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.

This study explored the consumer behavior of intention to purchase green products based on a decision-making model that integrates cognitive attributes, affective attributes, and behavioral intentions in Belt and Road countries. The questionnaires were collected from customers who previously purchased green products; this study distributed the questionnaires at the appliance section of the department stores and collected 227 valid responses. Environmental attitude, product attitude, social influence, and perceived monetary value positively affected purchase intention; among these attributes, product attitude most substantially affected purchase intention. Cognitive values (collective and individual) significantly and positively affected environmental and product attitudes. Regarding individual environmental literacy, objective knowledge did not significantly affect environmental attitude, whereas subjective knowledge positively and significantly affected product attitude. In addition, both environmental awareness and government role (extrinsic motivating attributes) significantly and positively affected environmental and product attitudes for sustainable consumption. Media exposure also exerted a significant positive effect on environmental attitude for reducing, reusing and recycling emissions.

With the rapid development of mobile technologies in contemporary society, China has seen increased usage of the Internet and mobile devices. Thus, mobile payment is constantly being innovated and is highly valued in China. Although there have been many reports on the consumer adoption of mobile payments, there are few studies providing guidelines on examining mobile payment adoption in China. This study intends to explore the impact of the facilitating factors (perceived transaction convenience, compatibility, relative advantage, social influence), environmental factors (government support, additional value), inhibiting factors (perceived risk), and personal factors (absorptive capacity, affinity, personal innovation in IT (PIIT)) on adoption intention in China. A research model that reflects the characteristics of mobile payment services was developed and empirically tested by using structural equation modeling (SEM) on datasets consisting of 257 users through an online survey questionnaire in China. Our findings show that perceived transaction convenience, compatibility, relative advantage, government support, additional value, absorptive capacity, affinity, and PIIT all have a positive impact on adoption intention, while social influence has no significant impact on adoption intention, and perceived risk has a negative impact on adoption intention. In addition, the top three factors that influence adoption intentions are absorptive capacity, perceived transaction convenience, and additional value.

Purpose: This study is based on a web-based advertising value model, adding emotional appeal, advertising credibility, advertising clicks, product evaluation and incentive to examine the impact on consumers' product evaluation and purchase intention.Design/methodology/approach: In total, 313 valid online questionnaires were collected from those who had browsed the social media advertisement.Findings: The results show that advertising credibility and emotional appeal have a higher impact on advertising attitude than informativeness and irritation in the original web-based advertising value model.Research limitations/implications: The findings strengthen the literature on the antecedents of advertising attitude in social media context, confirming advertising clicks as a predictor of product evaluation, and determining that advertising attitude, product evaluation and incentive play key roles as predictors of consumer purchase intention.Practical implications: The findings are particularly relevant to advertising marketing managers. In the context of social media advertising, the advertising credibility of consumers is the key to increasing consumers' willingness to purchase. Advertisers must establish a good advertising reputation to consumers in the social media context.Originality/value: This study combines the web-based advertising value model, advertising clicks, product evaluation and incentive to investigate the factors that influence customers' purchase decisions in the context of social media.