Research on the impact of live streaming marketing by online influencers on consumer purchasing intentions.

Drawing from the stimulus-organism-response (S-O-R) model, this study explores the impact on consumer attitudes in the context of Chinese online influencers' e-commerce live streaming. To examine this impact, we distributed our survey questionnaire to Chinese consumers with live streaming shopping experiences. Using data from 430 valid questionnaires, a hierarchical regression analysis was used to examine our hypotheses.

Work-Family Conflict, Happiness and Organizational Citizenship Behavior Among Professional Women: A Moderated Mediation Model.

This study investigates the association between work-family conflict and organizational citizenship behavior and examines the mediated role of subjective happiness between and the moderated part of family support. A moderated mediation model is established based on the Conservation of Resources theory. We collected data from 386 employees of nine companies in China.