Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： This research aims to explore the mechanisms of constructing multi-company identity and investigate how to reconcile the tensions among them based on the theory of multiple company identification. We applied both qualitative and quantitative methods in this research. Our objectives are three-fold: a) firstly develop the definition, structure and measurement of multiple company identification based on social identity theory and identity theory; b) secondly explore the process of multiple company identification development from the perspective of social psychology and cultural innovation; and c) examine the mechanisms of reconciling identity tensions among multiple companies during the multi-company identification development process. Our research contributes to the theory by extending customer-company identification into multiple stakeholders-company identification. The results of this study not only explore the mechanisms of constructing a multiple-company identity, but also investigate how to reconcile the tensions among them. The results could be of practical value by offering insights to companies in maintaining long-term and harmonious relationships with their customers.
Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： With live marketing as background and based on the analysis of the literature, we introduce social presence and explore the connotation and composition of social presence in live marketing environment. Besides, ground on the theory of conformity consumption, we conduct behavioral tests and probe into the cognitive mechanism of how social presence influences online conformity consumption in live marketing. Furthermore, according to the theory of social presence, this paper discusses the moderating effect of self-construction and tie strength between buyer and network-anchor in this process. Finally, based on the theory of social facilitation, this study explores the emotional mechanism using neuroscience method which has the advantages of objectivity and "process measurement". This research will reveal the effect of social presence on online herd consumption, provide guidance to network-anchor and E-sellers, meanwhile help consumers understand their own behavior better in order to make more rational consumption choices.
Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： Viral marketing refers to the marketing approach through which marketers generate online contents on social networks and attract consumers to share them and make them viral. The paper develops a literature review on the factors that make online contents viral, including content characteristics, psychological motives, emotional responses, situational factors and individual traits. The framework can provide theoretical guidance for brands and We Media to increase sharing rate of their online contents. Future studies should focus on exploring the influential mechanism of specific emotions on sharing intention, identifying more situational factors in the context of Chinese culture, measuring the performance of viral marketing, investigating psychological and behavioral consequences of viral marketing and adopting multiple methods.
Subjects: Psychology >> Developmental Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： Short video customer inspiration (SVCI) is the embodiment of customer inspiration in the context of short video. It is the temporary motivational state that facilitates the transition from the reception of a marketing-induced idea to the intrinsic pursuit of a consumption-related goal. The antecedents of SVCI includes video factor, anchor factor and audience characteristic factor; the intersection of inspired-by and inspired-to states in SVCI forms a SVCI state matrix, in which the four inspiration states could convert into each other under certain conditions; SVCI have positive impact on customer engagement through direct (customer purchase) and indirect (customer recommendation, customer influence and customer knowledge) ways; product type and the TSBBN (Tie strength between buyer and network-anchor) play the role of moderator in the effect of SVCI on customer engagement; study on SVCI helps to reveal how customer inspiration is triggered by short video and its impact on customer engagement; this research can help network-anchor and short video platform to produce more efficient marketing strategies, and can help consumers to improve the consumption experience.
Subjects: Psychology >> Social Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： With the development of emerging technologies such as 5G, big data, artificial intelligence, cloud computing, and the Internet of Things, business environments are gradually becoming a digital ecosystem, in which the interdependence between enterprises and customers is increasingly affected by Digitalized Interactive Platforms (DIP) offerings. DIP has resulted in the increased usage and engagement by multiple stakeholders, which offers a complex and dynamic experience. However, it remains unclear how firms can leverage DIP to facilitate customized and enriched customer experience to increase customer input, thereby co-creating value with other stakeholders. This project fills this void by providing a research framework to address this question, which includes five different studies. Study 1 is based on the stakeholder marketing theory to explore the value co-creation process of stakeholders during the consumer journey of DIP offerings through a qualitative research. Firstly, the recursive reflexive process of multiple stakeholders of DIP offerings will be analyzed based on the theory of recursive reflexivity; secondly, the action and interaction of stakeholders’ practice continuity and consumption experience will be explored based on the theory of practice continuity; finally, based on the identity theory and institution theory, identity evolution, identity co-construction and institutional change process will be examined. These steps help us analyze the behavior and experience of stakeholders in the consumption journey of DIP offerings, which is a step towards theory development in DIP and provides basis for future related studies. Study 2 focuses on the customer experience journey in DIP offerings (DXJ) and intends to explore the definition, dimensions, measurement and generalizbility of this concept. Firstly, DXJ will be defined, similarities and difference between DXJ and other related concepts will be discussed through relevant literature discussion; secondly, we will explore the dimensions of DXJ using qualitative research methods, and develop its measurement scale; then the predictive validity of the developed scale will be tested; data will be collected through a large scale survey study to empirically examine the antecedents and behavioral outcomes of DXJ. In study 3, a new concept, DXJ ambidexterity, is proposed and developed. The conceptualization, source of tension and reconciliation mechanism of DXJ ambidexterity will be explored using qualitative research methods. Firstly, sources of tension of DXJ ambidexterity are explored based on the ambidexterity theory, and factors influencing the tension of DXJ ambidexterity will be investigated; secondly, the reconciliation mechanism of DXJ ambidexterity tension will be discussed; finally, the reconciliation process will be discussed and explained. Study 4 intends to study the evolution process, generation, management and evaluation of customer input with DIP offerings (that is, DCI). Firstly, we will explore the definition and dimensions of DCI, and develop the measurement scale accordingly; secondly, the mechanism and process of the generation and management of DCI will be investigated; finally, the antecedents, mediators, moderators of DCI, as well as how they affect customer behavior and corporate performance will be investigated empirically. Study 5 explores the reciprocal relationship between DXJ and DCI. Based on the theory of spirals, we propose to use a large scale survey method to collect panel data to explore the interaction mechanisms between DXJ and DCI from the following five aspects: customers, their social network, firms, their partners, and enterprise customers. We also intend to identify the lower and upper boundaries of the spiral. This study uncovers the new phenomena of DIP offerings and contributes to the existing research related to customer experience and customer input. This study also extends the existing theories such as recursive reflexivity theory, institution theory, ambidexterity theory, and the theory of spirals. The results of this study will offer insights to DIP companies to establish a win-win, long-term relationship with multiple stakeholders, and ultimately co-create value.
Subjects: Psychology >> Social Psychology submitted time 2023-03-28 Cooperative journals: 《心理科学进展》
Abstract： The promotion of customer citizenship behaviors and the deterrence of misbehaviors can increase the sustainability of the sharing economy (in which services are exchanged between peer providers and peer customers, as on the Xiaozhu platform). A recent line of research has focused on customer citizenship behaviors and misbehaviors in the traditional economy, but this research cannot capture the idiosyncrasies of the sharing economy. Recent media coverage of the sharing economy has been permeated by examples of customer citizenship behaviors and misbehaviors, but academia and practice have been silent on strategies for optimizing these behaviors. We approach this question from the perspective of the social dilemma, which involves a conflict between the maximization of self-interest and collective interests. Social dilemma theory pertains to the regulation of myriad individual behaviors, and we use the theory to investigate the concepts, dimensions, and measures of customer citizenship behaviors and misbehaviors. Then, we test how platforms, peer providers, and the government can use rules and social influence to optimize customer behaviors (i.e., promoting customer citizenship behaviors and preventing misbehaviors). Finally, we illustrate the differential impacts of customer citizenship behaviors and misbehaviors on the actual performance of peer providers, and we identify boundary effects involving the customer’s social orientation and peer provider’s monitoring. This study offers three major innovations to the literature. First, this study expands the investigation of the typical characteristics of customer citizenship behaviors and misbehaviors from the offline context to the sharing economy. Most researchers have measured customer citizenship behaviors and misbehaviors from single dimension and have focused on the offline context (typical citizenship behaviors: customer recommendations, information sharing; typical misbehaviors: being rude to service providers, swapping price tags). Without a nuanced understanding of customer citizenship behaviors and misbehaviors in the sharing economy, managers cannot manage customer behaviors effectively. Using social dilemma theory, this research demonstrates customer citizenship behaviors in the sharing economy (e.g., customer recommendations, helping behaviors, information sharing, and toleration behaviors) from the perspectives of peer providers and peer customers. We also discuss customer misbehaviors from the perspectives of property sharing, peer providers, communities, and online feedback. Second, this study advances the social dilemma theory literature by systematically examining two types of solutions: motivational (e.g., social influence) and structural (e.g., rule making). Most studies apply social dilemma theory to investigate structural solutions in the traditional offline context, where customer behavior might be governed by firm regulations and constraints. We demonstrate how structural and motivational solutions can be adapted for the online sharing economy; structural solutions include behavioral supervision and rules for rewards and penalties, while motivation solutions include identification and personalization. However, the theory in prior studies can not fully explain customer citizenship behaviors and misbehaviors on sharing platforms. This study investigates how customer behaviors are shaped by social influence as well as by rule-making at three levels: the platform, peer providers, and the government. Third, this study adds to the existing sharing economy literature. We investigate the differential influences of dimensions of customer behaviors on the actual performance of peer providers. In addition, this research disentangles the moderation mechanisms by which cross-cultural and peer provider supervision influence customer behaviors. Prior studies in the sharing economy literature have used questionnaires and case studies to analyze the impacts of customer citizenship behaviors and misbehaviors on customer premium payment intentions and peer provider performance. However, these studies offer little insight into the drivers of customer behaviors, their impact on actual peer provider performance, and strategies for influencing customer behaviors to achieve better outcomes. This study addresses all three of these shortcomings: We offer insight into the drivers by illustrating how the influences of customer behaviors vary by country, we examine the influences of customer behaviors on actual performance, and we evaluate strategies for reconciling the impacts of customer behaviors through smart technology adoption and communication.
Subjects: Psychology >> Applied Psychology submitted time 2018-12-28
Abstract： With live marketing as background and based on the analysis of the literature, we introduce social presence and explore the connotation and composition of social presence in live marketing environment. Besides, ground on the theory of conformity consumption, we conduct behavioral tests and probe into the cognitive mechanism of how social presence influences online conformity consumption in live marketing. Furthermore, according to the theory of social presence, this paper discusses the moderating effect of self-construction and tie strength between buyer and network-anchor in this process. Finally, based on the theory of social facilitation, this study explores the emotional mechanism using neuroscience method which has the advantages of objectivity and "process measurement". This research will reveal the effect of social presence on online herd consumption, provide guidance to network-anchor and E-sellers, meanwhile help consumers understand their own behavior better in order to make more rational consumption choices.
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