Drawing from self-enforcing theory that is developed from transaction cost theory, this paper focuses on exploring the hybrid effect of transaction governance and relational governance on supplier opportunism. The finding suggests that relational norm is positively related to joint-specific investments and observability of the exchanges. And two dimensions of relational norm: norm solidarity and norm participation have a negative effect on supplier opportunism. Specifically, when the norm solidarity is high, exchange partners act based on their mutual benefit and responsibilities, so that supplier opportunism will decrease in the exchange. When the norm participation is high, exchange partners make decisions and set organizational goals together, which will curb supplier opportunism. In addition, the paper finds that monitoring moderates the effect of relational norm on supplier opportunism. Specifically, the higher the level of monitoring, the stronger the negative effect of relational norm on supplier opportunism.

The increasing brand crisis draws attention of theorists and managers in terms of how to response it. Existing crisis researches aim at image repair theory and the crisis communication theory, but for many real crisis phenomenons these theories are still unable to make a satisfactory explanation. Based on social interaction to investigate the effects of brand crisis restoration, this study, focusing on the irrational behavior of consumers in the brand crisis repair, discusses the interaction ritual restoration effects of brand crisis and repair mechanism. What’s most important, the paper argues brand crisis restoration is a way of interaction ritual chain. Using experiments, the research shows two main results. Firstly, different interaction ritual has different effect. When under inability brand crisis consumers prefer compensation more than apology, while the difference of the emotional energy to repair crisis is of no significant difference; Under dishonest brand crisis, consumers focus on both enterprise's restore behavior and enterprise's emotional energy, the ritual of high emotional energy apology is optimal for crisis reparation. Secondly, the main factor about why different ritual has different effect is the value perception produced by rituals. In conclusion, this research provides a new perspective about the restoration of brand crisis, which enriches the theory of brand crisis restoration and previous research about crisis. Besides the theoretical contributions, practical implications are discussed.

There exist studies that focus on the possible negative emotion (depression for instance) brought by mere concentration on out-of-stock. Or others solely study on the attractive effect induced by phantom alternative. What effect, positive or negative, will out-of-stock alternative impact on the purchase intention of similar alternative is still without a definite conclusion. This paper holds that there is not a certain positive or negative effect on the similar alternative purchase intention. Also, a dual mediation pathway model and relevant moderator of such influence mechanism are proposed. Our research shows that when offered the out-of-stock alternative, consumers seem to experience the stronger emotion of perceived scarcity and psychological reactance compared with no information offered. The effects of out-of-stock message on consumers’ similar alternative purchase intention mediated by scarcity and psychological reactance separately are opposite (positive versus negative). In addition, the negative effect mediated by psychological reactance is moderated by the occupation levels of cognitive resource. Psychological reactance is a moderated mediator. Whereas, the positive mediating effect of perceived scarcity is not affected.

Creativity has a huge impact in multiple fields such as education, politics, economics and sociology. But relatively lack of related researches is the fact in China. For a long time, creativity has been viewed as a kind of personal trait. However, abundant researches in passed decades draw a conclusion that creativity could be influenced by situational factors. Focusing on the effect of situational factors on individual creativity, this paper introduced the definitions and measurements of creativity firstly. In addition, the dual process of creativity was claimed. Then, it summarized contextual factors that affect creativity such as emotion, priming, group administration, social exclusion, social observational modeling, dishonest behavior and physical environment, the underlying process was also discussed. Finally, this paper introduced four kinds of consumer behaviors that are highly correlated with creativity (creative consumption, novelty seeking, novel product acceptance and consumer uniqueness seeking) and related research in each topic area. At last, the future research directions were discussed.

This research examines the interaction effect of moral identity and construal level on consumers’ green consumption. The results reveal that 1) construal level moderates the relationship between moral identity and consumer’s green consumption, specifically, when consumers are induced a high construal level, moral identity has no effect on consumers’ green consumption, while, when consumers are induced a low construal level, moral identity has a positive effect on consumers’ green consumption; 2) the interaction of moral identity and construal level on green consumption is mediated by environmental protection self-accountability. This research enriches the literature about green consumption’s influences, and has some implications on how governments and corporations guide consumers’ green consumption.

This paper focuses on the effect of entrepreneurs language style on entrepreneurs image from the perspective of consumer’s perception. The entrepreneur language style is sorted into the imagery-based language style and concept-based language style. Entrepreneurs’ image is evaluated by two dimensions, warmth and competence. The cognitive-affective system response is introduced into the system as the mediating variable to explain the impact mechanism. The results of experiment show that the consumers dominated by the images-language style arouse more affective system response and show more concern on the warmth of the entrepreneurs, while those dominated by concept-language style arouse more cognitive system response and throw more emphasis on the competence; Consumers with lower cognitive demand arouse more positive response on images-language style, while who with higher cognitive demand arouse more positive response on concept-language style.

According to Decision Theory, the ambiguity of decision-making information will affect the choice of decision makers that means "ambiguity aversion" will occur when making fuzzy decision. In this study, we use the event-related potential (ERP) method to explore the neural mechanism of how ambiguity of promotion information of different means influences consumers’ purchase decision. The results prove that the information fuzziness of the means of online sales promotion do affect purchase intention which can be concluded from the amplitude of brain wave peaks exists significant differences when consumers are confronted with various means of promotion. There are significant differences in consumers’ brainwave P2, N2, P3 amplitude peaks when they face discount promotions and gift promotions, that reflects the differences of online promotion information’ s ambiguity lead to the diversity of consumers’ risk perception, decision-making attitude and decision-making confidence. Compared with discount promotion, gift promotion will make consumers perceive higher risk, higher decision difficulty and lower confidence. This finding can offer explanation on a neurological level for why consumers prefer discount promotion.

Impulse buying has been the focus of attention in the marketing. With the rise of online shopping, online impulse buying phenomenon becomes increasingly serious. The relevant literature is rarely in an online environment, the impulse buying behavior discussed. This paper explores the impact of the type of product and time pressure on consumer online impulse buying intention; this is a relatively new issue in the domestic marketing academics. In this study, the experimental method was adopted to explore the impact of consumer online impulse buying tendencies, the departure from the type of product and the time pressure. The results show that low-involvement emotional products stimulate consumer online impulse buying tendencies. At the same time, there is an interaction effect between time pressure and product type, that is, under the influence of time pressure, low-involvement emotional products to enhance the consumer online impulse buying tendency is more significant.

As a very common cultural phenomenon, "Face" is affecting all aspects of Chinese life. With the continuous development of the Internet, people are spending more and consuming more on the Internet. As a virtual world, the ways of communication or social cues on the Internet are obviously different from the ways using in the real world. But at the same time, due to the use of the network, users in different sites all have a unique status symbol. Therefore, in order to maintain their self-images in the virtual world, there might exist face consciousness in a virtual world which is similar to their real lives. Firstly, this paper aims to explore the dimensions of online face consciousness (OFC) and its specific content. The results showed that OFC includes three dimensions: the influence of the network, network identity and network relationships. Secondly, we found that there is a positive relationship between online face consciousness (OFC) and the online word-of-mouth (eWOM). Furthermore, we found the strength of the relationship between the users under different types of sites can have significant influence on the relationship between OFC and eWOM. Specifically, as for the strange relationship type, OFC has a significant influence on eWOM, but for a familiar relationship type, this effect is not significant. Finally, we discussed the difference of face consciousness between online world and real world.