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Impact of service innovation on consumer repurchase intentions - based on the intermediary role of live streaming and industry chain management

Author

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  • Rongfei Guan
  • Thitinant Wareewanich

Abstract

Service innovation significantly influences consumer repurchase intention through live streaming and industry chain management. Despite this impact, within the realm of cross-border commerce, e-commerce entities have often neglected to scrutinize the nexus between service innovation and consumer repurchase intention, resulting in a dearth of scholarly investigations on this subject. Accordingly, this study endeavors to establish a coherent conceptual framework elucidating the relationship between service innovation and consumer repurchase intention; Employing live streaming and industry chain management as mediating variables, the research conducts a comprehensive examination and analysis. One questionnaire was administered: Questionnaire was disseminated to 606 consumers engaged in cross-border e-commerce transactions. Utilizing SPSS26, questionnaire underwent correlation and multiple regression analyses. Findings underscore a positive correlation between service innovation and consumer repurchase intention. Moreover, service innovation exhibits a favorable association with live streaming and industry chain management, thereby exerting a positive influence on consumer repurchase intention. Consequently, service innovation plays a pivotal role in enhancing consumer repurchase intention, particularly when mediated by live streaming and industry chain management.

Suggested Citation

  • Rongfei Guan & Thitinant Wareewanich, 2024. "Impact of service innovation on consumer repurchase intentions - based on the intermediary role of live streaming and industry chain management," Edelweiss Applied Science and Technology, Learning Gate, vol. 8(6), pages 45-63.
    • Handle: RePEc:ajp:edwast:v:8:y:2024:i:6:p:45-63:id:1705
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