The interactive effect of affectionate nicknames and streamer type on streamer attitude in E-commerce live streaming: the mediating role of psychological closeness.

Background: With the widespread application of Artificial Intelligence technology in the field of E-commerce, human-machine relationships have attracted considerable attention within the field of psychology. Address forms, as crucial linguistic cues, have shown notable progress in advancing research on interpersonal relationships; however, a comprehensive understanding of the dynamics in interpersonal (or human-machine) relationships among interactors remains elusive. Therefore, based on Social Identity Theory, this paper explores the interactive effects and underlying mechanisms of affectionate nicknames and streamer type on streamer attitude in E-commerce live streaming, with consumers' perceptions of psychological closeness serving as the mediating mechanism.

A methodology for evaluating salespeople performance considering efficiency and effect: A case study of a liquor company in China.

The performance evaluation is one of the most important organizational management strategies used to guide the sales behavior of sales staff. However, it should be work process-oriented or sales result-oriented has become a dilemma for the management when evaluating employees' performance. Therefore, comprehensively evaluating the work process and sales results has become a challenge when it comes to salespeople performance appraisal.