If PDF does not display, click here to download

1
Berry, L. L. (1995). “Relationship Marketing of Services: Growing interest, emerging Perspectives,” Journal of the Academy of Marketing Science, 23(4), pp.236-245. Google Scholar ›
2
Brakus, J. J., Schmitt, B. H., and Zarantonello, L. (2009). “Brand experience: What is it? How is it measured? Does it affect loyalty?” Journal of Marketing, 73(3), pp.52-68. Google Scholar ›
3
Brun, I., Rajaobelina, L., Ricard, L., and Berthiaume, B. (2017). “Impact of customer experience on loyalty: A multichannel examination,” Service Industries Journal, 37(5-6), pp.317-340. Google Scholar ›
4
Chen, Y. and Chiu, H. (2009). “The effects of relational bonds on online customer satisfaction,” Service Industries Journal, 29(11), pp.1581-1595. Google Scholar ›
5
Chiu, H., Hsieh, Y., Li, Y., and Lee, M. (2005). “Relationship marketing and consumer switching behavior,” Journal of Business Research, 58(12), pp.1681-1689. Google Scholar ›
6
Dandis, A. O., Wallace-Williams, D. M., Ni, A. K., Wright, L. T., and Siam, Y. I. A. (2023). “The effect of brand experiences and relational benefits on loyalty in the fast-food restaurants,” The TQM Journal, 35(7), pp.2028-2051. Google Scholar ›
7
Dong, X., Liu, X., and Xiao, X. (2023). “Understanding the influencing mechanism of users’ participation in live streaming shopping: A socio-technical perspective,” Frontiers in Psychology, 13. Google Scholar ›
8
Gu, R., Oh, L., and Wang, K. (2016). “Developing user loyalty for social networking sites: A relational perspective,” Journal of Electronic Commerce Research, 17(1). Google Scholar ›
9
Gu, Y., Cheng, X., and Shen, J. (2023). “Design shopping as an experience: Exploring the effect of the live-stream commerce characteristics on consumers’ participation intention and memorable experience,” Information & Management, 60(5). Google Scholar ›
10
Hsieh, Y., Chiu, H., and Chiang, M. (2005). “Maintaining a committed online customer: A study across search-experience-credence products,” Journal of Retailing, 81(1), pp.75-82. Google Scholar ›
11
Hu, M. and Chaudhry, S. S. (2020). “Enhancing consumer engagement in e-commerce live streaming via relational bonds,” Internet Research, 30(3), pp.1019-1041. Google Scholar ›
12
Huang, C. (2017). “The impacts of brand experiences on brand loyalty: Mediators of brand love and trust,” Management Decision, 55(5), pp.915-934. Google Scholar ›
13
Huang, C., Fang, S., Huang, S., Chang, S., and Fang, S. (2014). “The impact of relational bonds on brand loyalty: The mediating effect of brand relationship quality,” Managing Service Quality, 24(2), pp.184-204. Google Scholar ›
14
Jung, O. and Park, C. (2021). “The effect of store characteristics on customer experience and customer engagement: The moderating effects of untact tendency,” Korean Management Review, 50(5), pp.1307-1335. Google Scholar ›
15
Kawaf, F. and Girotto, M. (2024). “Mapping the terrain of social and livestream commerce research through the affordance lens: A bibliometric review and research agenda,” Electronic Commerce Research and Applications, 65. Google Scholar ›
16
Lai, P., Aw, E. C., and Tan, G. W. (2024). “Empowerment to commitment: how live-streaming atmosphere and relational bonds drive impulse consumption?” Journal of Research in Interactive Marketing, 19(4), pp.549-570. Google Scholar ›
17
Lee, Y. and Park, C. (2023). “Creating customer experience and enhancing user engagement in metaverse,” Korean Management Review, 52(4), pp.955-980. Google Scholar ›
18
Li, Y., Basha, N. K., Ng, S. I., and Lin, Q. (2024). “What makes viewers loyal toward streamers? A relationship building perspective and the gender difference,” Asia Pacific Journal of Marketing and Logistics, 36(10), pp.2324-2353. Google Scholar ›
19
Lin, N., Weng, J. C., and Hsieh, Y. (2003). “Relational bonds and customer’s trust and commitment: A study on the moderating effects of web site usage,” Service Industries Journal, 23(3), pp.103-124. Google Scholar ›
20
Meyer, C. and Schwager, A. (2007). “Understanding customer experience,” Harvard Business Review, 85(2), pp.117-126. Google Scholar ›
21
Milan, G. S., De Lima, V. Z., Eberle, L., De Toni, D., and Bebber, S. (2019). “Repurchase intent antecedents of a competitive brand in the smartphones segment,” Journal of Marketing Communications, 25(5), pp.457-476. Google Scholar ›
22
Molinillo, S., Aguilar-Illescas, R., Anaya-Sánchez, R., and Carvajal-Trujillo, E. (2021). “The customer retail app experience: Implications for customer loyalty,” Journal of Retailing and Consumer Services, 65. Google Scholar ›
23
Nath, P. and Mukherjee, A. (2012). “Complementary effects of relational bonds in information asymmetry contexts,” Journal of Services Marketing, 26(3), pp.168-180. Google Scholar ›
24
Nazir, S., Khadim, S., Asadullah, M. A., and Syed, N. (2023). “Exploring the influence of artificial intelligence technology on consumer repurchase intention: The mediation and moderation approach,” Technology in Society, 72. Google Scholar ›
25
Nysveen, H., Pedersen, P. E., and Skard, S. (2012). “Brand experiences in service organizations: Exploring the individual effects of brand experience dimensions,” Journal of Brand Management, 20(5), pp.404-423. Google Scholar ›
26
Ong, C. H., Lee, H. W., and Ramayah, T. (2018). “Impact of brand experience on loyalty,” Journal of Hospitality Marketing & Management, 27(7), pp.755-774. Google Scholar ›
27
Podsakoff, P. M., Mac Kenzie, S. B., Lee, J., and Podsakoff, N. P. (2003). “Common method biases in behavioral research: A critical review of the literature and recommended remedies,” Journal of Applied Psychology, 88(5), pp.879-903. Google Scholar ›
28
Rose, S., Clark, M., Samouel, P., and Hair, N. (2012). “Online customer experience in e-retailing: An empirical model of antecedents and outcomes,” Journal of Retailing, 88(2), pp.308-322. Google Scholar ›
29
Schmitt, B. (1999). “Experiential marketing,” Journal of Marketing Management, 15(1-3), pp.53-67. Google Scholar ›
30
Sombultawee, K. and Tansakul, T. (2022). “The customer experience in Thailand’s multichannel retail environments,” Asia-Pacific Journal of Business Administration, 15(1), pp.117-138. Google Scholar ›
31
Song, W. and Chung, N. (2025). “Effects of virtual streamer attributes and platform presence on hotel visit intention in live streaming commerce: Vicarious learning theory perspective,” Korean Management Review, 54(3), pp.691-715. Google Scholar ›
32
Tyrväinen, O., Karjaluoto, H., and Saarijärvi, H. (2020). “Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail,” Journal of Retailing and Consumer Services, 57. Google Scholar ›
33
Xiong, J. and Li, F. (2024). “How do live-streamers attract their consumers: Insights from a multi-group analysis,” Asia Pacific Journal of Marketing and Logistics, 36(12), pp.3353-3370. Google Scholar ›
34
Zhang, L., Chen, M., and Zamil, A. M. A. (2023). “Live stream marketing and consumers’ purchase intention: An IT affordance perspective using the S-O-R paradigm,” Frontiers in Psychology, 14. Google Scholar ›

What Drives Viewers to Repurchase? The Role of Customer Experience and Relational Bonds