This paper aims to study the impact of scarce perception on consumers purchase intentions, and further research on the effects of narcissism and advertisement information. Results showed that: scarce perception on consumers purchase intention has great positive effect; significant narcissism regulation: consumers with high degree narcissism have strong purchase intention on limited supply of products, consumers with low degree narcissism have strong purchase intention on excess needs of products; advertising information focus has different of regulation role for different degrees of narcissism consumers: consumers with high narcissism degree have strong purchase intention on product of rendering upgrade target of advertising information, the Low levels have strong purchase intention on products of preventing targeted of advertising. Therefore companies should make appropriate marketing strategy according to these characteristics in order to better play the role of rare perception in consumers ' buying decision.

In order to examine the effects of model type (local vs. non-local model) and model facial expression on consumer's attitude toward the model, we conducted three experiments. The results show that model facial expression influences consumer's attitude toward the model significantly, and participants prefer pleasant facial expression to calm facial expression. When model's attractiveness is similar, the difference between the effect of local model and non-local model on consumer's attitude is not significant. However, the interaction effects of model type and model facial expression are significant. In contrast to local model, non-local model enhances the effect of facial expression on consumer's attitude. The interaction effects of model type and model facial expression demonstrate that participants' attitude toward non-local model is higher for high-arousal product when the pleasant facial expression is shown, whereas participants’ attitude toward local model is higher for low-arousal product when the calm facial expression is shown.

It has become an important strategy for manufacturers to supply service-related values and build service-based advantage. This study identifies the key drivers of service advantage and explores their interplay. To reconcile the controversy between absorptive capacity view and “Not Invented Here” syndrome, this study examines the contingent interaction of social ties and innovation capability by introducing market environments as the contextual factors. Using a dataset of manufacturing enterprises survey, this study concludes the following findings. First, innovation capability is more effective to build service advantages than external ties. Second, market competition significantly strengthens the interactions effect of innovation capability and social tie. The similar results can be found with market dynamism as the contingent factor. Thus, it is very necessary for manufacturers to develop both innovation capability and social ties in an unfavorable market.

This research takes customer use experience as the research perspective, explores the asymmetric effects of direct (e.g., directly use with a product) and indirect use experience (e.g., observing others using product) on sharing content through five studies. Study1 demonstrates that direct use experience with a product is more likely to share feasibility of product and indirect use experience is more likely to share desirability of product. Studies 2 and 3 further reveal that direct experience triggers more process simulation and increases willingness to share feasibility. However, indirect experience triggers more outcome simulation and increases willingness to share desirability. Studies 4 and 5 show that mental construal have moderation effects on the relationship between type of experience and sharing content. Adopting a concrete mental construal prior to an indirect experience will increase willingness to share feasibility, while adopting an abstract mental construal prior to a direct experience will increase willingness to share desirability.

Market orientations facilitate firm performance, but how to achieve it becomes a dilemma for firms and research scholars. Particularly with the increasing market competition and development of logistics outsourcing, more and more companies achieve market-oriented goals with partnerships outside. Based on the resource-based theory and synergy theory, this paper builds and tests the model of operational synergistic capability and its mediating effect on the relationship between market orientation and business performance through in-depth interviews, focus group and questionnaire survey in Logistics Outsourcing background. The empirical results show that operational synergistic capability is consisted of three dimensions: external coordination between firms and 3PLs, internal coordination within the firm departments, and operational flexibility that fully mediate the relationship between market orientation and business performance. In other words, the relationship between market orientations and performance is indirect, and operational synergistic capability is the key variable that market orientation is converted to performance, which open the black box of .the relationship between market orientations and performance. In order to give full play to market-oriented strategy for performance improvement, companies need to strengthen the training of operational synergistic capability.

E-commerce on internet provides manufacturers the opportunity of approaching consumers directly, other than gathering consumers’ information from intermediate retailers. As a result, online sales suggest another distribution channel besides traditional offline channel, where products are only sold in brick-and-mortar stores. In this paper, we use a stylized theoretical model to analyze the relationships among channel members including manufacturers, brick-and-mortar stores and e-retailers. Firstly, we examine the pricing strategies of channel members under different channel structures. After that, we evaluate the impact of channel structure on channel members’ expected profits. The results show that compared to the channel structure where the manufacturer sells its products through an independent brick-and-mortar store and its own online store, the online price and the offline price will be higher if she sells its products through an independent brick-and-mortar store and an independent e-retailer. When the rent of the e-business platform exceeds the threshold, the online price and the offline price will reaches highest in the channel structure where the manufacturer sells its products through an independent brick-and-mortar store and an agency e-retailer. We also find that the rent of the e-business platform decreases by product value for buying online, but increases by the brick-and-mortar’s sales cost. If the rent lies in the reasonable interval, the e-retailer prefers to be an agency.

This research explores the explicit mechanism of internal corporate social responsibility, investigates how consumer’s perception of employee responsibility are made, thereby affecting consumer brand attitudes. According to multiple stepwise regression method based on 378 valid samples, the following conclusions are obtained: the consumer’s perception of employee responsibility has a positive effect on brand attitude; the external corporate social responsibility moderates the relationship between the employee responsibility and brand attitude; consumers - corporate identity negatively moderates effect of external corporate responsibility to employee responsibility and brand attitudes. In practice, managers should consider the possible external influences by the performance of employee responsibility. The research also gives the answer to "why the same level of social responsibility brings different evaluation of the consumer?"

As a ubiquitous social phenomenon, social exclusion can exert negative impacts on both excluded individuals and source of ostracism. Building on the previous studies in psychology domain, the current paper systematically summarizes the influence of social exclusion experience on individuals’ physiological feedback, psychological reactance, cognitive ability and coping strategies. In addition, this review sheds new light on the source of ostracism’s reactions in response to social exclusion. What’s more, we make a detailed review of the marketing research about social exclusion and their related empirical findings. Accordingly, the current paper discusses the importance of social exclusion research theoretically and empirically, and outlines the directions for future research about social exclusion in marketing domain.

The problem of online advertising pricing is studied based on a differential game consisting of a retailer and an advertiser. In this differential game, the retailer controls the price of a product, and advertiser sets the level of effort to run a website. The price of advertisement is negotiated by both of them. First, we give the equilibrium strategies of the retailer and the advertiser under a given advertising price by the differential game theory. Then the pricing policy of advertising is obtained by Nash bargaining for the retailer with different negotiating abilities. The results show that: 1) The level of effort to operate the website is positively correlated with the advertising price; 2) The optimal ad-price is negatively correlated with the retailer’s negotiating ability; 3) The retailer’s profit is increasing with his bargaining power while decreasing with the decay rate of the goodwill. However, the profit of the advertiser is decreasing with the bargaining power of the retailer and the decay rate of clicks.