From the perspective of consumers, this research studied four factors including price promotion, time pressure, interpersonal interaction and visual appeal influencing the impulse buying decision of live streaming e-commerce consumers in China. This research used a quantitative design by developing questionnaires to collect data through the convenience sampling approach from 477 Chinese users who has live streaming shopping experience in social commerce platform Taobao.com. within the past 1 year in Kunming, City. Structural Equation Model (SEM) was used to analyze the data and the hypotheses accordingly. The results confirmed that price promotion, time pressure (promotional time limit, perceived opportunity cost), interpersonal interaction (consumer-streamer interaction, consumer-consumer interaction) and visual appeal these six factors have a significantly positive effect on consumer impulse buying decision. Meanwhile, perceived risk was found negatively related to consumer impulse buying decision. Besides, price promotion and visual appeal played the most important role in influencing consumer impulse buying decision of live streaming than any other factors. Additionally, the results also show that the promotion, the perception of opportunity cost, the interpersonal interaction (the interaction between consumers and streamers, the interaction between consumers), and the visual appeal all have a significant negative impact on consumers' perceived risk. However, for time limit of time pressure, our research hypothesis that promotion time limit has a significant negative effect on consumers' perceived risk has not been verified. Finally, perceived risk was found plays a mediating role in the relationship between price promotion, perceived opportunity cost, interpersonal interaction, visual appeal and impulse buying decision. However, it did not play a mediating role in the effect of promotion time limit on impulse buying decision. The findings suggest that managers and merchants of live streaming e-commerce should make a reasonable price promotion plan and provide good visual experience for consumers, at the meantime, strengthen interpersonal interaction and try to reduce the purchase risk of consumers.

The purpose of this study is to examine the impact of social capital including social interaction, shared language and trust on Chinese consumer online impulse buying in social commerce platforms. To verify the hypothesis, we surveyed the Chinese customers who have buying experiences of using social commerce by snowball sampling technique. After analyzing 548 valid data, we confirmed that three dimensions of social capital, social interaction, shared language and trust, positively affects both peer intrinsic motivation and peer extrinsic motivation. In addition, peer motivation exerts a positively impact on consumer impulse purchases on social commerce. The findings not only provide a new theoretical perspective for studying consumers' impulse buying behavior in theory, but also have important implications for the online sellers in their follower’s groups to improve online marketing.

The aim of this paper is to investigate how inertia affects users' willingness to explore the use of sports and fitness apps under the influence of status quo bias, and to explore the role of health goals in the process of exploring use based on goal setting theory. The population in this research is Chinese users who have already installed or used a sports and fitness app on their mobile device. Through an online survey technique, we collected 449 valid questionnaires by convenience sampling method. The results confirm that inertia negatively influences the users’ willingness to explore the use of sports and fitness apps and that inertia negatively influences perceived need, which, in turn, reduces the willingness to explore the use of sports and fitness apps; Furthermore, this study also verified health goal positive moderate the relationship between inertia and perceived need, as well as the relationship inertia and users’ willingness to explore the use of sports and fitness apps, revealing that health goals can effectively adjust for the effects of status quo bias in mobile fitness exercise. This study provides useful suggestions for the development and operation of sports and fitness app enterprises to help them make suitable marketing strategies according to users' needs, thus promoting the long-term development of sports and fitness app enterprises.

From the perspective of green brand experience, this study classifies green brand experience into five dimensions: cognitive experience, product experience, communication experience, emotional experience, and association experience. The study aims to investigate the influence of these five dimensions on consumers' willingness to pay premium (WTPP) for green agricultural products. Meanwhile, the mediating effect of green brand attitude on the relationship between green brand experience and WTPP for green agricultural products was investigated as well. To collect data for this study, a quantitative research design was employed, and an online questionnaire was administered using Google Forms. The questionnaire was distributed to 444 Chinese consumers who are 18 years old or older and have made purchases of green agricultural products. The participants were conveniently sampled from four first-tier cities in China, namely Beijing, Shanghai, Guangzhou, and Shenzhen. The proposed model was tested using structural equation modeling (SEM) through AMOS 24. The research results show that cognitive experience, and communication experience, emotional experience, and association experience all had positive effects on WTPP; among them, association experience having the greatest influence on WTPP. Second, cognitive experience, product experience, communication experience, emotional experience, and association experience all have positive effects on green brand attitude. Additionally, green brand attitudes have a positive effect on WTPP; finally, green brand attitude partially mediates the relationship between cognitive experience, communication experience, emotional experience and association experience and WTPP, and fully mediates the relationship between product experience and WTPP. The results of this study can help businesses manage and promote the development of green agricultural products market, thus enhancing consumers' willingness to purchase.