Research On The Impact Of Psychological Contract On Customers’Value Co-Creation Behavior In The Context Of E-Commerce Live Broadcast

In recent years,the e-commerce industry has been moving towards the integration of vertical and live streaming industries.The development model of "live streaming+e-commerce"aligns with contemporary consumers’ demand for a more visual and intuitive shopping experience,demonstrating considerable marketing potential.However,the low efficiency of traffic monetization and the weak willingness of customers to cooperate for a long time in live streaming practice among merchants have led to difficulties in achieving the expected level of marketing work under this business model.Therefore,the long-term development of this model requires businesses to weaken their own interest motives to a certain extent,and focus on and stimulate customers’ value co creation behavior.In marketing scenarios,businesses need to establish long-term,mutually beneficial contractual partnerships with customers based on service commitments,in order to achieve high-level value co creation.Looking back at previous studies,there have been few studies on value co creation based on the e-commerce live streaming industry.On the other hand,research on psychological contract theory from a marketing perspective tends to focus more on customer purchasing behavior,without considering the important impact of psychological contracts on commercial value creation.Based on the above two inspirations,this article attempts to conduct research and exploration from the perspective of the relationship between merchant performance behavior and customers’value co creation behavior in live streaming practice.This study takes the "live streaming+e-commerce" model as the research object,starting from the perspective of psychological contract,introduces customer trust as an intermediary variable,and constructs a research model of psychological contract on customers’ value co creation behavior in the context of e-commerce live streaming.Guided by this theory,based on 381 valid survey questionnaires,empirical analyses such as correlation and structural equation modeling were conducted,and conclusions were drawn:(1)Psychological contract satisfaction(transactional,relational,and ethical)in e-commerce live streaming scenarios has a positive impact on customer trust and value co creation behavior,and the degree of influence varies across different dimensions,with relational psychological contracts being higher than the other dimensions;(2)Customer trust(kindness trust,honesty trust,and ability trust)has a positive impact on customers’ value co creation behavior,and the degree of influence of honesty trust is slightly higher than kindness trust and ability trust;(3)Customer trust plays a mediating role in the impact of psychological contracts on customers’ value co creation behavior,and the mesomeric effect of relational psychological contracts in the impact path of customers’ value co creation behavior is higher than transactional and ethical ones.This article innovatively takes the impact mechanism of psychological contracts on customers’ value co creation behavior in the context of e-commerce live streaming as a starting point,and deeply understands the motivation and reasons for customers to engage in a series of value co creation behaviors in e-commerce live streaming.It expands the boundaries of existing psychological contract theories,helps e-commerce live streaming merchants better maintain and consolidate their psychological contracts with customers,and thus achieves a higher level of value co creation practice,Injecting new momentum into this new consumption channel that leads to a large number of users.