A Study of Live Streaming Shopping Platforms’ Influence on Customer Repurchase Intention in China

Abstract

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