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Enterprises build online product community to expect users to contribute: opinion sharing (content contribution) and product consumption (product contribution). Previous literature rarely focused on both. The purpose of this paper is to explain user contribution mechanism by identifying content contribution and product contribution.

This research chose Xiaomi-hosted online product community (bbs.xiaomi.cn) and Huawei-hosted online product community (club.huawei.com) where users can freely share ideas and buy products at the same time. Data were crawled from 109,665 community users to construct dependent variable measurement, and 611 questionnaires were used to verify research hypotheses.

The results indicate that both cognitive needs and personal integration needs have a significant positive impact on browse behavior; social integration needs and hedonic needs have a significant positive impact on content contribution behavior. Browse behavior not only directly affects but also indirectly influences product contribution through content contribution behavior.

Findings of this research provide community managers with useful insights into the relationship between content contribution and product contribution.

This study explains the formation mechanism of user product contribution and reveals the relationship between user content contribution and product contribution in online product community. This paper provides a different way of theorizing user contributions by incorporating uses and gratifications theory into the “Motivation-Behavior-Result” framework.

Cross-border e-commerce live streaming morphs into an epidemic shopping scenario, yet there is a paucity of research on impulse purchasing in this context. The purpose of this study is to empirically investigate the adoption motivation of cross-border e-commerce live streaming and its influence mechanism on intrinsic response and purchase impulse and to highlight the mediating role of browsing behavior.

Based on the use and gratification lens, a new conceptualization model is established to captivate the theoretical relationships between perceived stimuli, individual attitudes, browsing behavior and impulsive purchases. A questionnaire survey was used to collect cross-sectional data from 427 Malaysian consumers and the estimated framework was validated through AMOS-structural equation modeling technique.

The findings confirm that perceived interactivity, perceived information usefulness and perceived enjoyment significantly influenced positive attitudes toward live-streaming, which in turn induced impulsive purchases; however, perceived affective gratification did not stimulate positive attitudes. Consumers’ utilitarian browsing had a stronger effect on impulse purchases than hedonic browsing and utilitarian browsing behavior mediated the relationship between positive attitudes and impulse buying; however, hedonic browsing had neither a direct nor a mediating effect on impulsive purchases.

This research enhances the literature on the impact of cross-border e-commerce live streaming, an emerging technology, on consumer behavior and offers managerial implications for e-commerce practitioners to gain insights into consumer impulse purchasing behavior.

The findings revamp conventional knowledge and provide new angles for understanding the formation mechanisms of impulse purchases, motivations for virtual media use and browsing behavior mediating effects in the context of live streaming.

Under emerging social media technology, mobile learners' behavior analysis and legality education have important practical significance. The research aims to detect the mobile learning (M-learning) learners' behavior in legality education under the background of the Internet era and improve the learning and teaching effect of online legality education and law popularization.

This paper proposes a model based on deep learning (DL) fuzzy clustering analysis (FCA), and bidirectional encoder and decoder (ENDEC) of converter model to detect the mobile learners' behaviors in online legality education under the current social media. Then, the effectiveness of the proposed model is tested. The proposed model expects to be applied to multimedia teaching and law popularization activities and provides some theoretical reference and practical value for improving the effectiveness of online teaching.

The experimental results show that in the learner behavior detection process of M-learning-oriented online legality education, the model's accuracy can reach 99.8%. The response time is shorter than other algorithms. Overall, the application effect of the proposed model and algorithm is good and can be applied in practice.

The research results may lack universality due to the selected research methods. Therefore, researchers are encouraged to test the proposed methods further. In the future, it is necessary to expand the type and scale of text data to improve the accuracy of data detection.

The research results provide a specific theoretical reference and practical significance for improving the learning effect of online M-learning-oriented legality education.

This paper meets the needs of mobile learner behavior analysis based on social media.

The purpose of this study is to investigate the impulsive purchase of Generation Z of Muslim women on TikTok Shop. The primary attention in this stimulation investigation drives the impulsive buying between the Generation Z of Muslim women customers in Indonesia. This study provides valuable concept to help a company or cosmetic brand grow the marketing strategy for stimulating impulsive behaviour of Generation Z customers on TikTok Shop.

An online survey of 256 Muslim women consumers of the Generation Z was used to collect the data. Covariance-based structural equation modelling was applied to assess the five hypotheses.

The results of this study indicate that micro-celebrities post authenticity has a positive and significant relationship with utilitarian browsing. However, micro-celebrities post authenticity did not have a positive and significant relationship with hedonic browsing. This study also concludes that utilitarian browsing was found to have a positive and significant relationship with hedonic browsing. Finally, hedonic browsing was found to have a positive and significant effect on reminiscence impulse purchase intention and designed impulse purchase intention.

The primary limitation is the research sample that only consists of Indonesian TikTok Shop customers. Next, the researchers could examine the research model in several countries to expand its generalisation. The second one, this research does not consider the origin country of a cosmetic product. The future study must investigate the local and foreign cosmetics to see the preference and the differences in the impulsive purchase, especially for Z women generation customer. Third, this study quantifies the intention to buy impulsively so that the following research must investigate the ownership of the cosmetics product that has been bought before. Finally, the research only involves a quantitative research method. The future study must investigate with another approach, such as a qualitative method or mixed-method, in the impulsive purchase intention context.

A cosmetic company or marketer could maximise the authenticity, relevancy and attractive information that is posted by micro media social celebrities or media social influencers. Cosmetic companies or marketers must provide comprehensive information to satisfy customers’ browsing actions. Finally, besides the information related to the limited cosmetics product stock, discount and promotion as the effective strategy to stimulate the impulsive buying, the cosmetics marketing can use gamification, increasing the picture quality and equipping product descriptions, and making educational content.

The existence of TikTok Shop is increasing the number of cosmetics products and competitors because of product’s excessive availability in the market. In the social benefit context, the Generation Z Muslim women can purchase and use various cosmetics product available on TikTok Shop, but customers must be on guard by knowing the cosmetics material to prevent the healthiness. In addition, the existence of TikTok Shop and the impulsive purchases by the Generation Z Muslim women are also increasing the retailer or local cosmetics producer income.

This study is a contribution to consumer behaviour literature by raising the Stimulus–Organism–Response framework used in determining the factors influencing browsing and impulsive consumption of cosmetic products on TikTok Shop.

This paper aims to explore the pathways connecting perceived social isolation, perceived stress, hedonic browsing and e-impulse buying in social commerce.

A theoretical model was proposed. Data from 394 young adults was analyzed using structural equation modeling to test the hypothesized relationships in the model.

Perceived social isolation is associated with elevated levels of perceived stress and engagement in hedonic browsing. Young consumers often turn to hedonic browsing as a coping mechanism for stress, and both stress and hedonic browsing play significant roles in fostering impulsive purchases. Perceived stress fully mediates the influence of perceived social isolation on hedonic browsing. Conversely, hedonic browsing partially mediates the impact of perceived stress on e-impulse buying.

Businesses can use the findings to develop effective marketing strategies that entice customers to purchase on social commerce platforms. Moreover, the findings offer valuable insights for young consumers, providing them with an understanding of the complexities of impulsive buying in social commerce. This knowledge can empower them to make informed decisions and exercise enhanced control over their purchasing habits. Furthermore, the findings could be used as a basis for developing targeted interventions to reduce unnecessary purchases, particularly during challenging times that necessitate social isolation.

This study offers new empirical insights into the ways in which perceived social isolation, perceived stress and hedonic browsing contribute to the heightened prevalence of e-impulse buying in social commerce.

Seekers who visit professional virtual communities (PVCs) are usually motivated by knowledge-seeking, which is a complex cognitive process. How do seekers search for knowledge, and how is their search linked to prior knowledge or PVC situation factors? From the cognitive process and interactional psychology perspectives, this study investigated the three-way interactions between seekers’ expertise, task complexity, and perceptions of PVC features (i.e. knowledge quality and system quality) on knowledge-seeking strategies and resultant outcomes.

A field experiment was conducted with 119 seekers in a PVC using a 2 × 2 factorial design of seekers’ expertise (i.e. expert versus novice) and task complexity (i.e. low versus high).

The study reveals three significant insights: (1) For a high-complexity task, experts adopt an ask-directed searching strategy compared to novices, whereas novices adopt a browsing strategy; (2) For a high-complexity task, experts who perceive a high system quality are more likely than novices to adopt an ask-directed searching strategy; and (3) Task completion time and task quality are associated with the adoption of ask-directed searching strategies, whereas knowledge seekers’ satisfaction is more associated with the adoption of browsing strategy.

We draw on the perspectives of cognitive process and interactional psychology to explore potential two- and three-way interactions of seekers’ expertise, task complexity, and PVC features on the adoption of knowledge-seeking strategies in a PVC context. Our findings provide deep insights into seekers’ behavior in a PVC, given the popularity of the search for knowledge in PVCs.

Despite the extensive stimulus–organism–response (SOR) literature, little attention has been paid to the role of marketing activity as a key environmental stimulus, and there is a dearth of research examining the interplay between emotions and cognition on consumer behaviour, as well as the sequential effects of emotions on cognition. To address these gaps, this study aims to develop a revised SOR model by incorporating Kahneman’s fast and slow thinking theory to investigate the impulse buying of affordable luxury fashion (ALF).

The authors use outlet stores at Bicester village (BV) in England as the research context for ALF shopping. Partial least squares structural equation modelling was used to analyse a survey sample of 633 consumers with a BV shopping experience.

The authors find that impulse buying of ALF arises from the interplay of emotional and cognitive factors, as well as a sequential and dual process involving in-store stimuli affecting on-site emotion and in-store browsing.

This study reveals that brand connection has a significant and negative influence on the relationship between on-site emotion and in-store browsing, advancing the SOR paradigm and reflecting the interactive effect of human emotion and reasoning on the impulse buying of ALF items.

Insights into consumers’ impulse buying offer practical implications for luxury brand management, specifically for ALF outlet retailers and store managers.

The results suggest a robust sequential effect of on-site emotion towards in-store browsing on impulse buying, providing updated empirical support for Kahneman’s theory of System 1 and System 2 thinking.

This study aims to explore the eye movement behavior of preadolescent children accessing and diagnosing information.

The researchers tracked the eye movements of 30 children with an eye-tracking apparatus. Using the kit of factor-referenced cognitive tests to measure perceptual speed and associative memory, they measured information-searching behavior with screen recordings, the data of which were analyzed by IBM SPSS Statistics 26.

Regarding information accessibility, there was a correlation between the child’s age, associative memory and the number of round-trip choices, and there were differences in the total fixation area among children of different age groups. Regarding diagnosticity, perceptual speed was positively correlated with the total fixation area, and the number of round-trip choices was negatively correlated with fixation duration.

Empirical evidence suggests that during information encoding, perceptual speed is the most important influencing factor. Extensive research indicates that children predominantly rely on recall and familiarity when searching for new information, both of which play roles in associative memory. Through an examination of the psychological and behavioral indicators of children, the study elucidated the cognitive processes involved in information processing and how children engage with information at both visual and cognitive levels.

Purchase conversion prediction aims to improve user experience and convert visitors into real buyers to drive sales of firms; however, the total conversion rate is low, especially for e-retailers. To date, little is known about how e-retailers can scientifically detect users' intents within a purchase conversion funnel during their ongoing sessions and strategically optimize real-time marketing tactics corresponding to dynamic intent states. This study mainly aims to detect a real-time state of the conversion funnel based on graph theory, which refers to a five-class classification problem in the overt real-time choice decisions (RTCDs)—click, tag-to-wishlist, add-to-cart, remove-from-cart and purchase—during an ongoing session.

The authors propose a novel graph-theoretic framework to detect different states of the conversion funnel by identifying a user's unobserved mindset revealed from their navigation process graph, namely clickstream graph. First, the raw clickstream data are identified into individual sessions based on a 30-min time-out heuristic approach. Then, the authors convert each session into a sequence of temporal item-level clickstream graphs and conduct a temporal graph feature engineering according to the basic, single-, dyadic- and triadic-node and global characteristics. Furthermore, the synthetic minority oversampling technique is adopted to address with the problem of classifying imbalanced data. Finally, the authors train and test the proposed approach with several popular artificial intelligence algorithms.

The graph-theoretic approach validates that users' latent intent states within the conversion funnel can be interpreted as time-varying natures of their online graph footprints. In particular, the experimental results indicate that the graph-theoretic feature-oriented models achieve a substantial improvement of over 27% in line with the macro-average and micro-average area under the precision-recall curve, as compared to the conventional ones. In addition, the top five informative graph features for RTCDs are found to be Transitivity, Edge, Node, Degree and Reciprocity. In view of interpretability, the basic, single-, dyadic- and triadic-node and global characteristics of clickstream graphs have their specific advantages.

The findings suggest that the temporal graph-theoretic approach can form an efficient and powerful AI-based real-time intent detecting decision-support system. Different levels of graph features have their specific interpretability on RTCDs from the perspectives of consumer behavior and psychology, which provides a theoretical basis for the design of computer information systems and the optimization of the ongoing session intervention or recommendation in e-commerce.

To the best of the authors' knowledge, this is the first study to apply clickstream graphs and real-time decision choices in conversion prediction and detection. Most studies have only meditated on a binary classification problem, while this study applies a graph-theoretic approach in a five-class classification problem. In addition, this study constructs temporal item-level graphs to represent the original structure of clickstream session data based on graph theory. The time-varying characteristics of the proposed approach enhance the performance of purchase conversion detection during an ongoing session.