As a new business model, live-streaming commerce has great commercial value. This study used the stimulus–organism–response framework to explore the psychological mechanisms of how live peculiarities impact consumer behavioral responses as well as the effects of gender and platform differences, and to make clear how to choose the two dependent variables of engagement and purchase intentions. Using 454 valid questionnaires from consumers who had made purchases during live streaming, the authors employed partial least squares structural equation modeling to analysis the research model. The results suggest that interactivity, visualization, entertainment, and professionalization play considerable roles in consumer behavioral responses and that their psychological mechanisms are different. Male respondents are more satisfied with interactivity than females. E-commerce platforms are more interactive, visible and professional than social media platforms, and the trust mechanism of social media platforms is immature. If we use engagement to describe consumer behavioral responses of interactivity and purchase intentions to describe consumer behavioral responses of visualization, entertainment, and professionalization, this provides a basis for selecting the two dependent variables in live-streaming commerce. This study extends existing theoretical research on live-streaming commerce and provides some managerial implications for platforms, stores, and streamers.

Applied social cognitive theory, this study built a moderated mediation model to explain how and when development idiosyncratic deals (i-deals) affect recipients’ turnover intention. Specifically, this study proposed two paths that linked development i-deals with the recipients’ turnover intention. One path was a retention path via perceived internal employability and another path was a turnover path via perceived external employability. This study tested the hypotheses with a sample of 337 employees from three companies in China. The results showed that development i-deals improved recipients’ perception of internal and external employability both. Perceived internal employability predicted low risk of turnover, but perceived external employability predicted high risk of turnover. And perceived internal and external employability played mediating roles in the relationship between development i-deals and turnover intention. Furthermore, the recipients’ perception of opportunity to perform in current organization strengthened the relationship between perceived internal employability and turnover intention, but weakened the relationship between perceived external employability and turnover intention. Theoretical and practical implications of these findings were discussed.

In this paper, we build a causal interaction diagram between the factors that may influence the sales and profits of online stores. An online store’s real operation data were used to help determine the causal relationship between variables. Finally, we proposed a system dynamics model and conducted a simulation of the operation of an online store. In this model, we focused on the impact of promotion and positive/negative electronic word of mouth (e-WOM) on the sales and profits of the online stores. The simulation results showed a similar trend to the real data and the main research finding showed that promotion is not a long-term measure for the sustainable development of online stores. Excessive promotion effort may lead to consumers’ dissatisfaction leading the increase of negative e-WOM. The systematic simulation can help us understand better the long-term effect of promotion and e-WOM on the operation of online stores. Finally, we gave some management suggestions for online stores’ sustainable operations.

The number of consumers playing virtual reality games is booming. To speed up product iteration, the user experience team needs to collect and analyze unsatisfying experiences in time. In this paper, we aim to detect the unsatisfying experiences hidden in online reviews of virtual reality exergames using a deep learning method and find out the unmet psychological needs of users based on self-determination theory. Convolutional neural networks for sentence classification (textCNN) are used in this study to classify online reviews with unsatisfying experiences. For comparison, we set eXtreme gradient boosting (XGBoost) with lexical features as the baseline of machine learning. Term frequency-inverse document frequency (TF-IDF) is used to extract keywords from every set of classified reviews. The micro-F1 score of textCNN classifier is 90.00, which is better than 82.69 of XGBoost. The top 10 keywords of every set of reviews reflect relevant topics of unmet psychological needs. This paper explores the potential problems causing unsatisfying experiences and unmet psychological needs in virtual reality exergames through text mining and makes a supplement for experimental studies about virtual reality exergames.

As a new business model, live streaming shopping has great development potential. At present, the mainstream live streaming shopping platforms can be divided into two categories: one is the e-commerce platform with live streaming function, and the other is the live streaming platform added e-commerce business. To explore the antecedents of consumers' different preference for these two types of live streaming shopping platforms, 30 consumers with rich experience in live streaming shopping were invited to participate in in-depth interviews. Using grounded theory to code the interview text, a mechanism model of the influence of platform features and consumer motivations on platform preference was established, and consumer personality plays moderating effect. Then the related concepts were explained, and the validity of the model was verified. This paper studied the characteristics of live streaming shopping from the perspective of platform comparison. The characteristic difference of the two types of platforms was revealed. The live streaming shopping process could be divided into the watching stage and the purchase stage, and consumer motivations changes in the two stages. Consumer motivations impact platform preferences. Impulsive consumers and rational consumers have different platform preferences because of platform features and consumer motivations. This study has important practical significance for the further construction of live streaming shopping platforms.