The Effects of Relational Bonds on Purchasing Intention in the Live Streaming Context: The Moderating Role of Platform Type

Q2 Business, Management and Accounting

Journal of Promotion Management Pub Date : 2024-07-03 DOI:10.1080/10496491.2024.2318663

Shengliang Zhang, Yuqi Song, Dinghao Guo, Ai Ren

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引用次数: 1

Abstract

Abstract Live streaming commerce has attracted wide attention as a new online marketing method. However, it is not clear how the relationship between merchants and customers affects consumers’ purchase intention. Based on SOR theory, we propose a theoretical model to explore the relationship between relational bonds, perceived value and purchase intention. In addition, we also explored the moderating role of live streaming platform types (ELP/SLP). Empirical results (N = 490) reveal that relational bonds increased purchase intention. Perceived utilitarian value plays a positive mediating role in the impact of financial bonds and structural bonds on purchase intention, and perceived hedonic value plays a positive mediating role in the impact of social bonds and structural bonds on purchase intention. ELP enhanced the relationship between structural bonds, perceived utilitarian value and purchase intention. SLP enhanced the relationship between social bonds, perceived hedonic value and purchase intention. This research may help live streaming commerce practitioners to understand and promote consumers’ purchase intention from the perspective of relationship marketing.

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直播环境下关系纽带对购买意向的影响：平台类型的调节作用

摘要实时流媒体商务作为一种新的在线营销方式已引起广泛关注。然而，商家与顾客之间的关系如何影响消费者的购买意向尚不清楚。基于 SOR 理论，我们提出了一个理论模型来探讨关系纽带、感知价值和购买意向之间的关系。此外，我们还探讨了直播平台类型（ELP/SLP）的调节作用。实证结果（N = 490）显示，关系纽带增加了购买意向。感知功利价值在金融纽带和结构纽带对购买意向的影响中起着积极的中介作用，感知享乐价值在社交纽带和结构纽带对购买意向的影响中起着积极的中介作用。ELP增强了结构纽带、感知功利价值和购买意向之间的关系。SLP增强了社会纽带、感知享乐价值和购买意向之间的关系。这项研究可能有助于直播商务从业者从关系营销的角度理解和促进消费者的购买意向。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Promotion Management Business, Management and Accounting-Marketing

CiteScore

6.10

自引率

0.00%

发文量

期刊介绍： The Journal of Promotion Management will keep you up-to-date on applied research and planning in promotion management. It is designed for practitioners in advertising, public relations, and personal selling, as well as academicians, researchers, and teachers in these areas. Every year, businesses in the United States budget approximately two-thirds of all marketing money into consumer and trade promotions designed to push products through the distribution chain. Any successful brand marketing plan relies on promotion, whether to stimulate immediate sales or ensure continued commerce.