Research on the Impact of Psychological Contract Construction on Enterprise Performance in Live Marketing—Based on Artificial Intelligence Simulation Method

This article studies the impact of psychological contract construction on enterprise performance in live streaming marketing, and uses artificial intelligence simulation methods for analysis. Live streaming marketing, as an emerging sales model, is playing an increasingly important role in enterprise competition. In a fiercely competitive environment, the construction of psychological contracts has a significant impact on corporate performance. This article analyzes the impact of different psychological contract constructions on corporate performance and proposes corresponding optimization suggestions.