Fig 1.
Influencing factors of the repurchase intention on short video platforms.
Table 1.
Variables and measurement items.
Table 2.
Demographic characteristics of samples.
Table 3.
Results of reliability testing.
Table 4.
Results of discriminant validity testing.
Table 5.
Results of convergent factor loading.
Table 6.
Overall fitting coefficients.
Fig 2.
Results of path analysis in the structural model test.
Notes: *p<0<0.05, **p<0.01, ***p<0.001.
Table 7.
Results of hypothesis testing.
Table 8.
Results of the regression analysis on customer loyalty, satisfaction and repurchase intention.