The huge business potential of live e-commerce is receiving more and more widespread attention, and the repurchase intention of consumers has become an important factor affecting the sustainable development of live e-commerce. Drawing on the literature on retailing, communication and e-commerce, this paper proposes a comprehensive framework for examining the relationship between female consumers' perceived experience of live e-commerce, flow experience, consumer gratification, consumer satisfaction and repurchase intention. It is found that perceived experience (perceived usefulness, perceived interactivity, and perceived entertainment) and flow experience positively influence consumer repurchase intentions through consumer satisfaction, while consumer gratification does not mediate the effect at all. These findings shed light on the role of live streaming in increasing sales and loyalty, and suggest ways in which live e-commerce can build customer stickiness by improving consumer perceived experience and flow experience, together with consumer satisfaction as a mediator.
Apaolaza V, He J, Hartmann P (2014) The effect of gratifications derived from use of the social networking site Qzone on Chinese adolescents’ positive mood. Computers in Human Behavior 41: 203-211. https://doi.org/10.1016/j.chb.2014.09.029
Bai B, Law R, Wen I (2008) The impact of website quality on customer satisfaction and purchase intentions: Evidence from Chinese online visitors. International Journal of Hospitality Management 27: 391-402. https://doi.org/10.1016/j.ijhm.2007.10.008
Barletta M (2003) Marketing to women: How to understand, reach, and increase your share of the world's largest market segment. Dearborn Trade Publishing.
Bhattacherjee A (2001a) An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems 32: 201-214. https://doi.org/10.1016/S0167-9236(01)00111-7
Bhattacherjee A (2001b) Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly 25: 351-370. https://doi.org/10.2307/3250921
Camilleri MA, Falzon L (2021) Understanding motivations to use online streaming services: integrating the technology acceptance model (TAM) and the uses and gratifications theory (UGT). Spanish Journal of Marketing-ESIC 25: 217-238. https://doi.org/10.1108/SJME-04-2020-0074
Chai JX, Fan KK (2016) User satisfaction and user loyalty in mobile SNSs: WeChat in China. In: 2016 International Conference on Applied System Innovation (ICASI). IEEE, pp 1-3. https://doi,org/10.1109/ICASI.2016.7539936
Chen CC, Lin YC (2018) What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics 35: 293-303. https://doi.org/10.1016/j.tele.2017.12.003
Chen GM (2011) Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others. Computers in Human Behavior 27: 755-762. https://doi.org/10.1016/j.chb.2010.10.023
Chiu CM, Chang CC, Cheng HL, Fang YH (2009) Determinants of customer repurchase intention in online shopping. Online Information Review 33: 761-784. https://doi.org/10.1108/14684520910985710
Cong F (2008) A research on the factors of online consumer purchasing behavior based on flow theory. Master's Thesis, Shanghai Jiao Tong University.
Csikszentmihalhi M (1997) Finding flow: The psychology of engagement with everyday life. Basic Books.
Csikszentmihalyi M (1975) Beyond boredom and anxiety. Jossey-bass, Jossey-Bass, San Francisco, CA.
Csikszentmihalyi M, Csikszentmihalyi IS. (1988). Psychological studies of flow in consciousness. In. Cambridge: Cambridge University Press.
Dai B, Liu YZ (2015) Examining users' intention to continue using wechat based on the expectation-confirmation model,social presence and flow experience. Journal of Modern Information 35: 19-23. https://doi.org/10.3969/j.issn.1008-0821.2015.03.004
Davis FD, Bagozzi RP, Warshaw PR (1992) Extrinsic and intrinsic motivation to use computers in the workplace 1. Journal of Applied Social Psychology 22: 1111-1132. https://doi.org/10.1111/j.1559-1816.1992.tb00945.x
Finstad K (2010) Response interpolation and scale sensitivity: Evidence against 5-point scales. Journal of Usability Studies 5: 104-110. https://dl.acm.org/doi/abs/10.5555/2835434.2835437
Fornell C, Larcker DF (1981) Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research 18: 382-388. https://doi.org/10.2307/3150980
Gan C, Li H (2018) Understanding the effects of gratifications on the continuance intention to use WeChat in China: A perspective on uses and gratifications. Computers in Human Behavior 78: 306-315. https://doi.org/10.1016/j.chb.2017.10.003
Garland R (1991) The mid-point on a rating scale: Is it desirable. Marketing Bulletin 2: 66-70. https://www.rangevoting.org/MB_V2_N3_Garland.pdf
Gefen D, Straub DW (2000) The relative importance of perceived ease of use in IS adoption: A study of e-commerce adoption. Journal of the Association for Information Systems 1: 8. https://doi.org/10.17705/1jais.00008
Gogan ICW, Zhang Z, Matemba ED (2018) Impacts of gratifications on consumers’ emotions and continuance use intention: An empirical study of Weibo in China. Sustainability 10: 3162. https://doi.org/10.3390/su10093162
Gu YW (2020) Research on the influence of e-commerce live broadcast on consumers’ purchasing decision. Price: Theory & Practice: 124-127. https://doi.org/10.19851/j.cnki.CN11-1010/F.2020.02.286
Hair JF, Black WCB, Babin BJ, Anderson RE (2010) Multivariate data analysis. Prentice Hall.
Hoffman DL, Novak TP (1996) Marketing in hypermedia computer-mediated environments: Conceptual foundations. Journal of Marketing 60: 50-68. https://doi.org/10.1177/002224299606000304
Hsu CL, Lin JC-C (2021) The effects of gratifications, flow and satisfaction on the usage of livestreaming services. Library Hi Tech. https://doi.org/10.1108/LHT-02-2021-0069
Huang Y, Suo L (2021) Factors affecting Chinese consumers’ impulse buying decision of live streaming E-commerce. Asian Social Science 17: 16-32. https://doi.org/10.5539/ass.v17n5p16
Ifinedo P (2016) Applying uses and gratifications theory and social influence processes to understand students' pervasive adoption of social networking sites: Perspectives from the Americas. International Journal of Information Management 36: 192-206. https://doi.org/10.1016/j.ijinfomgt.2015.11.007
Kaiser HF (1974) An index of factorial simplicity. psychometrika 39: 31-36. https://doi.org/10.1007/BF02291575
Katz E, Blumler JG, Gurevitch M (1973) Uses and gratifications research. The Public Opinion Quarterly 37: 509-523. https://www.jstor.org/stable/2747854 https://www.jstor.org/stable/2747854
Kaur P, Dhir A, Chen S, Malibari A, Almotairi M (2020) Why do people purchase virtual goods? A uses and gratification (U&G) theory perspective. Telematics and Informatics 53: 101376. https://doi.org/10.1016/j.tele.2020.101376
Kim HJ (2011) Service orientation, service quality, customer satisfaction, and customer loyalty: Testing a structural model. Journal of Hospitality Marketing & Management 20: 619-637. https://doi.org/10.1080/19368623.2011.577698
Koufaris M (2002) Applying the technology acceptance model and flow theory to online consumer behavior. Information Systems Research 13: 205-223. https://doi.org/10.1287/isre.13.2.205.83
Lin CS, Wu S, Tsai RJ (2005) Integrating perceived playfulness into expectation-confirmation model for web portal context. Information & Management 42: 683-693. https://doi.org/10.1016/j.im.2004.04.003
Ma Y (2021) To shop or not: Understanding Chinese consumers’ live-stream shopping intentions from the perspectives of uses and gratifications, perceived network size, perceptions of digital celebrities, and shopping orientations. Telematics and Informatics 59: 101562. https://doi.org/10.1016/j.tele.2021.101562
Moslehpour M, Pham VK, Wong W-K, Bilgiçli ? (2018) E-purchase intention of Taiwanese consumers: Sustainable mediation of perceived usefulness and perceived ease of use. Sustainability 10: 234. https://doi.org/10.3390/su10010234
Mulaik SA, James LR, Van Alstine J, Bennett N, Lind S, Stilwell CD (1989) Evaluation of goodness-of-fit indices for structural equation models. Psychological Bulletin 105: 430-445. https://doi.org/10.1037/0033-2909.105.3.430
Novak TP, Hoffman DL, Yung Y-F (2000) Measuring the customer experience in online environments: A structural modeling approach. Marketing Science 19: 22-42. https://doi.org/10.1287/mksc.19.1.22.15184
Nunnally JC (1978) An Overview of Psychological Measurement. In: Wolman BB (Ed), Clinical Diagnosis of Mental Disorders: A Handbook. Springer US, Boston, MA, pp 97-146. https://doi.org/10.1007/978-1-4684-2490-4_4
Oliver RL (1980) A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research 17: 460-469. https://doi.org/10.1177/002224378001700405
Pan HL, Shi ZM, Lu C (2019) Research on tourism APP user's willingness in continual use based on the inter-active perspective. Journal of Harbin University of Commerce (Social Science Edition): 117-128. https://kns.cnki.net/kcms2/article/abstract?v=3uoqIhG8C44YLTlOAiTRKibYlV5Vjs7iLik5jEcCI09uHa3oBxtWoNuCHO_lVEhN168R8cHGRYD305yNs6Cv3_g4hjpYZMtu&uniplatform=NZKPT
Pappas N (2016) Marketing strategies, perceived risks, and consumer trust in online buying behaviour. Journal of Retailing and Consumer Services 29: 92-103. https://doi.org/10.1016/j.jretconser.2015.11.007
Parlinska M, Parlinski S (2003) The Internet in the agricultural sector tips & tricks to design a Web page for companies in the agri-food sector. In: EFITA 2003 Conference. pp 851-859. https://citeseerx.ist.psu.edu/viewdoc/download;jsessionid=1417853BA1C40BB05B40CD1ABB4B6761?doi=10.1.1.4.2450&rep=rep1&type=pdf
Raacke J, Bonds-Raacke J (2008) MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology & behavior 11: 169-174. https://doi.org/10.1089/cpb.2007.0056
Ren J (2021) An empirical analysis of the impact of e-commerce live streaming on repeated consumption behavior of young people -- from the perspective of new retail. Journal of Commercial Economics: 90-93. http://qikan.cqvip.com/Qikan/Article/Detail?id=7105878631
Rubin AM (1981) An examination of television viewing motivations. Communication Research—An International Quarterly 8: 141-165. https://eric.ed.gov/?id=EJ245493 https://eric.ed.gov/?id=EJ245493
Selltiz C, Jahoda M, Deutsch M, Cook SW (1962) Research methods for the social sciences. Holt Rinehart and Winston, New York.
Shankar V, Smith AK, Rangaswamy A (2003) Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing 20: 153-175. https://doi.org/10.1016/S0167-8116(03)00016-8
Sjöblom M, Hamari J (2017) Why do people watch others play video games? An empirical study on the motivations of Twitch users. Computers in Human Behavior 75: 985-996. https://doi.org/10.1016/j.chb.2016.10.019
Song ZJ, Shi XL (2013) The loyalty of group purchase website:based on the flow and expectation confirmation theory. Science Technology & Management: 30-34. https://doi.org/10.16315/j.stm.2013.05.010
Stafford TF, Stafford MR, Schkade LL (2004) Determining uses and gratifications for the Internet. Decision Sciences 35: 259-288. https://doi.org/10.1111/j.00117315.2004.02524.x
Steinhoff L, Arli D, Weaven S, Kozlenkova IV (2019) Online relationship marketing. Journal of the Academy of Marketing Science 47: 369-393. https://doi.org/10.1007/s11747-018-0621-6https://doi.org/10.1007/s11747-018-0621-6
Sun Q, Zhang YC, Wei XC, Liu M (2022) Factors influencing consumer satisfaction with community group-buying. Modern Business: 42-44. http://www.cnki.com.cn/Article/CJFDTotal-XDBY202207014.htm
Tamilmani K, Rana NP, Prakasam N, Dwivedi YK (2019) The battle of Brain vs. Heart: A literature review and meta-analysis of “hedonic motivation” use in UTAUT2. International Journal of Information Management 46: 222-235. https://doi.org/10.1016/j.ijinfomgt.2019.01.008
Tandon U, Kiran R, Sah AN (2017) Customer satisfaction as mediator between website service quality and repurchase intention: An emerging economy case. Service Science 9: 106-120. https://doi.org/10.1287/serv.2016.0159
Tsai HT, Huang HC (2007) Determinants of e-repurchase intentions: An integrative model of quadruple retention drivers. Information & Management 44: 231-239. https://doi.org/10.1016/j.im.2006.11.006
Wei JF, N. LM, Liu BP (2022) Research on the influence of anchor characteristics on consumers’ impulse purchase intention in e-commerce livestreaming. China Business and Market: 32-42. https://doi.org/10.14089/j.cnki.cn11-3664/f.2022.04.003
Wongsunopparat S, Deng B (2021) Factors influencing purchase decision of chinese consumer under live streaming e-commerce model. Journal of Small Business and Entrepreneurship 9: 1-15. https://doi.org/10.15640/jsbed.v9n2a1
Yuan WK (2022) Research on the use and satisfaction of live streaming with Goods. Master's Thesis, Yunnan University of Finance and Economics.
Zhang ZQ, Lu X (2022) Study on influencing factors of consumers' continuous willingness to participate in live streaming delivery: Based on ECM-ISC model. Business & Economy: 70-72, 95. https://doi.org/10.19905/j.cnki.syjj1982.2022.01.023
