The Role of Swift Guanxi in Enhancing the Effect of Customer Experience on Repurchase Intention in Live-Stream Commerce

Live-stream commerce is transforming digital retailing by integrating entertainment, social interaction, and real-time purchasing, thereby delivering unique shopping experiences. This study investigates how customer experience, comprising sensory, cognitive, affective, behavioral, and relational dimensions, influences repurchase intention within this emerging context. Drawing on social exchange theory, this study further examines how swift guanxi moderates these relationships. Survey data were collected from Chinese consumers and analyzed using hierarchical multiple regression. The results demonstrate that each customer experience dimension significantly predicts repurchase intention. Moreover, swift guanxi positively moderates these relationships, enhancing the effect of customer experience on repurchase intention. By integrating experiential and relational perspectives, this study extends social exchange theory to live-stream commerce and offers a culturally contextualized understanding of consumer behavior.