{"title":"直播者特征及感知价值对直播平台消费者再购买意愿的驱动因素分析","authors":"Zhaoyang Meng, Mengyi Lin","doi":"10.4018/joeuc.323187","DOIUrl":null,"url":null,"abstract":"Consumers' online stickiness and repurchase intention are important issues in the marketing of the global live streaming industry, but there is no clear consensus on its influencing mechanism. Based on the theoretical framework of stimulus-organism-response (SOR), this study validates the research model and hypotheses through structural equation modeling (SEM). The model of influencing factors of live streamers' characteristics (professionality, credibility, attractiveness, and interactivity) and perceived value of live streaming platforms has been established to testify how they influence the online satisfaction and online trust of global consumers, which further has impact on online stickiness and eventually on repurchase intention. Online trust and online stickiness have a significant impact on consumers' continuous purchase. Among them, the interactivity of live streamers significantly affects online trust, and the perceived context value of live streaming platforms significantly affects online satisfaction.","PeriodicalId":49029,"journal":{"name":"Journal of Organizational and End User Computing","volume":" ","pages":""},"PeriodicalIF":3.6000,"publicationDate":"2023-05-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":"{\"title\":\"The Driving Factors Analysis of Live Streamers' Characteristics and Perceived Value for Consumer Repurchase Intention on Live Streaming Platforms\",\"authors\":\"Zhaoyang Meng, Mengyi Lin\",\"doi\":\"10.4018/joeuc.323187\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Consumers' online stickiness and repurchase intention are important issues in the marketing of the global live streaming industry, but there is no clear consensus on its influencing mechanism. Based on the theoretical framework of stimulus-organism-response (SOR), this study validates the research model and hypotheses through structural equation modeling (SEM). The model of influencing factors of live streamers' characteristics (professionality, credibility, attractiveness, and interactivity) and perceived value of live streaming platforms has been established to testify how they influence the online satisfaction and online trust of global consumers, which further has impact on online stickiness and eventually on repurchase intention. Online trust and online stickiness have a significant impact on consumers' continuous purchase. Among them, the interactivity of live streamers significantly affects online trust, and the perceived context value of live streaming platforms significantly affects online satisfaction.\",\"PeriodicalId\":49029,\"journal\":{\"name\":\"Journal of Organizational and End User Computing\",\"volume\":\" \",\"pages\":\"\"},\"PeriodicalIF\":3.6000,\"publicationDate\":\"2023-05-12\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"1\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Organizational and End User Computing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.4018/joeuc.323187\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"COMPUTER SCIENCE, INFORMATION SYSTEMS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Organizational and End User Computing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.4018/joeuc.323187","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMPUTER SCIENCE, INFORMATION SYSTEMS","Score":null,"Total":0}
The Driving Factors Analysis of Live Streamers' Characteristics and Perceived Value for Consumer Repurchase Intention on Live Streaming Platforms
Consumers' online stickiness and repurchase intention are important issues in the marketing of the global live streaming industry, but there is no clear consensus on its influencing mechanism. Based on the theoretical framework of stimulus-organism-response (SOR), this study validates the research model and hypotheses through structural equation modeling (SEM). The model of influencing factors of live streamers' characteristics (professionality, credibility, attractiveness, and interactivity) and perceived value of live streaming platforms has been established to testify how they influence the online satisfaction and online trust of global consumers, which further has impact on online stickiness and eventually on repurchase intention. Online trust and online stickiness have a significant impact on consumers' continuous purchase. Among them, the interactivity of live streamers significantly affects online trust, and the perceived context value of live streaming platforms significantly affects online satisfaction.
期刊介绍：
The Journal of Organizational and End User Computing (JOEUC) provides a forum to information technology educators, researchers, and practitioners to advance the practice and understanding of organizational and end user computing. The journal features a major emphasis on how to increase organizational and end user productivity and performance, and how to achieve organizational strategic and competitive advantage. JOEUC publishes full-length research manuscripts, insightful research and practice notes, and case studies from all areas of organizational and end user computing that are selected after a rigorous blind review by experts in the field.
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