Livestreaming commerce has become the mainstream of e-commerce in recent years. The key difference between livestreaming commerce and traditional e-commerce lies in the presence of the streamer. However, there are few studies that examine the significant role of streamer trust in the focal context. In our study, based on the cognitive-affective-conative (C-A-C) framework, we develop a research model to explore antecedents of streamer trust and its important role in influencing consumers’ purchasing behavior. Using the survey method, we find that (1) antecedents, including interactivity, informativeness, personal impulsiveness as well as the attitude toward livestreaming shopping are positively associated with streamer trust; (2) streamer trust is positively associated with consumers’ purchasing intention; (3) livestreaming value has significant moderating effects on interactivity and informativeness but not on personal impulsiveness and attitude toward livestreaming shopping. Both theoretical and practical implications are discussed.

This study examines the mechanisms underlying the relationship between motivation and massive open online course (MOOC) learning intention, and the contextual moderators that affect this mechanism. Drawing on motivational theory and the related literature, this study investigates how motivation affects students’ intention to learn with MOOCs and the related meditation and moderation effects. The findings of our study show that both extrinsic and intrinsic motivations have a significant influence on intention to learn with MOOCs. In addition, the results also suggest that the relationship between extrinsic motivation and intention to learn is mediated by the technology fit perceived by learners but not the relationship between intrinsic motivation and intention to learn. Furthermore, the relationships between both extrinsic and intrinsic motivation and intention to learn are moderated by subjective norms. This study enriches the extant literature on the impact of technology fit and subjective norms on MOOC learning. Few studies have focused on how students can be effectively encouraged to take MOOCs. Given the lack of theoretical and empirical research, this study developed a theoretical model and conducted an empirical study to fill the research gap.

This study examines the impacts of psychological empowerment and subjective norm on knowledge sharing in organizations, and the moderation effects aroused by power distance. Quantitative data from 567 valid questionnaires are collected by survey from a large company. The results demonstrate that subjective norm and psychological empowerment are positively associated with attitude toward knowledge sharing. Moreover, the findings further suggest that power distance undermines the influence of psychological empowerment on knowledge sharing but strengthens the effect of motivation to comply. Both theoretical and practical implications are discussed.

The existence of network effects not only changes traditional product diffusion patterns but also has significant impacts on individuals’ decision behaviors. Previous studies on competitive product diffusion have focused on macro-level diffusion speed and effects while neglecting the micro-level impacts of individual heterogeneity and social interaction on product diffusion. This paper introduces the individual heterogeneities and social interactions of consumers into the competitive product diffusion model on the basis of a two-sided market framework and complex network theory. We proposed a small world network model and behavioral game theory. Specifically, the small world network model was used to build interactions between users, and behavioral game theory was utilized to describe the interactions between users. In our model, the direct network effect was distinguished from the indirect network effect on the basis of the synergy of multiple complementary products. The results show that the final distribution often presented a situation wherein two products coexisted, but the market share was very different. In an asymmetric first-mover situation, the direct network effect dominated the indirect network effect. Moreover, the dominant position of one product at present can be changed by the other under certain conditions. Finally, when the switching and learning costs were high, the market maintained its concentration, and the prior platform was unable to dominate the market. A decrease in the costs raised the prior platform’s market share and the speed of market occupation.

This study examined the effect of politeness, as a key reflection of linguistic features of conversation in the online labor marketplace, on hiring behavior. Drawing on the politeness theory, a non-linear relationship was theorized. A hypothesis was put forward and examined against a large-scale archival dataset from a Chinese online labor market. Using an econometric model, the results demonstrated that there was an inverted U-shaped relationship between politeness and hiring decisions. The study offers theoretical implications to the online labor market literature and politeness theory by providing empirical insights on the role of politeness in hiring decision. In addition, our findings offer beneficial and practical contributions for vendors and platform operators.