Effect of Relational Bonds on Consumer Engagement Via Affective Commitment on E-Commerce Live Stream Shopping in Indonesia

Lately, Live streaming is one of the entertainment activities that can enhance consumers' shopping experience. As many as 29% of internet users often watch the live streaming from influencers on social media, and 80% of them tend to buy the products offered. Ranked first globally, 88.1% of internet users in Indonesia use e-commerce services, with e-commerce transaction volume reaching IDR 266 trillion in 2020. However, not much research has been done on live streaming shopping, especially on Indonesian e-commerce. Based on the stimulus-organism-reaction framework, this study examines the effect of relational bonds on consumer engagement via affective commitment in live stream shopping e-commerce Indonesia. Using 266 valid online survey responses, researchers used AMOS software to evaluate measurement & structural models. The study results found that social bonds indirectly affect consumer engagement through an affective commitment to broadcasters. Meanwhile, financial & structural bonds only affect affective commitment to the platform but do not affect consumer engagement. This study provides insight for e-commerce operators in Indonesia to increase consumer engagement by developing social bonds in live streaming shopping.