Understanding customer experience and repurchase intention in live streaming shopping: An empirical study in China

Abstract: Purpose – The purpose of this study is to identify the influential factors of customer experience within live streaming shopping, and their impact on customer satisfaction and repurchase intention. Moreover, the relationships between customer satisfaction, trust and repurchase intention inside the model will be tested as well. Methodology – Firstly, several factors of customer experience were derived from the literature review. Then a research model was developed based on eight hypotheses. The model is later tested through the quantitative method of survey on Chinese customers. 350 questionnaires were distributed through commercial data collection platform, and 331 responses were accepted in this study. Findings – All of the eight hypotheses are found to be supported. Price turned out to be the most influential factor of customer experience, which can positively affect Chinese customer satisfaction. Perceived enjoyment, perceived product and interaction quality also show their impact when measuring customer satisfaction. Besides, trust, customer satisfaction and perceived enjoyment have been proved to positively affect repurchase intention within live streaming shopping.