This paper summarized the factors that influence consumers' trust in AI chatbots and divided it into chatbot-related factors (expertise, anthropomorphism, responsiveness, and ease of use), company-related factors (perceived risk, brand trust, human support), and consumer-related factors (privacy concerns). This research attempts to explore the mechanism of human-AI chatbots trust formation and answer the question of how to promote consumers' trust in AI chatbots. The results found that the chatbot-related factors (expertise, responsiveness, and anthropomorphism) positively affect consumers' trust in chatbots. The company-related factor (brand trust) positively affects consumers' trust in chatbots, and perceived risk negatively affect consumers' trust in chatbots. Privacy concerns have a moderating effect on company-related factors. This study helps deepen the understanding of human-AI chatbots communication trust, constructs a basic model of human-AI chatbots trust, and provides insights for e-commerce enterprises to improve chatbots and enhance consumer trust.

Why does the continued use of social commerce platforms fail to promote consumer wellbeing? This study explores the roles of influencers, informational incentives and fear of missing out (FoMO) in the relationships between social commerce platform use and consumer mental health. Data were obtained through questionnaires, as well as constructing a research model. Statistical analysis and path analysis of the structural equation model were performed by the software IBM SPSS and AMOS, and the following results were obtained. (1) Influencer expertise and interactivity, informational incentives and FoMO have a significant impact on consumers’ continued use of social commerce platforms. (2) Materialism has no significant effect on consumer social commerce platform use. (3) FoMO mediates the relationships between informational incentives and continued use of social commerce platforms. (4) Consumers’ continuous use of social commerce platforms has a strong relationship with mental health. (5) Continued use of social commerce platforms can lead to intense social engagement, as well as more severe outcomes such as psychological anxiety and compulsive buying. The findings of the paper have important implications for the development of social business theory and management practice.

Online community marketing and social media influencer marketing have aroused the interest of many researchers and practitioners around the world. Companies building online content communities to implement community marketing and influencer marketing has become a new corporate strategy, especially in the tourism and hotel industries in which experiential products are sold. However, based on the content community, maintaining the sustainable development of a consumer advice network composed of opinion leaders and consumers is a major challenge. This paper selects the travel content community of Qunar.com as the research object to study the role of opinion leaders in the sustainable development of corporate-led consumer advice networks (CANs). Empirical evidence based on network evolution data from 1356 “Hotel Sleep Testers” across 11 years shows that: (1) the creation and provision of information can obviously increase the probability of the relationship construction and increase the number of relationships, thus facilitating the formation of opinion leadership (OL); (2) active participation in interactions and withhigh-quality information brings greater effects; (3) the network structure variables, such as preferential attachment, structural equivalence, and similarity, can also better predict the probability of a potential relationship; and (4) reciprocity in consumer advice networks has no significant impact on the establishment of network relationships.