Livestreaming commerce is a form of e-commerce that embedded real-time video presentation and social interaction. It provides immersive shopping experience reinforced by high levels of interactivity and instant bidirectional communication. China, as one of the biggest livestreaming markets, has reached 2.3 trillion (CNY) livestreaming commerce market value in 2022. In a 2020 survey, two-thirds of Chinese consumers experienced livestreaming shopping in the previous year. Accordingly, luxury brands, such as Chanel and Louis Vuitton have started to implement livestreaming commerce in China. However, for years, luxury brands have struggled with online commerce as it may impact upon perceptions of exclusivity and dilute brand value. Research on the efficacy of live commerce emerged in recent years and mostly focused on non-luxury brands. However, luxury brands cannot simply copy digital marketing strategies that proved to be effective for non-luxury brands. To date, limited academic attention has been devoted to the luxury commerce in a livestreaming context.

With the popularity of live streaming commerce, the characteristics of streamers and products subtly influence consumer behavior through visual live streaming form. Based on dual-process theory, this paper develops a comprehensive theoretical model to examine how consumer perceived streamer characteristics and product characteristics influence streamer attractiveness and product attractiveness, and explore how consumer behavior inertia is affected by streamer attractiveness and product attractiveness. An online survey consisting of 300 participants was recruited to empirically examine the proposed research model. The results indicated that consumer perceived streamer characteristics and product characteristics are important factors affecting the streamer attractiveness and product attractiveness, which in turn positively affect consumer’s shopping experience memory, which further influence consumer behavior inertia. In addition, the moderating effects of mindfulness are also examined.

On the basis of the distribution of particle size measured by laser diffraction spectrometers, this research was carried out to investigate the characteristics of mist removal with the change of operating condition in the plasma reactor of impulse streamer corona. The operating parameters in this experiment were power of impulse streamer corona, gas velocity, impulse generation time, gas temperature, and SOx/NOx concentration. The collection efficiency T(d) was estimated by the distribution of particle size in the collection zone through the advanced model.