Drawing from the stimulus–organism–response (S-O-R) model, this study explores the impact on consumer attitudes in the context of Chinese online influencers' e-commerce live streaming. To examine this impact, we distributed our survey questionnaire to Chinese consumers with live streaming shopping experiences. Using data from 430 valid questionnaires, a hierarchical regression analysis was used to examine our hypotheses. The results show that expertise, bargaining power, post-sales services, and live streaming schedules of online influencers affect consumer trust in online influencers. The expertise, bargaining power, and livestreaming schedules of online influencers affect consumer impulsivity. Moreover, the trust and impulsiveness of online influencers increase consumer purchasing intentions. The implications and future research directions are discussed in this article.

This study investigates the association between work-family conflict and organizational citizenship behavior and examines the mediated role of subjective happiness between and the moderated part of family support. A moderated mediation model is established based on the Conservation of Resources theory. We collected data from 386 employees of nine companies in China. This study shows that the work-family conflict of female professional employees is negatively correlated with organizational citizenship behavior, and that the relationship is mediated by subjective well-being. Furthermore, female professional employees’ family support moderates the effects of work-family conflict on subjective happiness and organizational citizenship behavior, with the relationship weaker when family support is higher. This study enriches the literature on work-family conflict by using family support as a mediating mechanism for work-family conflict. It enhanced our understanding of the influencing mechanisms of organizational citizenship behavior by constructing a more detailed model.

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