This paper attempts to explore why adult offspring initiate progeny-parent family travel, how two generations interact and deal with intergenerational conflicts during travel and how they evaluate their accompanying experiences from perspective of filial piety, based on in-depth interviews with both parents and their adult offspring. It is found that “repay” or “compensation” of filial piety is most important driving force to family travel with parents, and in many cases adult child exhibits “overspending” by showing filial obedience. On the other hand, parents occasionally utilize filial piety as culture resources to fulfill their personal goals, and to evaluate their experiences and interactions with adult children. Finally, we offered an exploratory explanation to why filial generation has a relative low evaluation while parent generation has a higher evaluation of family trip. Further, we suggest that future study in this particular area should attach much more importance to “filial piety tool boxes” paradigm which is in parallel with paradigm of “concept (values) affecting behavior”.

This study examines the effect of transparency on consumers’ judgment and decision making. Through four experiments, we found that transparency can make consumers tend to rely on emotions to make judgment decisions. Experimental results show that compared with opaque products, transparent products make consumers more dependent on emotions for judgment and decision-making (experiment 1).It is precisely because transparency increases the influence of emotions on consumers' judgment and decision making, so positive emotions make consumers have higher evaluation and payment intention on products, while negative emotions make consumers have lower evaluation and payment intention on products (experiments 2 and 3).Transparency will also affect consumers' subsequent judgment and decision, so they are more inclined to choose the option with dominant emotional dimension (experiment 4). Finally, theoretical and practical implications are discussed.

The mechanism of marketing strategy style and its impact on enterprises are research issues received wide attention. In particular, the radical marketing strategy has been chosen by many companies, but recent studies have shown that radical marketing strategy has a negative effect on corporate performance. This leads to the core issue of this paper – does the radical marketing strategy always had a negative impact on corporate performance? Are there any factors that can alleviate this negative impact? Based on the resource-based theory and agency theory, this paper takes the GEM listed companies as the research objects. The empirical research shows that: (1) the radical marketing strategy significantly negatively affects the performance of enterprise; (2) the resource constraint can moderate the main effect and resource control play a weak adjustment role. In theory, this paper makes up for the research gap in the field of cross-research in finance and marketing. In practice, this paper confirms the adverse impact of radical marketing strategy style on the performance of listed companies on GEM, and inspires the industry to strengthen the control and supervision of marketing resources.

As distributing coupons is one of the most frequently used marketing tools, it is beneficial for marketers to understand what factors affect consumer’s responses to coupons. Although prior research has investigated a variety of impacts of coupon discount on consumers’ intentional and behavioral responses, there still exist some inconsistent findings regarding the effectiveness of coupons. Building on information processing theory and cost-benefit trade-off perspective, the authors present a framework that synthesizes a variety of contextual factors that may reconcile the inconsistencies. A meta-analysis study synthesizes and empirically examines the moderating roles of several contextual factors on the relationship between coupon discount and consumer response. The findings reveal that although higher discount leads to higher consumer response, this effect varies with the design factors of the coupon been distributed, the characteristics of the product been promoted, and the characteristics of the consumers been targeted. Specifically, the effect of coupon discount has a greater influence on consumer response when the coupon discount is presented in percentage; the effect of coupon discount is weakened when the coupon can be redeemed online; the effect is also attenuated for hedonic products rather than for utilitarian products. In addition, consumers rely more on coupon discount to make purchase decisions when a fictitious brand is used as an experimental stimulus. Higher coupon discount is more attractive for consumers who are distant to the physical location of the focal store and for those who has not given permission for the coupon.

Consumers hold certain stereotypes toward different groups, such as negative stereotypes for dissociative groups. Enterprises are not able to control the identities and behaviors of the brand users. If people from target consumers’ dissociative groups purchase and use the brand, will the target consumers be influenced by the situation? Based on the theory of stereotype and dual-system process model, this research explores the role of information processing approach in weakening dissociative group effect, and also discusses the mediating and moderation mechanisms of the relationship. The research verifies the hypothesis through five experiments: Experiment 1 confirms the negative effects of dissociative groups; experiment 2a and 2b find that mechanism of dissociative group effect lies in self-identity threat; by manipulating participants’ information processing approach, experiment 3 tests its effect on self-identity threat, thus dissociative group effect. Experiment 4 tests the moderating effect of self-affirmation. The results show that when consumers are primed to process information in an analytic way, they are less likely to depend on stereotypes in decision-making, thus the effect of dissociative group is attenuated. Self-identity threat plays a mediating role in the relationship. When consumers are self-affirmed, they are not vulnerable to the negative effect of dissociative groups. This research enriches the theoretical researches on dissociative groups and self-identity threat.

In recent years, China's e-commerce industry has developed rapidly and the market competition has become increasingly fierce. E-commerce sellers often cut prices to win the market. However, before the implementation of the strategy, it fails to conduct scientific simulation and prediction of its effect, resulting in insufficient preparation of the seller and derailment from the actual market demand. In this paper, Bayesian updating theory is used to construct a dynamic decision-making model for online shoppers by introducing two variables, namely online shopping expectation and risk. The empirical study shows that this model can scientifically fit the implementation effect of different price reduction strategies and provide quantitative basis for e-commerce sellers to choose strategies. The study also found that although risk has a negative impact on the purchase decision, the positive effect of purchase expectation is greater, which means that when sellers provide accurate product information to reduce the purchase risk, they should pay more attention to the product display effect to improve the purchase expectation.

Enterprises often use anthropomorphic images to display products or services. Based on schema theory and information processing theory, and using eye movement methods, this study analyzed the attractiveness of anthropomorphic images to consumers under different congruence levels through experiments of 2 (congruence: high, low) *2 (visual object structure: juxtaposition, fusion) *2 (self-construct: interdependent, independent).This paper studies the difference in the attractiveness of interdependent and independent consumers in the context of high-conformity, juxtaposition and fusion of two visual object structures.
The results show that compared with low congruence anthropomorphic image, high congruence anthropomorphic image can attract more attention of consumers. In the case of low compatibility of anthropomorphic images, the juxtaposition structure of anthropomorphic images is more attractive to consumers than the fusion structure. In the case of high compatibility of anthropomorphic images, for independent self-consumers, the attraction of fusion structure image is higher than juxtaposition image, and for interdependent self-consumers, the attraction of juxtaposition image is higher than fusion image.
The conclusion enriches the anthropomorphic marketing theory.It reveals the different degree of attention pay to anthropomorphic image by consumers of different types of self-construct. Eye movement methods provides a new perspective for the study of anthropomorphic marketing, and provides a reference for enterprises to publicize products or services through anthropomorphic image.

With the development of video websites, watching online videos have become a part of people’s life. Danmaku has improved users' video-watching experience and stickiness. However, the impact of Danmaku on video has been unknown in both the industry and academia.
Using Danmaku data of Chinese film on Bilibili website, this paper analyses the impact of Danmaku volume and emotional intensity on Video Popularity, along with the moderating effects of the number of fans and total videos of the video uploader. This study finds that the Danmaku volume and emotional intensity exert a positive impact on video popularity. The impact of Danmaku volume on video popularity is moderated negatively by the number of fans and total videos of the video uploader such that the positive effect is weaker when the number of fans and total videos of the video uploader are higher. Nevertheless, the number of fans and total videos of the video uploader cannot moderate the impact of Danmaku emotional intensity on video popularity significantly. This paper helps managers of Danmaku video websites understand the user participation and enriches the research on the relationship between Danmaku and video popularity. The impulse response analysis further shows that the emotional intensity of Danmaku has a faster effect on the popularity of video, while the number of Danmaku has a slower effect on video popularity. Variance decomposition results show that video popularity is largely affected by its own, and the number of collections and coins are also mainly affected by video popularity. In addition, the variance decomposition results also show that the influence of emotional intensity of Danmaku on the video popularity is greater than that of the number of Danmaku on video popularity.