Effect of service guarantee on consumer purchase intention in livestream marketing

During livestream marketing, streamers tend to overstate the quality of products, encouraging customers to make impulsive purchases. The high return rate and difficulty in returning items indicate the importance of the service guarantee provided by livestream businesses. This study investigated the impact of the service guarantee on purchase intention in livestream marketing, which is a new business model. We conducted a survey of 409 participants with experience in livestream shopping. The results were as follows: (a) a service guarantee with moderate commitment, loose conditions, and ease of use was positively related to purchase intention; (b) perceived risk mediated the relationship between service guarantee and purchase intention; (c) streamer–product matching played a moderating role in the relationship between service guarantee and purchase intention; and (d) the effect of moderate commitment on purchase intention was enhanced by increased streamer–product matching. These findings provide insights for livestream e-commerce businesses using service guarantee strategies to help them attract customers and increase their purchase intentions.