Livestreaming e-commerce, with its real-time interactive technology, immerses diverse customers in a common environment, closely replicating traditional offline shopping experiences. While previous research has established a connection between customer interaction and experience, there remains a gap in the marketing literature on livestreaming e-commerce regarding a comprehensive framework to assess whether the virtual social presence of other customers affects the shopping experience of focal customers. This study collected questionnaires from focal customers in livestreaming e-commerce, yielding 311 valid responses. Using the stimulus–organism–response framework and social servicescape theory, we developed a model to explore how focal customers perceive the virtual social presence of others in the consumption context, and this exploration was analysed using partial least squares structural equation modelling. The empirical study reveals that, in livestreaming e-commerce settings, focal customers perceive the social presence of other customers and are influenced by their perceived similarity, meta-appearance, and behaviour. These virtual social signals from others immerse focal customers in an offline shopping atmosphere, leading to delightful experiences. This study expands social servicescape into livestreaming e-commerce, creating virtual social servicescape. The findings offer practical insights for enhancing live shopping experiences on relevant platforms, with a focus on emotional resonance.

Following the digital wave, KEEP has become a popular fitness app in China due to its unique gamification design. Research suggests that the influences of the app may be key to changing users’ motivations for using fitness apps. In this study, we focused on identifying which factors were more salient to users in the short and long term and explored whether gamification had a negative impact. Taking KEEP as an example, we used semi-structured interviews and participant observations to collect data and employed thematic analysis to facilitate in-depth interpretation. We found that (1) health awareness and the pursuit of fitness are the initial motivations for users to use gamified fitness apps, while fun and a sense of achievement can increase users’ exercise persistence in the short term; (2) in the long term, reward motivation, stress, and habits play important roles in users’ persistent use behaviour, while a sense of achievement provides positive incentives for long-term use; (3) excessive gamification may cause users to feel excessive stress and even trigger emotional exhaustion. These findings not only provide new perspectives to help fitness app operators optimise the user experience, but also alert them to the potential risks of gamification.

The objective of this research was to investigate the strategies employed by service robots on digital travel platforms to soothe angry users and enhance user satisfaction through perceived value. The survey sample included 337 users of service robots on online travel platforms. The data revealed that information quality stimuli via the central pathway and emotional interaction stimuli via the peripheral pathway significantly affected user satisfaction for angry users. Secondly, users’ perceived practical and hedonic value during their interactions with service robots further connected quality of information, emotional interaction, and consumer satisfaction, explaining their relationships. In this study, we deeply explored how the service quality of robots affects user satisfaction in different situations from macro-research and multidimensional perspectives using the elaboration likelihood model and stimulus-organism-response theory. This integrated framework allowed us to more comprehensively analyse the complex dynamics of user satisfaction, providing both theoretical and practical insights into the use of intelligent robots in the service industry and the customisation of user experiences.

Nowadays, platforms like Douyin attract large audiences during major sports events. In this study, with the aim of enhancing audience satisfaction in livestreaming media environments, we applied social servicescape theory to a livestreaming media environment and used a mixed-methods approach to understand why audiences choose to watch sports events on new media. We developed a theoretical model of audience satisfaction to examine sports event broadcasts on short video platforms. Following 24 semi-structured interviews, we conducted a quantitative survey of 490 participants. The results showed that user interaction and similarity are crucial factors influencing audience members’ choice of livestreaming and that the social attributes and interactive features of livestreaming enhance their sense of immersion, belonging, and nostalgia. Moreover, interactivity and similarity positively impact these emotional experiences, significantly boosting audience satisfaction. This research expands the theoretical understanding of online interactions and offers new insights for designing engaging livestreaming platforms.

In order to address the class imbalance issue experienced during training for malicious website detection, we developed a deep generative model based on the diffusion model that was able to generate the features of malicious websites. The use of the binary encoder method effectively solved the problem experienced with traditional diffusion models, which are unable to generate the discrete and integer features of malicious websites. Moreover, we modified the reverse diffusion algorithm so that, in the final step of the reverse diffusion process, the original data was restored by predicting the noise rather than by sampling the original data distribution through calculating mean and variance. This method enhanced the stability of the features generated and improved their quality.

In this study, the trusted third party (TTP) in Australia's B2C marketplace is studied and the factors influencing consumers' trust behaviour are examined from the perspective of consumers' online trust. Based on the literature review and combined with the development status and background of Australia's e-commerce, underpinned by the Theory of Planned Behaviour (TPB) and a conceptual trust model, this paper expatiates the specific factors and influence mechanism of TTP on consumers' trust behaviour. Also this paper explains two different functions of TTP to solve the online trust problem faced by consumers. Meanwhile, this paper summarizes five different types of services provided by TTPs during the establishment of the trust relationship. Finally, the present study selects 100 B2C enterprises by the simple random sampling method and makes a detailed analysis of their TTPs, to verify the services and functions of the proposed TTP in the trust model. This study is of some significance for comprehending the influence mechanism, functions and services of TTPs on consumers' trust behaviour in the realistic Australian B2C environment.