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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.
Zhang et al. (Thu,) studied this question.