Unveiling the Impact of Live Video Marketing on College Students' Online Grocery Repurchase Behavior: A Performance Technology Approach.

In this study, we explore the impact of live video marketing on consumer behavior. Using short live videos, webcast marketing aims to establish direct connections with consumers and drive sales. The COVID-19 pandemic has further accelerated the adoption of e-commerce live broadcasting. We propose a research methodology based on human performance technology to understand the factors influencing college students' repurchase behavior in this context. The empirical investigation with 762 valid questionnaires reveals intriguing correlations between social consciousness, social thinking, and social awareness with trust, influencing purchase behavior. Reliability and loyalty also play significant roles in shaping repeat purchases and purchase continuity. This study sheds light on the dynamic relationship between social presence, customer trust, and repeat purchase intention in the evolving landscape of live video marketing. Businesses can leverage these insights to craft effective marketing strategies and foster lasting consumer connections in the digital era. [ABSTRACT FROM AUTHOR]