... of use work together to shape the pull effect of newly emerging microblogging. Furthermore, adopting the status quo bias theory and habit literature as theoretical lens, affective commitment, switching costs and habit are regarded as important sources of inertia. Inertia is presumed to play a key role...

... and test an integrative conceptual framework that combines various relational bonds, affective commitment, and consumer engagement. Design/methodology/approach Using 327 valid responses from consumers of Taobao Live, the authors employed the software Mplus7.0 to evaluate the measurement model...