Research on the formation mechanism of brand identification in cross-border e-commerce platforms - Based on the perspective of perceived brand globalness/localness.

With the advent of the digital economy, enterprises have been engaging in brand management activities through cross-border e-commerce platforms to secure brand identification (BI) and capture market share. However, scant attention has been given to the impact of perceived brand globalness (PBG) and perceived brand localness (PBL) on brand identification in cross-border e-commerce platforms. This study delves into the underlying mechanisms governing the formation of brand identification in the context of cross-border e-commerce platforms.

How do popularity cues drive impulse purchase in live streaming commerce? The moderating role of perceived power.

A significant characteristic of live streaming commerce is that popularity cues are tactically created and utilized to improve product sales, as atmospheric cues. However, research on live streaming commerce that investigates the effects of popularity cues is scarce. This study aims to reveal the role of popularity cues, including streamer popularity and product popularity, in promoting consumers' impulse purchase.