直播电商的高质量发展是商家竞争的关键，直播特征元素会持续性影响消费者的购买意愿。在SOR模型和顾客满意度理论基础上，提出产品元素、直播间口碑、主播人气、弹幕质量影响消费者重复购买意愿的假设，通过实证分析探讨电商直播特征元素对消费者重复购买意愿的影响。结果表明，电商直播中的产品元素、直播间口碑、主播人气、弹幕质量等元素与感知价值、顾客满意度之间有显著正向作用，而感知价值、顾客满意度也会对直播特征元素及重复购买意愿起到一定的中介影响。因此，建议商家在直播中应注重直播间口碑、产品质量、主播人气等因素，并加强直播过程中的弹幕质量与管理。

The high-quality development of live-streaming e-commerce is crucial for merchant competition, as the characteristic elements of live streaming persistently influence consumers' purchase intentions. Based on the Stimulus-Organism-Response(SOR) model and customer satisfaction theory, this study proposes hypotheses that product elements, live room reputation, host popularity, and the quality of bullet screen comments affect consumers' repeat purchase intentions. Through empirical analysis, the impact of live-streaming e-commerce characteristic elements on consumers' repeat purchase intentions is explored. The results indicate that elements such as product features, live room reputation, host popularity, and the quality of bullet screen comments in live-streaming e-commerce have a significant positive effect on perceived value and customer satisfaction. In turn, perceived value and customer satisfaction also play a mediating role in the relationship between live-streaming characteristic elements and repeat purchase intentions. Therefore, it is recommended that merchants focus on factors such as live room reputation, product quality, and host popularity during live streams, and enhance the quality and management of bullet screen comments during the live-streaming process.