Enhancing consumer engagement in e-commerce live streaming via relational bonds

Purpose Enhancing consumer engagement in e-commerce live streaming is critical for e-commerce operators to build relationships and create consumer loyalty. Using the stimulus–organism–response model and theories from relationship marketing, the authors develop and test an integrative conceptual framework that combines various relational bonds, affective commitment, and consumer engagement. Design/methodology/approach Using 327 valid responses from consumers of Taobao Live, the authors employed the software Mplus7.0 to evaluate the measurement model and the structural model. Findings The results empirically demonstrate that social and structural bonds positively affect consumer engagement directly and…