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This study aims to delve into the varying impacts of different types of emotions conveyed through retailers' review request texts on consumers' intention to write a review.

To verify the relationships between these variables, two laboratory experiments were conducted in this study.

The findings indicate that when accompanied by an objective statement, texts that evoke empathy and favor have a positive influence on consumers' inclination to write a review. Moreover, by examining the underlying mechanism, this study uncovers two interconnected mediators, namely persuasive intent and cognitive (affective) resistance, along with empathy and helping intention. Additionally, the study explores the moderating role of customer satisfaction with the product, shedding light on the contextual factors that influence the effects of emotional cues in review texts.

This research contributes to the literature and practice by focusing on the process of retailers' generating online reviews. This is one of the first studies to systematically examine the effects of emotional text in retailers' review request on consumers' reviewing intention from the perspective of emotional evocation. The experimental findings and the underlying mechanisms emphasize the impact of different types of emotions in retailers' review requests texts on consumers' reviewing intentions. It can help retailers better understand the psychological reactions of consumers when they ask reviews, which provide theoretical support for retailers to design more reasonable asking texts.

In the actual livestreaming background, to obtain more income, some broadcasters will transform their original single role orientation into mixed one. This research study aims to conduct an empirical study on the influence of the broadcasters' role orientation transformation on the viewers' tipping behavior.

The authors collect data from Kuai, a leading online live streaming service provider in China. The dataset includes 175,701 live streaming data from 971 broadcasters in 7 months. To avoid unobservable factors, the authors adopt two difference-in-differences (DID) models to estimate the effect of two kinds of broadcaster's role orientation transformation on the broadcaster’s direct income separately. And the authors use the Heckman-type correction to solve broadcasters’ self-selected problem.

The authors evaluated that there is a U-shape relationship between the broadcasters' role orientation transformation and their direct income. The broadcasters' direct income experienced a sharp decline for a short period of time after transformation and followed by a rise after a period of adaptation. And for broadcasters with different genders and amounts of fans, the influence degree of role orientation transformation is various.

This paper provides a fresh usage of the regulatory engagement theory in the brand new information communication technology. And it also explores the boundary effect of the participating object's self-factors in the regulatory engagement theory. Besides, this paper expands the research of livestreaming into natural background. Such results also provide operable suggestions for the livestream platform, the broadcaster himself and the enterprises who want to employ some broadcasters to recommend their products.