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PurposeBased on the "S-O-R" and attachment theories, this paper constructs a research model of the platform attribute factors of sports short video live e-commerce on consumers' psychological conditions, and explores how platform attributes affect consumer behavior through consumer attachment.Design/methodology/approachThe study carried out questionnaire survey through the "snowball" method, and a total of 422 valid questionnaires were collected. The paper uses SPSS 26.0 and AMOS 26.0 to adapt the data and model, and adopts the method of structural equation modeling for analysis.FindingsThe research results show that the interactivity, identity, personalization and entertainment of live sports e-commerce platforms can actively stimulate consumer attachment, and directly drive their consumption behavior through their attachment.Practical implicationsExamining the platform attributes and system functions of short video live broadcast e-commerce from the perspective of consumer attachment can help sports e-commerce understand consumers' needs and satisfaction with the functions provided by the platform. Through timely optimization and improvement of system functions, the platform will make the connection between consumers and e-commerce closer, thereby increasing consumer stickiness and promoting the vigorous development of sports e-commerce.Originality/valueThis study identified and defined the platform attributes contained in the sports live broadcast e-commerce platform, combined the S-O-R model with the attachment theory, expanded the analytical framework of the S-O-R theory and made contributions to the extension of the attachment theory.

On July 15, 2019, the State Council of China issued new guidelines for the implementation of the country's Healthy China Initiative (2019–2030) and for the promotion of population health across the nation. This article interprets Healthy Environment Promotion Campaign (HEPC) in the Healthy China Initiative from four main aspects—background, major indices, strategies, and features. Two outcome indices and four advocacy indices are proposed by the HEPC, and the strategies are mainly embodied at three levels: individual/family, society and government. The strategies have the following features: 1) the strategies are developed on the basis of scientific evidence; 2) the strategies advocate that citizens must be responsible for their own health; 3) the administrative impetus provided by the Chinese government to integrate health into all policies is an important driver for developing and implementing the HEPC; and 4) HEPC is not an isolated campaign, so it is necessary to coordinate all 15 campaigns in order to proactively and properly implement HEPC.