Purpose This paper aims to examine how presence (the social presence of live streaming platforms, of viewers, of live streamers and telepresence) affects consumer trust and flow state, thus inducing impulsive buying behaviors, personal sense of power as moderator. Design/methodology/approach Drawing on the Stimulus-Organism-Response (S-O-R) framework, the conceptual model covers social presence, telepresence, consumer trust, flow state, personal sense of power and impulsive buying behavior. An online survey was conducted from 405 consumers with the experience of live streaming shopping in China; structural equation modeling (SEM) was used for data analysis. Findings Results find that three dimensions of social presence (the social presence of live streaming platforms, of viewers, of live streamers) and telepresence have a positive and significant influence on consumer trust and flow state, thus triggering consumers’ impulsive buying behavior. Furthermore, consumers’ sense of power moderates the process from consumer trust, flow state to impulsive buying behavior. Practical implications This study will help live streamers and e-retailers to have a further understand on how to stimulate consumers’ buying behavior. Furthermore, it also provides reference for the development of live streaming commerce in other countries. Originality/value This research examines the effect of social presence and telepresence on impulsive buying behavior in live streaming commerce, which is inadequately examined in extant literature.

Social media channels provide a critical opportunity for sharing electronic word-of-mouth (eWOM) communication. eWOM has been considered a prominent factor in shaping consumer behavior. The purpose of this is to examine the effect of website quality, social support, emotional experience, and subjective norms on the attitude of eWOM. Furthermore, the personal interactivity role as moderator is examined. An online survey was conducted from 756 consumers in China. Structure equation modeling (SEM) was employed for data analysis by using AMOS 23. The results indicate that above-mentioned determinants positively influence on attitude and eWOM. Personal interactivity significantly moderates the relationship between attitude toward eWOM and eWOM. Perceived behavioral control (PBC) has a positive direct effect on eWOM. This study provides useful and valuable insights regarding potential determinants of eWOM in Chinese perspective. Theoretical and managerial implications are discussed.

Drawing on social identity theory, this study aims to examine the impact of antecedents of eWOM on the online purchase intention (OPI) of fashion-related products. In addition, social media usage moderates the relationship between eWOM and OPI. A structured questionnaire was completed by a sample of 477 Chinese WeChat users. An online survey was conducted in two metropolitan cities (Beijing and Shanghai). The hypotheses were tested using structural equation modeling (SEM) generated by AMOS 22. The findings of this study found that all five antecedents of eWOM, such as fashion involvement, sense of belonging, trust, tie strength, and informational influence, positively related to the OPI of fashion products in China. Furthermore, eWOM significantly mediates the relationship between fashion involvement, sense of belonging, trust, informational influence, and OPI. The current study is considered the first to examine the role of eWOM in stimulating OPI through social media usage for fashion-oriented products in China. As such, it enriches the online buying literature by exploring the OPI mechanism through eWOM antecedents and validating the importance of social media factors in the development of online buying intention compared to previous studies. Furthermore, it provides several theoretical and practical implications, along with future opportunities.

The purpose of this study is to investigate the impact of green human resource management (GHRM) practices (e.g., green pay attention and rewards, green performance management, green involvement, green recruitment and selection, and green training role) on millennial employees’ turnover intention (METI) in Malaysian three-star, four-star, and five-star hotels with a moderator (work environment) using social exchange theory (SET). The survey used structured questionnaires to collect data from 210 millennial employees using the convenience sampling technique. The research hypotheses were tested using partial least squares structural equation modelling (PLS-SEM). The findings of this study indicate that only green rewards and green involvement have a significant impact on METI. Furthermore, the results indicate that the work environment has no moderating impact on the relationships between green HRM practices and millennial employees’ turnover intention. Finally, the implications, limitations, and future directions for research are also addressed to potential researchers.

The present study examines the mediating role of affective and cognitive trust, and the moderating role of continuous commitment on participative leadership and organizational citizenship behavior (OCB) relationships. Four hundred employees were recruited from the hotel industry in Pakistan. The bootstrapping method was used for an estimation of the mediation effect by the process macro. This study employs confirmatory factor analysis and structural equation modeling. Results revealed that affective trust significantly mediates the relationship between participative leadership and OCB. Moreover, continuous commitment significantly plays a moderating role in the relationship between participative leadership and OCB. This study provides unique insight into the OCB in the hotel industry. Affective and cognitive trust as a mediator and moderator of continuance commitment are examined, which is the novel characteristic of this study. Managerial implications, limitations, and future directions are discussed.