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Effects of Relational Bonds on Continuance Purchase Behavior in Live Streaming Commerce

Social behavior and personality, 2023-08, Vol.51 (8), p.1-13 [Peer Reviewed Journal]

COPYRIGHT 2023 Scientific Journal Publishers, Ltd. ;Copyright Scientific Journal Publishers Ltd 2023 ;ISSN: 0301-2212 ;EISSN: 1179-6391 ;DOI: 10.2224/sbp.12435

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  • Title:
    Effects of Relational Bonds on Continuance Purchase Behavior in Live Streaming Commerce
  • Author: Wang, Huimin ; Lee, Kyungtag
  • Subjects: Brand loyalty ; Consumer ; Consumer behavior ; Consumers ; Continuance Purchase ; Electronic commerce ; Hypotheses ; Intention ; Live Streaming Commerce ; Marketing ; Psychological aspects ; Purchasing ; Relational Bonds ; Shopping ; Social aspects ; Streaming media ; Structural equation modeling ; Technology application ; Trust ; Trust Development
  • Is Part Of: Social behavior and personality, 2023-08, Vol.51 (8), p.1-13
  • Description: Shopping through live streaming commerce (LSC) has become popular in China. From the perspective of trust transfer theory, this study integrated three kinds of relational bonds as antecedents of trust development to examine the trust mechanism in the context of LSC and extend the marketing literature. Our research model was validated using data from 525 consumers with LSC experience. Results of structural equation modeling showed that financial, social, and structural bonds had a significant impact on trust in live streamers. Further, trust in live streamers significantly affected trust in products and continuance purchase intention, and trust in products significantly affected continuance purchase intention. Thus, we can conclude that relational bonds affect continuance purchase behavior through trust in live streamers and products. The findings have theoretical implications for understanding the factors that affect continuance purchase behavior and have practical implications for stimulating consumer behavior in LSC.
  • Publisher: Palmerston North: Scientific Journal Publishers
  • Language: English
  • Identifier: ISSN: 0301-2212
    EISSN: 1179-6391
    DOI: 10.2224/sbp.12435
  • Source: ProQuest One Psychology
    ProQuest Central
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