Yangyan Shi’s research while affiliated with Macquarie University and other places

With the massive expansion in live streaming, enhancing the sustained engagement of users has become a key issue in ensuring its success. This study examines the relationship between real-time interaction, user perceptions, user intention to keep using live streaming, and whether this relationship differs between a live and a virtual live streaming environment. Using partial least squares (PLS) structural equation modelling (SEM), this paper analyses 240 valid questionnaire responses and finds that there is a link between real-time interactions, visual stimuli, and users’ sustained engagement. This shows that users’ active interactions while watching live streaming videos significantly affect their perceptions of social presence and trust, which in turn, affect their sustained engagement behaviour. These effects were found to vary with differences in the live streaming environment. The findings of this paper will play a positive role in understanding the differences between various live streaming environments, in optimizing the design of live streaming content and in improving the perceptions of emotional warmth by live streaming users.

Since its introduction, live e-commerce has shown rapid growth, especially in regions such as China, where the total market size has exceeded trillions of RMB. However, e-commerce live streaming has also caused widespread consumer impulse-buying behaviour during the development process. Therefore, based on stimulus–organism–response theory, from the perspective of human–computer interaction, this paper develops an impulse-purchase model for live e-commerce consumers, uses partial least squares structural equation modelling to process and analyse 339 valid questionnaires and, finally, validates the proposed hypotheses. The findings show that consumers’ visual appeal, perceived arousal and engagement play a mediating role in the relations among interface design, live atmosphere and impulse purchase. To promote the sustainability of a live-streaming economy, live-streaming platforms need to design attractive live-streaming interfaces, build a pleasant live-streaming atmosphere and enhance consumers’ positive emotions, while preventing their irrational purchasing behaviour. An in-depth analysis of the formation mechanism of this behaviour can help in alleviating the limitations of the lack of rich research results and a single perspective in this field. In addition, it can help stakeholders promote the sustainability of e-commerce live streaming in practice.

Internet information security is getting more attention. Users are adopting more and more ways to protect their information when browsing the web and shopping online, and more users are choosing not to disclose personal information to websites. Many factors influence consumers’ privacy disclosure intention. This study innovatively introduces consumers’ country background and website user interface design to explore their influence on behavioural intention. We developed a model of factors influencing consumers’ intention to disclose personal information, organized experiments to collect data, and conducted an empirical study using partial least squares structural equation modeling (PLS-SEM). The study results showed that consumers’ general trust in companies is influenced by many factors and significantly affects consumers’ intention to disclose information. Corporate reputation significantly affects consumers’ intention to disclose information directly and indirectly. Consumers’ privacy concerns can also have a significant impact. Country context and user interface design also influenced consumer behaviour, but not as much as corporate reputation and consumer privacy concerns. Research provides targeted development recommendations for consumers, businesses, and legislators.

With the sudden and heavy consequences of diseases, medical insurance has become a vital part of the medical system. Inclusive medical insurance (IMI) aims to help people manage personal health risks from an economic perspective under the cooperation of government and private enterprises. With the worsening aging phenomenon in China, middle-aged and elderly consumers inevitably need to choose insurance services. However, the diversification of service forms and contents implies potential loopholes that may affect their intention to participate in insurance. In this study, we establish a trust mechanism model combining finance, technology, and institutions; collect and organize data using questionnaires; and explore the link between trust and intention to participate in IMI. Our results show that new service concepts under digital channels can increase financial trust, perceived ease of use affects technical trust, and reputation and security mechanisms positively affect institutional trust. Furthermore, trust transfer occurs among the three types of trust. At the same time, financial trust and institutional trust positively affect middle-aged and elderly consumers’ intention to participate in insurance. The findings of our study have theoretical value and practical implications for IMI research.