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PurposeBased on the stimulus-organism-response theory, this research constructs the influence of the stimulus factors of the live-streaming shopping environment on consumers' psychological situation. It then produces the research model of impulsive purchase intention.Design/methodology/approachIn this study, the online questionnaire survey method was used to survey users who participated in live-streaming shopping, and a total of 335 valid questionnaires were collected. Then SPSS and SmartPLS were used for data empirical evaluation and hypotheses test.FindingsResearch results show that demand, convenience, interactivity, and playfulness are positively stimulating consumers' perceived enjoyment. And their perceived enjoyment directly drives their intention of impulsive purchase.Practical implicationsThe choice of the live streaming platform, the design of the interactive interface, and the design of the shopping process are all factors that the streamer must carefully consider. The results of this study can be used as a reference for the development of live-streaming shopping and provide the industry with an understanding of the main factors that affect users' live streaming and impulsive purchases to plan an effective live streaming platform and content.Originality/value“E-commerce live streaming” is regarded as the latest trend of e-commerce, and impulse buying is regarded as a key factor in the success of transactions. This research has developed factors that influence impulsive purchases after watching live streaming based on the SOR theory.

PurposeGiven the growing importance and demand for online food purchases, this study explores the new advancements in information and communication technologies (ICTs) by examining the key features of social commerce, trust and product’s attributes in the e-commerce environment. The aim is to investigate possible ICTs-related entrepreneurial opportunities in the food and beverage (F&B) industry.Design/methodology/approachThe study uses a survey to collect data and applies Smart partial least squares to test the model.FindingsThe structural equation modelling results illustrated that social commerce constructs significantly impact trust, leading to customer’s purchase intention. Additionally, product’s attributes was found to have a significant relationship with customer’s purchase intention with trust being the most pertinent driver.Originality/valueThis study contributes to the F&B literature by highlighting the role of new forms of technologies in entrepreneurship activities, especially for small and medium-sized enterprises.

In this study, we investigated whether tourists view attractive tour guides as more competent, humorous tour guides as more approachable, and experienced tour guides as more professional, and whether these three factors influence the effectiveness of tour guide interpretation. The results indicated that physical attractiveness and humor had additive effects on interpretation effectiveness when combined. Although some tour guides were not physically attractive, experience provided an additive effect on interpretation effectiveness. Thus, we recommend discarding stereotypes regarding physical attractiveness and improving education and training in humor for tour guides. Experienced tour guides wearing appropriate attire also increases interpretation effectiveness.