An increasing number of enterprises are adopting a dual-channel business strategy that combines short video e-commerce with traditional e-commerce in their online activities. Previous research on advertising appeals has primarily focused on ad content, products, and consumers. However, the lack of attention given to shopping channels raises a question for the retail industry: How can enterprises create differentiated ads that cater to the needs of consumers in different channels? Across three studies, this research builds upon the regulatory focus theory to demonstrate that consumers on e-commerce platforms, as opposed to short video platforms, are more likely to adopt a prevention-focused mindset rather than a promotion-focused one and vice versa. This positive consumer response arises from the flow experience generated by the regulatory fit between e-commerce channels and advertising appeals. The findings of this research offer both theoretical and practical contributions to the realms of marketing and e-commerce.

Diabetes management applications enable diabetes self-management in a more convenient and cost-effective manner. This study develops a push–pull–mooring model in order to understand patient-switching intentions to the conventional offline and the novel mobile diabetes management. Data collected from 412 adult patients with diabetes in China are analyzed to test the proposed hypotheses. The results show that push effects and pull effects have significantly positive effects on switching intention. Mooring effects negatively affect switching behavior. Meanwhile, the moderating effects of all three mooring factors (switching cost, offline habit, and private risk) on the relationship between both push-switching intentions and pull-switching intentions are also detected. These findings contribute to a deeper understanding of patient switching intentions towards diabetes management applications and, accordingly, can help marketers, healthcare providers, and health policymakers develop and appropriate their future marketing and administrative strategies.

Live streaming has become popular among various e-commerce models. As an efficient way of marketing, live streaming can stimulate consumers' impulse purchasing behavior by creating a compelling experience, flow experience. Even though research on flow experience has been applied to understand consumer behavior in e-commerce, few studies have been conducted in live streaming e-commerce, let alone the influencing factors. Drawing on the stimulus-organism-response (S-O-R) model, this paper examines the impact of cognitive stimuli and perceptive stimuli on the urge to buy impulsively via flow experience. The results indicate that information content, website design, time pressure, and personalized recommendation positively relate to flow experience and the urge to buy impulsively. They also find the direct effect of time pressure and personalized recommendation on the urge to buy impulsively. The theoretical contributions and the practical implications for e-commerce live streaming are presented.

With the progress of digital and mobile technologies, mobile short video apps (MSAs) have been booming in recent years. These MSAs are expanding their role in social commerce, which has aroused scholar’s and practitioners’ attention. Drawing on the stimulus-organism-response model,this study proposes an integrated model to examine the impact of social factors (perceived expertise, similarity, and familiarity) and systemic factors (personalization, serendipity, and visual appeal) on the formation of utilitarian value and flow experience, and their subsequent effects on impulsive buying. The results suggest that both social factors and systemic factors can influence utilitarian value and flow experience. Further, utilitarian value and flow experience can positively affect consumers’ impulse buying independently. The contributions of the study to both academia and practice are discussed.

Cross-border e-commerce (CBEC) has become an imperative mode for global trade. Research on cross-border e-commerce historically focuses mainly on the customer's behavior intention to purchase on a CBEC platform. However, B-buyers are more important compared with C-buyers for CBEC platforms. This is because B-buyers can contribute more gross merchandise volume (GMV) in a CBEC platform, and thus more margin for the firm. The authors apply trust transfer theory, perceived risk, and alternative website quality to study repurchase intention, focusing on B-buyers. The results show that perceived risk, trust in provider, and trust in the website affect repurchase intention significantly, where trust in website is found to be the most important factor. In addition, the authors found that the dimensions of perceived risk in CBEC context can be classified as the following: customer duties risk, confiscation risk, delivery risk, financial risk, and privacy risk. The contributions of the study are addressed lastly.