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Article
Publication date: 3 February 2020

Zelin Tong, Tingting Li, Wenting Feng, Yuanyuan Zhou and Ling Zhou

This study aims to investigate the impact of cross-border charitable activities on host- and home-country consumers based on the social identity theory.

Abstract

Purpose

This study aims to investigate the impact of cross-border charitable activities on host- and home-country consumers based on the social identity theory.

Design/methodology/approach

Through an extensive literature review and two experimental designs, this study establishes the research framework and hypothesises the relationships between the constructs.

Findings

National power moderates the impact of cross-border charitable activities on host- and home-country consumers. In particular, compared to countries with high national power, countries with low national power undertaking cross-border charitable activities will receive more positive reactions from the host-country consumers, and, conversely, more negative reactions from the home-country consumers.

Research limitations/implications

From the consumer perspective, this study finds that brand cross-border charitable activities have different influences on consumers in different countries because of an identity transformation mechanism that exists between the “insiders” and the “outsiders”, which is different from the assumptions of western theories.

Practical implications

The findings provide insights for undertaking brand cross-border charitable activities.

Originality/value

Previous studies, which are based on social identity categorisation, assume that cross-border charitable activities have a more positive impact on home-country consumers than host-country consumers. However, this study adopts the research paradigm of social identity relationisation and draws an opposite conclusion, which not only expands the theory of local intergroup interaction, but also clarifies how brand cross-border charitable activities influence Chinese consumers.

Details

Nankai Business Review International, vol. 11 no. 3
Type: Research Article
ISSN: 2040-8749

Keywords

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Article
Publication date: 7 August 2018

Rungting Tu, Wenting Feng, Cheryl Lin and Pikuei Tu

Companies work hard to reduce queue lengths due to the common belief that queues in general are undesirable. Extant literature mainly has focused on the negative…

Abstract

Purpose

Companies work hard to reduce queue lengths due to the common belief that queues in general are undesirable. Extant literature mainly has focused on the negative consequences of queues and overlooked the potential positive effects. The purpose of this paper is to address the benefits of queues by examining how consumers of different segments may read into the lines (queues) as well as why and when positive effects occur.

Design/methodology/approach

Applying and integrating psychology and marketing theories, the study develops a model with several propositions to identify and explain the mechanism and conditions under which queues have positive effects.

Findings

Contrary to conventional belief, queues may serve as positive signs. In certain segments, consumers can perceive a queue as a reflection of superior service/product quality, an opportunity to fulfill the need(s) for self-uniqueness or social inclusion or an avenue to avoid social exclusion. In addition, the benefits of long queues may come from consumers’ joining a line to seek desirable outcomes/gains based on their attribution of the queue, and consumers’ prefactual thinking that regards “not joining” the queue as potential losses. Furthermore, the magnitude of such effects depends on queue distinctiveness, choice heterogeneity, consumption hedonism and performance uncertainty.

Originality/value

This paper explains how, why and when a long queue can be read as positive cues and benefits both the firms and target/potential consumers. The authors demonstrate the psychological mechanisms of joining a queue based on attribution and prefactual thinking, and identify conditions under which positive queue effects are most likely to occur.

Details

Journal of Service Theory and Practice, vol. 28 no. 5
Type: Research Article
ISSN: 2055-6225

Keywords

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Article
Publication date: 3 December 2018

Huawei Zhu, Rungting Tu, Wenting Feng and Jiaojiao Xu

Extreme online reviews can have great impacts on consumers’ purchase decisions. The purpose of this paper is to investigate when users are more likely to provide extreme…

Abstract

Purpose

Extreme online reviews can have great impacts on consumers’ purchase decisions. The purpose of this paper is to investigate when users are more likely to provide extreme ratings. The study draws inference from attitude certainty theory and proposes that review extremity is influenced by the interaction of evaluation duration and product/service types: for hedonic products/services, shorter evaluation duration can foster attitude certainty, leading to higher review extremity; in contrast, for utilitarian products/services, longer evaluation duration can increase attitude certainty, resulting in more extreme reviews.

Design/methodology/approach

Three studies were conducted to test the hypotheses: Study 1 is an empirical analysis of 3,000 reviews from an online retailing website; Studies 2 and 3 are two between-subject experiments.

Findings

Results from three studies confirm the hypotheses. Study 1 provides preliminary evidence on how review extremity varies in evaluations of different durations and product/service types. Results from Studies 2 and 3 show that for hedonic products/services, the shorter the evaluation duration, the more likely users are to give extreme ratings; however, for utilitarian products/service, the longer the evaluation duration, the more likely users are to give extreme reviews; and attitude certainty plays a mediating role between evaluation duration and review extremity.

Originality/value

Findings from this study provide understandings on when a fast rather than a slow evaluation can lead to more extreme reviews. The results also highlight the role of users’ attitude certainty in the underlying mechanism.

Details

Online Information Review, vol. 43 no. 5
Type: Research Article
ISSN: 1468-4527

Keywords

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Article
Publication date: 4 April 2016

Dan Wu, Xiaomei Xu and Wenting Yu

Based on the study of overall situation of the tagging function in the provincial public libraries and library of major colleges and universities, this paper aims to…

Abstract

Purpose

Based on the study of overall situation of the tagging function in the provincial public libraries and library of major colleges and universities, this paper aims to examine the difference of tagging behaviour of its users in library and social community sites. The authors also want to understand the causes of a variety of annotation behavior in social community sites and libraries.

Design/methodology/approach

The authors collected all system log data of tags, comments and ratings users added in Wuhan University library, and then found the tags, comments and rating of corresponding books in Douban. Then, the authors did questionnaire survey to the Wuhan University students.

Findings

The authors found that the annotation service in the library is not perfect as that in social community site. Enthusiasm of users annotating books in the library is far less high than that on the social community sites. Lack of understanding of the annotation service is the main reason why users are not concerned or do not use the tagging service. But users have the needs of the organization of personal information in the library using tags.

Originality/value

This paper investigated the library users’ behavior in the using library OPAC course and compared the difference of annotation behavior between library and social community site.

Details

The Electronic Library, vol. 34 no. 2
Type: Research Article
ISSN: 0264-0473

Keywords

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