertainment products when a reliable, enjoyable and easy to use Live Commerce is provided.
The aim of this study is to demonstrate the causal relationships among Live Commerce Attributes and Influencer Attributes on Customer Repurchase Intention and the mediation effect of flow and satisfaction.
Based on the previous studies, the Live Commerce Attributes can be divided into four dimensions as the Informativity, Entertainment, Economics and Convenience. And the Influencer Attributes can be divided into four dimensions as professionalism, Attractiveness, Reliability and Interactivity. And also, the medium are divided into two dimensions as the flow and satisfaction.
To achieve the research purpose, in this study, a questionnaire survey was conducted on users who had experience of live commerce. Online distributed by Chinese questionnaire platform called WenJuanXing. Finally, 399 effective questionnaires was collected for analyzed. And then, the SPSS23.0 and AMOS23.0 software are used to examine the fitness degrees of research models designed, and the relationships between different variables are verified. This research issues were verified using Reliability analysis, Exploratory factor analysis, Frequency analysis, Confirmatory factor analysis, and Structural equation model.
The analytical results are shown as follows: among the attributes of Live Commerce, Informativity, Entertainment, Economics and Convenience were found to have a significant impact on flow and satisfaction. Among the attributes of Influencer, Attractiveness, Reliability and Interactivity were found to have a significant impact on flow and satisfaction. Professionalism of Influencer did not show a significant. Flow and satisfaction were found to have a significant impact on Repurchase Intention. After examining the mediation effect, Informativity, Entertainment, Economics, Convenience, Attractiveness, Reliability and Interactivity were shown to have indirect effects by showing partial mediation effects.
Based on the research results of empirical analysis, this study brings forward the following proposes. Studies show that Live Commerce consumers are not putting much emphasis on Professionalism of Influencer when the shop for Beauty, Fashion and Entertainment products. Factors that affect consumers’ repurchase intention are Informativity, Entertainment, Economics and convenience of Live Commerce, Attractiveness, Reliability and Interactivity of Influencer. These results shows that it is important to provide reliable information about Beauty, Fashion and Entertainment products, provide reliability to customers by setting up means for safe transactions, and provide a wider variety of services and information to make using the Live Commerce enjoyable. In addition, there is a need to make it easy to find a Beauty, Fashion and Entertainment product that consumers like and make it easy to repurchase when consumers find out Beauty, Fashion and Entertainment products, and configure how to use Live Commerce easily.
Consequently, consumers become immersed in Live Commerce which is also able to improve consumers’ repurchase intention on Beauty, Fashion and Entertainment products when a reliable, enjoyable and easy to use Live Commerce is provided.
Keyword
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