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Based on uncertainty reduction theory, this study explores how perceived information transparency mitigates users' perceived uncertainty, which in turn influences their actual purchase behavior. In addition, the moderating effects of cultural tightness on the relationship between perceived information transparency and perceived uncertainty are also considered.

Users with the shopping experience on Xiaohongshu are invited to participate in the survey. Finally, 355 valid longitudinal data are collected.

The results indicate that the three dimensions of perceived information transparency (i.e. perceived product transparency, perceived seller transparency and perceived transaction transparency) can reduce users' perceived uncertainty significantly. Besides, the negative impacts of perceived product and seller transparency on users' perceived uncertainty are stronger when cultural tightness is higher. However, cultural tightness does not moderate the relationship between perceived transaction transparency and users' perceived uncertainty.

First, the authors' research extends the uncertainty reduction theory to the context of social commerce. Second, the authors' research explores the boundary condition under which perceived information transparency varies by identifying cultural tightness as the moderator of the relationship between perceived information transparency and uncertainty. Third, the authors' research enriches the understanding of the cultural tightness of China.

The purpose of this paper is to build a mathematical model of men’s wear prototype, so that the computer can draw men’s wear prototype automatically.

First, the bust line, front and back center line, waist line, side seam, front chest width and back width line in the coordinate system are expressed by equations. Then, a parabola is used to establish a neckline curve, a linear equation is used to establish a shoulder oblique line, and a double ellipse is superposed to construct the armhole arc. Finally, all the garment prototype curves are built mathematical models.

The result shows that every curve of garment prototype can be expressed approximately by mathematical model.

This research lays the foundation for the automation and intelligence of garment pattern-making.