Accessing the Influence of User Relationship Bonds on Continuance Intention in Livestream E-Commerce

With the rapid development of livestream e-commerce, enhancing user’s continuous use e-commerce has become a focus operators, but mechanisms have not gone through much exploration by which relationship bonds affect continuance intention. Therefore, this study proposes and validates new theoretical model based on relational to systematically investigate between bonds, cumulative satisfaction intention in scenario, discusses boundary role affective commitment it. A valid sample 546 users was used for structural equation modeling analysis. The results found that effects social were significant, financial significant; had positive moderating effect This examines practical provides reference operation management business practice e-commerce.