Keywords
Consumers
Repurchase intention
Influencing factor
Submitted : 2023-06-27
Accepted : 2023-07-12
Published : 2023-07-27
Abstract
This paper starts with explaining the concepts of trust, privacy concern, subjective norm, product quality, live broadcast content quality, purchase experience, social interaction, word of mouth and evaluation, personal needs and preferences, and analyzes the impact of Live Streaming Commerce on consumers repurchase intention in detail. The results of this study are of great significance for guiding businesses and marketers on livestreaming commerce platforms, so that more effective marketing strategies can be developed and the consumers’ willingness to repurchase will be improved.
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