PLOS ONE

RESEARCH ARTICLE

Research on the factors influencing the re-

purchase intention on short video platforms:
A case of China
Baodeng Lin ID1,2, Yongyi Chen1, Liping Zhang1*

1 School of Economics and Trade, Fujian Jiangxia University, Fuzhou, China, 2 Institute of Education,
Xiamen University, Xiamen, China

* [email protected]

a1111111111
a1111111111
a1111111111 Abstract
a1111111111
a1111111111 Short video platforms, which thrive along with the video-based consumption industry, have
become a new channel adopted by an increasing number of enterprises to distribute prod-
ucts. Therefore, it is necessary to study the factors influencing the consumer’s intention to
re-purchase on short video platforms, which is helpful for firms to maintain their competitive-
OPEN ACCESS
ness. This paper, based on the customer value theory, seeks to establish a structural model
for such factors. The intermediary effect of customer loyalty on customer satisfaction and
Citation: Lin B, Chen Y, Zhang L (2022) Research
on the factors influencing the re-purchase intention repurchase intention of customers is also analyzed. Questionnaires were distributed and
on short video platforms: A case of China. PLoS collected from users of short video platforms in China. Results show that short video con-
ONE 17(3): e0265090. https://doi.org/10.1371/ tent, customer experience, and perceived value have positive impacts on customer satisfac-
journal.pone.0265090
tion, and customer satisfaction, along with customer loyalty, exert positive impacts on
Editor: Qihong Liu, University of Oklahama repurchase intention. Notably, customer loyalty plays an intermediary role between cus-
Norman Campus: The University of Oklahoma,
tomer satisfaction and repurchase intention. Based on the aforesaid findings, theoretical
UNITED STATES
implications are discussed and managerial implications to increase repurchase rate are
Received: September 5, 2021
offered.
Accepted: February 22, 2022

Published: March 15, 2022

Copyright: © 2022 Lin et al. This is an open access Introduction

article distributed under the terms of the Creative
Commons Attribution License, which permits With the continuous development of 5G network, the mobile internet industry has undergone
unrestricted use, distribution, and reproduction in earth-shaking changes in the “era of short video” dominated by visual communication. As
any medium, provided the original author and indicated in the 47th Statistical Report on Internet Development in China published by CNNIC,
source are credited.
by December 2020, the number of online videos (including short video) users has reached 927
Data Availability Statement: All relevant data are million, accounting for 93.7% of all netizens. Thereinto, the number of short video users has
within the manuscript and its Supporting reached 873 million, accounting for 88.3% of netizens [1]. As the mobile internet develops rap-
Information files.
idly, a large number of short video platforms have emerged, such as Tik Tok, Kwai, Pear
Funding: Funding: This research was funded by the Video, and MiaoPai. The video covers a wide range of contents from science popularization,
Fujian Social Science Planning Project to daily vlogs such as makeups, pets, cuisine preparation, etc. Among these platforms, “Tik
(FJ2016C038) and School-level First-class
Tok”, which is preferred by the young, and “Kwai”, which takes the route of “encircling cities
Professional Project Construction in Fujian Jiangxia
Uiversity (24/06201901).The funders had no role in
from rural areas”, are the most popular.
study design, data collection and analysis, decision In addition, these platforms enable the videos to be reposted, commented, shared, and
to publish, or preparation of the manuscript. liked, which caters to the demands for today’s mobile social networking. This phenomenon

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 1 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

Competing interests: All authors declare no can be verified by the popularity of short video platforms among contemporary youth. Specifi-
conflicts of interest with respect to the authorship cally, when people are in quarantine during the outbreak of COVID-19, there are an increasing
or the publication of this article.
number of users spending more time on various network video apps, which brings an unprec-
edented opportunity to short video shopping in China. However, it is critical to consider
whether such a platform can retain customers long enough for re-purchase. Therefore, analyz-
ing the influencing factors of repurchase willingness on the short video platform is of great
importance.
In this paper, these factors are analyzed empirically based on previous studies to enrich the
studies on the repurchase willingness in this industry. Finally, some suggestions are made
based on the empirical analysis for related enterprises and platforms, so that they can better
understand customers’ psychology in this regard so as to retain more loyal customers and
achieve a higher re-purchase rate. In the meantime, new ideas are also proposed for the future
development of short video platforms to strengthen their competitiveness.

Literature review
Short videos and related consumption activities
Short videos, which is typically a few seconds long, can be shot and edited on mobile terminals,
and then shared promptly on social platforms. Zhang Haitao et al. (2020) defined it as frag-
mented entertainment featured with a low creation threshold and high sociability [2]. Along
with the popularity of this mode of entertainment, video contents are increasingly diversified.
Peng Lan (2019), indicated that such contents, containing people-oriented emotions and
warm lifestyles, can carry forward the folk culture [3]. As stated in 2020 China Research Report
on Internet Audio-Visual Development, the number of short video users, which are dominated
by the “post-80s” and “post-90s”, has reached 818 million, nearly accounting for 90% of all net-
izens. 60.4% of these users browse short videos daily. By June 2020, the users have involved
more age brackets, but they are mostly the generation born in the 1980s and people with low
or medium levels of education [4]. By comprehensively observing such users’ motivations,
likes, dislikes and lifestyles, Zhang Tianli et al. (2019) found that many of them are pursuing
for “energy, connection and individuation”, showing the characteristics of group image [5].
Due to the rapid expansion of social e-commerce, short video consumption has become a
new force and channel of online shopping, and the products can be presented to the user in a
more vivid and direct form. This has prompted many enterprises to promote their products
via short videos on short video platforms. Wang Jianlei (2021) suggested that customers tend
to have an enjoyable, innovative, fun, and immersive shopping experience when shopping on
short video platforms. For these users, the purpose of short video consumption is to gain plea-
sure, value and feedback capabilities, which differs significantly from shopping on traditional
media [6]. Zhou Xuanchen et al. (2021) pointed out that short video contents are characterized
by fast pace and strong impact, which stimulates customers’ vision and sense. However, people
will stop thinking about other things when they are immersed in the instantaneous sensory
pleasure, which results in the fast-food style of short video consumption [7]. Cao Danning
(2019) concluded that short video has changed from the simple media of one-way content out-
put to the composite one of “content+function”, which strengthens the relationship between
users and platforms and contributes to a new consumption pattern [8].
Connotation of repurchase intention. Feng Jianying et al. (2006) defined intention as the
subjective probability of specific behaviors [9]. The stronger the intention a person has, the
higher the probability he/she makes a corresponding behavior. Dodds et al. (1991) thought
that purchase intention is not only the subjective probability or possibility when a customer

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 2 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

buys a particular product, but also his/her subjective consciousness and potency on a psycho-
logical level [10].
Re-purchase is also known as “repeated purchase”. Chen Mingliang (2002) proposed in his
research that, re-purchase intention means that customers wish and tend to maintain a trading
relationship with suppliers [11]. Harrison (2001) considered it as the intensity of actual repur-
chasing behavior. The customers with a stronger re-purchase intention will be more likely to
buy the same thing [12]. The relationship between such behavior and intention is in essence
the relation between behavior and consciousness. In a sense, therefore, the re-purchasing
behavior depends on the re-purchase intention, and it can be promoted by studying the influ-
encing factors of this intention. Thus, the short video consumption industry can develop
rapidly.
Research on effects of short videos on purchase intention. The short video, with a huge
potential market value, can stimulate customers’ purchase intention. Wei Jingqiu et al. (2020)
applied the SOR Framework to their analysis and found that users like to browse the short
video mainly because of its serviceability, entertainment, and usability. These factors will
directly affect customers’ emotional experience and thus stimulate their purchase intention
and behavior [13]. Wang Xiangning (2020) concluded that users will be more willing to buy a
brand after they develop a closer relationship with this brand under the effect of short video
contents [14]. Besides, such contents are more influential than those from the traditional
advertisement in aspects of entertainment, function, and social interaction, and these factors
also affect customers’ purchase intention.

Customer value theory

Customers will measure the advantages and disadvantages of a product or service before buy-
ing it, which is known as customer values. Woodruff (1997) explained this concept from the
perspective of changing customers’ values. In his opinion, customer values refer to customers’
satisfaction with a product’s attributes and auxiliary functions based on their likes and dislikes.
Li Kouqing (2001) defined it as the benefit received by customers from an enterprise that par-
ticipates in their consuming behavior by managing them [15]. Therefore, the customer value
theory, which extends customer-guided marketing, is the footstone to improve customer satis-
faction and establish customer loyalty. Philip Kotler (1972) believed that for enterprises, cus-
tomer value management mainly lies in how to build a long-term interest relationship with
customers, and perceived values of customers are the key to greater competitive advantages
[16]. To this end, enterprises shall improve their services and resources and provide customers
with high-quality products or services, thus maintaining such value.

Preliminary summary
In this chapter, a literature review about short video consumption and repurchase intention is
presented. Although previous studies laid the theoretical basis for this paper, gaps still exist.
First, those studies primarily focus on short video consumption, and only a few of them
involve the influencing factors of re-purchase. Second, there are some follow-up problems
faced by the short video consumption industry, that is, how to maintain a good relationship
with customers after their purchases and how to improve the loyalty of existing customers.
Therefore, this paper analyzes the repurchase intention and factors influencing it and studied
the interrelationship among these factors. In addition, an empirical analysis is conducted to
study how such intention relates to each factor in the context of the internet, so that the enter-
prises in this industry can work out better marketing strategies to promote customers’ repur-
chasing behavior.

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 3 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

Research hypothesis
Effect of short video contents on the repurchase intention towards short
video consumption
Customers’ perception or impression of a product is directly influenced by the interestingness
or authenticity of short video contents. In the era of the internet, the qualities of contents vary,
so short video marketers need to know how to stand out from others. Leal et al. (2014) con-
cluded that User-generated content affects consumer decision-making through social influ-
ence factors [17]. As short videos are limited in length, the selling point of products becomes
especially prominent during the shooting process. In addition, such video can be shot at a low
cost and spread at a high speed to achieve better promotional effects. Compared with tradi-
tional advertisements that comply with strict regulations on contents, short videos have weird,
funny, instructional, and even vulgar contents to attract customers and stimulate their pur-
chase intention. Furthermore, customers will have a fixed impression of a product or brand
and get psychologically satisfied again during re-purchase. Thus, the group image can be
formed in this product or brand to affect customers. Based on what was stated above, the fol-
lowing hypothesis is put forward for the relationship between short video contents and cus-
tomer satisfaction:
H1: Short video contents have a positive impact on customer satisfaction.

Effect of customer experience on the repurchase intention towards short

video consumption
Customer experience refers to “customers’ activities to create value for a product or service
through their firsthand experience, thus enhancing customer and exchange values under par-
ticular circumstances”. We defined it as customers’ perception and emotion arising from their
interaction with a product or service under specific consumption conditions. Li Qigeng et al.
(2011) concluded that the repurchase intention will be positively affected by the brand experi-
ence in sense, emotion, cognition and relation [18]. Zhou Shouliang et al. (2019) also thought
that the information quality and perceived interactivity of short videos can determine custom-
ers’ confidence in a product or service. Therefore, it is critical to strengthen their trust and loy-
alty [19]. Customer experience emphasizes customers’ subjective sensation from browsing
products to asking for after-sales services, and the satisfaction is directly influenced by their
experience before and after the purchase. Besides, while shopping through short videos, cus-
tomers will integrate their own perceptions and feelings with video effects. Hence, the short
video experience is closely linked to the repurchase intention. In accordance with the above
research, it can be hypothesized that:
H2: Customer experience has a positive impact on customer satisfaction.

Effect of perceived values of customers on the repurchase intention

towards short video consumption
Perceived values of customers, are defined by Zaithaml as the “overall assessment made by cus-
tomers on the usefulness of a product or service after weighing perceived benefits and con-
sumption costs”. Lin et al. (2005) indicated that the reuse intention is positively affected by
perceived enjoyment and usefulness, and the expected degree of confirmation [20]. Wang
Dunhai (2018) pointed out that this perceived enjoyment will promote the repurchase inten-
tion, and there is a mutual regulation relation between perceived values of customers and

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 4 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

repurchase intention [21]. Therefore, it can be seen that customers will have a higher satisfac-
tion if an enterprise or brand can create a higher perceived value for them by presenting its
products in all respects through short videos. Thus, customers will be more willing to trust this
enterprise or brand and repurchase its products. Due to the relevant sales connection between
customers and their perceived values, the sense of belonging will be enhanced if they can per-
ceive values of products in advance. As indicated by foreign and domestic scholars, the per-
ceived value is positively correlated with customer satisfaction and customer loyalty. When
such values are higher than expected, the satisfaction and repurchase intention will be
enhanced. Conversely, the satisfaction and intention will decline. These lead to the following
hypothesis:
H3: Perceived values of customer have a positive impact on customer satisfaction.

Effect of customer satisfaction on the repurchase intention on short video

platforms
Philip Kotler (1995) defined customer satisfaction as “a person’s feeling of pleasure or disap-
pointment when he/she compares the perceived outcome of a product or service against his/
her expectations” [22]. The more the customers are satisfied with the products they have
bought, the higher the satisfaction will be and the more they will trust in and rely on the enter-
prise or brand. Xing Wenxiang (2014) thought that customers’ repurchasing behavior is influ-
enced by various factors, such as product diversification, individuation, quality, post-purchase
evaluation, brand reputation, payment, distribution, etc., of which customer satisfaction is the
most crucial one [23]. Furthermore, customer satisfaction is also considered to be an impor-
tant factor affecting customer loyalty. As indicated by Wang Chunxiao et al. (2003), this factor,
which is an essential prerequisite for loyalty, can significantly affect customers’ behavioral loy-
alty [24]. Li Siman (2009) regarded it as a vital factor affecting the repurchase intention
because customers’ purchasing behavior depends on customer satisfaction [25]. In view of the
above, the following hypotheses are proposed:
H4a: Customer satisfaction has a positive impact on customer loyalty.
H4b: Customer satisfaction has a positive impact on the repurchase intention on short video
platforms.

Effect of customer loyalty on the repurchase intention on short video

platforms
Customer loyalty refers to the mental tendency that a customer trusts an enterprise or brand
after buying its products and wants to repurchase such products on an ongoing basis. Oliver
(1997) optimized this definition and theoretically proposed four stages for forming customer
loyalty, namely cognitive, attitudinal, emotional and behavioral loyalties [26]. Chen Mingliang
indicated that customer loyalty is determined by perceived values, transfer cost, customer con-
fidence and customer satisfaction [27]. In all circumstances, customer loyalty can be reflected
in repurchasing behavior. The higher customer loyalty is, the stronger the repurchase intention
will be. Therefore, loyalty is another psychological index for such intention. Lv Xiaoping
(2008) pointed out that e-loyalty is affected by e-satisfaction and e-trust. In other words, a cus-
tomer will not reuse a network platform unless he/she trusts and be satisfied with it [28]. Gen-
erally, customer loyalty, which is also an influencing factor of short video consumption, will
increase with customer satisfaction. Only when a customer is satisfied with a product or

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 5 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

service to a certain extent will he/she be faithful to it. Therefore, the following hypotheses are
made:
H5: Customer loyalty has a positive impact on the repurchase intention towards short video
consumption.
H6: Customer loyalty plays an intermediary role between customer satisfaction and repurchase
intention.

Research model
Based on the literature review above and the actual situation, a model for the influencing fac-
tors of repurchase intention on short video platforms is constructed based on the customer
value theory. As shown in Fig 1, this model contains five explanatory/independent variables
(customer satisfaction, perceived value, experience, loyalty and short video contents) and one
outcome/dependent variable (repurchase intention).

Questionnaire design
In this research, the questionnaire includes three parts: part one focuses on the basic informa-
tion of respondents and their attitude towards shopping on short video platforms; and part
two, which is the core of this questionnaire, focuses on fifteen measurement items about the
above five explanatory variables. Thereinto, the 5-Point Likert Scale was adopted for the sur-
vey; and the items about the influencing factors of repurchase intention towards short video
consumption referred to foreign and domestic questionnaires conducted previously in this
respect, but some adjustments were made in accordance with the research model in this paper.
Table 1 presents the questionnaire in detail.

Data collection and analysis

Data collection of questionnaire survey. This questionnaire survey, lasting from March to
May 2021, was conducted by a random sampling method. The questionnaire was posted on the
website of wjx.cn through WeChat for respondents who shopped on short video platforms at
least once in China. Finally, a total of 208 questionnaires were received, with 199 effective ones,
and the response rate was 95.7%. SEM, as other statistical techniques, requires an appropriate
sample size in order to produce reliable estimates [35]. Harris and Schaubroeck proposed that a
sample size of about 200 could guarantee robust structural equation modeling [36].
The sample data obtained were analyzed with SPSS19.0 and AMOS 17.0.

Fig 1. Influencing factors of the repurchase intention on short video platforms.

https://doi.org/10.1371/journal.pone.0265090.g001

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 6 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

Table 1. Variables and measurement items.

Variable No. Measurement item References
Short video content IMV1 I will buy a product if its short video can show how good it is. Zhou Xingyu (2019) [29]
IMV2 I will buy a product if its short video can stimulate my shopping desire.
IMV3 Compared with the graphic introduction on other shopping platforms, the short video enables
me to experience the product function in a better way.
Customer experience UE1 I think it is highly efficient to shop on short video platforms. Ducoffe R H (1996) [30]
UE2 The short video apps will recommend the goods that I may interest in according to my browsing
history.
UE3 Compared with other like products, those sold on short video platforms have higher cost
performance.
Perceived values of CPV1 I think the products sold on short video platforms have good performance. Zeithaml VA (1996) and Li Jiamin
Customers CPV2 I think the products sold on short video platforms have high quality. (2019) [31, 32]
CPV3 I think the products sold on short video platforms are reliable.
Customer satisfaction CS1 I’m satisfied with the shopping on short video apps. Ni Hongyao (2013) [33]
CS2 I think it wise to buy products on short video apps.
CS3 I’m more satisfied with the shopping on short video apps than on other platforms.
Customer loyalty CL1 Compared with other shopping platforms, this short video app is used by me most frequently. Chen Mingliang (2003) and the
CL2 I prefer short video apps to other shopping platforms. author [27]
CL3 I will keep using this short video app if I have no special need.
Repurchase intention RI1 I’d like to use short video platforms for a long time. Phillip et al. (2003) [34]
RI2 I’d like to recommend my friends to shop on short video platforms.
RI3 If necessary, it is likely for me to buy other products on short video platforms.
https://doi.org/10.1371/journal.pone.0265090.t001

Descriptive statistical analysis

From Table 2, it can be seen that the respondents were all highly educated, and 75.38% of
them had bachelor degrees or above. Besides, the female accounted for 51.25%; and the
respondents aged 18–25 accounted for 66.33%. Most respondents were students or enterprise
employees. Thereinto, 63.82% of them spent less than 100 yuan on short video consumption
monthly, while 27.14% of them spent 100–500 yuan. Statistical results also show that the most
common short video apps include Tik Tok, Kwai, and Bilibili.

Measurement model test

First, the reliability of sample data was tested. According to the results shown in Table 3, the coef-
ficients of Cronbach’s Alpha all exceed 0.7 in the total scale and each subscale, which means that
the data of this questionnaire are reliable. Second, the discriminant validity of sample data was
tested, as shown in Table 4. It can be seen that in the six columns, the AVE square roots are 0.715,
0.676, 0.859, 0.735, 0.839, and 0.752, respectively, which are higher than the values of other vari-
ables. This indicates that these sample data have good discriminant validity. Last, the convergent
validity of sample data was tested. As presented in Table 5, the factor loading values are higher
than 0.7 in respect of customer satisfaction, perceived value, experience, loyalty, and short video
content, which shows that the questionnaire items are highly representative for variables. Besides,
for each variable, the value of AVE is higher than 0.5, and that of composite reliability (CR) is
higher than 0.7. Therefore, the model has good internal consistency and convergent validity.

Structural model analysis

Model fitting analysis. The structural model fit the data well based on fit statistics as can
be seen in Table 6. The value of X2/df is 1.576, which is less than 3, showing an ideal matching

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 7 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

Table 2. Demographic characteristics of samples.

Basic information Item Frequency Proportion
Gender Male 97 48.74%
Female 102 51.25%
Age (yr) Under 18 5 2.51%
18–25 132 66.33%
26–40 48 24.12%
41 or above 14 7.03%
Educational background Senior high school, technical secondary school or below 23 11.56%
Junior college 26 13.07%
Bachelor degree 139 69.85%
Master degree or above 11 5.53%
Occupation Students 99 49.75%
Employees of enterprise units or public institutions 63 31.66%
Officers of government agencies 12 6.03%
Freelancers 14 7.04%
Others 11 5.53%
Monthly amount spent on short video platforms Less than 100 yuan 127 63.82%
100–500 yuan 54 27.14%
500–1000 yuan 14 7.04%
More than 1000 yuan 4 2.01%
https://doi.org/10.1371/journal.pone.0265090.t002

degree; and the value of RMSEA is 0.054, which is less than 0.08, also showing an ideal match-
ing degree. Meanwhile, other coefficients are higher than 0.9, which indicates a good degree of
fitting. Therefore, this model can fit the data well on the whole.
Structural model test. The structural model was tested to get the regression coefficients
of standardized paths. As shown in Fig 2, the main effects are significantly verified in this
model. Thereinto, short video content, customer experience, and perceived values have posi-
tive impacts on the satisfaction; and customer satisfaction and customer loyalty have positive
influences on repurchase intention. These results are consistent with the research hypotheses
of this paper.
As can be seen form the above data obtained from the analysis, the results of parameter esti-
mation are ideal. The loading coefficients of latent variables and measurement indexes are
higher than 0.5, which indicates that the path coefficients of such variables are significant.
Table 7 presents the empirical results. It can be known from the path analysis that the satisfac-
tion is positively influenced by short video content (β = 0.17, p<0.001), customer experience
(β = 0.25, p<0.001) and perceived values of customers (β = 0.50, p<0.001), which are

Table 3. Results of reliability testing.

Variable Number of items Cronbach Alpha
Short video contents 3 0.754
Customer experience 3 0.714
Perceived values of customers 3 0.891
Customer satisfaction 3 0.780
Customer loyalty 3 0.875
Repurchase intention 3 0.789
Total scale 18 0.904
https://doi.org/10.1371/journal.pone.0265090.t003

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 8 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

Table 4. Results of discriminant validity testing.

Short video Customer Perceived values of Customer Customer Repurchase
content experience customers satisfaction loyalty intention
Short video content 0.715
Customer experience 0.374 0.676
Perceived values of 0.405 0.413 0.859
customers
Customer satisfaction 0.412 0.382 0.552 0.735
Customer loyalty 0.308 0.358 0.551 0.495 0.839
Repurchase intention 0.329 0.442 0.469 0.493 0.507 0.752
https://doi.org/10.1371/journal.pone.0265090.t004

consistent with the hypotheses of H1, H2 and H3. Meanwhile, the repurchase intention is posi-
tively influenced by customer satisfaction (β = 0.53, p<0.001) and customer loyalty (β = 0.26,
p<0.001), which are consistent with the hypotheses of H4a and H5.
Analysis of intermediary effect. A multilevel regression analysis was conducted on cus-
tomer satisfaction (independent variable), loyalty (intervening variable) and repurchase inten-
tion (dependent variable) to verify the loyalty’s intermediary effect between the satisfaction
and such intention. The results are shown in Table 8.
According to Table 8, the regression coefficient of customer satisfaction (independent vari-
able) to repurchase intention (dependent variable) is significant; the hierarchical regression
coefficients of customer satisfaction and customer loyalty (intervening variable) to repurchase
intention are significant, and the regression coefficient of the satisfaction to the loyalty is also
significant. Thereinto, the value of P is less than 0.001. Thus, it can be deduced that the loyalty
plays an intermediary role between the satisfaction and such intention. That is, the repurchase
intention can be affected by both satisfaction and loyalty. Therefore, the hypothesis (H6)
stands, that is, customer loyalty plays an intermediary role between satisfaction and repurchase
intention.

Table 5. Results of convergent factor loading.

Path Estimate AVE CR
IMV3 IMV3 Short video contents 0.675 0.604 0.820
IMV2 <— Short video contents 0.833
IMV1 <— Short video contents 0.814
CS1 <— Customer satisfaction 0.673 0.537 0.774
CS2 <— Customer satisfaction 0.848
CS3 <— Customer satisfaction 0.662
UE3 <— Customer experience 0.821 0.654 0.850
UE2 <— Customer experience 0.812
UE1 <— Customer experience 0.793
CPV3 <— Perceived values of customers 0.648 0.533 0.772
CPV2 <— Perceived values of customers 0.720
CPV1 <— Perceived values of customers 0.812
CL3 <— Customer loyalty 0.784 0.672 0.860
CL2 <— Customer loyalty 0.860
CL1 <— Customer loyalty 0.814
RI1 <— Repurchase intention 0.771 0.578 0.805
RI2 <— Repurchase intention 0.735
RI3 <— Repurchase intention 0.775
https://doi.org/10.1371/journal.pone.0265090.t005

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 9 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

Table 6. Overall fitting coefficients.

X2/df RMSEA GFI AGFI CFI IFI TLI
1.576 0.054 0.901 0.892 0.957 0.957 0.947
https://doi.org/10.1371/journal.pone.0265090.t006

Conclusions and management inspiration

Research conclusions
In this paper, a structural model for the repurchase intention towards short video consump-
tion is built and empirically tested. The model has five antecedent variables, including short
video contents, customer experience, perceived value, satisfaction, and loyalty. One outcome
variable, i.e., the repurchase intention, was included. Then, the following conclusions are
drawn:
Short video content, customer experience, and perceived values of customers can regulate
customer satisfaction to different degrees, showing significant positive impacts. In this paper, a
structural equation model is built to analyze the interrelationship of variables. Results show
that the customers’ satisfaction with short video consumption is positively affected by short
video content, customer experience and perceived value, which show the standardized path
coefficients of 0.17, 0.25, and 0.50, respectively. Among them, the perceived values of custom-
ers are the most influential variable, which are successively followed by customer experience
and short video content. To some degree, customers can shop in a more dynamic and conve-
nient way through short video consumption. Therefore, an enterprise shall provide valuable
product information while interacting with its customers by means of short videos. Besides,
this enterprise can help customers solve any problem of quality and usage in the same way,
thereby improving customer satisfaction and strengthening the repurchase intention.
Customer satisfaction and loyalty have a significant positive impact on the repurchase
intention on short video platforms. Thereinto, customer satisfaction is the most important
determinant. In other words, a customer, who is satisfied with the products bought on short
video platforms, will be more willing to repurchase them. Conversely, he/she may not buy
them again on these platforms but resort to other shopping platforms. In addition, customer
satisfaction can also positively affect customer loyalty. That is, customer loyalty will enhance
when customer satisfaction reaches a certain degree. Thus, the customers, with higher loyalty,
would tend to repurchase on the same platform.
The intermediary effect test shows that customer loyalty plays an intermediary role between
customer satisfaction and repurchase intention. Thereinto, customer satisfaction means that

Fig 2. Results of path analysis in the structural model test. Notes: � p<0<0.05, �� p<0.01, ��� p<0.001.
https://doi.org/10.1371/journal.pone.0265090.g002

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 10 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

Table 7. Results of hypothesis testing.

Hypothesis Interrelationship of variables Standardized path Test result
H1 Short video contents ! customer satisfaction 0.17 Accepted
H2 Customer experience ! customer satisfaction 0.25 Accepted
H3 Perceived values of customers ! customer satisfaction 0.50 Accepted
H4a Customer satisfaction ! repurchase intention 0.53 Accepted
H4b Customer satisfaction ! customer loyalty 0.68 Accepted
H5 Customer loyalty ! repurchase intention 0.26 Accepted
https://doi.org/10.1371/journal.pone.0265090.t007

customers’ expectations can be met by a product or service; and customer loyalty means that
they want to buy this product or service again. Therefore, customer loyalty can be enhanced by
improving customer satisfaction, thus strengthening the repurchase intention of customers on
short video platforms.

Management inspirations
To use the opinion leaders: “Label” the products to increase their appeal. Due to group
psychology, the opinion leaders of short videos will influence customers’ consumption deci-
sions and attitudes, thus igniting their enthusiasm for shopping. When a customer identifies
with the brand image established by opinion leaders, such as stars or online celebrities, the
consumption guide with high identifiability and reliability will be formed in his/her mind. In
view of this, the merchants can take full advantage of such leaders’ strong influence and appeal
and select them as short video publishers. When a product is “labeled” as an objective and pos-
itive one by these leaders, customers will be more confident in and faithful to this product and
more willing to repurchase it.
To improve the visual presentation: Achieve customers’ immersive experience to
develop their “empathy”. Customers will be immersed in short videos due to their visual
presentation of different content. So, the content shall originate from and integrate with the
elements of our daily life, such as creating some related scenes, to endow the products with
cordial feeling and visual attractiveness. In this way, the content will be more real and closer to
life, showing a creative point to attract customers. In addition, as customers tend to empathize
with on-site and reportorial contents, the video shall present personal colors and true feelings
to impress them and strengthen their purchase intention. At last, the contents shall be
designed in accordance with customers’ psychological activities so as to improve their identifi-
cation with products and to stimulate their shopping desire.

Table 8. Results of the regression analysis on customer loyalty, satisfaction and repurchase intention.
Loyalty Repurchase intention Repurchase intention
B Std Error B Std Error B Std Error
Satisfaction 0.578��� 0.089 0.545��� 0.068 0.437��� 0.073
Loyalty 0.187��� 0.053
R-square 0.176 0.246 0.292
Adjusted R-square 0.172 0.243 0.284
��� ���
F 42.167 64.402 40.364���

Notes
��
p<0.01
���
P<0.001.

https://doi.org/10.1371/journal.pone.0265090.t008

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 11 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

To meet customers’ needs: Enhance the perceived value and improve the sense of iden-
tity. Short videos should faithfully introduce products’ quality, performance, advantages and
differences because customers tend to have a higher level of perceived values of the products
with excellent qualities and reasonable prices. At the same time, all unnecessary expenses
should be avoided so that customers’ actual perception is close to or even higher than their
pre-purchase expectation. Besides, enterprises can provide new services to meet customers’
personalized demands, thus maintaining regular customers and attracting new ones. Only
when customers’ needs are met, will the satisfaction be improved. Finally, enterprises shall
post videos constantly and design content according to customers’ psychological activities.
Thus, customers, with a stronger sense of identity, will satisfy with the products. Furthermore,
enterprises shall establish a stable relationship with customers to strengthen their interactive
perception of the video. When customers become more dependent on short video consump-
tion, they will have a stronger desire to repurchase.
To optimize the platform mechanism: Boost customers’ confidence in products and
reassure them. Short video platforms need to be upgraded continuously based on customers’
needs. In addition, improvements in commodity browsing experience, advertising promotion,
and after-sales service are needed to enhance user stickiness. Besides, the management should
be reinforced to improve products’ cost performance and crack down on counterfeits so that
customers have more faith in such platforms. In this way, perceived values of customers can be
maximized. For platforms, other improvements can be made in aspects such as page design,
functions including search and payment, simplifying the shopping process, as well as shopping
experiences including the efficiency, safety, and stability of online transactions. In this way,
customers will recognize and trust the platforms and have stronger repurchase intention on
these short video platforms.
Limitations and direction for future research. This study has certain limitations. The
influence process of short video consumption on repurchase intention is very complicated.
This study only focuses on customer satisfaction and customer loyalty, and fails to conduct a
comprehensive and systematic analysis of the motivation and other antecedent variables of
repeat purchases. For example, there are many factors that affect the repeated purchase of
short video consumption, such as conversion costs, customer trust, and so on. Future research
can explore the reconstruction intention of short video consumption from more perspectives.
Similarly, limited by the setting of the research model, it is not possible to disassemble and ver-
ify the mechanism of internal factors such as consumers’ gender, income, education level, and
external factors such as the category of short video platforms in more detail. The research
model can be supplemented in future studies.

Supporting information
S1 Appendix.
(DOCX)
S1 Data.
(SAV)

Author Contributions
Conceptualization: Baodeng Lin.
Methodology: Baodeng Lin.
Writing – original draft: Yongyi Chen.

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 12 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

Writing – review & editing: Baodeng Lin, Liping Zhang.

References
1. China Internet Network Information Centre. The 47th Statistical Report on Internet Development in
China. EB/OL. http://cnnic.cn/hlwfzyj/hlwxzbg/hlwtjbg/202102/P020210203334633480104.pdf, 2021-
02-03/2021-05-08
2. Zhang H.T.; Zhang X.R.; Zhou H.L.; Wang X.L. Research on the Evaluation of Short Video Communica-
tion Effect Based on User Preference and Content Characteristics. J. Library and Information Service.
2020, 64(16): 81–91.
3. Peng L. Short Video: “Transgene” and Recultivation of Video Productivity. J. Press Circles. 2019(01):
34–43.
4. China Netcasting Services Association. 2020 China Research Report on Internet Audio-Visual Devel-
opment. EB/OL. http://www.cnsa.cn/home/industry/industry_week.html, 2020-10-12/2021-05-08
5. Zhang T.L.; Luo J. 2018–2019 Research Report on the User Value of Short Video. J. Media. 2019(05):
9–14.
6. Wang J.L. Complex Experience and Influencing Factors of Short Video Consumption. J. Journalism &
Communication Review. 2021, 74(03): 24–33.
7. Zhou X.C.; Cheng Q. Cultural Reflections on the Youth’s Consumption of Short Video from the Perspec-
tive of Visual Culture. J. Study and Practice. 2021(03): 118–124.
8. Cao D.N. Research on Video Content Consumption of the Post-95s. D. Minzu University of China.
2019.
9. Feng J.Y.; Mu W.S.; Fu Z.T. Research Overview on Consumer Purchase Intention. J. Modern Manage-
ment Science. 2006(11): 7–9.
10. Dodds W.B. In search of value: how price and store name information influence buyers’ product percep-
tions. J. Journal of Consumer Marketing. 1991, 8(2): 15–24.
11. Chen M.L. Empirical Study on the Determinants of Repurchase Intention in Different Life Cycles of Cus-
tomers. J. Management World. 2002, 11: 93–107.
12. Harrison L. E-complaining: A Content Analysis of an Internet Complaint Forum. J. Journal of Services
Marketing. 2001, 15(5): 397–412.
13. Wei J.Q.; Wang L.Z.; Liu Y.Y. Study on Influencing Factors of Short Video on Users’ Purchase Intention
of Books. J. China Publishing Journal. 2020(06): 8–14.
14. Wang X.N. Research on the Influence of Short Video Content Marketing on Consumer Purchase Inten-
tion. D. Jilin University. 2020.
15. Li K.Q. Customer Value and Competitive Advantage. J. Journal of Shanghai University of Finance and
Economics. 2001(03): 16–25.
16. Philip K. A Generic Concept of Marketing. J. Journal of Marketing. 1972, 36(2).
17. Leal G P, Hor M L F, Pesso L. Influence of virtual communities in purchasing decisions: The participants’
perspective. J. Journal of Business Research. 2014, 67(5): 882–890 https://doi.org/10.1016/j.jbusres.
2013.07.007.
18. Li Q.G.; Xue K.; Yang F.P. Effects of Self-Brand Connection on Brand Experience and Repurchase
Intention. J. Research on Economics and Management. 2011(9): 96–104.
19. Zhou S.L.; Liu Z.H.; Yao J. Research on Consumers’ Willingness to Repeat Purchases under the Cir-
cumstance of Wanghong Economy. J. Journal of Dalian University. 2019, 40(1): 99–108, 121.
20. Lin C.S.; Wu S.; Tsai R.J. Integrating perceived playfulness into expectation-confirmation model for
web portal context. J. Information and Management. 2005, 42(5): 683–693.
21. Wang D.H. Study on Influencing Factors of Customer Repurchase Intention under the Online Shopping
Mode—Based on Customer Value Theory and Habit Regulation Effect. J. Journal of Commercial Eco-
nomics. 2018(23): 84–86.
22. Philip K. Marketing Management. M. Beijing: China Renmin University Press. 2001.
23. Xing W.X.; Han H. Study on Influencing Factors of Customer Repurchase Behavior in E-commerce. J.
Academic Forum. 2014, 37(11): 67–71.
24. Wang C.X.; Han X.Y.; Wen B.Y. An Empirical Study of the Relationship between Customer Satisfaction
and Loyalty. J. Nankai Business Review. 2003(04): 70–74.
25. Li S.M.; Wang Y.H.; Li Y.P. An Analysis of the Factors Affecting On-line Shopping Based on Customer
Satisfaction. J. Commercial Research. 2009(01): 203–206.

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 13 / 14

PLOS ONE Research on the factors influencing the re-purchase intention on short video platforms: A case of China

26. Richard L.; Oliver. Customer Delight: Foundations, Findings, and Managerial Insight. J. Journal of
Retailing. 1997, 73(3).
27. Chen M.L. Experimental Research on Determinants of Customer Loyalty. J. Journal of Management
Sciences in China. 2003(05): 72–78.
28. Lv X.P.; Liu M. Empirical Study on the Influencing Factor Model for E-loyalty of B2C Retail Websites. J.
Finance & Trade Economics. 2008(06): 118–122. https://doi.org/10.1166/jctn.2016.6166
29. Zhou X.Y. Research on Effects of the Same Product Labels in Short Video on Consumer Purchase
Intention. D. Harbin Institute of Technology. 2019.
30. Ducoffe R.H. Advertising Value and Advertising on the Web. J. Journal of Advertising Research. 1996,
36(5).
31. Zeithaml V.A.; Berry L.L.; Parasuraman A. The behavioral consequences of service quality. J. Journal
of Marketing. 1996, 60(2): 31–46.
32. Li J.M.; Zhang X.F. Influence of Brand Perceived Value on Customer Repurchase Intention: Intermedi-
ary Effect of Customer Emotion. J. Journal of Commercial Economics. 2020(18): 63–66.
33. Ni H.Y. Study on the Influencing Factors of Customer Repurchase in B2C E-commerce—Based on the
Empirical Research of Structural Equation Model. J. Consumer Economics. 2013, 29(03): 60–64.
34. Phillip K.; Hellier G.M.; Geursen; Rodney, A.; Carr, J.A. Rickard. Customer Repurchase Intention. J.
European Journal of Marketing. 2003, 37(11/12).
35. Hair J.F., Anderson R.E., Tatham R.L., & Black W.C. (2008) Multivariate Data Analysis, ( 7th ed.). M.
Prentice Hall Publisher, Upper Saddle River, New Jersey.
36. Harris M. & Schaubroeck J. Confirmatory modelling in organizational behaviour/human resource man-
agement: issues and applications, J. Journal of Management, 1990, 16 (2), 337–360.

PLOS ONE | https://doi.org/10.1371/journal.pone.0265090 March 15, 2022 14 / 14

Copyright of PLoS ONE is the property of Public Library of Science and its content may not
be copied or emailed to multiple sites or posted to a listserv without the copyright holder's
express written permission. However, users may print, download, or email articles for
individual use.