RESEARCH ON THE IMPACT OF PRIVATE DOMAIN TRAFFIC OPERATION ON REPURCHASE INTENTION: AN EMPIRICAL ANALYSIS BASED ON THE WECHAT COMMUNITY OF H TIBETAN MEDICINE ENTERPRISE

บทคัดย่อ

This study aims to: 1) examine whether private domain traffic operation in WeChat-based Tibetan medicine communities increases users’ repurchase intention; 2) test whether brand identity mediates the relationship between private domain operation and repurchase intention; and 3) identify operational dimensions that should be prioritized for ethnic medical institutions seeking sustainable user retention. The study focuses on active users in Hongde Hospital’s Tibetan medicine WeChat communities and uses a quantitative cross-sectional survey design. After a pilot test, 500 questionnaires were distributed, and 452 valid responses were retained. SPSS 26.0 and PROCESS Model 4 were used for descriptive analysis, reliability and validity testing, correlation analysis, hierarchical regression, and bootstrap mediation analysis. Results show that: 1) private domain traffic operation has a significant positive effect on user repurchase intention, with medical service operation showing the strongest influence; 2) brand identity partially mediates this relationship, and the indirect effect is larger than the remaining direct effect; 3) medical professional identity is a stronger mediator than Tibetan medicine cultural identity, although both paths are significant; and 4) interactive operation and cultural content adaptation remain the weakest areas in the current operation. The findings extend private domain operation research to a culturally specific healthcare setting and provide practical guidance for Tibetan medicine institutions to strengthen medical service continuity, professional trust, culturally meaningful communication, and compliant community management.