Impact of Perceived Value on Users’ Willingness to Repurchase in Cross-border Live-streaming E-Commerce Scenarios

Abstract

In the context of high degree of integration of global digital economy and the continuous growth of cross-border e-commerce, “cross-border e-commerce + live streaming” model emerges as the main engine driving the development of global trade, and greatly promotes users’ cross-border consumption behavior. However, due to the existing problems of cross-border shopping, such as information asymmetry and long logistics time, users’ repurchase intention is low, which becomes an important bottleneck restricting the sustainable development of the industry. Therefore, this paper takes perceived value theory and SOR theory as the analytical framework to study how perceived value influences users’ repurchase intention in cross-border live-streaming e-commerce, and clarifies the dimensional composition of perceived value and its action paths. This paper takes sample data collection through questionnaire survey, uses structural equation modeling (SEM) for empirical testing, and uses fuzzy set qualitative comparative analysis (fsQCA) to analyze the combined effect of each perceived value dimension. Through defining the research range, constructing the theoretical model, proposing the hypotheses, and empirical validation, this paper ultimately clarifies the impact strength and mediating effect of each perceived value dimension on users’ repurchase intention. The research results show that, in the context of cross-border live-streaming e-commerce, the path coefficients of utilitarian value, hedonic value, social value, trust value on repurchase intention are 31, 27, 24, 42 respectively, and the path coefficients of them on satisfaction are 35, 30, 28, 45; the path coefficient of satisfaction on repurchase intention is 38, and all coefficients are significant. This research extends the application of perceived value theory in the scenario of cross-border live-streaming, and provides empirical support for cross-border live-streaming e-commerce enterprises to optimize the operation strategy and improve the repurchase rate.