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This study aims to present the Chinese entrepreneurial environment and explore Chinese tertiary students’ online-startup motivation on live streaming platforms. Based on the COM-B behaviour changing theory, this paper discovers various influencing factors from environmental opportunity and personal capability aspects. It analyses their effects under the cooperative system established among official departments, industries and universities. Meanwhile, considering social and cultural control, it also refers to the uncertainty-avoidance dimension from the Hofstede cultural theory and re-evaluates its influence on Chinese tertiary students’ online-startup motivation.

The authors analyse 474 responses from online questionnaires through partial least squares path modelling and variance-based structural equation modelling. The paper claims that environmental opportunity and personal capability factors positively affect students’ online-startup motivation, but uncertainty-avoidance thinking plays a negative role. The study also measures the importance-performance map analysis to explore additional findings and discuss managerial implications.

Both platform support and official department support positively impact Chinese tertiary students’ online-startup motivation and entrepreneurial skills learned from universities are beneficial for them to build online-startup confidence. Meanwhile, influenced by the cooperative system implemented among official departments, industries and universities, official department support positively affects platform support and entrepreneurial skills. Conversely, influenced by Chinese traditional Confucian culture, uncertainty-avoidance thinking negatively affects tertiary students’ online-startup motivation.

This paper demonstrates the analysis of Chinese tertiary students’ online-startup motivation drawing on the COM-B behaviour changing and Hofstede cultural theories. Specifically, this study divides influencing factors into three specific aspects as follows: environmental opportunity, personal capability and social and cultural control. Unlike existing research applying traditional research models, the combination of the COM-B behaviour changing theory and the Hofstede cultural theory could be conducive to making the research model reflect influencing factors and present their different relationships.

This study investigates the factors influencing re-usage intention of online and mobile grocery shopping among young adult consumers in South Africa.

Data were collected from selected young adult participants using a stratified probability sampling strategy. Smart PLS was used to analyse the data.

The findings of the study indicate that perceived usefulness (PU), peer review (PR) and attitude (ATT) positively influence continuance intention (CI).

In line with the available literature, there are few prior post-adoption studies that delineate the influence of individual characteristics on digital commerce usage activities. There is high mobile penetration as a result of positive digital commerce and mobile application usage and adoption, creating the need to investigate and better understand the drivers behind, not just adoption and usage, but continued use of digital commerce platforms and applications. Since the sample size is relatively small, further future research studies can test the same model with bigger sample sizes to assess generalisability of the results in different locations.

This study adds to the current literature by concentrating on the extent to which systems and marketing elements influence young adult customers' intention to continue using online and mobile grocery shopping platforms in South Africa.

The study adds value from a theoretical standpoint, contributing to the antecedent factors of the technology acceptance model (TAM), theory of reasoned action (TRA) and stimulus-organism-response (S-O-R) model and giving marketing academics insights into what aspects drive re-use of online and mobile grocery shopping and on what should be the focus.