With the recent development of internet healthcare, many hospitals have laid out their online platforms. However, there have been some poor service levels and low quality. The frequency of such problems has led to a decline in patient satisfaction. Therefore, it is vital to explore how hospitals can improve user satisfaction and willingness to visit them offline by setting up an online presence. Most studies conducted so far have remained limited to the single dimension of online or offline healthcare, with few studies exploring the relationship between them. While a few studies have explored the impact of online service quality on willingness to seek offline care, they also face the problem of a single perspective of analysis. Therefore, this study constructs a multidimensional model of the factors influencing online healthcare users’ willingness to seek offline care by integrating the value-based adoption model and the stimulus–organism–response model. Through a partial least squares-structural equation modelling analysis of 283 valid samples, this study found that online doctor–patient interactions and service quality positively impact user perception. This paper explores the development path of online healthcare from a new theoretical perspective. In addition, the findings provide new guidelines for hospitals to achieve economic and social benefits.

Since its introduction, live e-commerce has shown rapid growth, especially in regions such as China, where the total market size has exceeded trillions of RMB. However, e-commerce live streaming has also caused widespread consumer impulse-buying behaviour during the development process. Therefore, based on stimulus–organism–response theory, from the perspective of human–computer interaction, this paper develops an impulse-purchase model for live e-commerce consumers, uses partial least squares structural equation modelling to process and analyse 339 valid questionnaires and, finally, validates the proposed hypotheses. The findings show that consumers’ visual appeal, perceived arousal and engagement play a mediating role in the relations among interface design, live atmosphere and impulse purchase. To promote the sustainability of a live-streaming economy, live-streaming platforms need to design attractive live-streaming interfaces, build a pleasant live-streaming atmosphere and enhance consumers’ positive emotions, while preventing their irrational purchasing behaviour. An in-depth analysis of the formation mechanism of this behaviour can help in alleviating the limitations of the lack of rich research results and a single perspective in this field. In addition, it can help stakeholders promote the sustainability of e-commerce live streaming in practice.

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<abstract> <p>To identify the mechanisms by which perceived scarcity affects consumers' panic-buying behaviours and to explore the underlying reasons for panic-buying. Building on signalling theory and scarcity theory, we constructed a model of panic-buying behaviour. In total, 361 sources of valid data were collected via online questionnaires, and partial least squares structural equation modelling was employed for the empirical analysis. In the context of COVID-19, perceived scarcity significantly and positively influenced the macro signals, for example, by impacting perceived value and perceived competitiveness. Furthermore, perceived scarcity significantly affected consumers' micro signals, such as their perceived anxiety and perceived uncertainty. In combination, perceived value, perceived competitiveness, perceived anxiety and perceived uncertainty significantly and positively influenced consumers' panic-buying behaviours. Trust in the government also played a significant role by regulating consumers' micro signals and macro signals. The originality of this paper lies in its in-depth exploration of the multiple impacts of scarcity on consumer perceptions and it reveals the reasons for panic-buying behaviours. In doing so, it provides practical guidelines and understanding for consumers, businesses and the government.</p> </abstract>