Live streaming commerce, which evolved from social commerce, has continued to flourish rapidly over the past few years in China. It is a new business model that allows vendors to directly face and interact with consumers. This study focuses on the impulsive buying behavior on consumers in live streaming commerce. We proposed a research model based on the stimulus organism response (S-O-R) framework to explore the reaction and behavior of consumers after certain stimuli factors. A total of 433 valid sample questionnaires with the shopping experience in the live streaming platform were taken. This research adopted PLS-SEM statistical analysis as an empirical research evaluation. After the empirical investigation, we found that perceived enjoyment positively affects the urge to buy impulsively. Perceived usefulness positively affects perceived enjoyment. However, perceived usefulness does not positively affect the urge to buy impulsively. Attractiveness and expertise positively affect perceived enjoyment. Product usefulness and purchase convenience positively affect perceived usefulness. We found that consumers in live streaming commerce are easier to have impulsive buying through the presentation and urging of the live streamer in a short period. In this paper, we build a model for impulsive buying in live streaming commerce. We verify this model under the Chinese context. The findings of this paper provide concrete suggestions to vendors.

The rise of social networks is rapidly spreading in China. Using social platforms, individuals are no longer just receivers of Internet information, as consumers generate and share contents with others. Social interaction and spontaneous promotion activities are carried out among consumers, but with the growth of traditional e-commerce slowing down, social commerce derived from social networks is gradually taking shape. Based on Hajli’s theoretical model, this study uses the social support theory and social commerce construct to study consumers’ social commerce behavior from a total of 1277 valid sample questionnaires that were distributed in a social platform environment in China. Through the empirical research evaluation using PLS-SEM, the statistical analysis results prove that social commerce constructs do promote social interaction of consumers. Such constructs have a positive effect on social support and social commerce intentions. In this regard, social support is embodied in information support and emotional support, and has a positive effect on social commerce intention. This study also conducts cross-cultural empirical comparisons. In comparison with Hajli’s research, this study has the same results in evaluation of Chinese samples. Among the users who exhibit social commerce intentions, social commerce construction is more important than social support.

BACKGROUND: Financial rewards might not the only way to keep employees’ stay and to have high performance. We attempt to introduce the perspective of psychological contract (PC) to study the employment relationship. OBJECTIVE: This study is based on the Chinese private enterprise context to explore the effect of psychological contract violation (PCV) and explore whether there are generational differences in the organization. METHODS: We adopt PLS-SEM for empirical research evaluation. A total of 313 valid sample questionnaires were taken. RESULTS: The statistical analysis results show that the psychological contract violation has a significant positive impact on turnover intentions. Psychological contract violation also has significant negative effects on in-role performance and organizational citizenship behavior. In the analysis of generational differences for generation Y employees and generation X employees, when facing psychological contract violations, generation Y employees are more likely to have a stronger turnover intention, lower in-role performance, and less organizational citizenship behavior than generation X employees. CONCLUSIONS: The revised psychological contract violation model is confirmed in the Chinese context. There are significant differences in the influence of generational factors on the psychological contract violation model.