Hooked on Livestreaming: What Drives Customer Repurchase Intention in E-Commerce?

Journal of Creative Communications, Journal Year: 2025, Volume and Issue: unknown

Published: Feb. 15, 2025

This research investigates the psychological mechanisms underlying customers repurchase behavioural intention on e-commerce livestreaming, framed by theory of customer inspiration (CIT) and social cognitive (SCT). Based SCT CIT, study identifies factors influencing livestreaming from three key perspectives: technical environment (i.e., interactivity), personal perceived value, self-efficacy), experience hedonic outcome expectation, utilitarian expectation), which in turn drive intention. A structural equation model examined a standpoint. The was tested using Partial Least Squares Structural Equation Modeling (PLS-SEM) based data collected an online survey 158 participants. found that value expectation) favourably affect customers’ ‘inspired-by’ livestreaming. ‘inspired-to’ stage follows, causing shows connection between inspiration, offering novel perspective for understanding Furthermore, it examines antecedents via lens SCT, initial evidence linking to consumer behaviour.

Language: Английский

Why stay loyal? Exploring the role of consumption values, satisfaction, and alternative attractiveness in buy now pay later services

Journal of Financial Services Marketing, Journal Year: 2025, Volume and Issue: 30(2)

Published: April 17, 2025

Language: Английский