The sensory upgrading facilitated by live platforms, such as YouTube Live, Twitch, and Periscope, can facilitate much better interactions and understanding between a product, its brand, and the user. The question of how to enhance sustainable marketing effects using exterior design is currently a major topic in the live streaming marketing sector. The effect of the exterior design of a live platform on the impulse purchases of its consumers has rarely been discussed by academic research. Accordingly, based on the theory of self-determination, this study explored the direct effects of exterior design, self-efficacy, psychological ownership, and impulse buying by using multiple linear regression, and examined the indirect effects of these variables using the structural equation model. In this study, 534 samples were collected from live consumers, and our hypotheses were verified by employing hierarchical regression. As revealed from the results obtained, the self-efficacy and psychological ownership exhibited by consumers exerted synchronous and chain mediating effects on the relationships between the exterior design of the platform and consumer impulse buying. To enhance this marketing effect, live platforms should focus on designing pleasant exterior clues, creating a better psychological atmosphere, and the enhancement of consumers' self-efficacy.Sustainability 2020, 12, 2406 2 of 16 real-time games, special events, and behind-the-scenes tours [4,5]. The live streamer, acting as the content creator of the streaming platform, is capable of uploading real-time video and audio (e.g., video games, talent shows, and daily life records) to satisfy the diversified needs of users [6]. In other words, flattened, equal, and real-time communication can be achieved between users and the live streamer through the live platform, as well as among users, thereby narrowing the distance between companies and individuals.The growing popularity of live platforms has also had certain effects on the existing marketing methods and user buying behavior of companies [7]. Data show that in 2017, 48 percent of internet users in the USA watched live streaming at least once a week [8]. As suggested by a report from the China Internet Information Center, the number of live streaming users in mainland China reached a total of 433 million in June 2019, making up 50.7% of China's entire internet population. With such a considerable number of users, live platforms have started reshaping marketing channels and enhancing marketing effects. The global live streaming market was predicted to expand from US$30.29 billion in 2016 to US$70.05 billion by 2021 [9]. During the "618" period in 2019, Taobao's live streaming led to commodity sales worth CNY13 billion. Compared with the conventional marketing channels, live platforms have a more thorough impact on consumers' purchasing behavior. Thus, since live streaming is such a novel and powerful marketing tool, the questions of whether consumers engage in impulse buying after being exposed to live streami...

Based on the affective events theory, this paper discusses the influence of job insecurity on employees’ extra-role behavior. The mediating effect of negative emotion and the moderating effect of workplace friendship are also tested. The results of an empirical analysis, based on the data of 327 employees, show that job insecurity has a significant negative impact on employees’ extra-role behavior. Negative emotion plays a mediating role in the relationship between job insecurity and extra-role behavior. Workplace friendship moderated the relationship between job insecurity and negative emotions, as well as between job insecurity and extra-role behavior. Workplace friendship also moderates the mediating effect of negative emotion on the relationship between job insecurity and extra-role behavior, that is, the higher the level of the workplace friendship is, the weaker the mediation role mentioned above will be. The research results have implications for the sustainable development of the organization.

Based on the transaction theory of stress and the theory of resource conservation, which introduces knowledge acquisition and intrinsic motivation as mediating variables, a chain mediating model for the influence of challenge-hindrance stress on innovation performance is constructed. Data of 295 samples collected in three stages were used to testify hypothesis. The results confirmed a positive relationship between challenge stress and innovation performance, and a negative relationship between hindrance stress and innovation performance. Intrinsic motivation and knowledge acquisition play a parallel and chain mediating role in the relationship between challenge-hindrance stress and innovation performance. These findings contribute to a deeper understanding of how challenge -hindrance stress affects innovation performance and provide important practical guidance for improving innovation performance.

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In a new stage of booming platform economy, improving the employees’ job security is the key factor to ensure the sustainable development of a platform organization. Based on the cognitive behavior theory, this study introduces the perceived insider status as the moderator variable, and constructs the process mechanism model of job insecurity on employee engagement. The aim of this study is to examine the relationship between job insecurity, emotional response and employee engagement, and provide suggestions for reducing job insecurity and improving employee engagement. Using a 2-wave time-lagged survey data of 341 workers in China firms, data were collected with a self-report questionnaire and analyzed with the statistical package for the social science (AMOS, SPSS). The research result found a negative relationship between job insecurity and employee engagement, and that this negative relationship was mediated by negative emotion or positive emotion. Furthermore, perceived insider status moderated the relationship between job insecurity and positive emotion or negative emotion; the higher the perceived insider status is, the weaker the negative impact of job insecurity on positive emotion and the weaker the positive impact on negative emotion. The research results provide theoretical guidance for organizations to improve employee engagement and help to strengthen the importance of organizations to employees’ job insecurity.

Signal plays a significant role in the online retailing market, especially where the service quality of sellers is unobservable. In the current study, a game-theoretical model was formulated to help examine whether the new delivery service called distribution alliance in the electronic market can serve as a superior signal in revealing online seller’s service quality. Our results showed that the certification accuracy and the application fee are closely related to the signaling effect of the distribution alliance. Specifically, we found a concrete analytical boundary where a certain high level of certification accuracy is required to guarantee the existence of market equilibrium, and a corresponding application fee can convoy the signal’s effectiveness. In addition, the potential extensions and limitations of this research were also discussed.

Purpose Drawing on the social information processing theory, this study aims to adopt a moderated mediation model to investigate the mediation role of cognitive crafting and the moderation role of regulatory focus in the relationship between perceived deviance tolerance and employee innovative behavior. Design/methodology/approach A questionnaire study with 181 employees from a state-owned communications technology company in China was conducted through a two-wave survey, with a one-month lagged design. The model is tested through confirmatory factor analysis, correlation analysis and PROCESS bootstrapping program in SPSS24.0 and AMOS22.0 software. Findings This study confirms that perceived deviance tolerance is positively related to innovative behavior, while cognitive crafting mediates the relationship between perceived deviance tolerance and innovative behavior. Furthermore, the promotion focus positively moderates the relationship between perceived deviance tolerance and cognitive crafting, and higher promotion focus enhances the mediating effect of cognitive crafting on the relationship between perceived deviance tolerance and innovative behavior. The prevention focus negatively moderates the relationship between perceived deviance tolerance and cognitive crafting, and higher prevention focus weakens the mediating effect of cognitive crafting on the relationship between perceived deviance tolerance and innovative behavior. Practical implications Organizations need to establish a tolerant and inclusive management system and create a harmonious working atmosphere to provide a platform basis to inspire the innovative behavior of employees. Also, regulatory focus variables are suggested to be considered in organizational human resource management processes (e.g. recruitment and training) to improve organizational person–job fit. Originality/value The primary contribution of this study is to confirm that perceived deviance tolerance has a positive impact on innovation behavior and thereby providing a new perspective to understand the impact effect of perceived deviance tolerance. Another contribution the study explores the mechanisms and boundary conditions of perceived deviance tolerance on innovative behavior fills the theoretical gap of perceived deviance tolerance.

The rapid development of livestreaming commerce has received widespread attention from both theoretical and practical circles. However, relatively few studies have been conducted from a product perspective, and even fewer studies have analyzed product characteristics influencing consumers’ impulse buying based on product-involvement theory. Grounded on product involvement theory, this study proposed a theoretical research model and empirically tested the model using online survey data collected from 504 livestreaming consumers in China. The results showed that functional value for money, perceived product quality, perceived product scarcity, instant feedback on product information, and perceived product knowledge of streamers can drive product cognitive and affective involvement, which, in turn, induce the consumer-felt urge to buy impulsively and engage in impulse buying behavior. However, the functionality of product design can only affect the product cognitive involvement, not the affective involvement. Implications for research and practice are discussed.