With the rapid development of information technologies and the Internet, firms increasingly pay attention to interaction with customers in order to realize value co-creation. Extant research proposed the interaction orientation and did empirical research about it, but its measurement derives from goods-dominant logic and does not explain the mechanism of value co-creation. Based on current literature, this paper executed three surveys, operated EFA and CFA, proposed the operational definition and dimensions of New Interaction orientation, and developed its scale. The findings showed that New Interaction Orientation reflects a firm’s implementation of a set of marketing actions to engage itself into customers’ daily life practices and co-create value with customers together. These marketing actions include building communciation platforms, facilitating interaction quality, encouraging customer engagement, and integrating interaction resources, et al. The construct of New Interaction Orientation consists of five behavioral dimensions, namely, “building communication channels”, “involving customers in co-production”, “improving service capabilities”, “improving interaction quality” and “integrating interaction resources”. Empirical results indicate that the measurement scale has acceptable levels of reliability, convergent validity, discriminant validity and nomological validity. Theoretical implications, managerial implications and limitations of our study are discussed.

Organisation and disorganization are prevalent in human society, which have some effect on people’s daily life. This article takes disorganised environment as the independent variable and preference for brand logo boundaries as dependent variable. We tested if disorganised environment has a different effect on the preference for brand logo boundaries. Studies show that compared to the organised enviroment, people in disorganised environment prefer bounded brand logo (Study1A and 1B). Personal control plays the mediating effect between disorganised environment and preference for brand logo boundaries (study 2). This research not only expands new growth point of environmental orderness in the field of consumer behavior, but also providing a basis for enterprise to make effective marketing strategy.

In the era when commercial ads have practically invaded every aspect of our lives, it is hard for marketers to catch consumers’ eye. Therefore, they have to make lots of effort when designing ads and solely resort to unique ad form or creative ad content to draw consumers’ attention. One thing that the marketers often neglect is matching ad form and ad content to enhance ad persuasion. Based on this fact, the present research explores the effect of congruency between ad shape (one aspect of ad form) and ad appeal (one aspect of ad content) on ad persuasiveness. And we conducted two studies to exam the effect. study 1 adopted 2(ad shapes: angular / rounded )×2（ad appeal: competence/ warmth）between subject design . A total of 123 workers participated in study 1. They read a print ad of a fictitious gum and then rated ad persuasiveness. The results of study 1 reveals a two-way interaction between ad shape and ad appeal. Specifically, when ad shape is angular, competence appeal is more persuasive than warmth appeal, while when ad shape is rounded, warmth appeal is more persuasive than competence appeal. Study 2 used 2(ad shapes: angular / rounded )×2（ad appeal: competence/warmth）between subject design . A total of 140 workers participated in study 2. They read a print ad of a fictitious phone, then rated ad persuasion and filled agentic orientation scale and communal orientation. Finally, they rated brand image and product image. The results of study 2 replicates the results of study 1. Besides that, the results of study 2 shows that the nature of shape- appeal congruency is orientation-appeal congruency. Study 3 used 2(ad shapes: angular / rounded )×2（ad appeal: competence/warmth）between subject design . A total of 138 undergraduate students participated in study 3. They read a print ad of a fictitious hotel, then rated ad persuasion and information processing fluency. The results of study 3 verifies that information processing fluency is the underlying mechanism of shape- appeal congruency effect on ad persuasiveness. The process of study 4 was almost same with study3, except that the study design changed into 2(orientation: agentic / communal )×2（ad appeal: competence/warmth）between subject design. And the results of study 4 proved the complete model of this research.

Recently, Enterprises and academia pay more attention to spokes-character. But little research has focused on the role of spokes-character’s physical characteristics on image characteristics. The paper revolved around the impact of the degree of imbalance structural of big-head-small-body spokes-character on brand attitude. To investigate the internal mechanism between the degree of imbalance structural of big-head-small-body spokes-character and brand attitude, we studied the inter-medium variables of likability and sensory experience. The results of study 1, study 2 and study 3 showed that the degree of imbalance structural of big-head-small-body spokes-character primarily influences brand attitude through likability, and sensory experience. The products involvement not only moderated the relationship between the degree of imbalance structural of big-head-small-body spokes-character and brand attitude, also moderated the relationship between the serial mediation of likability and sensory experience. Finally, study 4 probed into the differences between big-head-small-body spokes-character and small-head-big-body spoke-character on brand attitude.

To co-create value with customers is the important method for the modern enterprise to gain the competitive advantage. As the main creator of the value, the customers could exchange information and communicate with the company through interaction, and undertake the value creation tasks that completed originally performed by the enterprise. This research explored the mechanism of customer participation in value co-creation from the perspective of resource theory and interactive mode, and the effect of the different types of customer resources and the multi-level interaction on the customer value was analyzed. Based on the investigation of 505 team tourists, the SEM method was used to test the corresponding hypothesises. The results are as follows：both human resources and relationship resources of customers have significantly positive effect on customer’s utilitarian value and hedonic value, through reactive interaction and proactive interaction; reactive interaction has full mediating effect on the relationship between relationship resource and proactive interaction; proactive interaction has full mediating effect on the relationship between reactive interaction and hedonic value. The results could benefit for the scholars and the businessmen to deeply understand the motivation and the processes of customer participation in value co-creation, and promote the multi-level interaction of customers by adopting appropriate strategies in order to increase customer value.

This paper is based on emotional-cognitive theory and examines how the temporal distance and the product type influence the extreme of review valance. In this study, products are classified into hedonic products and functional products, and we experimentally test whether the varying time intervals can moderate the effect of product type on the extreme of product reviews and its internal mechanisms. The results show that for hedonic products, the shorter(VS. longer) time interval can improve the level of reviewer's attitude certainty, thereby increasing the extreme of product reviews; and for functional products, the longer(VS. short) time interval can improve the level of reviewer’s attitude certainty, thereby increasing the extreme of product reviews The findings enhance our knowledge of how time influences product reviews，and provide a new prospective to validate online reviews for online retailing. Furthermore, it helps people to understand and control extreme reaction.

This study conducts qualitative research and field experiment to investigate how intervention strategies stimulate garments recycling behaviors. We interviewed 80 consumers from Beijing and Ningbo to discover the concerns and expectations of the consumers when they were considering a garment recycling project. Then, we designed two field experiments setting in the real garment collecting programs of brand H and Z. Experiment 1 tests the effect of information intervention on garment recycling behavior and the result shows that information intervention can positively stimulate the garment recycling behavior of both Beijing and Ningbo consumers, however, if we divided the information into project information and garment dealing information of the project, the data was only significant in the relationship between garment dealing information and the behavior of Beijing consumers. Experiment 2 tests the effect of “commitment” and “reward”. The results presents that both of the two stimulators can positively motivate final behaviors, but more significant effect appears in the relationship between commitment and the behavior of Beijing consumers as well as the relationship between reward and the behavior of Ningbo consumers. This paper provides the explanation of the regional gap at the end. Managerial and marketing suggestions are also provided to the government, NGO and brands.

In the emerging markets, the unbalance development of e-commerce leads to consumer’s high perceived risk. Therefore, companies offers different payment methods for consumers, such as cash on delivery (COD) and online payment. This study investigates how consumer’s shopping channel and order size affect the payment methods, and we also test the moderating effects of purchase experience. 60484 consumers of JD.com are selected in our study. Based on their purchase data, we find the main results by using panel data model that (1) The using of mobile channel has a positive effect on COD, implying that when consumers use mobile to purchase, they have a higher possibility to use COD. (2) The order size has a positive effects on COD, that is to say, when the purchase amount increase, the possibility of using COD also increase. (3) Furthermore, when consumers’ purchase experience abound, mobile channel’s positive effect on COD will be decreased, but it doesn’t affect the positive effect between order size and COD. Our study investigates consumer’s behavior before the payment decision, which contributes to the payment theory. Moreover, the results about shopping channel, order size and purchase experience are also important to the companies.