The Impact of Perceived Value Dimensions on Repurchase Intention among Young Consumers in Douyin E-commerce Platform

Information from the 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.

Why this record is monitored

This record has an Impact Signal of 81/100 based on recency, source, collaboration, and bibliographic signals. It prioritizes monitoring and is not a judgment of research quality.

Related topics: Consumer Behavior and Marketing Influence · Financial Literacy and Behavior · Technology Adoption and User Behaviour