Today, consumer-created information such as online consumer reviews have become important and popular, playing a key role in decision making. Compared with expert-created information, each piece of is less powerful or persuasive, but their aggregation can be more credible acceptable. This concept called collective intelligence knowledge. study focuses on the persuasive effect product attitudes ...

This paper investigates the impacts of interactivity and vividness on objective claims and subjective claims of product presentations, which in turn impact online consumer’s behavior. Employing an empirical study, we found that interactivity impacts objective claims and vividness impacts subjective claims. Going forward, we have found support for the impacts of objective claims and subjective c...

Sponsorship is very important for the sustainable development of sports, and motivation sponsors will have an impact on consumers’ willingness to buy products sports sponsors. This paper takes China’s CBA sponsors, TCL Corporation Li Ning Corporation, as examples conduct empirical stud. Structural equation model, regression analysis, correlation analysis are used in our study. The results show ...

There is limited systematic research on managerial response strategies to online consumer complaints and negative e-WOM. In this paper, we synthesize equity theory, service recovery theory and observational learning theory to develop our theoretical model that explores the mechanism through which online consumer complaints influences consumer attitudes and the mechanisms through which manageria...

With the help of a commercial bank in China, we studied consumer credit card debt behavior in correlation with demographics, attitude, personality, and credit card features factors. The study was conducted by using mail-in questionnaires, which were sent to credit card holders who was using or had used either revolving credit or petty installment plans. According to regression functions, we fou...

The quiet revolution of consumer IT reached a climax recently, with the widespread adoption of smart consumer devices and their rapid penetration into enterprise IT applications. This significant change of attitude, as well as the reliance on information technology has been referred to as “Consumerization of Information Technology” (CoIT). CoIT has emerged with a global driving force that has b...

TV has looked more or less the same to the end consumer for a long time, but at Motorola we see a change in attitude among our customers. They are starting to use the power of the tools they have at hand. The set top boxes are not just used for watching TV anymore.

People could be influenced by other's recommendations when they are in making decision to buy something. This phenomenon was called as 'word of mouth effect' and proved to be very significant to change consumer's attitude. However, recently people consider others' experiences or feelings written online due to the development of internet. Those kinds of information were called as 'Online word of...

the recognition and understanding of brand experience by consumers is critical to develop goods and services marketing strategies, since they can be used to predict consumer behaviour. the aim of the present study is to investigate the antecedents and consequences of brand experience in the food industry. information on 400 customers of the mashhad tabarok company was collected by a questionnai...