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

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.