As rapid development of social media, its dark sides have appeared. The social media addiction is an example. Based Uses and Gratifications Theory, this article explores the symptoms of weibo addiction and its formation mechanism by netnography. The results showed that: (1) some weibo users have the symptoms of addictive behaviors, such as withdrawal, loss of control, and life problems; (2) narcissism has an important role in the process of weibo addiction, which would have a stronger effect on content generator than content consumer; (3) some weibo users get addicted for relaxing anxiety, however, they get more anxious because of addiction; (4) The reviews have two sides. On one hand, the reviews are one kind of feedback of weibo posting, which satisfied the social needs, on the other hand, a Storytelling System is made up of the post and its reviews, which some weibo users become more dependence.

As an important component of customer relationship management, reward programs have become an increasingly popular tool for managers to develop customer loyalty. Many companies attach price tag to the rewards, while the effect is scarcely discussed in extant literatures. We suggest that there are dual roles of price tag of loyalty program reward: weakening-affective-benefits effect and external-reference-price effect. The former will decrease perceived value of the reward, while the latter have an inversed U-shape relationship with the perceived value. With a salient monetary cue, customers are more likely to focus on the economic benefits, and it may weaken the perception of affective benefits. As an external reference price, if the price tag cannot effectively raise customers’ perceived economic benefits of the reward and offset the loss of perceived affective benefits, the amount of total perceived benefits will decrease, diminishing the appeal of reward. Results of our study provide empirical evident to support the hypotheses. Finally, we discuss the theoretical, practical, and future research implications of these findings.

Prior research demonstrates that brand image matching with in-group or not matching with out-group, individual’s self-brand connection will be stronger. But it ignores the group characteristics. Basing on the group perspective, this paper discusses the impact of group status and group distinctiveness. Firstly, for in-group, group status and group distinctiveness will enhance the positive relationship between group association brand and self-brand connection. Secondly, for out-group, group status and group distinctiveness have opposite impact. Group status will reduce the negative relationship between group association brand and self-brand connection. But Group distinctiveness will strengthen the negative relationship between group association brands and self-brand connection.

Since 2013, the microblogging users growth rate of China has slowed down, while the user activity has encountered stagnation，or even recession, which has won extensive attentions. Based On motivation theory, this paper proposes hypotheses on the relationship between the social factors and continued intention to use of a microblogging service. This study used an online questionnaire to conduct empirical research, collected and analyzed data of 524 samples by Partial Least Square-Structural Equation Model(PLS-SEM). Empirical results show that network externalities and image have direct positive effects on perceived Enjoyment and perceived usefulness. Perceived Enjoyment has stronger influence than perceived usefulness on people’s continued use of microblogging. Network externalities and image have indirect effects on people’s continued use of microblogging using perceived usefulness as the mediating variable. Network externalities has indirect effect on people’s continued use of microblogging using perceived enjoyment as the mediating variable. The findings and suggests provides reference for microblogging operators in marketing and operation.

A firm’s product-harm crisis carries some influence on its’ competitors, which can lead to competitors response strategies. Prior research has found that a competitor’s response strategies have some effect on itself, as well as the firm in crisis. This paper differs from prior research. It focuses on the effect of a competitor’s response strategies on non-response competitor. The results suggest that industrial spillover level of the crisis and brand equity of the non-response competitor can moderate the spillover effect of competitor’s response strategies to non-response competitor. They can also moderate the mediating effect of crisis probability of the non-response competitor between competitor’s response strategies and consumer’s attitude toward the non-response competitor.

Based on literature researches, this paper analyzes and puts up with three website attachment dimensions: positive emotion, self association and society group sense, then make website attachment, customer relation quality(satisfaction and trust),conversion cost together as interpreting variables to study their effect on e-loyalty. The empirical results show that the conversion cost significantly affect behavior loyalty and attitude loyalty in e-loyalty meantime, while customer relation quality（satisfaction and trust）only significantly affects the attitude loyalty. Positive emotion, self association and society sense significantly affects behavior loyalty in e-loyalty. Hence website attachment is the third path to e-loyalty for e-commerce companies. Only the combination of customer relation quality, conversion cost and website attachment can make e-commerce companies to catch real customer loyalty.

People often need to make intertemporal choices in their daily life, such as savings and consumption, but their decisions are not always totally rational. This paper combined intertemporal choice and embodied cognition to explore the effect of hunger on intertemporal choice and adjustment function of sensitivity to reward, we found that: (1) hungrier people prefer steeper delay discounting in the intertemporal choice; (2) this effect is significant only if people are sensitive to reward. The results will help to explore factors that can influence savings and consumption, guide the work of relative organizations, such as banks and insurance companies, and help consumers in their saving and financial management.

Employing the ELM model, this research examines how different image integrity and source influence the consumer's purchasing intentions and the moderating effects of product category through two between-subjects experimental designs. The results indicate that the incomplete of on-line shops' images has a significant negative impact on consumer's purchasing intentions, experience goods suffered greater effect than search goods. Using both "Enterprise Publishing Pictures" and "Users Sharing Pictures" will improve consumer's purchasing intentions significantly. And it has greater impact on experience goods compared to search goods. The results also reveal that the images’ impact on both kinds of goods' consumer's purchasing intentions exhibits no significant difference if "Enterprise Publishing Pictures" and "Users Sharing Pictures" are used solely.

Customer participation in value co-creation can enhance brand equity of enterprises, but no scholars have verified this aspect. In order to make up for the lack of research, this paper made an empirical study on the relationship between customer participation in value co-creation and brand equity under the environment of virtual brand community, verified mediating effects of brand experience on the relationship between customer participation in value co-creation and brand equity . The study found that: customer participation in two types of value co-creation all had direct significant effects on brand equity, after brand experience was added in the research model, brand experience had partial mediating effect on the relationship between customer participation in sponsored value co-creation and brand equity, brand experience had fully mediating effect on the relationship between customer participation in autonomous value co-creation and brand equity. The study enriches theoretical research findings of value co-creation.