Impact of service innovation on consumer repurchase intentions - based on the intermediary role of live streaming and industry chain management

Service innovation significantly influences consumer repurchase intention through live streaming and industry chain management. Despite this impact, within the realm of cross-border commerce, e-commerce entities have often neglected to scrutinize the nexus between service innovation and consumer repurchase intention, resulting in a dearth of scholarly investigations on this subject. Accordingly, this study endeavors to establish a coherent conceptual framework elucidating the relationship between service innovation and consumer repurchase intention; Employing live streaming and industry chain management as mediating variables, the research conducts a comprehensive examination and analysis. One questionnaire was administered: Questionnaire was disseminated to 606 consumers engaged in cross-border e-commerce transactions. Utilizing SPSS26, questionnaire underwent correlation and multiple regression analyses. Findings underscore a positive correlation between service innovation and consumer repurchase intention. Moreover, service innovation exhibits a favorable association with live streaming and industry chain management, thereby exerting a positive influence on consumer repurchase intention. Consequently, service innovation plays a pivotal role in enhancing consumer repurchase intention, particularly when mediated by live streaming and industry chain management.