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.

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.