This study analytically investigates whether and when a manufacturer should use an influencer channel set up by an e-tailer. Our work is motivated by increasingly popular influencer channels that thoroughly combine livestreaming with e-commerce in global e-retailing markets. Influencers pay a per-unit rent to an e-tailer in exchange for the opportunity to use their traffic or customer base to sell the manufacturer’s products, while the manufacturer can also sell its product to the e-tailer to earn its wholesale price. By deriving the equilibrium channel and characterising firms’ pricing decisions and profits, we find that the influencer channel is an efficient way for the e-tailer to improve profitability, and an efficient shopping format for consumers to increase their surpluses. However, whether a manufacturer should use it depends on the potential of misfit elimination in the influencer channel and the hassle costs of consumers. By extending the basic model to assume that consumers have different channel preferences, we also find that a relatively sizeable experiential consumer group negatively affects the manufacturer when the potential of misfit elimination is relatively high.

Carbon neutrality and resilience are two of important goals pursued by supply chains today. This study seeks to determine how carbon footprint reduction (CFR) can be achieved in a resilient supply chain from a process integration perspective. Based on contingency theory, we employed the decision-making trial and evaluation laboratory (DEMATEL) approach to examine the critical influencing factors of process integration using evaluations from academic and professional experts. Our findings reveal that, first, at the strategic level, supply chain collaboration (SCC) and supply chain agility and responsiveness (SCAR) have the highest contributions to process integration. Second, process and control risks have the highest contributions in supply chain risk management; herein, collaborative planning, forecasting, and replenishment (CPFR) holds the highest contribution in the SCC, visibility and velocity have the highest contributions in the SCAR, and supply chain efficiency holds the highest contribution in supply chain flexibility (SCF). Finally, CPFR has a significant influence on both supplier and customer engagement, with supply chain intelligence influencing customer engagement in the SCC. Both the standardisation and parallel processes influence supplier spending in the SCF. These findings provide a new conceptual framework for empirical research and an action plan for supply chains to pursue carbon neutrality.

Agricultural extension service is the foundation of sustainable agricultural development. The evaluation and analysis of the agricultural extension service for sustainable agricultural development can provide an effective analytical tool for sustainable agriculture. This paper analyzes the influence of agricultural extension service on sustainable agricultural development, and constructs an evaluation system for sustainable agricultural development from the four dimensions of agricultural environment, society, economy, and agricultural extension service. This work proposes a framework based on the combination of technique for order performance by similarity to ideal solution (TOPSIS) and entropy method to evaluate the performance of the evaluation system. Taking three national modern agriculture demonstration zones in Suzhou in Jiangsu Province as a case study, the method was verified. Moreover, the main factors affecting sustainable agricultural development are discussed, and the improvement measures and management suggestions are also put forward to reduce the obstacles to sustainable agricultural development and improve sustainable agriculture practice.

The purpose of this study is to expand the stimulus‒organism‒response model to explore the impact of short video users’ persona perception on their purchase intention on short video platforms in the context of Chinese short video marketing. The model is empirically tested using structural equation modeling and survey data collected from 350 short video users. The results show that 10 of the 11 hypotheses in the research model are supported and have reliable prediction accuracy. Short video users’ persona perception of each dimension has a significant positive impact on shared value creation. This study thus constructs mediating and moderating variables by exploring the internal correlation and intermediate mechanism between short video users’ persona perception and purchase intention. First, shared value creation plays a mediating role between persona perception and purchase intention on short video platforms. Second, two individual-level moderating variables play a moderating role between shared value creation and purchase intention across short video platforms: Regulatory focus and social presence. This research therefore provides useful implications and guidance for brands and merchants seeking targeted and efficient precision marketing on short video platforms. It also enriches the theoretical research on consumer behavior on short video platforms.