ArticleBMC psychology2026
Engaging the digital consumer: examining how live e-commerce features shape psychological contracts and loyalty.
Article in BMC psychology, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
What it found
Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.
The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.
The trial behind it
Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.
Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.
Who cites it
0 citing papers in PubMed.
No citing paper in PubMed yet.
Corrections and comments
PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.
Authors and funding
3 authors.
Funding
Abstract
This study examines how live e-commerce features shape consumers' psychological contracts and loyalty. Drawing primarily on the Stimulus-Organism-Response framework and psychological contract theory, interactivity, entertainment, availability, and authenticity are conceptualized as platform stimuli influencing transactional and relational psychological contracts. A concurrent mixed-methods design was adopted, combining survey data from 296 consumers with behavioral analytics from 500 live-streaming sessions on major Chinese live e-commerce platforms. Structural equation modeling shows that all four features positively affect both types of psychological contracts. Availability has the strongest effect on relational psychological contracts (β = 0.383, p < 0.001) and also significantly predicts transactional contracts (β = 0.241, p < 0.001). The model explains 35.9% of the variance in psychological contracts. These findings indicate that live e-commerce fosters consumer loyalty not only through functional fulfillment but also through trust, emotional engagement, and perceived authenticity. The study extends psychological contract theory to digital consumption and offers implications for designing more engaging live-commerce platforms.
Indexed as
Identifiers
What OpenQuestion holds
Registered trials
Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.