Accessing the Influence of User Relationship Bonds on Continuance Intention in Livestream E-Commerce

Abstract

With the rapid development of livestream e-commerce, enhancing user’s continuous use of livestream e-commerce has become a focus of livestream e-commerce operators, but the mechanisms have not gone through much exploration by which relationship bonds affect continuance intention. Therefore, this study proposes and validates a new theoretical model based on relational bonds to systematically investigate the relationship between relational bonds, cumulative satisfaction and continuance intention in livestream e-commerce scenario, and discusses the boundary role of affective commitment in it. A valid sample of 546 livestream e-commerce users was used for structural equation modeling analysis. The results found that the effects of social bonds and structural bonds on cumulative satisfaction were significant, but the effects of financial bonds were not significant; the effects of cumulative satisfaction on continuance intention were significant; and affective commitment had a positive moderating effect on the relationship between cumulative satisfaction and continuance intention. This study examines the practical effects of continuance intention of livestream e-commerce users and provides a reference for the operation management and business practice of livestream e-commerce.