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Despite the burgeoning popularity of virtual gifting in live streaming, research lacks an in-depth understanding of the drivers behind this behavior. Using para-social relationship (PSR), this study aims to capture viewers’ lively social feelings toward the streamer as the key factor leading to the purchase behavior of virtual gifts. It also aims to establish a theoretical link between PSR and viewers’ holistic experience in live streaming as captured by cognitive absorption and aims to investigates the role of technological features (i.e. viewer–streamer and viewer–viewer interactivity, streamer-level and viewer-level deep profiling and design aesthetics) in shaping viewers’ experience.

Based on 433 survey responses, this study employs a combination of structural equation modeling and neural networks to offer valuable insights into the relationships between the technological environment, viewer experience and viewer behavior.

Our results highlight the salience of PSR in promoting the purchase of virtual gifts through cognitive absorption and the importance of the technological environment in eliciting the viewer experience. This study sheds light on the development of PSR in a technological environment and its relationship with cognitive absorption.

By applying PSR to conceptualize viewers’ perceived connection with the streamer, this study extends the research on purchase behavior in the non-shopping context by providing an enlightened understanding of virtual gift purchase behavior in live streaming. Moreover, by theoretically linking PSR with cognitive absorption, virtual gift purchase and technological features of live streaming, it enriches the theory of PSR and bridges the gap between the design practice of supporting the IT infrastructure of live streaming and research.

This paper aims to find a suitable solution to degrade the C.I. Reactive Red 24 (RR24) dyeing wastewater by using sodium persulphate to recycle water and inorganic salts.

The effects of temperature, the concentration of inorganic salts and Na₂CO₃ and the initial pH value on the degradation of RR24 were studied. Furthermore, the relationship between free radicals and RR24 degradation effect was investigated. Microscopic routes and mechanisms of dye degradation were further confirmed by testing the degradation karyoplasmic ratio of the product. The feasibility of the one-bath cyclic dyeing in the recycled dyeing wastewater was confirmed through the properties of dye utilization and color parameters.

The appropriate conditions were 0.3 g/L of sodium persulphate and treatment at 95°C for 30 min, which resulted in a decolorization rate of 98.4% for the dyeing wastewater. Acidic conditions are conducive to rapid degradation of dyes, while ·OH or SO₄⁻· have a destructive effect on dyes under alkaline conditions. In the early stage of degradation, ·OH played a major role in the degradation of dyes. For sustainable cyclic dyeing of RR24, inorganic salts were reused in this dyeing process and dye uptake increased with the times of cycles. After the fixation, some Na₂CO₃ may be converted to other salts, thereby increasing the dye uptake in subsequent cyclic staining. However, it has little impact on the dye exhaustion rate and color parameters of dyed fabrics.

The recommended technology not only reduces the quantity of dyeing wastewater but also enables the recycling of inorganic salts and water, which meets the requirements of sustainable development and clean production.

This study aims to identify an antecedent that hinders knowledge sharing, namely, the perceived climate of Cha-xu. Based on the social exchange perspective, the authors propose a theoretical model that links the perceived climate of Cha-xu to employee knowledge sharing. This model focuses on the mediating role of two types of trust (vertical and horizontal trust) and the moderating role of task interdependence in influencing the mediation.

Using a sample of 509 Chinese employees, this study carried out a survey on an online platform. This study developed a structural equation model and tested the moderated mediation hypothesis by using Mplus 8.0.

The results showed that two types of trust act as mediators in the relationship between the perceived climate of Cha-xu and knowledge-sharing processes. The mediating effect of horizontal trust is stronger. Most significantly, findings show that this mediated relationship is contingent on the level of task interdependence.

This paper provides evidence for distinguishing vertical trust and horizontal trust in the field of knowledge management. From a managerial perspective, this study identifies traditional cultural factors for hindering knowledge-sharing processes within Chinese organizations.