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| Research on the Influence of Relationship Ties and Customer Commitment on Consumers’ Online Purchase Intention in Live Streaming Marketing |
| PENG Yuhong，HAN Huan，HAO Liaogang，HUO Jiale，WANG Yedi |
| Southwest Jiaotong University， Chengdu， China |
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Abstract Based on social exchange theory, this study aims to explore the influence of different types of e-commerce live relational bonds on consumers’ intention of online purchasing and driving mechanism, and to analyze the moderating effect of the external environmental factor of time pressure. In order to verify the research hypothesis, 459 valid questionnaires were collected and conducted empirical analysis using Amos software. The results show that: the e-commerce live streaming relational bonds have a direct positive impact on the online purchase intention of live streaming consumers; The relational bonds promote the online purchase intention of live streaming consumers through the mediating role of customer commitment. Among them, the financial bonds and the structural bonds promote the purchase intention through the computational commitments, and the social bonds enhance consumers’ online purchase intention through affective commitment. Time pressure plays a moderating role between relational bonds and customer commitment.
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Received: 15 January 2021
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