PurposeLive streaming commerce has grown rapidly in recent years. Although the way streamers communicate with viewers is the key to influencing users' purchase behaviors, little is known about the influence of streamers' communication style on purchase intention. Drawing on parasocial interaction theory and flow theory, this study examines the influence of streamers' interaction orientation on viewers' immersion and parasocial interactions, and its effect on viewers' purchase intentions. The moderating effect of streamers' expertise and attractiveness is also examined.Design/methodology/approachThe authors conducted an empirical study using a structural equation modeling approach based on 407 responses to a questionnaire completed by live streaming audiences.FindingsResults indicate that streamers' interaction orientation has a positive effect on viewers' immersion and parasocial interactions, in turn positively affecting viewers' willingness to purchase. Streamers' expertise positively moderates the effect of their interaction orientation on viewers' immersion and parasocial interactions.Originality/valueThis research is among the first to explore the effect of streamers' communication style and provides a framework for how their communication style affects viewers' purchase intention by enhancing immersion and parasocial interaction in live streaming commerce.

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This study aims to construct a hybrid decision‐making approach to the stochastic evaluation for the innovation capacity of financial institutions. For this purpose, interval type 2 fuzzy DEMATEL‐ANP is used for weighting the criteria and dimensions. Additionally, TOPSIS and VIKOR methods based on interval type 2 fuzzy sets are considered to rank the alternatives. The novelty of the study is to propose a set of criteria and dimensions of innovation capacity with the supported literature. Another novelty is to propose an extended method of DEMATEL‐ANP by using interval type 2 fuzzy sets as well as an integrated method of interval type 2 fuzzy stochastic decision‐making with the Monte Carlo simulation. The results indicate that organizational dimension of innovation capacities has the highest importance between the set of criteria and the state‐owned banks have been more appropriate than both the private and foreign banks for generating the innovation capacities in the financial institutions. However, the analysis illustrates that stochastic decision‐making models could provide more extensive results than the conventional methods including the expert priorities. This study could be also extended by using different multicriteria decision‐making methods such as MOORA and ELECTRE and also, the cross‐country analysis could be applied for the future studies.

This study examines the impact of the corporate diversification strategy on the stock price crash risk. Using a large sample of Chinese A-share listed companies for the period 2003-2017, we find the stock price crash risk significantly increases when the operation strategy of a firm changes from a specialized operation to a diversified operation or the degree of diversified operations deepens. We also find that our results are stronger for non-state-owned listed firms, but not significant for state-owned firms. Furthermore, we find that the significant positive association between diversification and crash risk is more pronounced for firms with low external audit quality and low analyst coverage. Our study suggests that the diversification of operating strategy matter in determine stock price crash risk.

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