A study on the impact of consumer perceived value on consumer repetitive purchasing in the context of e-commerce live streaming : using shopping experience as a mediation

Abstract

During the 618 Shopping Festival in 2023, Douyin's e-commerce live streaming logged 42.02 million hours, marking a 177% surge in sales from the previous year. Taobao witnessed a 66% increase in live streaming rooms, with sales exceeding one billion RMB, and a 60% uptick in viewership compared to the prior festival. Pinduoduo recorded a remarkable 1.1 billion orders during the event. These stats underscore the market dominance of e-commerce live streaming, showing its potential as the primary shopping method on online platforms. Consumer repeat purchases bolster cash flow, deplete inventory, and signify trust in products, platforms, or brands, thereby enhancing brand value through loyal fan bases. Thus, understanding consumer repeat purchase behavior is vital for e-commerce success. Consumer-perceived value significantly influences shopping decisions and repeat purchases, particularly in e-commerce live streaming contexts, where its impact warrants further exploration. Empirical analysis demonstrates that consumer-perceived value positively influences repeat purchase behavior, with social value exerting the most significant impact among product, service, emotional, and social values