The Impact of Interpersonal Interaction on Purchase Intention in Livestreaming E-Commerce: A Moderated Mediation Model.

Over the last few years, livestreaming e-commerce has shown rapid growth and has become an important form of e-commerce. However, the potential mechanisms of interpersonal interaction's influence on purchase intention in livestreaming e-commerce have yet to be fully investigated. Based on the SOR (Stimulus-Organism-Response) framework, this study reveals the association between interpersonal interaction (consumer-anchor interaction and consumer-consumer interaction), psychological distance, consumer purchase intention, and the positive role of brand identification and time pressure in this context of influential relationships. The results of analyzing 603 questionnaires show that psychological distance between consumers and products plays a mediating role in the effect of interpersonal interaction on purchase intention. Meanwhile, this study found that consumers' brand identification with the products in the live room was effective in enhancing the direct effect of interpersonal interaction in the model. Additionally, the time pressure associated with limited-time sales was also found to be effective in enhancing the effects of interpersonal interaction and psychological distance on purchase intention. The results of this study reveal the potential influence mechanisms of interpersonal interactions with various identities in livestreaming e-commerce, providing theoretical guidance and practical insights for practitioners in the field.

How Social Identity Affects Green Food Purchase Intention: The Serial Mediation Effect of Green Perceived Value and Psychological Distance.

As the global population continues to grow, the impact of environmental damage and resource depletion has been severely increased. In this context, green food gains tremendous potential as a sustainable solution. This study establishes a model framework around social identity, psychological distance, green perceived value, and purchase intention from the perspective of social identity to explore the impact the social group has on individual green food purchase intention. Data from 497 questionnaires collected in China were validated using SPSS26 and SmartPLS4. The results demonstrated that the model exhibited excellent explanatory power for psychological distance (R2 = 47.5%), green perceived value (R2 = 48.2%), and purchase intention of green food (R2 = 54.7%). Path analysis showed that social identity, psychological distance, and green perceived value significantly positively affected green food purchase intention. The results also show that social identity significantly positively affected psychological distance and green perceived value, while psychological distance has a significant positive influence on green perceived value. Additionally, it is concluded that psychological distance and green perceived value have significant mediating and serial mediating effects on social identity and green food purchase intention. These findings bridge the research gap concerning consumers' green food purchase intention from a group perspective, thereby offering great insights for the formulation of sustainable policies. Furthermore, the study provides both theoretical and practical implications for the expansion of the green food consumption market.

How Brand Knowledge Affects Purchase Intentions in Fresh Food E-Commerce Platforms: The Serial Mediation Effect of Perceived Value and Brand Trust.

The intense competition among fresh food e-commerce platforms in China has reduced the market share of the leading firms. This study aims to establish a model framework based on brand knowledge, perceived value, brand trust, and purchase intention to improve the market competitiveness of fresh food e-commerce platforms. Based on the analysis of 475 questionnaires using SmartPLS software, the results indicate that the established model framework provides an excellent explanation and forecasting (R2 = 45.5%) for consumers' intentions to purchase fresh food. The path analysis results of this study show that there are significant positive effects among the model variables. Among antecedent variables, brand image has the greatest influence on perceived value, perceived value has the greatest influence on brand trust, and brand trust has the most significant impact on purchase intention. Furthermore, perceived value and brand trust have noteworthy mediating and serial mediating effects on brand knowledge and purchase intention. These findings have important implications for theoretical and managerial practices in the context of fresh food e-commerce platforms, providing insights on how to enhance customer purchase intentions.

Investigating the impact of virtual tourism on travel intention during the post-COVID-19 era: evidence from China.

This study explores the mechanism that contributes to travel intention in the field of virtual tourism. The overall research method is based on the "Stimulus-Organism-Response" theory. In the research model, the effects of content quality, system quality, and interaction quality in virtual tourism on tourism experience and travel intention are explored, as well as the role of virtual attachment and travel intention. A total of 390 respondents were invited to participate in a virtual tourism experience, and provide feedback through a questionnaire. SmartPLS 3.3.2 was used to validate the causal model, and most of the study hypotheses were supported. The findings show that virtual tourism significantly promotes travel intention. Specifically, content quality, system quality, and interaction quality positively affect tourists' travel intention through the complementary mediations of tourism experience and virtual attachment; and system quality even directly promotes travel intention. However, tourism experience does not affect virtual attachment. The present study extends prior studies on virtual tourism with SOR as a general model for field tourism experience research, while demonstrating the effectiveness of virtual tourism in promoting tourists' travel intention. The results are useful in assisting governments with developing relevant policies and services, as well as helping tourism companies understand virtual tourism as an enhancement for tourist travel intention, thus contributing to the recovery of the tourism industry in the post-COVID-19 era.

Investigating switching intention of e-commerce live streaming users.

As a new way of shopping, e-commerce live streaming (ELS) has gained unprecedented growth and popularity in the past years, especially in China. Because of the considerable rivalry in the ELS market, users frequently switch between ELS platforms. However, the switching intention of ELS users is yet to be explored for gaining new knowledge and practical insights. This study aims to improve the understanding of ELS users' switching intentions by developing an extended Push-Pull-Mooring (PPM) model. Using structural equation modeling, the study model was examined based on 443 valid responses from an online survey questionnaire. SmartPLS 3.3.2 was used to validate the causal model, and most of the study hypotheses were supported. According to the results, push effects (dissatisfaction, privacy concern, and negativity perceived value), pull effects (attractiveness of alternatives, perceived usefulness, perceived ease of use, and knowledge-based trust), and mooring effects (switching cost, social influence, and inertia) significantly influence ELS users' switching intentions. Furthermore, we found that mooring effects had a moderating role on the link between push effects and ELS user switching intention. However, the link between pull effects and ELS user switching intention was not found. The findings should aid ELS providers in deciphering ELS users' intentions in switching to other platforms and developing relevant theories, services, and regulations. The present study expands on previous research by introducing the PPM as a general model and demonstrating its effectiveness in explaining user switching intentions.