Companies use social media to engage with consumers, and the content that firms create might influence consumer engagement (CE) with brands in various ways. Four studies show that function-oriented content (information that is helpful for increasing consumer knowledge about the product, brand, or company) generates more consumer comments compared with social bond-oriented content (i.e., information conveyed on a social level to create connections with customers). Social bond-oriented content instead drives consumers to forward more of this content. Brand prominence and brand-self distance serve as moderators in the relationship between content type and CE behaviors. Higher brand prominence can boost the number of comments, whereas shorter brand-self distance can increase the number of forwards. These findings offer insights into how social media tools might generate CE more effectively and shed light on the drivers of word-of-mouth through social media.

Repurchase intention questions are routinely used in marketing research and practices to measure consumers' repurchase decisions. They are easy to use but suffer from a few biases and weak predictive power. This article identifies three biases, namely, projection bias, lack-of-context bias, and hypothetical bias. A new method, repurchase acceleration (RA). is proposed targeting these biases. In RA, researchers buy back respondents' currently owned products to ensure they are in the market, provide them with a representative choice set to mimic the repurchase market context, and attach real-life consequences to mimic the incentives in their real-life repurchases. An empirical study demonstrates that RA predicts significantly better than repurchase intention models and captures more than 3 times as much information as the best repurchase intention model does. We recommend that RA is used for high-value, long purchase-cycle products for a precise measure of consumers' repurchase decisions for high-stake marketing decisions.

期待性购买(Anticipatory Purchase)是指消费者基于未来能够有效使用所购产品的预期,而在当下作出购买决策的行为.现有研究对影响期待性购买决策的因素探讨尚不充分.本文基于动机性推理理论,提出消费者思考视角会影响期待性购买意愿这一核心假设,并进一步假设消费者想要实现与购买相关目标的动机强度与思考未来的不同焦点会调节思考视角与期待性购买意愿的关系.本文通过四个实验对三个假设进行检验,实验1和实验2的结果发现,相比当事人视角,从观察者视角思考购买后经历会降低期待性购买意愿;实验3与实验4的结果发现,思考视角对期待性购买的作用仅存在于高动机强度及过程性思考焦点条件下.本文研究结果推进了期待性购买领域相关研究,对企业营销实践改善和消费者福利提升也有重要意义.

When consumers are searching for a packaged food with a certain flavor label, they are slower and less accurate when the target's packaging color and flavor label are incongruent than when they are congruent. Here, we conducted a combined virtual reality (VR) and resting-state fMRI study to investigate the spontaneous neural basis of individual differences in this color-flavor incongruency effect. Our results revealed a positive correlation between the behavioral effect and the local synchronization for the left fusiform, a brain area associated with the retrieval of color information. The results also revealed a positive correlation between this behavioral effect and the intrinsic neural interactions between the left fusiform and the left putamen, a brain area associated with the processing of expectation. These findings revealed the role of expectation violation in in-store product searches. The potential implications of these findings for packaging design in the food industry are discussed.

With the rise of social media,companies treat social media as the principal channel to be engaged with consumers and build long-term relationships.However,little is known about how firm-generated content impact consumer engagement and their relationships with brands? The main form of firm-generated content over social media is copy combining with pictures, about which the combination forms and effects are unexplored.Based on prior studies, image and copy content can be classified as functional(information related directly to the product,brand,or company,which is helpful for increasing consumer knowledge a-bout product,brand or company)and social(information that is not associated with any direct marketing efforts, but gets con-veyed on a social level, with the purpose of satisfying consumers'emotional needs and fostering bonds between the brand and consumers). Based on picture-word congruency theory,interaction theory and consumer-brand relationship theory,this research proposes hypotheses on the effects of combination forms of picture-word information on consumer engagement behavior and consumer -brand relationship.To test the hypotheses,the research uses between-group design and an quick response code to recruit real consum-ers to participate the experiment on one's mobile phone.The ANOVA results show that when copy is functional,compared to so-cial image or copy only,functional image has a larger impact on consumer engagement.Counterintuitively,there is no significant difference between functional copy combined with congruent or incongruent functional image.When copy is social,functional im-age has a larger impact on consumer engagement.The effects of picture-word information on consumer-brand relationship is vari-ous.When copy is functional,a congruent functional picture has a larger impact on consumer-brand relationship,with a non-sig-nificant difference with social picture.When copy is social,there is no big difference between functional image and congruent or incongruent social image.The results indicate that consumers'information processing strategies and attitudes in social media set-tings are quite distinct in print media settings. This study is initial systematic attempt to test explicitly the impact of picture-word information on consumer engagement and consumer-brand relationships.The findings enrich the understanding of social media advertisings on consumer engagement behav -iors.These findings have important implications for firms'social media marketing strategies.

<span id="ChDivSummary" name="ChDivSummary" class="abstract-text">在数字化时代,网络广告和网络口碑是企业最常采用的两种营销沟通工具。本文从整合营销沟通视角,探讨网络广告、网络口碑和数字化产品销量三者之间的相互影响关系,以及这些影响关系在产品生命周期中的动态发展变化。我们基于人人游戏公司提供的2012—2014年上市发行的5款手机游戏数据,围绕两个方面的内容开展研究:其一是网络广告如何动态影响网络口碑;其二是网络广告和网络口碑如何动态影响手机游戏销量。实证结果表明:（1）网络广告对网络口碑的数量、效价和差异均有显著的正向影响。在产品生命周期中,网络广告对口碑数量和口碑差异的影响逐渐减弱,而对口碑效价的影响逐渐增强。（2）网络广告和网络口碑的数量和效价均对游戏销量有显著的正向影响。在产品生命周期中,网络口碑和网络广告对游戏销量的影响呈现"此消彼长"的动态互补形态:在引入期和衰退期,网络广告对游戏销量的影响较强,而网络口碑对游戏销量的影响较弱;在成熟期,网络广告对游戏销量的影响较弱,而口碑对游戏销量的影响较强。基于研究结论,我们对如何优化网络广告和网络口碑的投入策略提供了详细的建议。</span>

Temperature affects human cognition, emotion, and behavior in important ways, yet exactly how ambient temperature exerts its influences on complex product choices remains largely unknown. In this research, we examine how relatively warm versus cool temperatures, both within a comfortable range and commonly experienced, can affect people’s decision quality in complex choices. In a series of three experiments, we demonstrate that warm (vs. cool) temperatures prompt affective processing, which then leads to better performance in complex choices. Consumers and companies need to take ambient temperature into account to create optimal environments for complex decision-making.

Many businesses today have adopted tweeting as a new form of product marketing. However, whether and how tweeting affects product demand remains inconclusive. The authors explore this question using a randomized field experiment on Sina Weibo, the top tweeting website in China. The authors collaborate with amajor global media company and examine how the viewing of its TV shows is affected by (1) the media company's tweets about its shows, and (2) recruited Weibo influentials' retweets of the company tweets. The authors find that both company tweets and influential retweets increase show viewing, but in different ways. Company tweets directly boost viewing, whereas influential retweets increase viewing if the show tweet is informative. Meanwhile, influential retweets are more effective than company tweets in bringing new Weibo followers to the company, which indirectly increases viewing. The authors discuss recommendations on how to manage tweeting as a marketing tool.

无模铸型制造(PCM)技术是将3D打印技术和传统树脂砂造型工艺相结合的先进成型制造技术,其通过铸型层片数据模型完成铸型的选择性填充过程.本文研究了不同比例酒精加入量的树脂和烘烤工艺对型砂抗拉强度的影响.研究发现,30％酒精加入量的树脂,在100℃下烘烤20 s的工艺可得到低发气量、较好强度的型砂质量.

The development of Internet provides consumer with rich information and convenient searching ways. On the one hand, it promotes consumer acquiring plentiful product knowledge; on the other hand, it createsthe information recommendationagent whichassists consumer making decision in the context of miscellaneous internet information. We thus explored the effects of consumer knowledge and information recommendation agent on the brand loyalty. We surveyed 1831 infants’ motherbased on maternal and infantsmarkets. The results showed consumer knowledge and product risk perception played significant interaction effect on brand loyalty, such that there was a U shape relationship between consumer knowledge and brand loyalty for high-risk product while positive correlates between consumer knowledge and brand loyalty for low-risk product, and the information searching intent mediated the relationship between consumer knowledge and brand loyalty. Besides, it showed the emotional trust value of information recommendation agent has a significant effect on brand loyalty and that was moderated by product risk, but the functional value of information recommendation agent did not show significant effect on brand loyalty.

在当今企业营销实践中,事件营销得到越来越广泛的运用,社会化媒体的崛起更使得事件营销成为主流营销方式之一.然而学术界尚未有实证研究探索其对企业品牌价值和经营业绩的影响以及作用机制,更未将其与广告效应进行比较以指导企业实践.以91家房地产企业2006-2010年的面板数据为样本,分析事件营销投入和广告投入对企业品牌价值及经营业绩的影响.结果表明,事件营销投入和广告投入均对企业经营业绩有显著正向影响,但事件营销的效果更强.两者的作用机制不同,相比广告,事件营销除了通过品牌价值对企业经营业绩产生间接显著影响,还对其有直接显著影响.对于年轻品牌而言,事件营销对品牌价值的提升效应比广告更强.在此基础上我们讨论了研究发现的管理意义.

Substantial scholarly works have shed light on the driving forces for firms to enter into international market. However, most studies pay attention to the fact that the export motives can explain to a large extent why some firms are involved and succeed in exporting, as opposed to others that do not export at all and remain inactive(Leonidou,1995). Therefore, the question that among firms that all involved in, how do their initial internationalization motivation lead to sharp differences in terms of their implementation and performance in international market. In addition, limited empirical insights have been gained to combine different sort of motives together to shed light on firms' motive to export. To fill this gap, this paper examine Chinese exporters' export motives by incorporating proactive-reactive as well as strategic-tactic perspectives at the same time.In this paper, the authors offer a theoretical explanation that integrates both the IO view and organization learning perspective, first using a cluster analysis to incorporate both proactive-reactive and strategic-tactic drivers of firms' overseas exploration as inputs to identify typology of Chinese indigenous exporters. Base on this, authors find that Chinese exporters fall into four different profiles, namely the strategist, hesitated, experimentalist, prospector.Organization learning, commitment , competence as well as performance are then examined to characterize the four clusters, make clearer interpretation and more meaningful managerial implication of the typology.

基于消费者连续决策理论以及享乐品和实用品选择理论,通过三个实验研究了享乐品和实用品对后续购买行为的影响差异、内在机制及其调节因素.研究结果显示,不同于实用品,购买享乐品更加可能激发消费者关注于后续选项的正当性(或理由),导致:(1)后续购买可能性降低;(2)更可能购买选择集中有最好理由支持的产品选项.上述效应的前提条件是人们感受到内疚感或花钱的痛苦,因此,影响内疚感程度的购买理由以及付钱痛苦程度的个体因素对上述效应具有调节作用.

<span id="ChDivSummary" name="ChDivSummary" class="abstract-text">本文从奖励分享角度探讨品牌体验分享行为对分享者本人原有品牌至爱的影响,并考察奖励水平、奖励类型及奖励来源对上述关系的影响。研究发现:（1）奖励体验分享有助于构建分享者的品牌至爱,奖励正面的体验分享对分享者本人的品牌至爱具有正向影响,奖励负面的体验分享可以减小分享者品牌至爱的负向变化,但是高低奖励水平的影响并不存在显著差异;（2）在正面分享情境下,精神奖励和物质奖励的影响无显著差异,在负面分享情境下,精神奖励的影响作用更大;（3）不管在正面还是负面分享情境下,与来自第三方的奖励相比,来自回应方的奖励对分享者的品牌至爱改变更大。</span>

以往研究表明,人与人之间的分享行为能够强化人际关系和消费体验,而对消费者与他人分享品牌体验是否强化,以及如何强化消费者本人对这一品牌的态度则缺乏研究.本文将以分享现实理论作为研究基础,探讨品牌体验分享对分享者原有的品牌态度的影响.研究一的结果表明向他人分享品牌体验能够强化分享者原有的品牌态度,分享快乐的品牌体验,分享者的品牌态度显著提高;分享痛苦的品牌体验,分享者的品牌态度显著降低.研究二的研究发现,回应者的回应观点与分享者是否一致对分享者的品牌态度变化有不同的影响,与回应者回应观点与分享者观点不一致相比,两者一致时,分享行为对分享者品牌态度改变影响更大;与回应者是群体外相比,向群体内的人分享品牌体验时,回应观点与分享者一致与否对分享者品牌态度有更加显著的影响;分享者为分析型思考方式时,回应者与分享者观点是否一致对品牌态度变化有显著差异.

Brand love is the emotional attachment, passion and commitment a consumer has for a particular brand. This concept stresses the lover relationship between consumer and brand. People always say,“Happiness shared doubled and sadness shared halved”. Sharing brings important experience to other people; meanwhile, the sharing process also strengthens the sharers’ prior experience as well. Previous researches show that others’ congruent responses can enhance a person’s enjoyment of shared experiences;conversely, incongruent responses can reduce such enjoyment. However, few studies have examined the impact of divergence of others’ responses in the brand experience sharing and the effect of consumers’ social relationship perception on the change of their brand attitudes. Therefore, the present study examines how sharing brand experience influences sharers’ prior brand love and explores the interactive effects of others’ responses and social relationship perception (i.e., social connectedness and imaginary audience) on brand love in the context of experience sharing. Two experimental studies are conducted to examine the above effects. Experiment 1 explores the effect of brand experience sharing on sharers’ prior brand love. Experiment 2 examines the interactive effect between divergence of others’ responses and consumers’ social relationship perception on sharers’ prior brand love. The results show that:(1) brand experience sharing is conducive to building sharers’ brand love. Compared with non-sharing, sharing positive experience has a positive effect on sharers’ brand love;(2) The speakers, who are at either the lower level of social connectedness or at the higher level of imaginary audience, experience greater changes in their original brand love when others’ responses are divergent than such responses are neutral;(3) The speakers, who are either at the higher level of social connectedness or at the lower level of imaginary audience, experience similar changes of their love toward original brand, whether others’ responses are divergent or neutral. The research results provide us new insights into the research about brand experience sharing and brand love from the perspective of sharing by showing the moderating effects of divergence of others’ responses on the relationship between consumers’ social relationship perception (i.e., social connectedness and imaginary audience) and the changes of their original brand love. Besides the theoretical contributions, this study further provides some important implications for managers in inducing consumers to share positive brand experience.

Many businesses today adopt tweeting as a new form of product marketing. However, whether and how tweeting affects product demand remains inconclusive. The authors explore this question using a randomized field experiment on Sina Weibo, the top tweeting website in China. The authors collaborate with a major global media company and examine how the viewing of its TV shows is affected by (1) the media company’s tweets about its shows, and (2) recruited Weibo influentials’ retweets of the company tweets. The authors find that both company tweets and influential retweets increase show viewing, but in different ways. Company tweets directly boost viewing, whereas influential retweets increase viewing if the show tweet is informative. Meanwhile, influential retweets are more effective than company tweets in bringing new Weibo followers to the company, which indirectly increases viewing. The authors discuss recommendations on how to manage tweeting as a marketing tool.