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Background/Aims There are increasing evidences for gastrointestinal motility disorder (GIMD) and gastric stress ulcer induced by noise stress. The present study was to investigate the reversed effect of melatonin on GIMD and gastric stress ulcer induced by noise stress and potential mechanism. Methods Noise stress was induced on rats, and melatonin (15 mg/kg) was administered to rats by intraperitoneal injection. Differences were assessed in gastric residual rate (GRR), small intestine propulsion rate (SPR), Guth injury score, cortisol, gastrointestinal hormones (calcitonin-gene-related peptide and motilin) and oxidative stress markers (superoxide dismutase and malondialde hyde) in blood plasma as well as gastric mucosa homogenate with or without melatonin. The pathological examination of gastric mucosa was also performed. Results The GRR and SPR were improved by noise stress compared with control ( P < 0.05). The pathological examination and Guth injury score revealed gastric stress ulcer. Moreover, the levels of cortisol, motilin and malondialdehyde in blood plasma and malondialdehyde in gastric mucosa homogenate were increased by noise stress ( P < 0.05). CGRP and superoxide dismutase activity in both of blood plasma and gastric mucosa homogenate were significantly decreased ( P < 0.05). Furthermore, melatonin reversed changes in GRR, SPR, pathological examination, Guth injury score, cortisol, motilin, CGRP, superoxide dismutase activity and malondialdehyde ( P < 0.05). Conclusions Melatonin is effective in reversing the GIMD and gastric stress ulcer induced by noise stress. The underlying mechanism may be involved in oxidative stress and gastrointestinal hormones.

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Purpose The purpose of this paper is to identify the key determinants of the information value of enterprises’ micro-blogs, drawing on the consumer’s perspective. This paper examines the effects of such information value on consumers’ purchase intention through the building of online brand equity. The paper also investigates how perceived usefulness intervenes in the relationship between micro-blog information value and consumer purchase intention. Design/methodology/approach The proposed research model is examined empirically using a survey of 315 users of the Sina micro-blog. The statistical analysis applies a method based on variance using partial least squares. Findings The results show that online retailers’ micro-blog posts, which are characterized by informativeness and persuasiveness as perceived by customers, positively impact online retailers’ brand equity, which in turn influences consumer purchase intention. In addition, perceived information usefulness is found to be an important contextual factor that moderates the relationship between perceived persuasiveness and online retailer brand equity. Originality/value This work adds significance to the literature by extending the research on micro-blog marketing and also provides practical recommendations for online retailers on the operation of micro-blogs.

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