In the era of digitalization and epidemic, more people deeply rely on digital tools. Digital tools can be used to complete transactions for food delivery, daily necessities and car booking. Live broadcasting is one of the representative products in the digital era. Users’ perceived social value and its impacts are important to the society and operators of platform. Fewer studies, however, have verified the relationships among social value, platform dependence, and platform identity. Accordingly, the research purpose of this paper is to analyze users' digital inertia, social values, and the relationships among their dependence and their identity on livestreaming platforms. Data was collected by questionnaire survey and 372 valid samples were received. Findings show that in the relationships between live streaming platforms and users, positive relationships among variables were met; the social value perceived by the users could affect platform identity through platform dependence; and users' perceived digital inertia significantly could moderate the relationship between social value and platform dependence. It is suggested that operators should strengthen users' perception of social value when designing live broadcast activities.

With the gradual improvement of the national living standard and the increase of daily makeup people, the market size of Chinese cosmetics industry has been growing. However, cosmetics industry has faced the problems of insufficient consumer attachment through live streaming, which makes the marketing effect not clear in the process of brand marketing. The purpose of this study is to verify the antecedents and results of consumers' perception of spokesperson attachment, analyze the factors influencing spokesperson attachment, and the influence of spokesperson attachment on word of mouth, and put forward suggestions. Data was collected by questionnaire and 372 valid sample were received. Findings found that the perceived non-economic value, perceived economic value, reference group and other factors have a positive correlation with the attachment of the spokesperson, and variety seeking has a negative impact on the attachment of the spokesperson. Lastly, such suggestion of improving the exclusive preferential price intensity of the enterprise broadcasting room was drawn to managers.

Virtual idols can replace real people in advertising endorsement without any moral problems, which is one of the feasible spokespersons. The purpose of this study is to explore the current status of brand image, brand awareness and word-of-mouth perceived by consumers to virtual idols, their correlation, the mediating effect of brand awareness and the moderating effect of involvement. In this study, a questionnaire survey was used to collect data, and 425 valid samples were obtained through online survey. The results show that the relationship between brand image, brand awareness and word-of-mouth presents a significant and positive correlation; brand image has a significant and positive impacts on word-of-mouth and brand awareness; brand awareness has a significant and positive impacts on word-of-mouth. In addition, the mediating effect of brand awareness on brand image-word-of-mouth relationship and the moderating effects of involvement among those variables used in this study have been confirmed. Finally, this study suggests that enterprises should be committed to improving the brand image of virtual idols, so that consumers can perceive the characteristics and highlights of virtual idols. Moreover, future studies can try to compare the effects of different virtual idols’ endorsement, and compare the differences in their brand image, brand awareness and word-of-mouth.

Aging is an irresistible trend. How to deal with the problems derived from aging has become an extremely important issue among government departments, academia and senior care industry. The objective of this study was to velidate the relationship among perceived digital skills, digital knowledge, attitude and behavioral intentions to use smart senior care platform among the elderly. A total of 403 valid samples were collected through online and onsite questionnaires survey. The results of structural equition model analysis showed that, without considering digital skills, respondents' digital knowledge significantly affected their attitude and behavioral intentions to use the smart senior care platform; and respondents with low digital skills will significantly affect the relationship between their digital knowledge and attitude while considering digital skills. It is suggested that the government and the industry should continue to strengthen digital education and training of digital skills, and the families of the elderly should also pay attention to the digital skills and knowledge of their elders.

While many studies have argued the importance of destination image, few have examined the impact of tourists' perceptions of wellness tourism destination images, destination relationships and word of mouth. This study provides new insights by examining: i. The impact of health and wellness tourism destination images on destination relationships and word of mouth. ii. The impact of destination relationships on word of mouth. And iii. The mediating effect of destination relationships. A survey of 284 questionnaires was conducted in famous health and wellness tourism destinations in Sichuan, China. The study found that perceptions of destinations images positively influenced word-of-mouth through destination relationships with destination relationships playing a significant mediating effect in a health and wellness tourism context. Finally, this study also provides some management implications of health and wellness tourism such as destination managers and tourism enterprises which should create the impression of a helpful, honest, safe and secure destination image.