Despite the current craze for e-commerce live streaming, its specific impact on consumer repurchase intentions and the underlying mechanisms remain insufficiently explored, creating a notable gap in existing research. The purpose of this study is to investigate the precise impact of e-commerce live streaming on consumers’ repurchase intentions and to uncover the path through which this influence occurs. Drawing on behavioral cognitive theory, this paper employs a contextual experimental method to examine how e-commerce live streaming affects consumer repurchase behavior. The experimental results show that e-commerce live can significantly improve consumer repurchase intention, consumer loyalty and market order can positively regulate the effect of e-commerce live. This paper not only verifies the effectiveness of e-commerce live broadcasting, but also provides new ideas for brands and governments to strengthen the ability of e-commerce live broadcasting to “bring goods”.

Corporate social responsibility (CSR) is an important concept of modern economic theory. In the last few decades, it has become an increasingly popular marketing tool used by companies. Consumers too want to see more CSR activities, especially those focused on environmental protection. The petroleum industry produces both toxic and non-toxic waste at almost all stages of production. While petroleum companies satisfy market demand, they also want to meet consumers’ moral and ethical demands. In this light, CSR has become vital for the development of industry. This paper looks at CSR in the petroleum industry, and its effect on customer satisfaction and subsequently toward the customer repurchase intention in Malaysia. The starting point of this paper is the Stakeholder Theory. It then examines CSR endeavors within the oil and gas sector and its link to customer repurchase intentions. It also looks at the established hypotheses between the activities of CSR (Economic Responsibility, Legal Responsibility, Ethical Responsibility, Philanthropic Responsibility), customer satisfaction and repurchase intention. This paper aims to learn about the customer’s sense of fulfilment with the CSR activities, and what could be the reaction base on the customer’s expectation.