This paper reveals that the key of business model innovation lies in the cross category innovation. Through scanning the network value in business ecosystem, discovering and selecting the logic, structure and content of the creation and trade of network value, and integrating with third party to share the cost and price of products, a firm can gain the new competitive advantage, breach the limit of business strategic pricing and make profits under the product price less than average cost. 1P business model design subverts the traditional ideas of putting on the target customer value proposition in the center of model design, puts pricing on the center position, takes the logic and transaction structure of network value as the soul of business model design, and refers the positioning and locking of the third party pay to the unprecedented height and as the core task of 1p business model design. The logic and method of 1P business model design are clear, simple and suitable for all kind of enterprises. It can solve the core problem of classification, business model innovation and design, but also that of how to make use of business model alternative to do marketing.

With the rapid development of mobile internet technology and mobile financial payment, recetantly Wechat envelopment campaign won widespread participation and great success. Its success lied in effectively arousing consumers’ participation motivation and effectively attenuating their psychological reactance. According to the goal-path theory and messagement processing theory，Facing different Wechat envelopment information (Commericial vs.interpersonal)，consumers will simultaneously take into account for participation motivation as action goal and psychological reactance as action freedom, and further process messagement and regulate focuse in different pathes, finally resulting in different participation willingness. Across four experiments, the study found that (1) participation motivation and psychological reactance individually mediated alone the influence of wechat envelopment information on consumers’ participation willingness, and furthermore the process was both moderated by self-construal; （2）They also jointly mediated their influence and so did by self-construal, and been also moderated by self-construal. The findings did not only uncover and explain the psychological mechanism of consumers’ participation in wechat envelopment, but also there were great managerial implication for business to operate successfully marketing campaigns concerned wechat envelopment to obtain consumer resource and competing advantage and for consumers to improve consumers’ participation behavior.

This research examines the effect of stress on consumers’ nostalgic preferences and the underlying mechanism. Using a survey and a lab experiment, we show that stress increases consumers’ nostalgic preferences. This is because stress induces anxiety, which in turn results in a lower sense of perceived control. Lower perceived control leads to higher nostalgic preference. We also find that other negative emotions induced by stress, such as sadness and fear, have no mediating effects on nostalgic preference. These findings suggest that consumers under stress tend to prefer nostalgic brands and products because they can enhance perceived control, but not because they can bring out positive emotions and thus alleviate the stress-associated negative emotions. Our research extends the current literatures on stress and nostalgia, and provides practitioners important implications for nostalgic marketing.

Based on perspective of information processing mode, the authors examine the role of online pictures’ presentation order in consumer’s purchase intention. Specially, study 1 found that the order of product first is more effective than the order of model first in increasing purchase intention under search goods and the order of model first is more effective than the order of product first in increasing purchase intention under experience goods and the authors also test the mechanism of the extent of imagery processing; Study 2 further indicated that, for participants who buy something for unfamiliar others, the presentation order didn‘t affect their purchase intention because their imagery become less accessible; Study3 focus 2 types of others and find that when consumer buy something for familiar others, the presentation order still affect their purchase intention. The result eliminated the explaination that the presentation order still affect their purchase intention through the self-related imagery process; In study 4,the authors further explore the boundary condition of match effect of model and product. When the model is not fit with product well,presentation order didn‘t affect their purchase intention because their imagery become less accessible.

Although schema theory suggest that the congruence of brand image with consumer schema is crucial for the success of brand image, some practical cases show that sometimes a schema-incongruent brand image can also have the potential to attract consumers. In this research, we introduce the involvement theory to solve this contradiction. We find that in high involvement conditions, a schema-congruent brand image has the potential to increase consumer purchase intention. In contrast, in low involvement condition, a schema-incongruent brand image has the potential to increase consumer purchase intention. We further indicate that consumer affective responses mediate the above process.

Imitated kinship refers to a kind of relationship including emotional components which is created by some demographic similarities, such as “Laoxiang” and “Xiaoyou”. We explore how imitated kinship do effect on customer purchase intention and examine the moderating effect of front-line employees’ communication style and customer perceived betrayal. Through experimental method, we can draw the conclusions as follows: (1) Imitated kinship will do a positive effect on customer purchase intention by the mediating effect of intimacy. (2) Front-line employees’ communication style will moderate the effects of imitated kinship on customer perceived intimacy: when there is imitated kinship, interaction-oriented style is more conducive to enhance intimacy. (3) The degree and the type of customer perceived betrayal will moderate the effects of imitated kinship on customer repurchase intention: while customers perceive low level betrayal, their repurchase intention will be lower under the condition that there is imitated kinship between customers and front-line employees compared to the condition that there is not imitated kinship between customers and front-line employees. While customers perceive that the betrayal is not related to the front-line employee, customers repurchase intention will be higher under the condition that there is imitated kinship between customers and front-line employees compared to no imitated kinship condition.

Creating value for customers is key to the long-term success for any firm, which is the core of market orientation. However, the research on why firms differ in their levels of market orientation remains understudied. Drawing on the upper echelon theory and agency theory, the authors conduct a qualitative study to investigate whether the shareholdings of top managers and shareholders influence the development of firm market orientation. The findings suggest that the characteristics of their financial positions, including shareholding concentration and managerial ownership, shape their willingness and ability to promote market orientation. This study provides new insights into our understanding of the disparities in market orientation across firms. Managerial implications and the suggestions for future research are discussed.

To deeply analyzing the inner theoretical logic mechanism of "shopping online addicts" phenomenon and based on the perspective of attribution theory, this paper constructs theoretical model about consumer guilt influencing repurchase intention through introducing concepts of social support and perceived risk in the online shopping environment. After the multiple regression analysis based on 711 valid data, we find that the consumer guilty model has certain explanatory power for "shopping online addicts" phenomenon. To be specific: First, due to consumers’ different cognitive attribution for guilty feelings, they have two different ways of reaction, namely self-comfort and behavior modification. Compared to behavior modification, consumer guilt has stronger influence on self-comfort. Second, consumer guilt has positive effect on repurchase intention through consumers’ self-comfort, but the intermediary effect of consumers’ behavior modification is not significant. Third, social support has positive effect on the relationship between customer guilt and customers’ self-comfort. Fourth, perceived risk doesn’t affect the relationship between customer guilt and customers’ behavior modification. In addition, this paper provides beneficial inspiration for e-commerce enterprises to identify and make effective marketing strategies, and guide customers to repurchase online.

Cashback for favourable comment is a new form of marketing activities on the network shopping platform, it as a reward way has affected the content and quality of consumer online reviews. Although cashback is widely used in electronic commerce environment, theoretical mechanism and empirical research of the effect on consumer online reviews are extremely scarce. Based on double-entry mental accounting as mediation mechanism, using situational experiment method：2（cashback level：high and low）×2（product experience: positive and negative）,this paper analyses the effect of interactive items between cashback for favourable comment and product experience on consumer online star rating and text comment. The study finds that：（1）for high degree of praise cashback, the star rating change value of negative experience consumes are higher than that of positive experience consumers, and text comment tend to be more neutral; for low degree of praise cashback, the star rating change value of positive experience consumers are higher than that of negative experience consumers, and text comment tend to be more commendatory.（2）for high degree of praise cashback, negative experience consumers are more likely to think of the pain of payment, ɑ coefficient of double-entry mental accounting acts as the mediator between product experience and consumer online review; for low degree of praise cashback, positive experience consumers are more likely to think of the happiness of consumption, ß coefficient of double-entry mental accounting acts as the mediator between product experience and consumer online review.