Research On The Influence Of Consumers' Repeating Purchase In The E-commerce Live Broadcast Context

With the outbreak of COVID-19 shook the traditional business model,and“live broadcasting” took the opportunity to be the most popular form of marketing.However,behind the rapid development of e-commerce live streaming,its drawbacks exposed.After consumers' curiosity fading,the return rate of e-commerce live streaming shopping reached a high level.In this case,how to retain the original consumers and guide repurchase behavior is a major problem faced by the e-commerce industry.This paper will explore the influencing factors and mechanism of consumers' repeating purchase behavior in the e-commerce live broadcast context.Based on the Tricomponent Attitude Model,this paper established the framework that affecting consumers' repurchase intention from three stages of cognition,emotion and behavior.At the same time,according to the consume market has become an important place for customers to obtain social support,the concept of social support was introduced to construct the research model of consumers' repurchase intention,and its scientificalness was tested by empirical research.Taking social support and consumer trust as mediating variables,this paper investigated the effects of e-commerce characteristics(system quality,information quality and service quality)and anchor characteristics(professionalism,interactivity and charm)on consumers' repeated purchase behavior in the e-commerce live broadcast context,based on the previous mature scales,this paper designed a questionnaire suitable for the research background of this paper.The collected questionnaires were analyzed by SPSS22.0 and AMOS20.0,and the theoretical model was verified and analyzed.The results showed that the traditional repeating purchase model is still applicable to the live streaming context of e-commerce,and trust is a significant factor affecting consumers' continuous purchase behavior.The quality characteristics of online shopping include system quality,information quality and service quality,which have significant positive effects on social support and trust through social support,but system quality has no significant positive effect on trust.In the highly interactive context of e-commerce live broadcast,e-commerce anchors,as the center of this social network,have a significantly positive impact on social support and consumer trust due to their professionalism and interactivity,and their charm has a significantly positive impact on trust,but their charm has no significant impact on social support.Social support has a significant positive effect on trust and repeat purchase intention.E-commerce enterprises should pay attention to cultivate consumers' trust and social support relationship during live broadcasting and build different types of relationship network with the fission mode of “circle of friends” to cultivate consumers' loyalty.E-commerce enterprises should focus on service quality and information quality to meet the fundamental needs of consumers for products,and note the anchor personal characteristics' influence on consumer behavior,strengthen their professional skills training,for the anchor selection is attractive in appearance and personality charm,as far as possible match the product,the attention of consumers into purchasing power,and is a continuing purchasing behavior,live broadcast traffic cash dividend.This paper enriched the study of e-commerce live broadcast,put forward repeating purchase model in the e-commerce live broadcast context creatively,enriched the social support applications in the field of marketing,provided the theoretical support and related suggestions about utilizing anchor characteristics effectively and strengthening their own quality construction to retain customers.