...Dinghao Xi; Wei Xu; Liumin Tang; Bingning Han Purpose The boom in live streaming has intensified competition among streamers for viewers' gifts, which makes it meaningful to study the factors that affect the viewers’ gifting behavior. Given the emotional attachment between streamers and viewers...

...Min Li; Z.Y. Dong; Xi Chen Purpose The purpose of this study is to interpret consumers' emotion in their consumption experience in the context of mobile commerce from an experiential view. The study seeks to address concerns about the experiential aspects of mobile commerce regardless...