Research on the Influence of Anchor Attributes on Consumers’Online Behaviors in Social E-Commerce Platforms:The Moderating Effect of Platform Contextual Factors

As e-commerce continues to mature,the advantages of live streaming within the industry have become increasingly apparent,offering significant growth opportunities.Social e-commerce platforms,which are user-centered,integrate social networks with e-commerce by leveraging social interactions to drive product sales and enhance the overall consumer shopping experience.This type of e-commerce fosters engagement and promotes products by merging online communities with shopping behavior,creating a more interactive and dynamic marketplace.It not only retains the traditional e-commerce trading and marketing functions but also adds a social dimension,making live stream anchors crucial figures connecting consumers with products.These anchors can attract consumers with their appearance and charm,and use their expertise on live streaming platforms to guide consumers by recommending live content.They can also interact with their audiences and potentially influence them to purchase the recommended goods.It is evident that the attributes of anchors in live streaming rooms significantly impact consumers’online behavior.Therefore,researching how platform contextual factors regulate consumers’online behavior is of great practical significance.This study employs multilevel regression analysis to support its hypotheses using data.The findings indicate that contextual factors of the platform significantly influence online behavior,enhancing the positive relationship between user attachment and online activities.

Trust beyond Technology Algorithms: A Theoretical Exploration of Consumer Trust and Behavior in Technological Consumption and AI Projects

In an era dominated by artificial intelligence (AI), establishing customer confidence is crucial for the integration and acceptance of AI technologies. This interdisciplinary study examines factors influencing customer trust in AI systems through a mixed-methods approach, blending quantitative analysis with qualitative insights to create a comprehensive conceptual framework. Quantitatively, the study analyzes responses from 1248 participants using structural equation modeling (SEM), exploring interactions between technological factors like perceived usefulness and transparency, psychological factors including perceived risk and domain expertise, and organizational factors such as leadership support and ethical accountability. The results confirm the model, showing significant impacts of these factors on consumer trust and AI adoption attitudes. Qualitatively, the study includes 35 semi-structured interviews and five case studies, providing deeper insight into the dynamics shaping trust. Key themes identified include the necessity of explainability, domain competence, corporate culture, and stakeholder engagement in fostering trust. The qualitative findings complement the quantitative data, highlighting the complex interplay between technology capabilities, human perceptions, and organizational practices in establishing trust in AI. By integrating these findings, the study proposes a novel conceptual model that elucidates how various elements collectively influence consumer trust in AI. This model not only advances theoretical understanding but also offers practical implications for businesses and policymakers. The research contributes to the discourse on trust creation and decision-making in technology, emphasizing the need for interdisciplinary efforts to address societal challenges associated with technological advancements. It lays the groundwork for future research, including longitudinal, cross-cultural, and industry-specific studies, to further explore consumer trust in AI.

Optimization and coordination of South-to-North Water Diversion supply chain with strategic customer behavior

The South-to-North Water Diversion （SNWD） Project is a significant engineering project meant to solve water shortage problems in North China. Faced with market operations management of the water diversion system, this study defined the supply chain system for the SNWD Project, considering the actual project conditions, built a decentralized decision model and a centralized decision model with strategic customer behavior （SCB） using a floating pricing mechanism （FPM）, and constructed a coordination mechanism via a revenue-sharing contract. The results suggest the following： （1） owing to water shortage supplements and the excess water sale policy provided by the FPM, the optimal ordering quantity of water resources is less than that without the FPM, and the optimal profits of the whole supply chain, supplier, and external distributor are higher than they would be without the FPM; （2） wholesale pricing and supplementary wholesale pricing with SCB are higher than those without SCB, and the optimal profits of the whole supply chain, supplier, and external distributor are higher than they would be without SCB; and （3） considering SCB and introducing the FPM help increase the optimal profits of the whole supply chain, supplier, and external distributor, and improve the efficiency of water resources usage.

Research on the Mechanism of Retail Strategy Influencing Consumer Behavior Intention——Based on Empirical Analysis of Domestic Luxury Cosmetics Brands

This is a research on the mechanism of retail strategy mix and consumer behavior intention,and psychological impact on consumer attitude, consumer purchase decision-making model and its components are conducted firstly. Next, retail strategy, merchandise strategy, and store strategy, contained in the retail management theory, are adopted as other important variables to measure the impact on consumer attitudes. And then, the key factors of retail strategy mix are identified by means of Focus Group (FG). In addition, the hypothetical model of retail strategy mix and consumer behavior intention for domestic luxury cosmetic brands is established to understand the relationship between the two factors. Finally, empirical researches are conducted on consumers and retailers of luxury cosmetics brands. And some advice are given on retail strategy mix's influence on the consumer behavior intentions, aiming to enlighten domestic luxury cosmetic enterprises to improve performance by the integrated use of retail strategy mix.

The Impact of Digital Payment on Consumer Behavior in China

To continue China’s economic growth,plenty of research has been conducted to find the relationship between advancing payment methods and thriving consumption.Currently,digital payment is the latest and most mature way in China.Instead of being a single application for online transactions,digital payment represents a complete online shopping environment.To generally review the impact of digital payment on consumer behavior in China,literature containing research on consumers from different age groups and gender will be collected and concluded.This research takes women and undergraduate students as the critical research object because people ubiquitously consider these two groups of people as the primary consumers in the e-commerce market.After arranging information from the research about three stages that cover the shopping intention by digital payment,consumer psychology,and consumer behavior,this review concludes that economic growth is potentially attained by digital payment in a secure online environment,with the business target at profit maximization at the same time keeping consumers rationale in a normal range,especially for woman and undergraduate students.

Factors Affecting Consumers’Internet Shopping Behavior During the COVID-19 Pandemic:Evidence from Bangladesh

The aim of the study was to investigate the factors affecting consumers’internet shopping behavior during the coronavirus disease(COVID-19)pandemic in Bangladesh.The study measured the influence of product factor,price factor,time saving factor,payment factor,security factor,administrative factor,and psychological factor on consumers’internet shopping behavior during the coronavirus disease(COVID-19)pandemic.The research collected data from May 10,2020 to June 10,2020 in personal interview by online survey method through a structured questionnaire with five-point Likert scales from 230 Bangladeshi online consumers.Non-probability sampling method was used.Data were analyzed using descriptive statistics analysis,reliability analysis,and multiple regression analysis.Results exhibited that all factors except price factor and security factor had a momentous and positive association with consumers’internet shopping behavior during the coronavirus disease(COVID-19)pandemic in Bangladesh.It has implications for e-marketing practicing firms regarding the real strategy of online shopping for Bangladeshi consumers during the coronavirus disease(COVID-19)pandemic in Bangladesh.

Design and Application of Experimental Teaching in Consumer Behavior Courses

This article mainly elaborates on the design and application of experimental teaching in the teaching of consumer behavior.To study consumer behavior,it is necessary to understand their information collection activities before acquiring goods and services,as well as the evaluation and selection of goods,services,or brands.It is also important to pay attention to how they handle products and activities based on their satisfaction after purchasing products or services.In addition,through inquiry experiments,the learning effects of students can be improved,thereby highlighting the significance of inquiry experiments.

The Influence of Interactive Control on Subsidiary Performance: A Mediating Role of Subsidiary Managers’ Strategic Behavior

Under the principal-agent relationship, there are two major factors that directly affect subsidiary strategy’s implementation and performance—enterprise groups’ internal interactive control and subsidiary managers’ strategic behavior. Prior research showed that the parent companies hope their subsidiary managers to be obedient and active, i.e. to keep a high degree of strategic identity and subsidiary initiative. We build and analyze a model to test the mediating role of strategic identity and subsidiary initiative based on data collected from Chinese groups. The results show that interactive control, strategic identity and subsidiary initiative all could improve subsidiary performance, furthermore, subsidiary initiative is a mediator between decision-making decentralization and subsidiary performance, and also a mediator between horizontal communication and subsidiary performance, the mediating role of strategic identity is not tested, but vertical communication can improve strategic identity. In the conclusions, we provide guidance on how parent companies to choose excellent subsidiary managers, and then how to develop a suite interactive control system.

Social Media Influence on College Students'Consumption Behavior and Marketing Strategy

Nowadays,the use of social media is everywhere in college campuses.You can often see students who stare down at the mobile phone screen and brush the dynamic circle of friends,even community meetings,group discussions are beginning to be replaced by WeChat Group.The rapid development of social media allows marketers to see more possibilities for marketing.College students group is a group that marketers can not ignore,this kind of target consumers also have their own characteristics.Only by understanding the characteristics and behavior of consumers can we better discover and spread demand.This paper will analyze the influence of the development of social media on the consumption behavior of college students,and put forward some suggestions on how to use social media to carry out marketing.

Game Modeling and Strategic Behavior Analysis in Public Goods Provision： Evidence From Water Resources Management

The utility of public goods vary with the behaviors of stakeholders （players）, and it is appropriate to study effective supply and management of public goods with game modeling and analysis. The comparison effect is the key issue of public good provision both in theoretical analysis and in practice. One major contribution of the paper is the extension of Clarke-Groves mechanism, to achieve which strategic behavior analysis is applied through the analysis and the comparison effect among various stakeholders in different stages is created and highly emphasized. In the first section of this paper, the definition of integrated water resources management （IWRM）, the importance of stakeholder participation as well as some models and methods that have been applied are illustrated. Following this, the framework of analysis is elaborated, in which the scenario and aims are shown, and it is claimed that game theory is the main approach, which includes both cooperative games and non-cooperative games. To achieve the aims of the public project, five approaches from game theory are able to cover the entire process of the project, and the fourth approach on interest compensation mechanism is the highlight of the research. After this, the interest compensation mechanism is demonstrated in the model section, and is proved to be an incentive compatible mechanism that makes each stakeholder choose to behave in accordance with the interest of the entire project. The Clarke-Groves mechanism is applied and extended in establishing the model, and the utility change by the comparison among stakeholders （defined as the comparison effect） is involved. In the application section, a water project is analyzed in consideration of various stakeholders, and other possible applications are also indicated.

Research on Consumers' WeChat Shopping Behavior Based on TAM Model

In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technology Acceptance Model commonly used in the field of information technology and rational behavior theory to the field of consumer behavior,and used the perceived ease of use and perceived usefulness in the technology acceptance model to explain consumers'willingness to use WeChat shopping.At the same time,the moderating effect of consumer innovativeness was also studied.The empirical results show that the main effect of perceived ease of use and usefulness is significant,and the moderating effect of consumer innovativeness is not significant.Based on the research results,the study puts forward the corresponding countermeasures and suggestions.

Consumers' Travel Behavior to Shopping Centers

Based on the questionnaire data,this study analyzes the characteristics of Wuhu citizens' travel behavior in shopping centers.The following conclusions are drawn:(1)the frequency of trips to shopping centers has a great correlation with consumersJ economic level and social status;(2)the time spent to purchase goods is positively correlated with the level of goods;(3)multipurpose shopping becomes the mainstream;(4)traffic becomes the primary factor for consumers to consider;(5)the availability of supermarkets and cinemas at shopping centers affect consumers'choice of shopping centers.

How Environmental Attitudes Affect Consumers’Willingness to Engage in Green Consumption Behaviors:The Moderating Role of“Plastic Restriction”

Consumers’willingness to engage in green consumption behavior will be guided by internal psychological factors and also influenced by external environmental factors.One of the most common external interventions is the issuance of scientific policies and regulations.The government may introduce policies and regulations that help to increase the willingness of green consumption behavior,such as energy-saving and emission reduction policies and policies to restrict plastic products.In this paper,the authors study the mechanism of the effect of environmental attitudes on consumers’willingness to engage in green consumption behavior from the perspective of“plastic restriction”,and conclude that the magnitude of the effect of policies and regulations on the willingness to engage in green consumption behavior varies significantly at different levels of environmental attitudes.This study provides scientific implementation ideas and targeted management suggestions for the government to formulate effective external intervention policies for green consumption.

Study on Consumer Behaviors of Tourists in Rural Areas of Liaoning Province

This study takes Liaoning Province for an example,investigates and analyzes a series of consumer decision behaviors of tourists in rural tourist sites,such as need recognition,data collection,purchase decision,summarizes law of tourists' behaviors,points out internal interaction between tourists' behaviors and demography features,proposes improvement measures for promoting the sustainable development of rural tourism.

The Research Comment on Organic Food Consumer Behavior

Since the development of organic food,to a great extent,depends on the needs of consumers,the studies on the consumer behavior of organic food would have far-reaching significance to the development of the whole organic food industry. The recent studies in this field mainly include the following four aspects: the consumers' recognition of organic food; the consumers' attitude towards organic food; the consumers' purchase of organic food; the consumers' willingness to pay. The paper would review the recent domestic and foreign studies on the four aspects mentioned above,aiming to provide references to the researches in this field.

The Influencing Factors and Inter-Group Differences for Urban Residents' Behavior of Consuming Edible Vegetable Oil

To clarify the determinant factors and inter-group differences of Chinese urban residents' edible vegetable oil consuming behavior is very important for us to understand their consumption features of edible vegetable oil,so as to guide their consuming behavior and improve China's vegetable oil industry security.In this article,urban residents of China's three traditional vegetable oil main production areas have been chosen as study objects,and multiple linear regression and one-way ANOVA have been used to do empirical analysis on the determinant factors and inter-group differences of their edible vegetable oil consuming behavior.The results indicate that the edible vegetable oil consuming behavior of urban residents from China's three traditional vegetable oil main production areas show a trend of diversification;" publicity measures"," preference evaluation"," personal characteristics" and " family characteristics" remarkably affect urban residents' edible vegetable oil consuming behavior and show obvious provincial characteristics.In addition,urban residents from different groups show differences in terms of " publicity measures" and " preference evaluation".

Developing an Extended Theory of Planned Behavior Model for Small E-Waste Recycling:An Analysis of Consumer Behavior Determinants

WEEE(Waste Electrical and Electronic Equipment),also called e-waste,has become the world’s fastest-growing waste stream but only has a 17.4%recycling rate according to the Global E-waste Monitor 2020.The collection rate for sWEEE(Small WEEE),e.g.,used mobile phones,is even lower than 10%due to stockpiling at home and improper disposal via the general waste or private informal channels.The purpose of this paper was to(a)review how the TPB(Theory of Planned Behavior)was applied in the literature related to consumer behavioral intention for WEEE recycling and determine the most significant TPB predictors by comparing their standardized influence coefficients across various studies,and(b)identify additional behavior determinants specific to sWEEE recycling and thus develop a new TPB-sWEEE theoretical framework by integrating the TPB model with these new determinants in order to improve the predictability of consumers’sWEEE recycling behavioral intention.This paper reviewed over 30 peer-reviewed studies from Scopus and high impact factor journals and led to the following three key findings:(a)More variables of recycling behavioral intention determinants such as the size of WEEE need to be considered;(b)Eight sWEEE-specific behavioral determinants have been identified and included in the newly developed TPB-sWEEE model,including consumers’Sentimental Attachment,Data Security Concern,Economic Incentives,and How-to Knowledge;(c)For some sWEEE-specific determinants,their extent of influence differs across various regions and countries.This paper contributes to the sWEEE-specific consumer recycling behavior theoretical framework to fill the existing gap in the literature and provides recommendations through the new model for research-based behavioral intervention strategies and policy designs globally.

Comparative study on consumption behaviors in private car markets between large and medium-small cities in China

With the economic development and the acceleration of motorization in China,the number of private cars increases rapidly in urban areas.However,the limit of urban resources and the contradiction between traffic supply and demand are increasingly prominent in large cities,while private car consumption has been a new "light" in medium and small cities.Consumers' behaviors differ from region to region.Aiming at the above problems,we formulate structural equation modeling and carry out empirical research.In this paper,a comparative study about the main influential factors that affect the consumption of private cars in large and small cities in China is made,and it is hoped that some guidance for policy recommendations can be obtained.

Selling Luxury Brands in Online Private Sales Multibrand Retailers--An Exploratory Study of Consumers’Perspective

With Internet changing the luxury business landscape,new players have emerged such as the Online Private Sales Retailers(OPSRs).These offer online buyers with a choice of limited-time sales to help companies get rid of their overstocks.Luxury brands are no exception.No research has been conducted about how luxury consumers relate with such websites,hence this paper.In an exploratory fashion,interviews with luxury buyers who also buy online on OPSRs,are conducted to get insights on consumers’perceptions and luxury brand equity that selling through OPSRs may have.We find that appropriate product and brand help consumers forget that they are buying brands’unsold stocks,that transferring the luxury webmospheres would be positively perceived,that consumers from these websites are looking for benefits such as freedom of use and brand discovery,rather than personalized offers,that multiple discounts on several OPSRs may damage the luxury-perception of a brand,that the private sales members consider the service to be good enough for the demanded price,and that personalized invitations can help increase online consumers’feelings of desirability and exclusivity.The paper concludes with practical recommendations for both luxury companies and OPSRs.

Online Shopping: What Factors Determine Consumers to Buy?

This study analyzed factors influencing consumers in the process of making a decision in online shopping. The findings could inspire suggestions for online marketers in developing either media or infrastructures accordingly. The variables in the study involved product information, price, service, transaction safety, environment, age, gender, educational background, and income rate as independent variables, while the process of purchasing decision served as a dependent variable. Primary data were gathered in 10 locations within Jabodetabek areas involving 270 respondents which were analyzed using multiple regression analysis. The study revealed that price, information product, and service as significant variables influencing consumers in online shopping. Service became the most important factor for marketers to be considered as it emerged as the most dominant variable influencing the process of making a decision in online shopping.