Given that “cross-border e-commerce + live streaming” has become an important driver of global trade but limited attention has been paid to this area, this study examines the impacts of live streaming features on the consumers’ cross-border purchase intention from the perspectives of consumers’ overall perceived value and overall perceived uncertainty based on the SOR theory. In addition, through investigating the moderating effects of saving money, this study reveals the impacts of amazing bargains in live streaming commerce. A total of 272 samples were collected by a questionnaire survey to test the proposed research model. The results show that live streaming features significantly increase consumers’ overall perceived value and purchase intention, and significantly reduce consumers’ overall perceived uncertainty; in addition, saving money further increases the impact of live streaming features on consumers’ overall perceived value. This study provides a theoretical basis and reference for cross-border e-commerce platforms and merchants to effectively leverage live streaming to influence consumers’ perception and purchase intention.

BackgroundFibular allograft with impaction bone grafting (FAIBG) is an effective hip-preservation method for avoiding total hip arthroplasty in the early stage of femoral head necrosis. However, whether thorough debridement should be used with FAIBG is controversial. This study compared the mechanical performance between FAIBG with and without thorough debridement, which provides a biomechanical basis for selecting the proper treatment in clinical settings.MethodsEighteen computational models were constructed and used to simulate two subtypes of femoral head collapse with seven debridement radii. The initial model was validated using the bony density distribution from X-ray images and a photograph of the cadaver bone cross-section. The stress of the anterolateral column and the debridement efficiency were computed and analyzed.Results(1) The peak stress of the anterolateral column in all conditions could return to the physiological level, and in two cases, the decrement/increment of stress was almost less than 0.1 % when the debridement radius increased. (2) The load share ratio (LSR) of the cortical and cancellous bone was markedly decreased in the untreated condition and increases with an increase in the debridement radius. (3) A debridement radius greater than 1/2r yields a LSR value larger than that obtained in the normal condition.ConclusionsThe simulation results provide specific biomechanical evidence to support the finding that FAIBG with a debridement region of 3/8 -1/2 appears to be a better choice for resisting femoral head collapse (FHC). Furthermore, FAIBG without thorough debridement, which requires relatively simple surgical devices and reduces artificial damage, appears to be a better method for resisting FHC than FAIBG with thorough debridement.

Despite the promise of cross-border e-commerce, attracting consumers is still a worldwide challenge. Many cross-border e-commerce platforms have responded to the challenges by embracing innovative tools like live streaming. However, there has been limited understandings of the unique nature of live streaming and its empirical influence. Taking an affordance view of live streaming, this study defines affordance of live streaming as the capacities provided by live streaming and examines how affordance of live streaming affect consumer behavior in the cross-border e-commerce context based on information transparency perspective. Results show that although live streaming does not directly affect consumers’ cross-border purchase intention, it can increase consumers’ purchase intention through increasing perceived information transparency. In addition, affordance of live streaming can further moderate the relationship between different types of information transparency and consumers’ cross-border purchase intention. The findings provide a much-needed contribution to academia and business.

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