How do relational bonds affect user engagement in e-commerce livestreaming? The mediating role of trust |
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| Institution: | 1. School of Management and Economics, North China University of Water Resources and Electric Power, Zhengzhou, 450046, China;2. School of Information Management and Engineering, Shanghai University of Finance and Economics, Shanghai, 200433, China;1. School of Information Technology and Management, University of International Business and Economics, China;2. Anderson School of Management, The University of New Mexico, USA;3. EDHEC Business School, France;1. Newcastle Business School, The University of Newcastle, Newcastle, NSW, 2300, Australia;2. School of Information and Physical Sciences, The University of Newcastle, Callaghan, NSW, 2308, Australia;3. BRAC Business School, BRAC University, Dhaka, Bangladesh;4. The Institute of Public Administration, Eastern Province, Dammam, Saudi Arabia;1. College of Economics and Management, Southwest University, 2 Tiansheng Rd, Chongqing, China;2. Antai College of Economics and Management, Shanghai Jiao Tong University, 1954 Huashan Rd, Shanghai, China;3. School of Communication, East China University of Political Science and Law, 555 Longyuan Rd, Shanghai, China;1. School of International Business, Xiamen University Tan Kah Kee College, Fujian, China;2. Department of Business Administration, Dong Nai Technology University, Bien Hoa, Viet Nam;3. Department of Marketing, Excelia Business School, CEREGE (UR 13564), La Rochelle, France;4. School of Business Administration, Zhejiang University of Finance & Economics, Hangzhou, China;5. Asia Pacific College of Business and Law, Charles Darwin University, Darwin City, Australia;6. Center of Science and Technology Research and Development, Thuongmai University, Viet Nam;1. School of Information Management, Jiangxi University of Finance and Economics, Nanchang, 330032, China;2. School of Management, Wuhan Textile University, Wuhan, 430200, China;3. Faculty of Information Technology, University of Jyvaskyla, Jyvaskyla, 400014, Finland;4. School of Business, Nanchang Jiaotong Institute, Nanchang, 330100, China |
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| Abstract: | 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. |
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| Keywords: | Relational bonds User engagement Trust E-commerce livestreaming |
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