Positive emotion bias: Role of emotional content from online customer reviews in purchase decisions

Abundant research has investigated the impact of review valence on purchase decisions, but has reported mixed findings. To reconcile these mixed findings, this study unearths the understanding of review valence from the perspective of the emotional content in online customer reviews. To explore the effect of emotional content on purchase decisions and the moderating role of emotional content on non-emotional content and purchase decisions based on a heuristic-systematic model, a laboratory experiment with 106 subjects was used to empirically test the research hypotheses. The results show that pleasant online customer reviews lead to a higher purchase likelihood compared to unpleasant ones. Perceived credibility and perceived diagnosticity have significant influence on purchase decisions, but only in the context of unpleasant online customer reviews. The findings demonstrate positive emotion bias for online customer reviews, and carry important practical implications for both sellers and customers.     

A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention

This research develops a conceptualized model that illuminates the role of luxury perceptions in explaining consumer engagement in social media WOM and luxury purchase intention. It also explores the moderating effects of consumer demographic characteristics and perceived social status. The proposed model is validated by using SEM in AMOS against 282 samples, and chi-square difference test is applied to test the moderating effects. The findings demonstrate that social media WOM positively influences consumer luxury purchase intention. Perceived quality highly influences functional and social value, and social media WOM is strongly influenced by personal and functional value. This research 1) highlights the powerful role of social media WOM in enhancing luxury brands purchase intention, 2) extends current body of knowledge of the social media WOM and its focal antecedents, and 3) shows how consumer characteristics (e.g., age, gender, income, education, perceived social status) are important for developing customized marketing strategy to promote luxury brands on SNS. Overall, this study helps firms to understand which aspect of luxury brands to be emphasized to initiate consumers into social media WOM, which in turn, influences purchase intention.     

Brand experience and consumers' social interactive engagement with brand page: An integrated-marketing perspective

As consumers increasingly go online to communicate about brands, brand marketers have been utilizing a popular platform to interact with them and create brand communities, namely a brand page. Prior studies have examined factors that promote the success of a brand page by narrowing focusing on only two influencing factors of engagement with the brand page: individual consumer characteristics and brand page features. Taking an integrated marketing perspective, this study extends that research by examining a broad range of influencing factors affecting engagement with brand page, such as sensory, affective, intellectual, and behavioural brand experiences. Building upon the fundamental motive framework, we demonstrate that brand experience enhances consumers' motivation to participate, socialize, and perceive benefits from others involved within the brand page regardless of individual propensity to socialize online. Furthermore, as consumers are engaged in social interaction within a brand page, they are more likely to be involved in positive WOM about the brand. The theoretical and practical contributions of our study are further discussed, along with suggestions for future research in this important and growing field.     

Standing up for or against: A text-mining study on the recommendation of mobile payment apps

Mobile payment systems offer enormous potential as alternative payment solutions. However, the diffusion of mobile payments over the years has been less than optimal despite the numerous studies that have explored the reasons for its adoption. Consequently, there is an increased interest in exploring alternative actions for promoting its diffusion, especially user recommendation of the technology. This is because positive recommendations can enormously influence the decisions of potential consumers to use the technology while negative recommendations can increase resistance to it. The few extant studies in this domain have followed the traditional survey approach with hypothetic-deductive reasoning, thus limiting an understanding of factors outside their conceptual models that could influence recommendations. To address this shortcoming, this study uses a qualitative text-mining approach that explores themes from user reviews of mobile payment applications (apps). Using 5955 reviews from 16 mobile payment apps hosted on the Google Play store, this study applied the latent Dirichlet allocation (LDA) text-mining method to extract themes from the reviews that help to explain why users provide positive or negative recommendations about mobile payment systems. A total of 13 themes (i.e. ease of use, usefulness, convenience, security, reliability, satisfaction, transaction speed, time-saving, customer support, output quality, perceived cost, usability and trust) were generated from the LDA model which provides both theoretical and practical insights for advancing mobile payments diffusion and research.     

民间金融发展现状与理论思考

文章对当前活跃于我国城乡经济生活中的民间金融进行深入剖析。第一,对民间金融的概念、特点进行分析;第二,对民间金融存在的必然性,以及对区域经济发展的积极作用和负面影响进行探讨;第三,提出对民间金融的政策取向。     

口碑、口碑传播和口碑营销的辨析

口碑营销是目前的研究热点,但由于口碑营销具有复杂、无形和不为企业控制等特性,人们倾向于将口碑、口碑传播和口碑营销等同使用。本文对这3个概念的含义进行了详细的辨析,认为口碑指的是顾客对企业的看法,口碑传播指的是将这种看法传递给其他顾客的过程,口碑营销指的是以口碑传播为途径的营销方式。并进一步提出口碑营销可通过6个方面来提高企业的盈利能力。     

服务失败时消费情绪对顾客满意的影响分析

研究验证了Smith ＆ Ellsworth按照归因类型划分消极情绪的观点，发现消极情绪对顾客满意的影响与产生情绪的归因类型有关。服务失败时，顾客的积极情绪、外在归因的消极情绪和内在归因的消极情绪都对顾客满意有显著的影响，顾客满意与外在归因的消极情绪负相关，而与积极情绪和内在归因的消极情绪正相关。     

上海商业街区形象调查

本文建立一套科学性、可比性、定性与定量结合的商业街区形象评价指标体系,了解商业街区形象影响因素,对上海主要商业街区形象进行实证调查与评价,推动商业街区无形资产增值,为提高商业对上海整体形象的贡献提供参考依据。     

关于实证会计研究的认识与思考

实证法是实证会计理论的研究方法,实证会计理论和规范会计理论是两种基本的会计理论。正确认识实证法、实证会计理论和规范会计理论的关系,对于完善我国的会计理论体系具有重要意义,本文对此进行了分析与探讨。     

积极应对日本的《肯定列表制度》

日本是我国农产品第一大出口市场，日本旨在加强食品中农业化学品残留管理的《肯定列表制度》的实施，将对我国的农产品出口造成巨大的影响。因此，我国政府部门和企业应采取措施，积极应对肯定列表制度。