This study explores the impact of two characteristics of streamers—expertise and entertainment—on viewers’ purchase intention and follow intention in live-streaming e-commerce, with a specific focus on viewers’ trust and flow experience as two mediators and viewers’ optimal stimulation level as a moderator. We implemented a methodological approach where participants were randomly directed to enter a live broadcast room and watch a 10-min live session before engaging in a structured questionnaire. 399 valid questionnaires were collected from the participants. These 399 valid questionnaires were subsequently utilized to validate the research model using structural equation modeling (SEM). The results suggest that streamer expertise and entertainment enhance viewers’ trust and flow experience, which then leads to an increase in their intention to make a purchase and continue following the streamer. Furthermore, the viewers’ optimal stimulation level acts as a moderator in the connections between streamer characteristics and viewers’ trust and flow experience, suggesting that individual differences among consumers affect how they respond to streamer characteristics. From the dual perspectives of the streamer and the viewer, this study provides a more comprehensive theoretical perspective on customer behavior in live streaming commerce by not only focusing on consumers’ short-term, transactional behavior inclinations but also long-term, relational behavior intentions.

Purpose: This study aims to progress knowledge by developing and analyzing an integrated model of behavioral loyalty enhancement related to non-profit organization (NPO) donation. To achieve this aim, the study examines the influences of three variables of donor loyalty, namely, attitude toward beneficiaries, trust and self-esteem in one integrated model. Additionally, to compare the extent to which each variable affects donor loyalty, mediating effects are suggested. Design/methodology/approach: Data from 245 Korean donors are used to investigate the proposed conceptual model using structural equation modeling with AMOS. Findings: Findings from the study demonstrate that trust has the highest mediating influence on the intention to continue donation. Similarly, the findings reveal that self-esteem has the highest mediating influence on positive word-of-mouth (PWOM). However, the study findings suggest that attitudes toward beneficiaries are not significant predictors of both intentions to continue donating and PWOM. Research limitations/implications: The impact of trust on the intention to continue donating is more important than that of self-esteem and attitude toward the beneficiary. Practical implications: Similarly, the impact of trust and self-esteem on positive WOM is more important than that of attitude toward beneficiary. Social implications: With this research, NPOs can make more budget from personal donation efficiently. Originality/value: The findings of this research provide evidence that there are three important components relative to donation, namely, donor, NPO and beneficiary, and propose an integrated model which is composed of these three key components.

This research focuses on the knowledge-sharing intention of an expert with the purchasing decision-maker in a company as a marketing point for business-to-business transactions, where a company’s facilities expert connects the company’s purchasing decision-maker with the supplier. By providing information about the supplier’s products and companies to this decision-maker, the expert plays an important role in the purchasing decision-maker’s knowledge on suppliers. Therefore, this study aims to improve expert word-of-mouth (WOM) intentions and examines the strategies that influence them. Statistical verification is employed by considering the answers of 103 engineering experts, and a hierarchical multiple-regression analysis is used to test this study’s hypotheses. As a strategy for influencing expert WOM intentions, both the supplier’s and purchasing decision-maker’s expertise and the tie strength with the supplier are examined; the tie strength with the purchasing decision-maker is considered as the moderating variable. Three of the four hypotheses are supported. This paper gives advices to the facility suppliers who want sustained growth. they should not only appeal their expertise to the facility experts who visit their exhibition booth, but also specify who the visitors are and manage the relations with them personally with a long term perspective.