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1 – 3 of 3Huasi Xu, Yidi Liu, Bingqing Song, Xueyan Yin and Xin Li
Drawing on social network and information diffusion theories, the authors study the impact of the structural characteristics of a seller’s local social network on her promotion…
Abstract
Purpose
Drawing on social network and information diffusion theories, the authors study the impact of the structural characteristics of a seller’s local social network on her promotion effectiveness in social commerce.
Design/methodology/approach
The authors define a local social network as one formed by a focal seller, her directly connected users and all links among these users. Using data from a large social commerce website in China, the authors build econometric models to investigate how the density, grouping and centralization of local social networks affect the number of likes received by products posted by sellers.
Findings
Local social networks with low density, grouping and centralization are associated with more likes on sellers’ posted products. The negative effects of grouping and centralization are reduced when density is high.
Originality/value
The paper deepens the understanding of the determinants of social commerce success from a network structure perspective. In particular, it draws attention to the role of sellers’ local social networks, forming a foundation for future research on social commerce.
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Keywords
Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention…
Abstract
Purpose
Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level.
Design/methodology/approach
This study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis.
Findings
(1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention.
Research limitations/implications
This study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios.
Practical implications
According to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation.
Social implications
This study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency.
Originality/value
This study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging.
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Keywords
Huating Zhou, Yuwei Hou and Hong Wang
The purpose of this paper is to explore the social responsibility performance’s current situation, influencing factors and mechanisms of multinational companies (MNCs) in China…
Abstract
Purpose
The purpose of this paper is to explore the social responsibility performance’s current situation, influencing factors and mechanisms of multinational companies (MNCs) in China. The paper is based on the MNC’s social responsibility performance factors to find some relevant reasons for unsatisfied performance and on the multiple perspectives such as institutional distance and stakeholders, to provide feasible solutions for MNCs to assume civic responsibility and the high-quality development of the host country.
Design/methodology/approach
The study uses general literature review and empirical analysis to analyze the way and degree of various factors which are affecting the social responsibility of MNC in China, and supplements the deficiencies of previous studies.
Findings
The paper reveals the influencing factors and mechanisms of MNCs’ social responsibility in China through the regression results. In addition, based on Research Report on Corporate Social Responsibility of China (Huang et al., 2013/2019), the paper also summarizes the performance and dynamic changes of MNCs social responsibility in the Chinese market in the past decade.
Originality/value
The paper enriches research on the social responsibility of MNCs in the background of non-western countries, dynamically describes the performance of MNCs’ responsibilities in a 10-year span and solves the problem of inconsistent research conclusions caused by too long time span. The paper also creates the “local enterprise responsibility level” to quantify the development of the host country’s responsibility, and identifies the “responsibility demonstration effect” of state-owned enterprises and private enterprises.
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