...Kypros Zantis Purpose Live-streaming commerce reshapes buyer–seller relationships, yet the relational mechanisms underpinning these dynamics remain undertheorized. Drawing on commitment–trust theory ( CTT ), the purpose of this study is to investigate how live shopping marketplace design...

... Buyer‐seller relationships Service industries Consumers Prototypes Commitment, defined as a psychological force that binds a person to the maintenance of a relationship with a particular entity, has been identified as a key variable in the study of relationship marketing (Palmatier et al...

... 2005 Resources Buyer‐seller relationships Market orientation Customer relations Professional services As there has been little discussion of the marketing and RBV interface (Hurley and Hult, 1998), our first aim is the conceptual elucidation of the challenges of concurrently...