E-commerce research usually focuses more on how to protect consumers’ rights and increase their purchase intention from the perspective of consumers. However, we still lack understanding of e-commerce sellers, especially cross-border e-commerce sellers. Based on the stimulus-body-response theory, this paper built a moderated mediation model to test the relationships among social support, perceived benefits, perceived usefulness and sellers’ willingness to retain. The results show that social support has a positive impact on perceived benefits and sellers’ willingness to retain; perceived benefits (...) play a partial intermediary role between social support and sellers’ willingness to retain; and perceived usefulness moderates these mediating effects. The research results further expand the perspective of e-commerce research and reveal the mechanism and boundary conditions of the influence of social support on the retention willingness of cross-border e-commerce sellers. (shrink)

Bike sharing, as an innovative travel mode featured by mobile internet and sharing, offers a new transport mode for short trips and has a huge positive impact on urban transportation and environmental protection. However, bike-sharing operators face some operational challenges, especially in sustainable development and profitability. Studies show that the customers’ willingness to pay is a key factor affecting bike-sharing companies’ operating conditions. Based on the theories of perceived value, this study conducts an empirical analysis of factors that affect bike-sharing (...) users’ willingness to pay for bike-sharing through measurement scales, user surveys, and structural equation models. We designed a five-point Likert-type scale containing 11 latent variables affecting willingness to pay and a total of 34 measurement items. We investigate bike-sharing users in China’s first and second-tier cities, with a total of 502 participants. The results show that perceived value, payment awareness, trust, and environmental awareness constitute key factors that directly affect bike-sharing users’ willingness to pay. And perceived usefulness, perceived ease-of-use, perceived cost, and perceived risk indirectly affect bike-sharing users’ willingness to pay. However, we found no significant effects of perceived entertainment on perceived value or word of mouth on willingness to pay. Our results are expected to provide theoretical and practical implications for bike-sharing programs. (shrink)