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Research On the Infl uencing Factors of Consumers' Repurchase Intention In the Context of Live Streaming

Lin Liu


This study puts forward a theoretical model manifesting the determinants of repurchase intention that aims to expand
knowledge and add value both theory and practice on how to influence repurchase intention in the context of live streaming. The analysis
results of the multi-group reveal that the influence path of repurchase intention are corresponding effect are more evident for particular
demographic variables in the process of live streaming.


live streaming; customer satisfaction; online shopping habits; repurchase intention

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DOI: http://dx.doi.org/10.18686/modern-management-forum.v6i11.6604