How relationship selling relates to gift-giving in livestream commerce: the moderating roles of self-congruence and gratitude

Purpose This study investigates how relationship selling behavior relates to viewers’ gift-giving behavior in livestream commerce and examines the underlying psychological mechanisms and boundary conditions. Design/methodology/approach Drawing on the stimulus–organism–response (S–O–R) framework, relationship selling is conceptualized as a second-order formative construct. Using non-probability purposive sampling, survey data were collected from 400 livestream commerce viewers. Data are analyzed using partial least squares structural equation modeling. Findings The findings show that relationship selling positively influences parasocial interaction (PSI), which subsequently enhances viewers’ trust in the streamer. Trust significantly predicts gift-giving behavior. Moreover, self-congruence strengthens the relationship between PSI and trust, while gratitude positively moderates the effect of trust on gift-giving behavior. Originality/value By integrating relationship selling, PSI, trust and emotional processes within a unified S–O–R framework, this study provides a relational–psychological explanation for voluntary gift-giving behavior in livestream commerce.