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We explored the impact of admiration of others regarding their morality, positive attitude, and skills on the fatigue of social media users through the mediators of social media loneliness and social media anxiety. We collected data for analysis from 688 social media users through an online survey. The results show that admiration for morality relieved social media fatigue through the mediator of social media loneliness, and admiration for positive attitude relieved social media fatigue through the mediators of both social media loneliness and social media anxiety. However, admiration for skill aggravated social media anxiety and, further, led to social media fatigue. Admiration for morality and for positive attitude could directly relieve social media fatigue, but admiration for skill led to social media fatigue only when it was transformed into social media anxiety. Our findings have implications for ways to relieve social media fatigue.

This paper explores how the sequence of positive or negative comments and the degree of product involvement affect the purchase intention of consumers through a 2 × 2 experiment. The results demonstrated that the sequence of positive or negative supplementary comments will affect the consumer's purchase intention, while the degree of product involvement will adjust the relationship between them. Specifically, the conclusions include three points: (1) compared to initial comments, supplementary comments have a greater impact on a consumer's purchase intention; (2) when the initial comments are positive but the supplementary ones are negative, consumers who have a high degree of product involvement would have a greater purchase intention than those who demonstrate a low degree of product involvement;(3) In the case of negative initial comments / positive supplementary comments, consumers with low product involvement are more likely to purchase than consumers who have a high product involvement.INDEX TERMS Online comments, sequential effect, purchase intention, primacy effect, recency effect. I. INTRODUCTIONSupplementary comments, as their name suggests, can supplement and even become the main source of product information as they reduce uncertainty during the shopping process [1], [2]. Scholars identify the supplementary comment as a key factor in consumer's purchase-making decisions. Some e-commerce platforms, such as Taobao (www.taobao.com) and Tmall (www.tmall.com), have introduced supplementary comment features in their comment system and encourage consumers to give their supplementary comments to modify or complete the initial ones. In this study, 'supplementary comments' refer to online comments published by consumers at different times after purchasing a product or service.Prior studies have shown that when scholars study online comments' impact on consumers' behavior, they mainly investigate comments' content and characteristics of publishers and recipients. For product sales [3], [4], consumer's attitude and behavior [5], [6] and evaluation of information [7], it is generally agreed that the online comments' features,The associate editor coordinating the review of this manuscript and approving it for publication was Claudio Agostino Ardagna .