A major challenge confronting online retailers is that of stimulating consumer online purchase intention. Many studies have explored the factors that affect consumer purchase behavior; however, few have described the underlying mechanism that links the online shopping experience to social ties and the effect of their strength on purchase intentions. This study adapted the stimuli–organism–response (S–O–R) model to analyze the effects of the online shopping experience on customer involvement and online purchase intention under conditions of weak and strong social ties. Two quasi-experiments were conducted to test the research model and hypotheses. The results showed that online shopping experience had a positive effect on customer involvement, and this involvement in turn had a positive effect on online purchase intention in the strong-tie group and the weak-tie group. Cognitive and affective involvement played partial mediating roles between the online shopping experience and online purchase intention in the weak-ties group and full mediating roles in the strong-ties group. The effects of online shopping experience on customer involvement and online purchase intention differed between the two tie strength groups. The implications of these findings for researchers and practitioners are discussed.

Purpose: Bike sharing becomes suddenly hot up in China since the end of 2016. However, few studies have focused on shared bicycle users’ behavior. To fill this research gap, this paper aims to develop an integrated model to investigate factors that affect shared bicycle users’ subjective well-being. Design/methodology/approach: A field survey with 220 shared bicycle users is conducted to test the research model and hypotheses. Findings: The highlights are that perceived value has positive effect on users’ life satisfaction. Specially, it is interesting to find that hedonic value has the greatest impact on users’ life satisfaction, followed by social value and utilitarian value. Perceived risks which including privacy risks, financial risks and functional risks act as a moderating role between perceived value and users’ life satisfaction. Originality/value: First, the authors clear factors that affect users’ subjective well-being from the perspective of perceived value. The results deepen our understanding about the effect of perceived value on users’ subjective well-being. Second, the current researches have ignored the effect of perceived risks on users’ subjective well-being. The authors filled that gap and found that perceived risks which including privacy risks, financial risks and functional risks act as a moderating role between perceived value and users’ subjective well-being.