Asia-Pacific Journal of Business (아태비즈니스연구)

KNU The Institute of Management & Economy Research (강원대학교 경영경제연구소)
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The Effect of Relational Bonds on Consumers' Engagement in Live Commerce: Mediating Role of Fanship and Moderating Role of Consumers' Social Support

라이브 커머스에서 관계유대가 인게이지먼트에 미치는 영향: 팬쉽의 매개 효과와 사회적 지지의 조절 효과

  • Liu, Meng-Meng (CSL, International College, The University of Suwon) ;
  • Im, Seung-Hee (Department of Business Administration, The University of Suwon)
  • Received : 2022.06.01
  • Accepted : 2022.06.27
  • Published : 2022.06.30
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Abstract

Purpose - The purpose of this study is to examine the mediating effect of fanship between relational bonds and consumers' engagement. Also the study demonstrates the moderating effect of consumers' social support between relational bonds and fanship. Design/methodology/approach - The data were collected from Chinese consumers who have used live commerce within the last 6 months. The survey was conducted using self-reported questionnaire and a total of 276 questionnaires were used for the analysis. Regression analyses with bootstrapping were conducted to test the research models. Findings - Findings of the study showed that fanship mediated the relationship between financial bonds, social bonds and consumers' engagement. Furthermore, consumers' social support such as informational support and emotional support moderated for the relationship between relational bonds and fanship. Research implications or Originality - The findings of the study contributes to providing a theoretical framework to explain consumer behavior in a live commerce by examining the relationship between financial bonds, social support, fanship, and engagement.

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