How social and media cues induce live streaming impulse buying? SOR model perspective.

Live streaming is revolutionizing the landscape of e-commerce, creating new opportunities for platforms and e-tailers to improve their performance. However, little is known about the underlying mechanisms that shape consumer behavior in this burgeoning business phenomenon. This study aims to shed light on the relationships between environmental cues generated by live streaming and online impulse buying. Drawing upon the Stimulus-Organism-Response framework, a comprehensive model was formulated to explore how social cues (streamer interaction, peer interaction) and media cues (vividness, realness) impact pleasure, arousal, perceived uncertainty, and subsequently induce consumers' urge to buy impulsively. The model was tested by survey data from 403 consumers. SPSS and PLS are employed to verify the model. The findings revealed that realness and streamer interaction can reduce perceived uncertainty and foster a pleasant consumer experience, while vividness and peer interaction serve to awaken and delight consumers. Pleasure, arousal, and perceived uncertainty mediate antecedent variables' effects on urge to buy impulsively in a parallel and reverse way, and emotions exert a more powerful influence. This study enriched the research on the influence mechanisms of impulse buying driven by live streaming and provided suggestions for platforms and streamers to optimize product display and guide interaction, which is conducive to leveraging the advantages of live streaming and creating greater commercial value.

Guest-dependent directional complexation based on triptycene derived oxacalixarene: formation of oriented rotaxanes.

The manipulation of supramolecular devices to carry out sophisticated and programmed tasks is bound up with the spatial allocation of their components, especially the threading direction of the guest, which controls the host-guest orientation in the device. However, insights are needed to probe more possibilities for steering the threading direction. We have developed a new system consisting of a three-dimensional nonsymmetric oxacalixarene (H) with a fixed comformation and (bi)pyridinium salts (G1-G3), in which we found that based on the intrinsic discrepancies between the two semi-cavities of H, the electron densities of the axles greatly affect the threading direction. This was unequivocally demonstrated by NMR spectra and single crystal structures. With elaborate design, unidirectional threading was achieved, resulting in an oriented rotaxane. Therefore, we describe a new approach in which the threading direction and final orientation may be finely controlled by adjustment of the structure of the guest.