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This study aims to investigate the factors driving viewers' purchase intention in live-streaming by incorporating stimuli–organism–response (S–O–R) framework and extroversion–introversion personality perspectives.

Data collected from 228 users on live-streaming platforms in Taiwan were used to test the proposed model. The partial least squares method was used to test the measurement and the structural models.

Product attractiveness and trust in streamer significantly impacts purchase intention. The results also reveal that interactivity, breadth of information and uniqueness of information significantly impact product attractiveness, whereas social presence, breadth of information and uniqueness of information positively affect trust in streamer. Furthermore, streamer attractiveness has a greater effect on the purchase intention of extroverts.

This study investigates how the features of media, message and streamer impact purchase intention through their reactions to live-streaming. This research is also one of the earliest studies to examine the moderating role of extroversion–introversion personality on purchase intention and its antecedents in live-streaming commerce.

This study seeks to apply a dual-processing model to understand how ethical leadership prohibits employee unethical behavior through both employee deontic justice and distributive justice.

A survey research was conducted with 62 supervisors and 244 subordinates of 17 firms collected at 2 time points separated by approximately 3 weeks in People's Republic of China.

A multilevel modeling analysis was used to test the dual-processing model. The results showed that both employee deontic justice (moral intuition process) and distributive justice (deliberate reasoning process) significantly mediate the negative relationship between ethical leadership and employee unethical behavior.

As traditional ethics-training approaches mainly focus on developing the deliberate decision-making process driven by distributive justice, the authors' dual-processing model suggests that moral intuition led by deontic justice is equally important and could significantly inhibit employee unethical behavior. Applying the proposed dual-processing model in the ethics training can enhance the effectiveness of employee moral training.

Previous studies have studied the deliberate reasoning process and moral intuition on employee unethical behavior independently. This study contributes to the current literature by a comprehensive dual-processing model which demonstrates equal impact of employee deontic justice and distributive justice led by ethical leadership on the inhibition of employee unethical behavior.

Social commerce (SC) is a new genre in electronic commerce (e-commerce) that has great potential. This study proposes a new research framework to address deficiencies in existing social commerce research frameworks (e.g. the information model).

In the era of Industrial Revolution 4.0 technologies and new social commerce (s-commerce) models, the authors believe that there is an immediate need for a new research framework. The authors analysed the progress of the s-commerce paradigm between 2003 and 2023 by applying longitudinal science mapping. The authors then developed a research framework based on the themes in the strategic diagrams and evolution map.

From 2003 to 2010, studies on s-commerce mainly focused on social networking sites, virtual communities, social shopping and analytic approaches. From 2011 to 2015, it shifted to s-commerce, consumer behaviour, Web 2.0, artificial intelligence, social technologies, online shopping, user studies, data gathering methods, applications, service-based social commerce constructs, e-commerce and cognitive factors. Social commerce remained the primary research paradigm from 2017 to 2023.

The SC framework may be analogous to popular research frameworks such as technology-organisation-environment (T-O-E) and stimulus-organism-response (S-O-R). Based on this SC framework, researchers may gain a better understanding by determining the factors of the social, commercial, technological and behavioural dimensions.

The authors redefined s-commerce and developed an SC framework. Practical guidelines for the SC framework and an exemplary research model are presented. Overall, this study offers a new research agenda for the extant understanding of s-commerce, with the SC framework as the next frontier of the theoretical advancements and applications of s-commerce.