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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 develop and introduce the new concept of the collaborative space.

Building on an extensive overview of past research and footing on extant conceptual work, the paper chooses an explicating conceptualization approach.

The paper presents the collaborative space, which features the three bipolar dimensions, namely, the type of consumption (access vs reownership), source of resource (company-owned vs consumer-owned) and the type of compensation (with vs without monetary fee). These dimensions open up multiple areas of the collaborative space, including the pseudo sharing economy, sharing ecology, redistribution markets and redistribution communities.

The paper shows blind spots in the literature as well as the need to consider the consumption context to outline directions for future research.

For managers, this paper develops a foundation for entering, exploring and exploiting the collaborative space along the stages acquisition, distribution, consumption and compensation.

Collaborative consumption is associated with community-building, resource saving and sustainability. The conceptualization of the collaborative spaces provides different options to enable more sustainable consumption and raise social exchange between consumers.

So far, an overarching framework that reveals similarities and differences of business models that are associated with collaborative consumption and the sharing economy is missing. This paper develops this framework, which is labelled the collaborative space.