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1.
Heliyon ; 10(8): e29820, 2024 Apr 30.
Article in English | MEDLINE | ID: mdl-38699712

ABSTRACT

Background: As for homestays in China, the embedded distinctiveness is enriched by China's uniqueness in geographical conditions and cultural connotations. Consequently, for the sake of enhanced influences on the homestay market, an ascending number of peculiar homestay brands are forged and developed to raise their identification, recognition, and attraction. Purpose: This paper probes into the relevance involving host-guest interaction, brand perception, and tourist behavior intention. Methodology: The social exchange theory and brand relationship theory are adopted for the questionnaire survey to collect the data which are processed and verified through principal component analysis and linear regression. Conclusion: First, host-guest interaction of homestays casts positive effects on tourist behavior intention. Secondly, host-guest interaction of homestays positively impacts brand perception. Thirdly, homestay brand perception imposes mediator effects on host-guest interaction and tourist behavior intention.Contribution/Value: First, more emotional interpersonal communication is to be input. Secondly, the homestay brand perception that could never be replicated is to be shaped.

2.
Front Psychol ; 15: 1344989, 2024.
Article in English | MEDLINE | ID: mdl-38515964

ABSTRACT

Background: College students, undergoing crucial cognitive development, face challenges during the COVID-19 pandemic that impact their executive functions. While existing research indicates positive effects of Tai Chi (TC) on college students' cognitive abilities, there is a scarcity of studies investigating its impact on executive functions and frontal brain activity. Objective: This study aimed to compare the effects of 24-form simplified TC training on college students' executive functions and frontal brain electrical activity. The hypothesis posited that the TC group would exhibit superior performance compared to the control group during COVID-19 pandemic. Method: Seventy college students were randomly assigned to either TC group or control group, engaging in 36 sessions (3 sessions per week, 45 min each) over 12 weeks. Executive inhibitory control was assessed using the Stroop Color and Word Test, and resting brain electrical activity in the frontal area was recorded through Electroencephalography. Result: ACC was influenced by group, group-time interaction, and Stroop task-time interaction. RT was affected by time, task condition, task condition-time interaction, and task condition-group interaction. Notably, the TC group showed improved ACC (from 96.54 ± 3.27% to 98.90 ± 1.32%) and decreased RT (from 0.73 ± 0.12 to 0.66 ± 0.07 s), particularly in the inconsistent task. Regarding EEG band power, significant Group and Time interaction effects were found in F3-θ, F3-α, F3-ß, F4-θ, and F4-α. Moreover, within the TC group, significant increases in F3-θ band power (from 4.66 ± 3.55 to 7.71 ± 8.44) and F4-θ band power (from 4.41 ± 2.82 to 8.61 ± 9.51) (10-3·µV·Hz) were noted pre-and post-tests. In the control group, significant decreases were observed in F3-α band power (from 5.18 ± 4.61 to 2.79 ± 2.11) and F4-α band power (from 5.57 ± 6.58 to 2.48 ± 1.95) (10-3·µV·Hz). Conclusion: The pandemic-induced panic may impact frontal lobe brain activity in college students. TC training not only improves executive inhibitory control but may also enhance localized brain activity, suggesting its potential as a holistic intervention for cognitive and neurological well-being during stressful periods.

3.
Environ Pollut ; 347: 123759, 2024 Apr 15.
Article in English | MEDLINE | ID: mdl-38462193

ABSTRACT

While numerous studies have associated maternal exposure to PM2.5 with adverse birth outcomes, findings remain inconsistent and difficult to generalize. We aimed to investigate the causal relationship and window of sensitivity between gestational exposure to PM2.5 and birth outcomes. We leveraged high-resolution satellite data to quantify gestational PM2.5 exposure at the individual level, along with a combined model to determine daily relative risks (RRs) of birth outcomes in COVID-19 prelockdown and lockdown groups. RRs between the two groups were further compared using a longitudinal pre-post non-experimental design to identify sensitivity windows of adverse birth outcomes. A total of 73,781 pregnant women from the COVID-19 prelockdown group and 6267 pregnant women from the lockdown group were included for analysis. The daily mean PM2.5 concentrations in the lockdown group decreased by 21.7% compared to the prelockdown group. During the first trimester, every 10 µg/m3 increase in PM2.5 significantly increased the risk of congenital abnormalities of major organs such as the cardiovascular system, gastrointestinal tract, nervous system, urinary system, and respiratory system. Moreover, gestational exposure to PM2.5 during the first trimester was associated with higher risks of premature delivery and term low birth weight. While PM2.5 exposure during the second trimester was positively correlated with macrosomia. Gestational exposure to PM2.5 is associated with increased risks of various adverse birth outcomes with specific sensitive windows. We demonstrated that gestational exposure to PM2.5 increased risks of various adverse birth outcomes with specific window of sensitivity through the natural experiment design. Our findings underscore the urgent need for policies and initiatives targeting PM2.5 reduction, especially during critical periods of pregnancy.


Subject(s)
Air Pollutants , Air Pollution , COVID-19 , Premature Birth , Infant, Newborn , Pregnancy , Humans , Female , Air Pollutants/analysis , Particulate Matter/analysis , Infant, Low Birth Weight , Maternal Exposure/adverse effects , COVID-19/epidemiology , Air Pollution/adverse effects , Air Pollution/analysis
4.
Heliyon ; 9(11): e21470, 2023 Nov.
Article in English | MEDLINE | ID: mdl-38074883

ABSTRACT

Agriculture, the basis of a country's economic and social development, is restricted by natural climate conditions. Characteristic agriculture varies as different regions have diverse climate conditions. Due to its outstanding drought tolerance and adaptability in arid and semi-arid marginal areas and barren saline-alkali land, the jujube fruit is considered an important characteristic of agriculture in nine provinces along the Yellow River in China. It plays an important role in economic development and farmers' income; however, due to the constraints of capital, technology, price fluctuations and other aspects, farmers in these provinces are unwilling to invest in jujubes and the further development of the jujube industry is restricted. Based on this, this study selected 11 factors that may affect farmers' willingness to input in jujube as variables; the influence of these independent variables was quantitatively analysed using the survey data of 984 farmers in main producing provinces with SPSSAU software and principal component analysis method. Three principal components were extracted according to each variable's characteristic roots and variance interpretation rate, and the influencing factors were classified into three factors according to the load coefficient of these principal components. Three relevant components are agricultural incentive measures (technical training, agricultural loans, agricultural insurance and government subsidies), jujube planting input and output (average income and input cost per acre) and jujube sales status (sales difficulty and sales income trend). Furthermore, the multiple linear regression model was used to perform regression analysis on the eight key factors involved under the three categories and the results showed that R2 was 0.756, p values were all <0.01 and VIF values were all <5. The results indicated that the model was effective and verified that these eight key factors impacted farmers' willingness to plant jujubes. This study aimed to quantitatively describe each independent variable's influence on farmers' willingness to invest in jujube planting and propose corresponding incentive measures according to their influence effects. The study can provide new ideas for improving farmers' willingness to invest in jujube and a practical basis for the agricultural sector to implement accurate policies and has direct guiding significance and value for promoting the development of the jujube industry. Meanwhile, the results also have a certain reference value for the research of fruit planting input in other regions.

5.
Work ; 76(4): 1465-1479, 2023.
Article in English | MEDLINE | ID: mdl-37807793

ABSTRACT

BACKGROUND: Athletic fatigue is an inescapable issue in competitive sports. It belongs to a physiological response that is triggered when competitive athletes are trained to a critical point. OBJECTIVE: The study aims to explore the relationships involving boxers' social support, mental fatigue, coach leadership behaviors and psychological resilience. METHODS: 1050 boxers were selected in several provinces across China and investigated on the basis of the Social Support Questionnaire for Athletes, Mental Fatigue Scale, Psychological Resilience Scale, and Leadership Scale for Sport. RESULTS: Boxers' social support was negatively correlated with mental fatigue and psychological resilience, while it was positively correlated with coach leadership behaviors. Apart from direct effects on mental fatigue, other impacts are imposed by boxers' social support via mediating effects such as coach leadership behaviors and psychological resilience. The total effect value was -0.18, the direct effect value was -0.08, and the indirect effect value was -0.12; furthermore, coach leadership behaviors and psychological resilience play a mediating role, accounting for 65.57% of the total. CONCLUSION: In order to alleviate the stress from intense competitive training and abate mental fatigue, competitive athletes may be encouraged in subsequent training to seek all-sided social support for social interpersonal relationships. While clarifying the mechanism how the external environment affects individuals, this paper explains the principle of social support on athletes' psychological fatigue and identifies mutual influences between coaches and athletes.


Subject(s)
Resilience, Psychological , Sports , Humans , Leadership , Social Support , Sports/psychology , Interpersonal Relations , Athletes/psychology
6.
Heliyon ; 9(9): e19530, 2023 Sep.
Article in English | MEDLINE | ID: mdl-37809644

ABSTRACT

This study aims to increase our understanding regarding the use of rituals as the prevention and management strategies for the external consequences resulting from sexual harassment in the workplace during the COVID-19 crisis. We conducted a qualitative study through semi-structured interviews (N = 30) with employees in five hospitals and analyzed the data with a grounded theory approach. The results indicated that rituals could positively influence reputation repair and legitimacy construction. Moreover, interaction patterns between organizations and stakeholders mediated the relationships between rituals and prevention and management results heterogeneously. Managerial perceptions, ritual factors and cultural factors influence rituals to achieve more effective results in terms of prevention and management. By presenting a process model illustrating rituals' unique capacity to prevent and manage the threats of workplace sexual harassment, we contribute to the literature on workplace sexual harassment and rituals in three ways. First, we extend the workplace sexual harassment literature by exploring prevention and management strategies for external consequence/reputation threats. Second, we present a process model to illustrate how rituals impact the results of sexual harassment prevention and management strategies. Third, we illustrate the mediating and moderating factors and their contributions toward developing better rituals that function in such prevention and management strategies.

7.
Reprod Health ; 20(1): 108, 2023 Jul 24.
Article in English | MEDLINE | ID: mdl-37488609

ABSTRACT

PURPOSE: Health education services in urban public health represent a significant guarantee to improve health status, reduce fertility pressure, and uplift the living standard of the rural migrant population. METHODS: Based on the data from the 2018 China Mobility Monitoring Survey, this research paper analyzes the association between urban public health education services and the fertility intentions of the rural migrant populations. RESULTS: The study findings indicate that (i) the education services in urban public health demonstrate a significant positive effect on the increase in fertility intentions of the rural migrant population; (ii) further, improvement in the health status represents a crucial mechanism by which urban public health's education services influence the fertility intentions; (iii) in addition, the education services of urban public health exert a significant impact on improvement in the fertility intentions through public health consultation, promotional materials, SMS services, and face-to-face consultation; (iv) finally, urban public health's education services exhibit a significant influence on improvement in the fertility intentions of the rural migrant population with firm residence intention and low work intensity. CONCLUSIONS: This study extends empirical evidence for the government authorities to formulate policies to consummate the urban public health service system, strengthen the efficiency of urban public health education services, and improve the fertility intentions and the living standards of the rural migrant populations.


Subject(s)
Transients and Migrants , Humans , Intention , Urban Population , Rural Population , Fertility , China , Health Status , Health Education
8.
Multimed Tools Appl ; : 1-17, 2023 Mar 07.
Article in English | MEDLINE | ID: mdl-37362683

ABSTRACT

Identifying and analyzing the public's opinion of focal events during a major epidemic can help the government grasp the vicissitudes of network public opinion in a timely manner and provide the appropriate responses. Taking the COVID-19 epidemic as an example, this study begins by using Python-selenium to capture the original text and comment data related to COVID-19 from Sina Microblog's CCTV News from Jan. 19, 2020, to Feb. 20, 2020. The study subsequently uses a manual interpretation method to classify the Weibo content and analyzes the shifting focus phenomena of network public opinion based on the moving average method. Next, the study uses an enhances TF-IDF to extract keywords from the Weibo comment and uses the keywords to construct a word co-occurrence network. The results show that during the epidemic, the network public opinion focus shifted significantly over time. With the progression of the epidemic, the focus of network public opinion diversified, and various categories stabilized. Compared to simple keyword and text classification recognition focus problems, the proposed model, which is highly accurate, identified multiple network public opinion focus problems and described the core contradictions of the different focus problems.

9.
Heliyon ; 9(3): e13192, 2023 Mar.
Article in English | MEDLINE | ID: mdl-37101472

ABSTRACT

The study aims to investigate the impact of stakeholder network characteristics on a company's open innovation performance. To investigate the innovation performance of a company. This study not only demonstrates the impact of stakeholder network characteristics on a firm's open innovation performance but also provides empirical evidence for accelerating the construction of an innovation ecology at the national and industry levels and using innovation networks to promote firm innovation performance. Panel data from 1507 listed manufacturing firms in China from 2008 to 2018 are used. A particular focus is on the role of absorptive capacity in the relationship. The results show that centrality, stability, and stakeholder network size are positively correlated or have an inverted U-shaped relationship with the firm's open innovation performance. The results show that the centrality, stability and stakeholder network size are positively correlated or have an inverse U-shaped relationship with the firm's open innovation performance, while the effects of stakeholder network density on the firm's open innovation performance are not significant. Furthermore, absorptive capacity is found to play a moderating role in the inverted U-shaped relationship between the former two factors, and the inverted U-shaped relationship between stakeholder network characteristics and a firm's open innovation performance is also significant under the conditions of different technology levels and different types of firms.

10.
Front Psychol ; 14: 1121636, 2023.
Article in English | MEDLINE | ID: mdl-36777226

ABSTRACT

Introduction: As a special vulnerable group, the physical and mental health of elderly cancer patients has attracted much attention. However, few studies have focused on the impact of nurses' mental state on the mental health of elderly cancer patients during the COVID-19 pandemic. In response to this literature gap, this study aims to explore the impact of nurses' psychological capital on the satisfaction of elderly cancer patients. The job demands-resources model (JD-R) is used to further investigate how work engagement and job resources of nurses affect this relationship. Methods: The questionnaire survey was used to collect data, participants included 230 elderly cancer patients and their nurses from a tertiary first-class cancer hospital in China. Partial least squares structural equation modeling (PLS-SEM) was conducted with SmartPLS 3.3.9. Results: Nurses' psychological capital has a significant positive impact on the satisfaction of elderly cancer patients during the COVID-19 pandemic. Nurses' work engagement is an important mechanism for their psychological capital to affect the satisfaction of elderly cancer patients. In addition, nurses' job resources positively moderate the relationship between their psychological capital and work engagement. The positive relationship between psychological capital and work engagement of nurses is stronger when they have abundant job resources. Discussion: These findings suggest that healthcare organizations should take the psychological capital of medical staff as an important means to improve their competitive advantage. It can improve the quality of medical services to obtain good performance by effectively developing and managing the psychological capital of medical staff. In addition, healthcare organizations should recognize the importance of providing adequate job resources for medical staff.

11.
Front Psychol ; 13: 1017202, 2022.
Article in English | MEDLINE | ID: mdl-36507035

ABSTRACT

Purpose: The purpose of this study is to examine the role of positive workplace gossip (PWG) in employee innovative behavior, whereby a mediating effect of employee loyalty is proposed in this relationship. The moderating effect of organizational trust (OT) is also examined on the indirect of PWG on employee innovative behavior through employee loyalty. Design/methodology/approach: This research used a survey data of 327 employees from the enterprises selected from the Pearl River and Yangtze River Delta region of China. Based on the literature review, five main hypotheses were formulated and explored. The SPSS-Process Macro Plugin was used to analyze the hypothesized model. Findings: Results show there is a positive and significant relationship between PWG and employee innovative behavior. This study also confirm that employee loyalty is an intervening variable and OT as a moderator. Practical implications: Organizations should pay more attention to workplace gossip phenomena, encourage employees to take appropriate part in positive workplace gossip and to communicate positive information about other colleagues, and build an inclusive, open, sincere, and interdependent platform in the organization. Originality/value: Employee innovative behavior plays an essential role in organization's survival and development. Few studies have investigated PWG may promote employee innovative behavior through employee loyalty. The data, model, and findings of this research address the gap and complement the current state of knowledge.

12.
Ying Yong Sheng Tai Xue Bao ; 33(11): 2923-2935, 2022 Oct.
Article in Chinese | MEDLINE | ID: mdl-36384826

ABSTRACT

Calculation of forest biomass is the basis for global carbon stock estimation, which has been included in national forest inventory projects. The volume-derived biomass method is generally used for trees with diameter at breast height (DBH) larger than 5 cm in most forest carbon sink measurement, which omits young trees (diameter at breast height <6 cm, height >0.3 m) and thus may underestimate ecosystem carbon sink capacity. Based on the biomass data of 137 young trees in five typical plantations on the Tibetan Plateau, independent biomass models were developed using the weighted generalized least squares method, with basic diameter as the predictor instead of DBH. Additive biomass models of controlling directly by proportion functions and controlling by the sum of equations were selected. Additive biomass models for the whole plant and each component were developed by applying weighted nonlinear seemingly uncorrelated regression. The results showed that the binary additive biomass model (R2 reached 0.90-0.99) performed better than the monadic biomass models and independent biomass models for the estimation of total biomass. For different tree species, two forms of the additive models had their own advantages, with neglectable difference in accuracy. From the perspective of forestry production, models of controlling directly by proportion functions were more practical. From the perspective of predictors extraction by remote sensing technology, suitable young tree biomass models were developed for remote sensing estimation. In this study, the additive model had high overall fitting accuracy and could accurately estimate the whole plant and component biomass of young trees in similar climatic environments.


Subject(s)
Ecosystem , Trees , Biomass , Tibet , China
13.
Psychol Res Behav Manag ; 15: 2543-2559, 2022.
Article in English | MEDLINE | ID: mdl-36124335

ABSTRACT

Background: In recent years, temporal leadership has gradually attracted academic attention. Purpose: This paper discussed the impact of temporal leadership on team innovation performance. Methodology: Through the sample analysis of 385 team members in 98 teams. The measurements of temporal leadership, team innovation performance, transactive memory system, and team reflection were used to measure the relationships between temporal leadership, transactive memory systems and team innovation performance. Findings/Results: It is found that temporal leadership has a positive impact on team innovation performance, which is transmitted through the credibility dimension and coordination dimension of transactive memory systems. Positive team reflection regulates the relationship between temporal leadership and transactive memory systems. Value: This paper reveals the specific impact mechanism of temporal leadership on team innovation performance and provides a new perspective on how to improve team innovation performance in limited time resources.

14.
Work ; 72(4): 1289-1298, 2022.
Article in English | MEDLINE | ID: mdl-35754248

ABSTRACT

BACKGROUND: The rapid development of science and technology and the swift improvement of people's material living standards enabled smartphones to be indispensable of people's daily lives. OBJECTIVE: The purpose of this paper was to examine the influence of self-control in adolescents' participation in physical activity on cell phone dependence. METHODS: The Physical Activity Rating Scale (PARS-3), the Self-Control Scale, and the Cell Phone Dependence Scale were used to measure the influence of self-control in adolescents' participation in physical activity on cell phone dependence among 649 adolescents. RESULTS: The results show: (1) There were significant differences (p < 0.01) in the physical activity levels of adolescents under different gender, birthplace, and education background. (2) Each dimensional variable of physical activity was negatively correlated with the cell phone dependence variable, and positively correlated with each variable of self-control, and the self-control variables were negatively correlated with cell phone dependence. (3) Self-control was partially mediating the effects of physical activity on cell phone dependence, with the mediating effect accounting for 39.68%. CONCLUSIONS: Adolescents' participation in physical exercise activities will improve self-control and ultimately reduce cell phone dependence. Curbing the negative and malignant events of cell phone addiction among adolescents, timely investigation of mobile phone and Internet addiction, pathological formation mechanisms and intervention measures are important measures to reshape the healthy lifestyle of adolescents and have great practical significance for the prosperity and development of families, society, nation and country.


Subject(s)
Behavior, Addictive , Cell Phone , Self-Control , Substance-Related Disorders , Adolescent , Exercise , Humans , Smartphone
15.
Front Psychol ; 12: 676945, 2021.
Article in English | MEDLINE | ID: mdl-34659001

ABSTRACT

Recent trends in the leadership literature have promoted a social identity approach of leadership that views leadership as the process of representing, advancing, creating, and embedding a sense of shared identity within a group. However, a few empirical studies explore how and when global identity leadership affects team performance at the workplace. To address this lacuna, we used multi-source and two-wave data among 81 teams to explore the role of group-based pride and leader political skill in the association between identity leadership and team performance. The results suggest that identity leadership positively predicts team performance through a mediating role of group-based pride. Furthermore, leader political skill moderates the indirect effect of group-based pride such that the effect is stronger when leader political skill is high rather than low. Finally, several theoretical and practical implications of this study are discussed, and future research directions are also suggested.

16.
Front Psychol ; 12: 685959, 2021.
Article in English | MEDLINE | ID: mdl-34707529

ABSTRACT

The virtual community offers groups of consumers a knowledge-shared platform, wherein shared brand information influences the brand cognition of others. Using stimulus-organism-response (SOR) model, this study constructs a research framework for the influence of knowledge sharing on consumer-brand relationship in virtual communities. The empirical analysis shows that knowledge-sharing quality has significant positive effects on the sense of virtual community, as does the sense of virtual community on the consumer-brand relationships. This study supports the strengthening of consumer-brand relationships and the enrichment of following research on knowledge sharing of the consumer in virtual communities. Thus, companies should encourage consumers to actively participate in brand activities and focus on the development of consumer-brand relationships during participation in brand promotion.

17.
Psychol Res Behav Manag ; 14: 1509-1523, 2021.
Article in English | MEDLINE | ID: mdl-34616191

ABSTRACT

BACKGROUND: Ubiquitous social media usage makes virtual communities important platforms for people to exchange knowledge and information. The long-term sustainable operation of the virtual community depends on the scale and activity of users in the virtual community. However, in existing virtual communities, the number of easily lost users far exceeds the number of loyal users with the high frequency of knowledge sharing, thus there is a community management need to improve the frequency of knowledge sharing and user loyalty. METHODS: Based on the social capital theory and social exchange theory, this paper constructs a model of the influence of knowledge sharing on the loyalty and satisfaction of users in a virtual community and undertakes an empirical analysis based on survey data from 533 members of virtual communities. RESULTS: The results showed that trust, reciprocity, and reputation positively affected the quantity and quality of knowledge sharing, while social connectedness only positively affected the quantity of knowledge sharing; the quantity and quality of knowledge sharing positively affected community loyalty and community satisfaction. CONCLUSION: This study takes the knowledge sharing of virtual community users as a new starting point to cultivate loyal consumers. It has important theoretical and practical value to improve the satisfaction of community users, cultivate loyal community users, and promote the knowledge sharing of members.

18.
Front Psychol ; 12: 555150, 2021.
Article in English | MEDLINE | ID: mdl-34025490

ABSTRACT

The purpose of this study is to explore the influence of consumers' choice deferral behavior on their intertemporal choice preference. The empirical study shows that consumers' choice deferral behavior can significantly affect their intertemporal decision preference through the level of hopefulness. Compared with non-choice deferral behavior, choice deferral behavior can improve the level of consumers' sense of hopefulness, which then makes them prefer larger-longer interests in intertemporal decision-making. The effect of consumers' sense of hopefulness on their intertemporal choice preference is moderated by their perceived information integrity. When the perceived information integrity is low, the effect of hopefulness on intertemporal decision preference will be enhanced, but when the perceived information integrity is high, the effect of hopefulness on intertemporal decision preference will not be affected. In addition, the theoretical and practical significance of this study and the prospect of future research are also discussed.

19.
Psychol Res Behav Manag ; 14: 2197-2208, 2021.
Article in English | MEDLINE | ID: mdl-35002338

ABSTRACT

BACKGROUND: As the modern social division of labour is becoming increasingly specified, various occupations have emerged. Ladyboy, as a special occupation, is receiving a surging amount of attention from society and academia. Ladyboy is an individual who is engaged in performing with female psychology but still retains male sexual characteristics, and this special characteristic has an impact on their occupational identity and occupational satisfaction. METHODS: This study investigated the current situation of ladyboys' occupational wellbeing through interviews, and analyzed and coded the interview texts via Nvivo 11.0 guided by Grounded Theory. RESULTS: Through open coding, axial coding, and selective coding, the study found that ladyboys' occupational wellbeing was generally high, and they were still full of love and confidence in their occupation even in the context of the COVID-19 epidemic. CONCLUSION: Concurrently, the study also found that for the profession of ladyboy, there are still many areas for improvement in society, such as the lack of supporting facilities, absence of supportive and protective policies, and unemployment livelihood security, etc. Feasible measures were then proposed for these specific problems.

20.
Front Psychol ; 12: 748172, 2021.
Article in English | MEDLINE | ID: mdl-35140648

ABSTRACT

The virtual display of products in e-commerce brings new problems of information asymmetry, and the overload of digital information also increases the difficulty of consumers' purchasing decisions. The real-time interaction between the streamer and the consumer during live streaming e-commerce will promote consumers' understanding of the product, reduce information asymmetry, and increase consumers' purchase intention. However, why do people trust the untouchable and unfamiliar streamers from live streaming e-commerce to purchase online? To understand this phenomenon, based on the perspective of the information asymmetry theory and parasocial relationship theory, this research identified how social capital affected purchase intention in live streaming e-commerce. Through a questionnaire survey of live viewers, the purchase intention model constructed by empirical testing was used. The findings showed that the streamer's professionalism, the reciprocal expectation of live streaming, and the viewer's parasocial relationship could effectively increase the viewer's purchase intention. The occurrence of a streamer's negative public events could significantly reduce the viewer's purchase intention. The scale of live streaming and the streamer's commitment had no significant impact on the viewer's purchase intention. Trust played an intermediary role between the streamer's professionalism and parasocial relationship and the viewer's purchase intention.

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