Purpose This study aims to examine the moment-to-moment (MTM) effects of in-consumption dynamic comments on consumers' responses to digital engagement and the underlying mechanisms involved, as well as the interactive role of advertisements embedded in short-form online video. Design/methodology/approach This study uses data extracted from 2,081 videos posted on the prominent Chinese online live platform, Bilibili. The hypotheses are tested using regression models and natural language processing. Findings The results indicate that the intensity of live comments at the beginning negatively affects users' digital engagement, while a corresponding increase in live comments at the end elicits a positive effect. A linear trend and peak difference in live comments intensity positively affect digital engagement, while the variability of live comment intensity exerts a negative effect. These MTM effects were driven by sentiments of live comments. Furthermore, in-video advertisements are likely to amplify the negative beginning effect on users' digital engagement and mitigate the negative variability of live comments. Originality/value This study is the first to examine the direct effects of MTM comments from the online temporal sequence perspective, differentiating the process- and performance-based engagement. The mechanism and interactive role of in-video advertisements were identified. These findings contribute to literature on interactive marketing and provide valuable guidance for influencer marketing.

Intelligent optimization forecasting is based on artificial intelligence and prediction science to analyze and process data, and select appropriate models and parameters to solve practical problems through artificial intelligence. Some time series are highly correlated with their own past states, while some time series are correlated with certain variables. For the dimensionality of time series input data, this study mainly considers two aspects from univariate and multivariate time series prediction. Therefore, this paper proposes a BP recurrent neural network model to complement the wolf pack algorithm. BP neural network has the feature of error back propagation seeking, and recurrent neural network (RNN) has the advantage of being able to fully consider the interconnection between signals and signals. The implementation of the intelligent data statistical platform to transform the enterprise data business process, to achieve instantaneous and accurate calculation of massive data and automatic analysis and aggregation, so that users get rid of the trouble of manual aggregation of paper reports, thus saving a lot of manpower and material resources and time, and the instantaneous response data information also provides a reliable basis for enterprise decision-making. Compared with BiGRU and GRU, DBiGRU does not have much improvement in prediction accuracy, but has a significant improvement in the speed and progress of handling unexpected events.

微信平台上的拼购小程序近期成为热点,全新的小程序生态背景下,众多营销维度发生了较大变化.本文聚焦拼购小程序营销创新,利用扎根理论研究方法,以证券行业报告中的拼多多小程序作为研究对象,探索拼购小程序营销维度,并构建营销创新实现框架模型.研究发现:(1)小程序营销创新包含六个维度,即定位价值革新、产品流程重构、促销低价互娱、社交分享互娱、服务效率提升、场景便利多元,小程序营销创新是这六个维度依次变化(提升顾客整体收益,同时降低顾客整体成本)带来的系统性变革,为顾客创造了独特的价值.(2)拼多多小程序等成功的关键在于成功的定位策略和基于微信社交网络分享获利的促销机制.(3)拼购小程序营销创新的本质是去中心化和重构人货场关系,归根结底是提升效率.

保险行业从传统到现代、从以产品为中心到以顾客为中心的转型离不开完善的保险业基础设施建设 当前, 保险行业内以平安保险为代表的大型传统保险公司都在试图利用互联网、大数据、云计算等技术工具提高保险的信息化程度, 实现保险的场景化、生态圈化, 实现业务的突破创新.保险行业的信息化不能依靠保险公司的各自为战, 而要依靠保险业基础设施的开发、改造和升级, 从而支撑保险业未来的健康发展.

在新互联经济时代,技术应用、消费模式、消费者思想都在发生重大转变,相应地,营销模型的内涵和外延也在变化发展,需要不断发展出新的营销模型来与不断变化的营销情境的过程相匹配.在这一背景下,以消费者需求为基础,涵盖了四大关键要素:Demand(需求)、Dynamic(动态)、Deliver(传递)、Data(数据)的4D营销模型更具有互联网精神与实效.

In this paper, we roughly divided the development of SNS in China into four stages:prototype SNS stage re-presented by blog, SNS entertainment stage represented by RenRen, micro information SNS stage represented by Weibo and WeChat, vertical mainstream SNS stage representing the future direction of development.Then from the perspective of “six elements business model”, and by introducing six dimensions into the analytical framework, i.e.the paying party in platform strategy, subsidies party, the same edge network effect, cross boundary network effects, switching costs, the paper outlines the development of Chinese SNS business model and analyzes the possible influence factors by contrasting the position aiming to blog, RenRen, Sina Weibo and Wechat, the platform cover, business system, key resources and capabilities, profit model, cash flow and enterprise value.Finally, the future prospects of Chinese SNS were discussed.

当前,随着消费者群体特点的改变,传统企业发现自身营销成本不断上升、行业边界模糊、渠道体系复杂,而新的电子商务模式不断涌现,也给企业的原有业务模式带来了极大的冲击.新问题源自消费群体的巨大变化,要想解决问题,自然还是要从消费者的变化入手.

Based on the theory of planned behavior, attitude-behavior gap in green consumption is divided into two phases, namely attitude-intention gap and intention-behavior gap. By reviewing literatures, the influence factors of attitude-behavior gap in green consumption are analyzed. According to analysis results, attitude-intention gap is mainly affected by group pressure, individual perceived efficacy, perceived attainment, and perceived information, while intention-behavior gap is mainly affected by social common practice, corresponding infrastructure, regulations and laws, and habit. At last, the limitations of exist literatures are analyzed and future research is discussed.

Purpose Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. Whereas, the impulse buying behavior in an online environment is rarely discussed in relevant literature. The purpose of this paper is to explore the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue of marketing academia in China. Design/methodology/approach In this paper, the experimental methodology was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure. Findings Results show that low-involvement feeling products stimulate consumer online impulse buying tendencies. Simultaneously, there is an interaction effect between time pressure and product type, which is, under the influence of time pressure, the enhancement of low-involvement feeling products on consumer online impulse buying tendency is more significant. Originality/value This study discusses the interaction between time pressure and product type on consumers’ online impulse buying tendency, which has not been studied before. While discussing the impact of product types on consumers’ impulse buying tendency on the internet, this paper considers the impact of time pressure on consumers’ impulsive buying tendency, and applies the term of time pressure, a psychological research term, to the field of marketing research, so as to make the cross-links between disciplines closer.

If new products want to survive in the market, comments and recommendations from earlier adopters are significantly important. Past researchers have shown that people tend to weigh negative information more than positive information during the evaluation process. Product type moderates the effect of review valence on online review usefulness, and readers exhibit a negative bias for utilitarian product reviews only. In addition, regulatory focus theory distinguishes between a promotion focus and a prevention focus. Past researchers have shown that promotion-focused individuals view positive information more important while prevention-focused individuals view negative information more important, and promotion-focused individuals tend to buy more high-technology goods and newly launched purchased items. Thus, what kind of influence will regulatory focus put on review usefulness of incremental innovative products and radical innovative products? We investigate the research questions through two laboratory experiments. Experiment 1 is a 2 (new product type: radical vs. incremental) × 2 (review valence: positive vs. negative) between-subject design, which is to explore the influence of review valence and new product innovativeness on the effect of review usefulness. Experiment 2 is a 2 (new product type: radical vs. incremental) × 2 (review valence: positive vs. negative) × 2 (Regulatory focus: promotion vs. prevention) between-subject design, which is to explore the influence of review valence, new product innovativeness and regulatory focus on the effect of review usefulness. Data were collected from 360 graduate students (160 in Experiment 1 and 200 in Experiment 2). Results of the studies indicate that: The impact of new product type and review valence on review usefulness exists an interaction, and compared with the incremental new products, the usefulness of negative reviews on radical new products are higher, while there is no significant difference between the usefulness of positive reviews on different types of new products. Regulatory focus mediates the effect of review valence on review usefulness, and promotion-focused individuals process the usefulness of positive and negative reviews similar, while prevention-focused individuals consider negative reviews more useful than positive ones. The impact of new product type and review valence on review usefulness show different patterns between individuals with different types of regulatory focus. For promotion-focused individuals, new product type mediates the effect of review valence on review usefulness. However, for prevention-focused individuals, no such moderating effect exists. This paper brings new insight to the field of product review usefulness by incorporating a perspective of incremental new products and radical new products. Regulatory focus theory is introduced to this research, which also extend the externality of this theory. Also, some theoretical and practical contributions are made to the new product marketing strategy.

降价促销导致的后悔情绪会随着购后时间间隔的不同而出现差异.该文从自责和心理折旧两个影响后悔的主要因素出发,结合产品类型理论,对购后时间间隔对降价引致的后悔情绪的影响机制进行了深入探讨.研究结果表明,相同降价幅度下,购后时间间隔对消费者因降价导致的后悔情绪有显著负向影响.在这种影响路径中,自责具有中介作用.此外,对于功能型产品,心理折旧在购后时间间隔对降价引致的后悔情绪的影响也具有中介作用.

本文旨在研究网络强迫性购买倾向的内外部形成机制及应对措施.强迫性购买一直是深受营销学界关注的一个重要领域,然而国内外研究对网络环境下强迫性购买现象的讨论是非常有限的.本研究将强迫性购买的研究变量与网络情境的独特因素相融合,运用结构方程模型的方法,对引起网络强迫性购买倾向的内外部因素及其影响机制进行了全面考察.结果显示,这些外部因素和内部因素通过不同的中介变量提升网络强迫性购买倾向.同时,内部因素的作用比外部因素的作用更强.最后,本文针对如何控制网络强迫性购买倾向给出了建议.

In marketing practice , free-gifts promotion is becoming the most widely used way of nonmonetary promotion , thus, how to achieve better marketing effectiveness in free -gifts promotion emerges to be an issue to be concerned .Do-mestic and foreign studies have done horizontal comparisons of marketing effectiveness among different promotion methods from perspectives like brand equity , product attributes , etc., but there are few specialized studies on marketing effective-ness of different types of product in free -gifts promotion.The paper studies the influence of product attribute as a media-tor on free-gifts promotion effectiveness , and proposes that hedonic gifts have better promotion effectiveness than utili -tarian gifts;in addition to that , when consumers are purchasing hedonic goods , hedonic gifts′promotion effectiveness is also higher than that of utilitarian gifts;however , when consumers are purchasing utilitarian goods , two types of promo-tional gifts have no significant difference in promotion effectiveness .

返利网站在发展和壮大过程中，面临的最重要问题就是吸引和留住用户。其中，留住用户是指促使用户在网上购物过程中持续地使用返利网站。通过借鉴扩展的信息系统持续使用模型为理论框架，并与关系营销学相结合，构建了返利网站用户持续使用意愿模型。实证研究的结果证实感知有用性、用户满意度、使用习惯、主观规范以及转换成本等因素会显著地影响返利网站用户的持续使用意愿，其中使用习惯和主观规范的影响作用最大；研究同时发现信任和感知易用性等因素的影响作用并不显著。

微博是近年来用户增长最快的互联网应用之一.以往对它的研究主要有两种方法,第一种技术接受模型指出感知有用性、感知易用性是影响用户持续使用的重要因素,另一种期望不一致理论认为信息系统用户的满意度受用户期望以及产品表现与期望之间不一致程度的影响.然而微博不仅是一种信息系统,同时也是一种社交媒体,因此在研究微博用户行为时有必要考虑社交维度的影响.因此本文从社会心理学角度提出感知相似度与感知熟悉度两个构念,并通过问卷调研收集数据,利用结构方程模型进行假设验证.研究表明感知熟悉度对于感知有用性、用户满意度及用户忠诚度的影响都是显著的,感知相似度对于感知有用性和用户满意度的影响也是显著的.根据研究结论,本文提出通过优化好友推荐机制、强化互动机制及活动策划来提升用户感知相似度和感知熟悉度,并最终提升用户忠诚度.

“每天2.2元”的这种以日计的促销口号越来越流行,在汽车行业,在各家银行的支付页面,都屡见不鲜.国外将此种促销口号定义为“时间价格重构”,且已有研究表明,此种类型的促销口号对消费者的感知和购买意向均会产生正向或负向的影响.本文在此研究的基础上,加入产品类型这一调节变量,以汽车促销口号为例,研究时间价格重构的促销口号对功能型产品、功能/享乐型产品、享乐型产品在消费者感知和购买意向的影响.研究表明,“日付”能提高消费者对功能型产品、功能/享乐型产品、享乐型产品的价格吸引力感知;“日付”能够降低消费者对于享乐型产品的被误导感知;“日付”能增加消费者对于功能型和享乐型产品的购买意向.

Page views and sales of e-commerce products determine whether the online store can win in the fierce competition.This study chooses ten products with the highest sales in the cosmetics category in a large C2C trading platform as our research objects.For each product,we randomly select some stores selling this product and record their page views,sales as well as features of the store and the product.The Poisson model and Zero-inflated Poisson Regression model are adopted in this paper to build models for page views and sales respectively,and in order to guarantee the comparability of parameters in the two models,we use the same independent variables and estimate parameters with Bayesian method.The results show that the factors affecting page views are very different from those affecting sales.Specifically speaking,factors such as the price,store size(that is,the total number of products in the store),store reputation and store guarantees have quite different impacts on page views and sales.These findings provide further theoretical support and confirmation for previous research that categorizes online shoppers into viewers and buyers.

随着移动互联网的不断普及以及终端设备功能的逐渐增强,使用手机或移动终端设备上网的用户也越来越多。移动互联网不仅是一个开放的互联网络平台,而且还可以对用户所处的地理位置进行准确定位,进而帮助企业实现精准营销,因此"随时、随地、便捷、准确、可定位"成为了移动互联网本身所固有的特性,而在这一时代的制胜关键

Based on previous studies, this paper practically verifies the validity of the theory of planned behavior for predicting the relationship between QA community participation motivation and participation intention. Through questionnaires and statistical analysis found that tangible rewards, altruistic joy and self-learning for answers community participation positively influence attitudes, quizzes community involvement attitudes, subjective norms, and perceived behavioral control resource conditions on Q A community involvement positively influence intentions.

绿色消费行为心理过程包括认知过程、情感过程以及意志过程三部分.认知过程包括环境知识和环境意识及消费者感知效力；情感过程中,由于受到文化、价值观的影响,一些消费者将形成积极的环境态度,进而形成绿色消费意愿；意志过程是从消费意愿到付诸绿色行为的心理过程,包括主观规范和感知行为控制.本文构建了绿色消费行为心理因素的作用机理模型,并结合我国社会特点提出了政府、企业以及非营利组织应着重从认知过程和意志过程对消费者施加影响的建议,以期更好地促进绿色消费.