Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v7i4.5511
Abstract
The objectives of this research were: 1) to investigate the levels of perceived value and Repurchase intention among young consumers on the Douyin e-commerce platform, and 2) to examine the effects of perceived value dimensions, including Utilitarian Value, Hedonic value, Social value, Service value, and Price Value, on young consumers’ Repurchase intentions. This study employed a quantitative research method. Data were collected from 356 young consumers aged 18 to 35 who had experience with livestream shopping on Douyin using judgment and snowball sampling techniques. A five-point Likert scale questionnaire was developed, with an overall Cronbach’s alpha coefficient of 0.880. The collected data were analyzed using frequency analysis, descriptive statistics (mean and standard deviation), Pearson correlation analysis, and multiple regression analysis through Statistical Package for the Social Sciences (SPSS 27.0). The findings indicated that: 1) the mean scores of individual measurement items ranged from 2.72 to 3.33, indicating moderate levels of perceived value and Repurchase intention among young consumers on Douyin. 2) All five dimensions of perceived value had significant positive effects on Repurchase intention (p < 0.001). 3) Multiple regression analysis showed that the five perceived value dimensions jointly explained 47.2% of the variance in Repurchase intention (Adjusted R² = 0.472). Social value had the strongest positive effect (β = 0.335), followed by Hedonic value (β = 0.215), Price Value (β = 0.208), Utilitarian Value (β = 0.168), and Service value (β = 0.156). Based on these findings, merchants are recommended to strengthen social interaction mechanisms and entertainment-oriented content while maintaining competitive pricing and service quality to enhance young consumers’ Repurchase intentions.
Keywords
perceived value, repurchase intention, Douyin E-commerce, livestream commerce, young consumers
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[2]Lu, Y. Q. (2025). Research on live streaming communication strategy of Oriental Selection on Douyin platform [Master’s thesis, Xi’an Technological University]. https://doi.org/10.27391/d.cnki.gxagu.2025.000570
[3]Pang, Y. T. (2020). Research on the impact of e-commerce live streaming on consumers’ repurchase intention [Master’s thesis, Nanjing University]. https://doi.org/10.27235/d.cnki.gnjiu.2020.001527
[4]Chen, C. (2023). Research on consumers' repurchase intention under live streaming e-commerce context [Master’s thesis, Nanjing University of Finance and Economics]. https://doi.org/10.27705/d.cnki.gnjcj.2023.000345
[5]Wang, Y. T. (2023). Research on consumers’ repurchase intention under e-commerce live streaming context [Master’s thesis, Gansu University of Political Science and Law]. https://doi.org/10.27785/d.cnki.ggszf.2023.000490
[6]Tan, K. L., Chau, K. N., & Thanh, H. L. (2024). Multidimensional shopping values as drivers of repurchase intention among young consumers in live-stream social commerce. SAGE Open, 14(3). https://doi.org/10.1177/21582440241278454
[7]Wang, J., & Shahzad, F. (2024). Deciphering social commerce: A quantitative meta-analysis measuring the social, technological, and motivational dimensions of consumer purchase intentions. SAGE Open, 14(2).
[8]Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2–22. https://doi.org/10.1177/002224298805200302
[9]Dong, D. H., & Yang, Y. (2008). Theoretical analysis of consumer perceived value in online environment. Journal of Management, (6), 856–861.
[10]Lin, Y. Y. (2024). Research on the influence of perceived value on customer loyalty of Douyin live streaming platform [Master’s thesis, Northwest Normal University]. https://doi.org/10.27410/d.cnki.gxbfu.2024.001091
[11]Arisman, A., & Salehudin, I. (2022). Does live stream selling affect customer engagement and purchase intention? The Shopee Live platform case study. ASEAN Marketing Journal, 14(2), Article 1.
[12]Cai, Z., & Cai, Y. (2024). The impact of immersive experiences on consumer purchase intentions in e-commerce live streaming: An examination of hedonic, utilitarian, and social values. Journal of Modern Learning Development, 9(9), 312–324.
[13]Yu, L. (2024). Research on the impact of perceived evaluation of live streaming fresh agricultural products on consumers’ repurchase intention [Master’s thesis, Shenyang Agricultural University]. https://doi.org/10.27327/d.cnki.gshnu.2024.000918
[14]Gan, C. M., Ming, X. Y., & Qiu, Z. Y. (2025). Research on influencing factors of consumers' repurchase intention in live streaming e-commerce: Analysis based on SEM and fsQCA. Journal of Hainan University (Humanities and Social Sciences), 43(6), 128–137. https://doi.org/10.15886/j.cnki.hnus.202310.0119
[15]Liu, L., & Zhang, N. (2016). Research on the relationship among customer perceived value, satisfaction and loyalty: An empirical analysis under e-commerce environment. Journal of Information Resources Management, 6(3), 50–57, 106. https://doi.org/10.13365/j.jirm.2016.03.050
[16]Zhang, H. F., & Jing, T. (2024). The influence of streamer characteristics on repurchase rate in agricultural e-commerce live streaming in China. Modern Communication (Journal of Communication University of China), 46(8), 132–142. https://doi.org/10.19997/j.cnki.xdcb.2024.08.016
[17]Cardozo, R. N. (1965). An experimental study of customer effort, expectation, and satisfaction. Journal of Marketing Research, 2(3), 244–249. https://doi.org/10.1177/002224376500200303
[18]Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159–170. https://doi.org/10.1016/0148-2963(91)90071-7
[19]Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
[20]Holbrook, M. B. (2006). Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay. Journal of Business Research, 59(6), 714–725. https://doi.org/10.1016/j.jbusres.2005.12.002
[21]Bai, Y., Li, C., & Niu, J. (2016). Study on customer-perceived value of online clothing brands. American Journal of Industrial and Business Management, 6(8), 914–921.
[22]Qu, S. Q. (2023). Research on the influence of perceived value of national fashion clothing brands on consumers’ repurchase intention [Master’s thesis, South China University of Technology]. https://doi.org/10.27151/d.cnki.ghnlu.2023.005190
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[24]Lee, S., & Kim, D. Y. (2018). The effect of hedonic and utilitarian values on satisfaction and loyalty of Airbnb users. International Journal of Contemporary Hospitality Management, 30(3), 1332–1351. https://doi.org/10.1108/IJCHM-09-2016-0504
[25]Puspitasari, I., Rusydi, F., Nuzulita, N., & Hsiao, C. S. (2023). Investigating the role of utilitarian and hedonic goals in characterizing customer loyalty in E-marketplaces. Heliyon, 9(8).
[26]Shang, Y. (2024). The influence of logistics service quality on consumers’ repurchase intention in e-commerce context: Chain mediating effect based on satisfaction and loyalty. Commercial Economic Research, (22), 78–81.
[27]Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44.
[28]Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31–46.
[29]Bhattacherjee, A. (2001). Understanding information systems continuance: An expectation-confirmation model. MIS Quarterly, 25(3), 351–370. https://doi.org/10.2307/3250921
[30]Liu, L. (2023). An empirical study on the impact of e-commerce live streaming on consumers’ repurchase intention of agricultural products. Journal of Yancheng Institute of Technology (Social Science Edition), 36(4), 48–53. https://doi.org/10.16018/j.cnki.cn32-1499/c.202304009
[31]Li, L., & Tang, S. L. (2020). Research on influencing factors of customers' repurchase intention. Journal of Xi’an Shiyou University (Social Science Edition), 29(3), 45–52, 79.
[32]Pu, Y. L. (2021). Research on the influence of live shopping experience on repeat purchase intention [Master’s thesis, Shanghai University of Finance and Economics].
[33]Lebbytha, V., Salshabilla, D., & Kurniawati. (2024). Pengaruh financial value, functional value, individual value, dan social value terhadap customer engagement dan minat beli konsumen pada live streaming commerce. Journal of Accounting and Finance Management.
[34]Zhao, L., Zhao, C. M., & Wu, Y. (2025). The impact of after-sales service quality of e-commerce platforms on consumers’ repurchase intention: Based on the mediating effect of shopping experience and emotional trust. Commercial Economic Research, (10), 65–68.
[35]Wu, X. Y. (2021). Research on the influence of e-commerce streamers' information source characteristics on consumers' repeat purchase intention [Master’s thesis, Chongqing University].
[36]Song, C. J. (2024). Research on the impact of customer perceived value of fresh e-commerce agricultural products on satisfaction: The mediating effect of comment valence [Master's thesis, Guangxi Normal University]. https://doi.org/10.27036/d.cnki.ggxsu.2024.001009
[37]Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). Pearson Prentice Hall.
[38]Etikan, I., Musa, S. A., & Alkassim, R. S. (2016). Comparison of convenience sampling and purposive sampling. American Journal of Theoretical and Applied Statistics, 5(1), 1–4. https://doi.org/10.11648/j.ajtas.20160501.11
[39]Green, S. B. (1991). How many subjects does it take to do a regression analysis? Multivariate Behavioral Research, 26(3), 499–510. https://doi.org/10.1207/s15327906mbr2603_7
[40]Knofczynski, G. T., & Mundfrom, D. (2008). Sample sizes when using multiple linear regression for prediction. Educational and Psychological Measurement, 68(3), 431–442. https://doi.org/10.1177/0013164407310131
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