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This study aims to investigate the factors that affect an audience's purchase decisions on a new type of social media, namely live video streaming platforms.

This study is based on data from an online survey providing 488 valid responses. These responses are used to test the research model by employing partial least squares (PLS) modeling.

Three antecedents (consumer competitive arousal, gift design aesthetics and broadcaster's image) influence the audience's purchase decisions (impulse buying and continuous buying intention). Chinese impression management (mianzi) acts as a moderator. Self-mianzi, mutual mianzi and other mianzi (i.e. three subtypes of mianzi) moderate the effects of consumer competitive arousal, gift design aesthetics and broadcaster's image on impulse buying.

The findings encourage practitioners developing marketing strategies for live video streaming platforms in the Chinese cultural context to consider peer influence, gift appearance, broadcaster's image and mianzi.

Drawing on the community gift-giving model and face-negotiation theory, this study provides an integrated research model to investigate a new type of social media (live video streaming). It offers insight into virtual gifting behaviors by confirming the effects of three antecedents on the audience's purchase decisions, with mianzi acting as a moderator.

The purpose of this paper is to examine the key factors that affect users’ adoption of e-books using an extension of the unified theory of acceptance and use of technology (UTAUT) that includes the following factors: environmental concerns, perceived benefits, and benevolence trust.

The authors analyzed survey responses from 343 participants using structural equation modeling to examine the hypothesized relationships in this research model.

The results show that users’ adoption of e-books is determined by performance expectancy, effort expectancy, social influence, facilitating conditions, environmental concern, perceived benefit, and benevolence trust.

The authors restricted this study to consumers’ adoption of e-books. Further studies could examine consumer’s adoption of other mediums, such as cutting-edge information technologies.

The results suggest that marketers should consider altering their methods of promoting e-books to attract consumers and further affect their usage intention.

This study proposes and tests an extended UTAUT model that includes the additional factors of environmental concern, perceived benefit, and benevolence trust in order to examine the influence of these factors on e-book adoption. The findings are particularly useful for assisting managers to increase e-book adoption.