The purpose of this paper is to identify antecedents of e-finance continuance intention with Alibaba’s Yu’E Bao as an example. An online questionnaire was used to collect the data (n=293), and partial least squares structural equation modeling was employed for data analysis. Four e-finance features (perceived reputation, website quality, e-finance familiarity and situational normality) are introduced with trust acting as a moderator between the users’ satisfaction and continuance intention to use an e-finance platform. The results find that website quality, familiarity and situational normality can influence perceived ease of use (PEOU) and perceived usefulness (PU). PEOU and PU, together with reputation, are positively associated with confirmation which further leads to satisfaction. The positive effects that satisfaction and trust have on e-finance continuance intention are confirmed, and trust is found to be a significant moderator on the relationship between satisfaction and continuance intention. The findings can be used to guide e-finance providers to improve their platform design and services to retain users. This study combines the theory of trust, Technology Acceptance Model and Expectations Confirmation Theory to investigate the factors that influence the continuance intention in the context of e-finance in China.

Purpose: Interpersonal interaction can influence consumers’ purchase intention in social commerce (s-commerce). This paper aims to identify interpersonal interaction factors as well as the mediating effect of relationship quality between interpersonal interaction factors and consumers’ purchase intention in s-commerce.Design/methodology/approach: This study explores new dimensions of interpersonal interaction in s-commerce by integrating interaction between consumers and online vendors and that between consumers and online recommenders in s-commerce. An online questionnaire was used to collect the data, and partial least squares structural equation modeling (PLS-SEM) was employed for data analysis.Findings: The results indicate that interpersonal interaction factors of both online vendors and online recommenders positively affect swift guanxi and initial trust between consumers and online vendors. Swift guanxi and initial trust positively affect consumers’ purchase intention. Initial trust partially mediates between interpersonal interaction factors and purchase intention while swift guanxi does not mediate between perceived similarity of online recommenders and purchase intention.Practical implications: The findings can be used to guide vendors in s-commerce platforms to make good use of platform features to improve interpersonal interaction. Meanwhile, s-commerce platforms should be enhanced with efficient interaction tools to help cultivate relationship quality between consumers and online vendors.Originality/value: This study combines social exchange theory, trust transfer theory and relationship quality theory to investigate the factors that influence swift guanxi and initial trust between consumers and online vendors, which extends the study of interpersonal interaction and enriches the dimensions of relationship quality in the context of s-commerce.

At present, farmland abandonment (FA) is a serious problem in China, severely restricting agricultural production. In this context, it is of great significance to explore the logical relationship between high-standard farmland construction (HSFC) and FA to optimize land resource allocation and guarantee national food security. Based on a sample of 838 farmers in the main rice production area of the Yangtze River Basin in China, this study employed the Tobit model, the mediating effect model, and the moderated mediating effect model to analyze the impact of HSFC on FA at the micro level. The results show the following: (1) HSFC inhibits FA and the FA proportion decreases by 1.15% for every 1% increase in the HSFC proportion; the robustness test and endogeneity treatment also yield consistent conclusions. (2) The inhibitory effect of HSFC on FA varies greatly among different farmers and is more significant for part-time farmers and those with a higher degree of land fragmentation. (3) Agricultural socialization services (ASS) play a positive mediating role in the influence path. HSFC promotes the farmers’ purchase of ASS, which in turn inhibits FA. (4) The agricultural labor transfer distance (ALTD) plays a positive moderating role in the relationship between HSFC and FA. The farther the distance, the more likely it is that HSFC can promote the farmers’ purchase of ASS and inhibit FA. The results provide insights regarding how to precisely implement the HSFC policy, i.e., to inhibit FA by improving the construction of high-standard farmland and the post-construction management and protection system. Building targeted construction programs and operational systems that consider the differences in the target groups, improving the standard and capacity of ASS to ensure sustainable benefits for farmers, and promoting the non-agricultural transfer of surplus agricultural labor can create conditions for the modern transformation of the traditional rural economy.

This study examines the economic and environmental impacts of green production practices among farmers. It aims to contribute to sustainable agricultural development, mitigate agricultural non-point source (NPS) pollution, and align environmental protection with economic growth. This paper utilizes survey data from 1345 farm households in the main rice production areas of Jiangxi Province, China, using the example of reduced fertilizer application (RFA) among rice farmers. This study constructs a slack-based measure data envelopment analysis (DEA—SBM) model with undesirable outputs to measure environmental effects and applies an endogenous switching regression model (ESRM) to test the economic and environmental effects of farmers’ adoption of green production technologies. We found the following: (1) The RFA behavior of farmers has a significant positive impact on their net profit per hectare (NPH), helping farmers increase their income, with the increase ranging from 2.05% to 6.54%. (2) Farmers’ RFA behavior has a significant positive impact on agricultural green productivity (AGP), contributing to the improvement of the environment, ranging from 44.09% to 45.35%. (3) A heterogeneity analysis found inconsistencies in the income-enhancing and environmental-enhancing effects at different quantiles of NPH and AGP. Therefore, attention should be placed on improving the agricultural product quality supervision system under the market circulation mechanism, creating land scale conditions conducive to the promotion and application of fertilizer reduction technologies and promoting the implementation of externality internalization compensation systems.

Purpose: This study explores the effects of virtual streamer characteristics, virtual scene characteristics and streamer image-scene fit on users’ watching intention from the perspective of flow experience. Design/methodology/approach: The survey data for this study were collected from the QQ fan group of virtual streamers between November 26th 2022 and December 5th 2022. The authors survey 274 viewers who have experience of watching virtual streaming and employ the partial least squares structural equation model to test the research hypotheses. Findings: Among the characteristics of virtual streamers, interactivity significantly influences users’ perceived enjoyment and concentration, while vividness only affects perceived enjoyment. In addition, the novelty of the virtual scene has a notable impact on users’ perceived enjoyment and concentration, whereas aesthetic appeal serves as an important indicator solely for concentration. Furthermore, the virtual streamer image-scene fit also affects users’ perceived enjoyment and concentration. Finally, perceived enjoyment and concentration equally contribute to users' watching intention. Originality/value: This study explores the impact of virtual streamer characteristics, virtual scene characteristics and streamer image-scene fit on users’ watching intention, which enriches the research on user behavioral intention in virtual streaming. Additionally, this study attempts to combine the stimulus-organism-response (S-O-R) model and flow theory in the field of virtual streaming, expanding the research areas. Finally, this study also provides valuable insights for virtual streamers and virtual streaming platforms. By enhancing their virtual personas and optimizing their streaming strategies, virtual streamers can more effectively retain users and maintain audience engagement. Meanwhile, virtual streaming platforms can gain a deeper understanding of user preferences, enabling them to launch high-quality events that sustain user popularity. These efforts collectively contribute to the advancement of the virtual streaming industry.

This paper aims to identify indicators of the obstacles that affect the digitalization of real estate enterprises in their operations management, and analyze the influence, hierarchy and relationships of these indicators. The indicators of obstacles that affect the digitalization of real estate enterprise operations management were explored by searching the literature and using the Delphi method and a word cloud diagram. The obstacle indicator system was built according to the upstream, middle and downstream levels of the value chain. The FTA obstacle model was used to analyze the influence of obstacle index, and the DEMATEL–ISM model was used to analyze the hierarchical structure and correlations between indicators. The results are as follows. The biggest barriers in real estate digitalization are in the upstream level, such as the difficulty in adopting new technologies, lack of information technology talent and the high cost of digital software. According to analysis from the DEMATEL–ISM, the difficulty of enterprises to use new technologies has a deep-rooted influence on the digitalization of real estate enterprises. Lack of information technology talent and the high cost of digital software in the upstream level as well as barriers related to a company’s development strategy and investment willingness constitute barriers in the midstream level. These barriers not only affect the external and internal links, but also influence each other. The lack of overall regulation and supervision can explain the reason for these barriers.