Gift-giving is popular in live streaming, and many users irrationally send virtual gifts to their favorite live streamers. Based on the attachment and flow theories, we applied the stimulus-organism-response model to explore the influence of live streamer characteristics (trustworthiness, expertise, attractiveness) and live scene characteristics (telepresence, instant feedback, interactivity, entertainment) on users’ gift-giving intention through emotional attachment and flow experience. Four hundred and three valid responses to a survey questionnaire were analyzed. Findings of the research results include three aspects. First, live streamer characteristics (trustworthiness and attractiveness) can stimulate users’ emotional attachment to a live streamer, thus promoting users’ gift-giving intention. Second, live scene characteristics (telepresence and entertainment) can stimulate users’ flow experience in live streaming. Third, users’ flow experience influences their emotional attachment to live streamer.

Purpose: This research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approach: Using a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.Findings: This study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/value: By distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.

The purpose of this paper is to investigate how Artificial Intelligence (AI) decision-making transparency affects humans’ trust in AI. Previous studies have shown inconsistent conclusions about the relationship between AI transparency and humans’ trust in AI (i.e., a positive correlation, non-correlation, or an inverted U-shaped relationship). Based on the stimulus-organism-response (SOR) model, algorithmic reductionism, and social identity theory, this paper explores the impact of AI decision-making transparency on humans’ trust in AI from cognitive and emotional perspectives. A total of 235 participants with previous work experience were recruited online to complete the experimental vignette. The results showed that employees’ perceived transparency, employees’ perceived effectiveness of AI, and employees’ discomfort with AI played mediating roles in the relationship between AI decision-making transparency and employees’ trust in AI. Specifically, AI decision-making transparency (vs. non-transparency) led to higher perceived transparency, which in turn increased both effectiveness (which promoted trust) and discomfort (which inhibited trust). This parallel multiple mediating effect can partly explain the inconsistent findings in previous studies on the relationship between AI transparency and humans’ trust in AI. This research has practical significance because it puts forward suggestions for enterprises to improve employees’ trust in AI, so that employees can better collaborate with AI.

The booming development of e-commerce has brought many challenges to the logistics industry. To ensure the sustainability of the logistics industry, the impact of environmental and social sustainability factors on logistics development needs to be considered. Unmanned Aerial Vehicles (UAVs)/drones are used in the logistics field because of their flexibility, low cost, environmental protection and energy-saving advantages, which can achieve both economic benefits and social benefits. This paper reviews 36 studies on UAVs applications in logistics from the Web of Science database from the past two years (2021–2022). The selected literature is classified into theoretical models (the traveling salesman problem and other path planning problems), application scenarios (medical safety applications and last-mile delivery problems) and other problems (UAV implementation obstacles, costs, pricing, etc.). Finally, future directions of UAVs are proposed, such as different application scenarios that can be considered and different algorithms that can be combined to optimize paths for UAVs to specific flight environments.

Video game live streaming is a kind of real-time video social media that integrates traditional broadcasting and online gaming. With the rapid popularity of video game live streaming in the past decade, researchers have started to investigate the relationship between the use of video game live streaming and various psychological variables. In order to fully understand the factors that affected user participation (streamers and audiences) in video game live streaming and provide a reference to the mental health issues of Internet addiction, this paper summarizes the relevant literature on user behavior in video game live streaming. First, we comprehensively searched literature in six social science databases and thus obtained 24 papers that meet our inclusion criteria. Second, the above literature was presented in table form for classification and we found that the effect factors of user behavior in video game live streaming mainly include user demands and platform impact. Based on Use and Satisfaction theory, this paper reviewed the following four aspects: streamer demand, audience demand, interaction behavior and platform impact, then a relevant theoretical framework was constructed. Finally, this paper looks forward to possible future research topics based on the research platform, research data and research content and so on, hoping to provide a foundation and new ideas for future research.