The Influencing Factors of Repurchase Behavior of Users in Agricultural Product E-Commerce Livestreaming: A Case Study of East Buy

Abstract

An in-depth examination of consumers’ repurchase intention can reveal their genuine acceptance of and sustained engagement with agricultural product livestreaming e-commerce, while helping to identify deficiencies in current livestream sales models. This provides targeted improvement strategies to enhance user retention and optimize repeat purchase conversion. Accordingly, this study addressed the following research objectives: 1) To examine the effect of product trust on repurchase behavior of agricultural products; 2) To examine the effect of customer nostalgia on repurchase behavior of agricultural products and 3) To examine the effect of streamer characteristics on repurchase behavior of agricultural products. To achieve the research objectives, this study adopted a quantitative research approach by designing a structured questionnaire. The questionnaire was distributed via the Wenjuanxing platform across three WeChat groups associated with East Buy. A total of 350 questionnaires were distributed, and after excluding incomplete or invalid responses, 337 valid responses were retained, yielding a 96.3% response rate. The analysis reveals that all three independent variables – product trust, customer nostalgia, and streamer characteristics – significantly and positively predict consumers’ repurchase behavior. Based on the findings, this study proposes the following strategic recommendations to enhance repurchase behavior of agricultural products in live-streaming e-commerce contexts: 1) Establishing consumer trust mechanisms, 2) building an emotional service scenario, and 3) playing a pivotal leadership role.

Keywords: repurchase behavior, product trust, customer nostalgia, streamer characteristics, agricultural product, e-commerce