The Evolutionary Mechanism of Psychological Contract to Consumption Intention in Livestreaming E-commerce
（1.School of Business，Guilin University of Electronic Technology，Guilin 541004，Guangxi，China；2.Management School， Hainan University，Haikou 570228，Hainan，China；3.Department of International Business，Chungbuk National University，
Cheongju Chungbuk 28644，Korea）
Abstract：The outbreak of COVID- 19 has put the offline real economy to an unprecedented test ，while the livestreaming model of online e- commerce，as an emerging marketing model，has developed rapidly. There are many factors affecting consumers' consumption intention in livestreaming e- commerce. In order to clarify the interaction mechanism between livestreaming e- commerce and consumer decision- making ，the authors take the livestreaming e- commerce properties such as high- quality content，the charm of anchors，livestreaming interaction，trust in the anchors and incentive mechanism as independent variables，psychological contract as intermediary variables ，consumer involvement as regulatory variables，and consumer willingness as dependent variables，to explore the evolution mechanism of psychological contract to consumption intention. Based on the data of 334 online questionnaires，the empirical analysis using SPSS and AMOS shows that the interaction，trust in the anchors，and incentive mechanism in livestreaming e- commerce positively impact the psychological contract of the transaction. In contrast，the charm of the anchors，trust in anchors，and incentive mechanisms positively impact the psychological contract of the relationship ；relational psychological contract affects consumers' consumption intention through the transactional psychological contract，and psychological contract plays a partial mediating role between livestreaming properties and consumption intention；and consumer involvement moderates the effects of high- quality content on relational psychological contract and transactional psychological contract ，and trust in anchors on the relational psychological contract. Therefore，there is a psychological contract mechanism between livestreaming e- commerce and consumers ，and different psychological contracts will produce different user loyalty. In order to promote the healthy and sustainable development of livestreaming marketing，the properties and contents of livestreaming should be further improved ，and the livestreaming experience and professional skills of anchors should be improved ；attention should be paid to the needs of the audience，and the corresponding psychological contract should be established ；and the interaction between anchors and consumers should be strengthened to guide consumers to get involved and form a solid contractual relationship.
Key words：livestreaming e-commerce property ；relational psychological contract ；transactional psychological contract ；in⁃ volvement；consumption intention