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The purpose of this paper is to propose some competitive strategies as a reference for domestic mobile phone corporations (DMCs) so that dominant mobile phone corporations can develop advantageous business strategies to effectively compete with international corporations within the China market.

The study utilizes case studies and the analysis hierarchical process to analyze the competitiveness of the domestic mobile phone industry (DMI) within the China market from a value chain perspective.

The study finds that the competitive strengths of the domestic mobile phone players lie in manufacturing and customer service, while the weaknesses are in research and development (R&D), distribution (DIST) and marketing and sales (MS) in terms of competing with international brands already within the Chinese market.

The paper samples experts familiar with the mobile phone market in the Shanghai area, and therefore may not be applicable to the entire Chinese market. A wider study is suggested, with samples sourced from the entire market, to fill in the remaining gaps.

The surveyed experts emphasize that R&D, DIST and MS capabilities need to be addressed immediately. In turn, some competitive strategies are proposed for the DMI to employ, taking into account their individual features and strengths.

The study assists the dominant corporations in the DMI to better understand their competitive weaknesses through the comments provided by the surveyed experts. Some competitive strategies are proposed as a reference for DMCs.

Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand stories for search and experience product types.

The authors used a survey of university students to test this study’s hypotheses.

The results reveal significant main effects of four conflict reversal stories on brand attitudes. The influences of man-against-self, man-against-man and man-against-society conflicts on brand attitude are greater for experience than for search products. In contrast, the influence of man-against-nature conflict is higher for search than for experience products.

To generalize the results, this study should be replicated using more heterogeneous populations, setting the study in other cultures, testing actual brands and using a wider range of products.

The findings provide insights for marketers seeking to use appropriate conflicts in their brand stories to enhance customers’ brand attitudes.

Extant research does not address the relationship between different types of conflicts and customer attitudes, and the current study bridges this research gap.

This paper aims to propose several characteristics of check-in services and investigates whether these characteristics influence customer perceived utilitarian and hedonic values. These perceived values mediate the influences of check-in services on customers' responses.

From the perspective of mobile check-in service, the authors proposed a framework with several hypotheses and verified the model with structural equation modeling based on questionnaire data collected from mobile device users.

The results indicate that self-disclosure, expressive support and self-congruity positively relate to utilitarian value; instrumental support positively relates to hedonic value and both hedonic and utilitarian values positively relate to continuance intention and re-patronage intention. However, sales promotion has no significant influence on both hedonic and utilitarian check-in values.

This study applies the concept of location-based social networks to provide new insights into the evolving user-generated content research in the interactive marketing field.

The purpose of this study is to determine how and when choice variety influences consumers’ willingness to purchase, according to a personal emotion perspective. The choice paradox indicates that although having many choices can be beneficial, it can also cause customer decision paralysis and unhappiness. This article proposes that the desire and motivation to process information vary from person to person, and emotional factors are relevant.

With a 2 × 2 experimental design, this study examines the influence of the interaction of choice variety with need for cognition (NFC) on positive and negative emotions, and then tests the mediating effects on purchase intentions. The sample includes 214 college students, assigned randomly to self-assessment questionnaires.

Both high NFC respondents in the high variety condition and low NFC respondents in the low variety condition exhibit more positive emotions than low NFC respondents in the high variety condition but not more than high NFC respondents in the low variety condition. Positive (negative) emotions increase (decrease) consumers’ purchase intentions.

The experiment was conducted in a virtual store, which may not match real-life store environments or reflect participants’ actual purchase behaviours, so additional research should consider the influence of involvement further.

The results offer suggestions for developing more effective communication with emotions, increasing involvement to maintain consumers’ positive emotions and relieve their confusion, and managing product variety.

This article meets the identified need to study how choice variety influences consumers’ willingness to purchase from a personal emotion perspective.

The purpose of this paper is twofold. First, this study applies social presence theory to explore the influences of public self-awareness on consumers’ choice inconsistency and post-choice satisfaction. Second, the authors investigate how time pressure moderates the effects of self-awareness on choice inconsistency and post-choice satisfaction so that online sellers can better align their marketing strategies.

This research consists of two studies. Study 1 conducted a 3 (self-awareness: public/private/control) × 2 (time pressure: high/none) experiment, and 311 online participants were recruited to explore the influence of public self-awareness and time pressure. Study 2 used a 3 (self-awareness: public/private/control) × 2 (time pressure: high/no) × 2 (self-consciousness: high/low) quasi-experiments, and the authors used 652 online participants to examine the effect of self-awareness, time pressure and public self-consciousness on choice inconsistency and post-choice satisfaction.

The results indicate that publicly self-aware consumers under high time pressure show greater inconsistency than those under no time pressure. Also, people with higher public self-consciousness exhibited higher choice inconsistency and post-choice satisfaction in public self-awareness situations than those in private self-awareness and control conditions.

To generalize the results, this study should be replicated using more heterogeneous populations in diverse regions and cultures, as well as other product categories.

This study explores the implications of evoking self-awareness during online consumption and the online purchase process by observing the moderating effect of self-consciousness and time pressure. The findings provide insights to marketing practitioners who seek to increase their companies’ competitive advantage and profits through effective online manipulations of consumers’ self-awareness.

Extant research does not address how time pressure affects the relationships among public self-awareness, choice inconsistency and post-choice satisfaction. In addition, prior research only focused on public self-awareness in customer consumption. This study bridges these gaps and has implications for e-commerce, consumer behavior and relationship marketing research fields.