Impact of Perceived Value on Users’ Willingness to Repurchase in Cross-border Live-streaming E-Commerce Scenarios

In the context of high degree of integration of global digital economy and the continuous growth of cross-border e-commerce, “cross-border e-commerce + live streaming” model emerges as the main engine driving the development of global trade, and greatly promotes users’ cross-border consumption behavior. However, due to the existing problems of cross-border shopping, such as information asymmetry and long logistics time, users’ repurchase intention is low, which becomes an important bottleneck re