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Public and private universities keep facilitating knowledge transfer and sharing within academic institutions. Multiple factors have been investigated to strengthen the infrastructure of these universities; however, the researchers have always been trying to explore the best one. Therefore, the purpose of this study is to investigate the influence of academic supports on motivation to learn (MTL) and transfer, in turn, influence transfer of training (TOT). Interestingly, the sector (i.e. public or private universities) unveils TOT to see whether the public sector has best practices or private.

This study adopts valid measurement instruments from the literature studies. This study pretests the validity and reliability of the instruments. This study administers the designed survey questionnaire among the faculty members of both public and private universities. This study uses a convenient sampling approach using a quantitative research method. By applying Smart partial least square (PLS) 3.3.3, this study uses structural equation modeling.

This study supports that organization, supervisor and peer support significantly and positively influence TOT. Additionally, MTL and motivation to transfer (MTT) significantly and positively mediate the link between TOT and organizational, supervisor and peer support. MTL also significantly and positively influences MTT. Most interestingly, the sector significantly and positively moderates the link between TOT and organizational, supervisor and peer support, MTL and transfer.

The results support the public and private universities that they should develop the infrastructure containing learning motivation and transfer for easy TOT. This would be more effective if the in higher educational institutions (HEIs) follow research findings.

This study empirically tests the impacts of academic supports on MTL and transfer, which boosts the TOT. The novelty of the research can be implemented in HEIs’ rules and regulations.

This study examines factors influencing viewers' impulse buying intention in live streaming. The authors draw upon the value theory to theorize how the product (i.e., local presence) and para-social interaction (PSI) in live-streaming shopping improve customers' shopping values and how these values subsequently influence their urge to buy impulsively. In addition, the authors examine value differences in live-streaming shopping through gender differences and previous shopping experiences.

An online survey was conducted in this study. Members with browsing or shopping experience of live-streaming shopping sites were invited. The structural equation model was used to conduct confirmative factor analysis (CFA) to assess the convergent validity (item loadings), internal consistency (reliability), discriminant validity, causality hypotheses, and mediating effects.

Utilitarian value appears more important than hedonic value in influencing consumers' urge to buy impulsively. Moreover, PSI with the co-viewers is more influential than PSI with the streamer on utilitarian and hedonic values. Finally, gender differences and prior live-streaming shopping experience moderate the relationship between shopping values and the urge to buy impulsively.

The authors extend the concept of PSI from a celebrity (the streamer) to co-viewers and find that PSI with co-viewers is crucial to impulse buying in live streaming. Additionally, the authors’ finding reveals that consumers with individual differences may react differently to the same set of perceived values in determining the level of their impulse shopping intention.