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This paper aims to learn about consumers’ information disclosing patterns in the mobile internet context by investigating how demographic, geographic and psychological factors influence their information disclosing willingness (IDW).

Drawing on self-disclosure theory, the authors carried out simple linear regression analyses on a Chinese sample of 10,000 participants.

The results revealed that significant gender differences exist between males and females in their IDW in mobile internet context, and females have higher IDW than males do. And the authors also found that first-tier (third tier) citizens have the lowest (highest) IDW in their mobile internet usage.

This study offers three implications. First, this paper captures the insight of IDW within the mobile internet context, while previous studies mostly focus on the desktop internet context. Second, the results show that females have higher willingness to disclose than males do in the context of mobile internet, which is different from the findings of prior studies that females have higher privacy concerns and lower disclosing willingness in the context of desktop internet. Thirdly, this research introduces city tiers as a new approach to the study of IDW, which is one of the first studies exploring the geographical effect on information privacy.

What drives product adoption among bottom of the pyramid (BoP) consumers? The purpose of this paper is to identify several factors affecting Chinese migrant workers’ adoption of online banking. Chinese migrant workers are BoP consumers that have migrated from rural China to work in China’s expanding urban regions such as Shanghai.

In collaboration with the Shanghai Survey Corps of the National Bureau of Statistics, the present research conducts structured interviews with more than 1,200 Chinese migrant workers.

The results of a logit regression analysis suggest that Chinese migrant workers are more likely to adopt online banking when they have higher levels of economic, biological, and social resources.

The results support habit adoption theory and provide managers with insight on how to increase BoP consumers’ adoption of financial services.

Greater adoption of financial services among BoP consumers, including Chinese migrant workers, can improve the well-being of these historically marginalized consumers.

The present research provides initial evidence that habit adoption theory and resource availability helps to explain Chinese migrant workers’ adoption of online banking.

This paper aims to investigate how corporate social responsibility (CSR) performance (i.e. to the environment, society and stakeholders) and perceived brand quality influence brand preference. The mediating effect of perceived brand quality on the relationship between CSR performance and brand preference is also studied.

In 2011, 243 valid responses to questionnaire surveys were collected from a convenience sample in China. Regression analyses were used to test the hypotheses.

Customers’ brand preference can be enhanced by CSR performance. Performance in each of the three CSR domains (i.e. environment, society and stakeholders) positively impacts brand preference, although to different degrees. The impact of CSR on stakeholders has the strongest influence on Chinese customers’ brand preference among the three CSR domains. Perceived brand quality was found to be a mediator of the relationship between CSR performance and brand preference.

This research studies the relationship between CSR performance and brand preference. Results show CSR performance is not the strongest predictor of branding outcomes, its explanatory power is comparatively weaker than that of perceived brand quality. Additionally, we found a mediating effect of perceived brand quality on the relationship between CSR performance and brand preference.

Brands can be more attractive to Chinese consumers when brands take appropriate investments in CSR activities. A socially responsible brand is not guaranteed to yield a competitive advantage. Instead a competitive advantage will more likely result through the employment of the appropriate CSR strategies, with a focus on stakeholders’ interests.

The current research contributes to the literature by finding that not all CSR activities are equally effective. Customers in emerging markets still appear to be focused more on the quality of brands and, to some extent, stakeholder CSR practice, as these provide direct benefits to customers. Findings of this study also support the notion that Chinese consumers are beginning to use CSR information to evaluate brands.

The purpose of this paper is to examine spending pattern of Chinese migrant workers from rural regions to urban cities from a social identity perspective, which stems from Chinese Hukou system (household registry system). This study proposes a theoretical model for consumer utility function (a combination of economic utility and social utility) which takes into account the choice of social identification.

This study focusses on the influence of rural and urban identification on consumption patterns of Chinese migrant workers. These assumptions were verified based on a survey with 650 samples in Shanghai, one of the most developed cities in China.

Results indicate that affirmative social identification has a significantly positive effect on the level of consumption for migrant workers. High level of rural identification has a more significant impact than urban identification on survival consumption including food, medicine and family support. On the other hand, high level of urban identification has a more significant impact than rural identification on development consumption including education for children, training and recreation. Besides, there are significant interaction effects between income and identity on consumption, which confirms the identity effect on classical economic model and is in line with identity economics’ arguments.

This study outlines the importance of social identity in both economics and marketing domains and proposes a theoretical model which advances understanding of a model on similar lines proposed by Akerlof and Kranton’s (2000) and Benjamin et al. (2010). Empirical tests with Chinese migrant workers’ data present that their consumption patterns are influenced by their level of social identifications.

The purpose of this paper is to investigate how perceived corporate social responsibility (CSR) initiatives influence internal customers’ preference and turnover intention. The mediating effect of brand preference on the relationship between CSR initiatives and turnover intention has also been studied.

A survey was conducted and questionnaires were distributed to a sample in Macau in 2012. Out of these, 138 valid samples were collected among casinos’ mid- and senior-level employees having managerial positions (hereafter “managers”). Regression tests were performed in order to validate the hypotheses.

Managers’ preference for the casino brand of their employer can be enhanced by perceptions associated with CSR initiatives. Two CSR initiatives (CSR to stakeholders and to society) significantly decrease managers’ turnover intentions, with the impact of CSR directed at stakeholders exerting a stronger influence. Brand preference is a significant mediator of perceptions associated with CSR initiatives and turnover intention.

The current study tries to not only investigate how perceptions associated with CSR initiatives influence an internal customer's turnover intention but is also aimed at understanding how brand preference as a mediator influences turnover intention. Extending the realm of study is important because multiple theories predict different benefits, and assessing the value of CSR therefore requires multiple approaches.

The purpose of this paper is to investigate how perceived benefits, perceived risk, and trust influence Chinese consumers' online group buying organized by institutional initiators.

In total, 578 valid samples were collected via an online survey. Multiple regressions were used to test the research model.

The results show that three perceived benefits (price benefit, convenience benefit, and recreational benefit) and three factors that together represent trust of the initiator (perceived reputation, structural assurance, and website trustworthiness) significantly positively influence consumers' attitudes toward online group buying.

This study is the first one to specifically focus on how perceived benefits and perceived risks influence consumers' attitudes toward online group buying.

The purpose of this paper is to examine the relationship among affective loyalty, perceived benefits, attitude towards co‐branded products and the intention to use such products.

In total, 433 valid responses were collected from active bank/department store co‐branded credit card holders, from four major Chinese cities. Regression and t‐test analyses were used to test the hypotheses.

The findings revealed that affective loyalty to the bank and the department store, as well as perceived credit card benefits, all positively influence consumers' attitude toward bank/department store co‐branded credit cards. Additionally, results showed a positive relationship between attitude and intention. Moreover, gender differences were also found to be significant in affective loyalty to the bank and the department store, as well as with the intention to use co‐branded credit cards.

The paper contributes to the co‐branding literature by gaining a better understanding of co‐branded partners in symbiotic marketing collaboration.

This study aims to investigate how perceptions associated with corporate social responsibility (CSR) initiatives influence customers’ preference and loyalty in a controversial consumer market. The mediating effect of brand preference between perceived CSR initiatives and customer loyalty is also examined.

The methodology in the current study involves the use of questionnaire surveys delivered to a convenience sample in the city of Macau in 2012. A total of 616 valid samples were collected among casino players in a high bet limit area in six major casinos. Regression analysis was used to test the hypotheses formulated for carrying the study forward.

The findings indicated that customers’ brand preference can be enhanced by their perceptions on CSR. Two CSR initiatives (stakeholders and society) significantly increase loyalty intention, although to varying degrees. The impact of CSR on stakeholders has a stronger influence on customers’ brand preference. Another important finding of the current study is the fact that brand preference is a partial mediator of perceived CSR initiatives and customer loyalty.

This study verified the relationship among CSR initiatives perception, brand preference and loyalty intention in the context of the Macau gaming industry. Perceived CSR initiatives enhance customer loyalty. Additionally, this study found a partial mediating effect of brand preference between CSR perception and customer loyalty.

Customer loyalty can be enhanced with companies’ appropriate investments in social responsibilities. Although a socially responsible brand image of a company is not guaranteed to be a competitive advantage that attracts more premium customers, there is a general consensus that it may result in the latter with appropriate CSR strategies involving the greatest attention directed toward improving stakeholders’ interests. From the marketing perspective, retaining premium customers with a higher brand preference level is a key to both long-term competitiveness and profitability.

This study investigates how premium customers’ perceived CSR initiatives of a casino influence their loyalty intention, and also examines how brand preference, as a mediator, influences the relationship between perceived CSR and loyalty intention. Extending the realm of CSR study to understand the linkage between CSR and customer behaviors is also important because multiple theories predict different benefits, and assessing the value of CSR, therefore, requires multiple approaches. Finally, evidence from the research is significant for researchers and practitioners, especially when working on conflicting issues.