Hooked on Livestreaming: What Drives Customer Repurchase Intention in E-Commerce?
Journal of Creative Communications
Published online on February 16, 2025
Abstract
Journal of Creative Communications, Volume 21, Issue 1, Page 99-118, March 2026.
This research investigates the psychological mechanisms underlying customers repurchase behavioural intention on e-commerce livestreaming, framed by the theory of customer inspiration (CIT) and social cognitive theory (SCT). Based on SCT and CIT, the ...
This research investigates the psychological mechanisms underlying customers repurchase behavioural intention on e-commerce livestreaming, framed by the theory of customer inspiration (CIT) and social cognitive theory (SCT). Based on SCT and CIT, the ...