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This article seeks to understand how live-streaming technology (i.e. interactivity and effective use of live-streaming shopping’s information presentation tool) impacts consumers’ credibility perception regarding live streamers.

The authors empirically examined their hypotheses with data (n = 405) collected from a survey of consumers who engage in live-streaming shopping.

The results demonstrate that vicarious learning strategies (both coactive and independent) can shape consumers’ benefit perceptions (i.e. virtual presence and psychological proximity), and further have a positive effect on consumers’ personal value (i.e. perceived live streamer credibility). Furthermore, the consumers’ perception of the live streamers’ credibility positively affects their purchase intention and ultimately influences their purchase behavior.

Building on the vicarious learning theory and means-end chain (MEC) model, this study investigates the mechanism of the IT features of live-streaming shopping in reducing consumers’ uncertainty about live streamers. This study reveals the value of vicarious learning experiences in reducing consumers’ uncertainty and further enhancing their purchase behavior.

This study investigates how Danmu (danmaku) technological features (DTFs) of recommendation vlogs (rec-vlogs) impact consumer experiences and decisions.

The authors adopt the partial least squares structural equation modeling (PLS-SEM) technique with a sample of 422 viewers of Danmu-enabled rec-vlogs to examine the proposed model.

The DTFs positively affect consumer loyalty intentions through the mediation of social presence and immersion. Also, vlogger-product congruency significantly moderates the relationship between social presence and immersion.

With the increasing popularity of vlogs, retailers have adopted the vlog as a new marketing channel to connect with consumers. Although a growing body of studies focuses on this phenomenon, little is known about how DTFs help to increase consumer loyalty toward using rec-vlogs as product information sources. Anchored on the stimulus–organism–response framework, this study investigates how pseudo-synchronicity, Danmu-content congruency and parallelism, three DTFs used in rec-vlogs, impact consumer experiences of social presence and immersion, eventually influence the consumers' loyalty intentions toward rec-vlogs. The authors also examine whether the effect of social presence on immersion is contingent on vlogger-product congruency. These findings have implications for both researchers and practitioners to understand the effect of DTFs in the context of rec-vlogs.

Whether training contributes to stabilizing employment among rural migrant workers in cities remains unclear. Based on this gap in the research, the purpose of this paper is to examine how on-the-job training affects rural migrant workers’ job mobility in China.

By using randomly sampled survey data on migrant workers in Liaoning province in 2014, the authors applied a logistic model and survival analysis to explore the effect of on-the-job training on migrant workers’ job turnover and understand workers’ job change behaviour after receiving on-the-job training.

The results showed that job training provided by employers can significantly reduce migrant workers’ turnover by increasing specific human capital. By contrast, training provided by the government or migrant workers themselves focuses on increasing general human capital and thus fails to reduce job turnover. Moreover, further discussion revealed that, in the trained group, those people with a short tenure and low wage in the first job, people without any skills before migration, male migrant workers, and people that work in medium-sized and large cities have a higher probability of changing jobs. These findings suggest that to tackle the high rate of job mobility among rural migrant workers, firms should entice this labour to train by adjusting their internal training mechanisms, and local governments should subsidize firms that provide on-the-job training for rural migrant workers to help share the costs and risks of training. Moreover, for sake of reducing job changing among those trained workers, firms even should take actions to protect their labour rights of migrant workers and to ensure that they receive equal treatment to their urban counterparts.

This paper makes three contributions to the field of job mobility in China. First, it explores the mechanism between on-the-job training and rural migrant workers’ job mobility. Second, it empirically analyses the effect of on-the-job training on migrant workers’ job mobility as well as the different effects of general and specific training. Lastly, its results have important policy implications for the employment stability of rural migrant workers.