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

Abstract

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