Essays in Repurchase Intention，Impulse Buying Intention and Brand Marketing Strategy in the Context of Live Streaming

Abstract

This dissertation consists of three separate essays: in repurchase intention, impulse buying intention and brand marketing strategy in the context of live streaming. In the first essay, we put forward a theoretical model manifesting the determinants of repurchase intention that is mainly explored how perceived interactivity, promotional activities, perceived value, high quality content, customer satisfaction, customer trust and online shopping habits affect the intention of repurchase in the context of live streaming. We have further attempted to investigate the influence of repurchase intention among different demographic elements (i.e. gender, age, education, disposable monthly income, occupation and history of watching livestreaming). Results reveal that customer satisfaction is one of the most important factors affecting repurchase intention in the process of live streaming. The analysis results of the multi-group reveal that the influence path of repurchase intention are corresponding moderating effect are more evident for particular demographic variables in the process of live streaming. The second essay analyzes the main factors affecting impulse buy intention against the backdrop of live streaming. Compared with physical shop shopping, consumers face higher uncertainty. Because impulse buying has no plan beforehand and lacks sufficient information search process, it faces higher risk. Therefore, customer trust is an important factor affecting consumers' impulse buying in the live streaming environment. This paper focuses on how mobile terminal marketing stimulus affect consumer trust and impulse buying intention, how different mobile terminal marketing stimulus affect the effect, and which variables have moderating effects according to multiple groups. We found that neither promotion time restriction nor material incentives can arouse the impulse purchase intention of all consumers. Our results further reveal that Chinese consumers' trust in the live streaming platform is the key determinant of impulse buying intention in the streaming scenario. In the third essay, a sudden outbreak of the COVID-19 makes the PC end live streaming which has been developed for many years enter a new era, giving birth to the rapid development of mobile end live streaming. Not only because of the expansion of the live streaming industry market, the rise of the trend of the national live streaming, but also because the mobile live streaming is more and more valued by the brand, becoming an important tool for brand communication and product promotion. It is conducive to improving sales volume and brand awareness. Marketing communication through mobile live platform has become a popular way of brand marketing. This paper mainly studies the current situation, methods, problems and development strategies of brand marketing activities with the help of live streaming platform under the background of mobile internet. Taking Tmall live streaming platform as an example, this paper analyzes several ways of brand marketing with the help of live streaming and some universal characteristics of live streaming marketing by using the relevant theories of marketing. In view of the problems existing in live streaming brand marketing, it puts forward relevant improvement measures.