With the development of Social Network Service and We Media, virtual brand community has become a typical platform of value co-creation and customer has become a core subject of value co-creation. In this respect, more and more enterprises have begun to take the initiative to build virtual brand community for strengthening the contact between them and the customers and to create brand loyalty. but the question that how customer influences virtual brand community still lacks of clear cognitive until now. For customer, obtaining experience value is their purpose and final appeal of value co-creation，and customer loyalty is a key factor to promote their sustainable development for enterprise/platform. Then, what experience values do customer acquire by interacting with enterprise/platform and other customers? Virtual brand community is a common carrier of community and brand，and what dimensions is customer loyalty made up of ? How do customer experience values drive customer loyalty? In this paper, these problems are studied by adopting the method of empirical research. In order to testify our model ,we recruit survey online via virtual brand community of a famous cell-phone company ，one of a famous computer company and other ones in China. In the process,429 valid samples are obtainer to test our hypotheses. Based on the survey data, we firstly check the reliability and validity of measurement and employ the structural equation to examine the proposed model. The results show that, under the situation of virtual brand community, customer mainly gains three dimensions’ experience values, namely: practical value, entertainment value and social value; secondly, customer loyalty of virtual brand community mainly includes community loyalty and brand loyalty; thirdly, practical value and social value not only promote customer to be loyal to community, but also drive customer to be loyal to brand, and their influence on community loyalty is greater than on brand loyalty, but entertainment value does not significantly effect on community loyalty and brand loyalty; lastly, the effect of practical value and social value on community loyalty are fully mediated by the effect of brand loyalty, and the effect of practical value and social value on brand loyalty are fully mediated by the effect of community loyalty. The research conclusions provide scientific base for enterprise/platform to promote its sustainable development and brand construction.

Focused on the multiple effects of product quality, a two level product service supply chain model was developed, which is described when the manufacturer provides the product while the strong retailer sells the extended warranty. We analyzed the influence of the quality sensitivities on the optimal decisions of product quality and price. We comparatively analyze the optimal decisions under centralized and decentralized supply chain. Furthermore, we designed a “quality cost sharing” contract to remedy the loss of profit which was caused by the improvement of quality and motivate the manufacturer. The conclusions show that while improving the quality of the products will increase the quality cost, but due to the increased demand of products and extended warranty service, the strong retailer could encourage the manufacturer to improve the quality of the products and take the initiative to share the quality cost. The “quality cost sharing” contract could improve the marketing effect of vertical marketing system and the profit of the supply chain system and the enterprises. Finally, a numerical simulation is used to verify the effectiveness of the coordination contract.

This research examines the effect of temporal landmarks on consumers’ positive illusions and preference for risky new products. Across three studies, we show that ending temporal landmarks reduce consumers’ positive illusions (studies 1 and 2). The underlying process is psychological resource depletion; that is, ending temporal landmarks enhance perceptions of psychological resource depletion, thus leading to lower positive illusions (study3). Furthermore, the decrease in positive illusions will lead consumers to less prefer risky new products (study3).

This study examines the effect of financial constraints on consumers’ variety-seeking behavior. Using different measures of variety-seeking choice, we conducted three experiments to demonstrate that feeling financial constrained increases consumers’ insecurity, which in turn decreases their subsequent variety-seeking behavior. Besides, individuals’ positive illusion is found to moderate the aforementioned effect. The negative effect of financial constraints on variety-seeking behavior only exists among consumers of low positive illusion. For those of high positive illusion, no significant differences are found in their variety-seeking behavior either under the financially-constrained condition or the non-financially-constrained condition.

Under the background of economic globalization, country-of-origin becomes more and more important to the product internationalization and brand internationalization, therefore many scholars carried out research and made a lot of remarkable achievements. This research made a scientometric analysis to 799 articles which retrieved accurately from the WOS database, and 92 articles which retrieved accurately from the CNKI database. Then we made a systemic examination to the articles, which based on the conceptual evolution, theory mechanism, antecedents, moderator variables, and outcome variables of country-of-origin. Finally we obtained a complete model of country-of-origin effect, it not only provides a structured context for the subsequent research, but also gives more help for scholars to better explore how to manage the country-of -origin image under the international background for future.

Expertise customer will be picky? Existing literature do not achieve consistent result, that is, customer expertise paradox. Basing on MOA theory and perceived benefit, this paper demonstrates the double edged effect of customer expertise. On the one hand, customer expertise will enhance perceived usefulness and enjoyment, lower customer switching motivation. On the other hand, customer expertise will decrease customer loyalty through switching motivation and ability.

Currently, the issues of cross-channel integration(CCI) has become the attentive focus. However, little research based on institutional theory details the drivers of and obstacles to adopt CCI strategy. The study combines resource-based view and institutional theory to interpret the determinants of manufactures’ extent of cross-channel integration, through exploring the moderating effects of firm’s technology competence and relationship governance capabilities on the relationship between institutional pressures and the extent of CCI. The study results indicate that, firms perceived mimetic, coercive and normative pressures can promote their extent of CCI; relationship governance capabilities attenuate the impact of mimetic pressures on the extent of CCI,but strongthen normative pressures on the extent of CCI. Besides, technology competence can attenuate the positive effect of mimetic pressures on the extent of CCI，but enhance the positive effect of normative pressures on the extent of CCI.

In view of the particularity of the diffusion of innovative products under the background of market competition, First of all, by using the theory of consumer behavior, the dynamic process of consumer behavior is derived from the perspective of experience theory. Then, Bass and Lotka-Volterra model are used to describe the consumer's perceptual behavior in competitive environment. Based on this model, the interactive modeling technology is used to simulate the diffusion of innovative products. Finally, through the analysis of the two situations of numerical comparison and example analysis validate the effectiveness, The results show that the competitive ability of the enterprise more market share is higher, and has positive influence on customer perceived value, customer perceived value can promote consumer's two purchase behavior; Positive word-of-mouth and advertising positively affect the customer's purchase decision; negative word of mouth negative impact on consumer purchasing decision.

This paper studies information sharing in a channel where the manufacturer possesses better demand-forecast information than the downstream risk-averse retailers. We focus on voluntary information sharing, where the manufacturer makes the sharing decision ex post after receiving the forecast. Before setting the retail prices, the retailers will make a rational inference on the forecast based on the manufacturer’s wholesale price as well as the fact that it can share but has decided not to share. We find, first, the manufacturer will share its forecast only if the forecast is extremely big or small; otherwise, it will choose a pooling wholesale price where the retailers cannot infer the forecast. Second, the more risk-averse the retailers are or the stronger the competition among the retailers is, the less likely the manufacturer will share its forecast with the retailers.