Lin Baodeng, Chen Yongyi, Zhang Liping
School of Economics and Trade, Fujian Jiangxia University, Fuzhou, China.
Institute of Education, Xiamen University, Xiamen, China.
PLoS One. 2022 Mar 15;17(3):e0265090. doi: 10.1371/journal.pone.0265090. eCollection 2022.
Short video platforms, which thrive along with the video-based consumption industry, have become a new channel adopted by an increasing number of enterprises to distribute products. Therefore, it is necessary to study the factors influencing the consumer's intention to re-purchase on short video platforms, which is helpful for firms to maintain their competitiveness. This paper, based on the customer value theory, seeks to establish a structural model for such factors. The intermediary effect of customer loyalty on customer satisfaction and repurchase intention of customers is also analyzed. Questionnaires were distributed and collected from users of short video platforms in China. Results show that short video content, customer experience, and perceived value have positive impacts on customer satisfaction, and customer satisfaction, along with customer loyalty, exert positive impacts on repurchase intention. Notably, customer loyalty plays an intermediary role between customer satisfaction and repurchase intention. Based on the aforesaid findings, theoretical implications are discussed and managerial implications to increase repurchase rate are offered.
短视频平台随着视频消费行业的蓬勃发展而兴起，已成为越来越多企业进行产品推广的新渠道。因此，研究影响消费者在短视频平台上再次购买意愿的因素十分必要，这有助于企业保持竞争力。本文基于顾客价值理论，试图构建此类因素的结构模型。同时，还分析了顾客忠诚度在顾客满意度和顾客重复购买意愿之间的中介作用。通过向中国短视频平台用户发放并收集问卷，结果表明，短视频内容、顾客体验和感知价值对顾客满意度有正向影响，顾客满意度与顾客忠诚度对重复购买意愿有正向影响。值得注意的是，顾客忠诚度在顾客满意度和重复购买意愿之间起中介作用。基于上述研究结果，本文讨论了理论意义，并提出了提高重复购买率的管理启示。
