How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust

E-commerce livestreaming depends heavily on user engagement. However, the effect of relational bonds (i.e., financial bonds, social bonds, and structural bonds) on user engagement in e-commerce livestreaming has not been well understood. Our study develops a conceptual model to investigate the impacts of relational bonds on user engagement and addresses the mediating role of trust. We collected data from users of the DianTao App. The results show that social bonds and structural bonds positively affect user engagement, while financial bonds have no direct impact on user engagement. Financial bonds, social bonds, and structural bonds are positively related to trust in the broadcaster. Similarly, financial bonds, social bonds, and structural bonds are also positively associated with trust in the platform. Furthermore, trust in the broadcaster and trust in the platform directly affects user engagement, fully mediating the impact of financial bonds on user engagement, while partially mediating the impacts of social bonds and structural bonds on user engagement. In addition, we find that experience moderates the mediating effects of trust between relational bonds and user engagement. The findings of this study provide useful insights for operators who should invest in building relational bonds and user trust to improve user engagement in e-commerce livestreaming.