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Electronic Commerce Research and Applications ; 56, 2022.
Article in English | Scopus | ID: covidwho-2178361


To reduce the negative impacts of the COVID-19 pandemic, local government officers conducted live streaming to sell and endorse local products. Understanding factors and mechanisms affecting consumer engagement and purchase intention in officer live streaming have a profound effect on local economic recovery and rural revitalization. By integrating the two-factor theory, source credibility model, and Stimuli-Organism-Response (S–O–R) framework, the authors conduct an online survey to investigate how characteristics of officer live streaming drive consumer engagement and purchase intention. The results show that: (1) Motivation factors of officer live streaming include officer streamer physical attractiveness, interaction friendliness, altruism, expertise, product price attractiveness, and product local uniqueness;hygiene factors include product authenticity, officer streamer trustworthiness, and government credibility;(2) Utilitarian benefit, hedonic benefit and risk perception mediate the effects of motivation factors and hygiene factors on consumer engagement and purchase intention;(3) Power distance belief and consumer region (local-shoppers vs out-shoppers) moderate these effects. © 2022 Elsevier B.V.

21st International Conference on Electronic Business: Corporate Resilience through Electronic Business in the Post-COVID Era, ICEB 2021 ; 21:626-632, 2021.
Article in English | Scopus | ID: covidwho-1728224


The COVID-19 pandemic has affected the digital transformation of the hospitality industry and triggered Clubhouse knowledge adoption behavior. Clubhouse engagement in the COVID-19 era has gradually changed the forms of communication. Hospitality industry owners can communicate about their interactions and trades through Clubhouse, and members can share their operating and management experiences. Therefore, hospitality industry owners can learn from and support each other. This study aims to bridge the gap between professional knowledge and management adoption in the community of hospitality industry owners. We treat members’ self-regulated and socially regulated learning styles as variables in our analysis of members’ behaviors after acquiring knowledge from the community. This study contributes to our understanding of knowledge-based digital transformation processes in the hospitality industry in the post-COVID-19 era. It has implications for both Clubhouse users and hosts. © 2021 International Consortium for Electronic Business. All rights reserved.