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The purpose of this paper is to explore the effect of consumers' perceived product promotion and atmosphere promotion strategies on their participation intention, and the possible interaction between product promotion and atmosphere promotion strategies on their participation intention in online shopping festivals.

This paper conceptualized consumer perception of product promotion strategies of online shopping festivals as Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion and Perceived Fun of Promotion Activities and atmosphere promotion strategies as Perceived Contagiousness of Mass Participation. Based on the Stimulus-Response Theory, this study constructed an influencing model of promotion strategies on consumer participation intention in online shopping festivals. Structural equation modeling with partial least squares was used for analyzing the data from a sample of 495 consumers to test the proposed hypotheses.

The results showed that Perceived Temptation of Price Promotion, Perceived Categories Richness of Promotion, Perceived Fun of Promotion Activities and Perceived Contagiousness of Mass Participation significantly and positively affect consumer Participation Intention; Perceived Contagiousness of Mass Participation plays a moderating role in the effect of Perceived Temptation of Price Promotion on Participation Intention.

This study is the first empirical attempt to examine the moderating role of atmosphere promotion between product promotion and consumer participation intention in online shopping festivals. The findings provide theoretical basis and practical guidance for e-commerce platforms and merchants for improving their online shopping festival promotion strategies.

Consumer adoption of shared products is a prerequisite for successful commercialization. The purpose of this paper is to explore what innovative characteristics of entity shared products can accommodate consumers' concerns and are likely to motivate adoption of consumers.

This paper used a conceptual model that combined the innovation diffusion theory and technology acceptance model to explore shared products adoption. It identified the direct and indirect effects of perceived app ease of use/online, perceived convenience of access/offline, perceived utility advantages and personal innovativeness on shared products adoption intention. Structural equation modeling was used for analyzing the questionnaire data from a sample of 479 users who used entity shared products such as shared cars, shared bicycles and shared power banks for mobile phones.

The empirical tests indicate that perceived utility advantages based on market innovation, perceived accessibility of usage rights based on technology innovation (including perceived app ease of use/online and perceived convenience of access/offline) and consumer personal innovativeness are the key factors affecting consumer adoption.

This paper constructs an innovation-adoption coupling model of entity shared products to understand shared products usage. The findings provide useful practical guidance for the design and development of shared products and “usage rights economy” business applications.

Singles’ Day Online Shopping Festival was originated in China and is characterized by gathering promotions to create consumer shopping atmosphere. Its rapid rise has affected Asia and the world, becoming the world’s largest shopping festival beyond Black Friday. The success of Singles’ Day Online Shopping Festival demonstrates Chinese experience of online shopping festive atmosphere marketing. The purpose of this paper is to explore the influence of Singles’ Day Online Shopping Festival atmosphere and Chinese cultural background, especially Confucian values, on Chinese consumers’ purchase intention in Singles’ Day Online Shopping Festival.

This paper conceptualized consumers’ most perceptive atmosphere characteristics as the three dimensions of perceived economic temptation, perceived festival entertainment and perceived mass participation. Taking Confucian values as moderators, based on the stimulus-response theory, this study constructed an influencing factor model of consumer purchase intention in online shopping festival, collected data of 398 Chinese consumers by questionnaire, and used structural equation modeling for hypotheses testing.

The results showed that online shopping festival atmosphere and Confucian values affect purchase intention; the two factors of “keeping face” and “listening to others” of Confucian values play moderating roles in the effect of online shopping festival atmosphere on purchase intention.

The sample of this study was biased toward the young and well-educated consumers; besides, this study focused on young consumers’ purchase intention of online shopping festival, rather than their actual consumption behaviors.

Confucian values have deeply influenced China and other Asian countries, especially East and Southeast Asian countries. Meanwhile they are the fastest growing regions of e-commerce in the world, the paper provides theoretical basis and reference for the e-commerce enterprises in the Confucian cultural societies to improve the atmosphere marketing of online shopping festivals, and attracts consumers to shop online, having particular significance in shedding light on the Asian “e-commerce Miracle.”

This study found that Singles’ Day purchase intention is dependent on online shopping festival atmosphere stimuli, Confucian values and their interaction. Marketing researchers should consider both online shopping festival atmosphere as a marketing tool and the influence of consumer cultural values, so as to help e-commerce platforms and e-commerce merchants establish shopping festival marketing strategies that suit consumers’ cultural values.

This paper addressed an interesting practical issue related to the effects of online shopping festival atmosphere stimuli and cultural values on consumer online purchase intention.

Based on the construal level theory, the purpose of this study is to prove the effect of interaction between construal level and visual crowding on consumers' buying intention. The study tries to explain the reasons behind the different buying intention toward visual crowding among consumers with different construal level.

This study was conducted through two situational simulation experiments. The main data analysis methods are ANOVA and bootstrap analysis.

(1) the matching of construal level and visual crowding has a significant effect on consumers’ buying intention. (2) Perceptual fluency mediates the interaction between the construal level and visual crowding on buying intention.

This study measures consumers' buying intention through situational experiments but does not measure consumers' buying behavior through real scenarios.

According to the study conclusions, consumers prefer visually crowded packaging that matches their construal level. Enterprises should consider the impact of the construal level on the effect of packaging stimulation.

This study enriches the theory related to construal level and highlights the mediating role of perceptual fluency. The addition of perceptual fluency explains the mechanism by which visual crowding affects consumers' buying intention. This extends the research on the antecedents and effects of perceptual fluency.

This study innovatively introduces visual crowding into packaging and matches visual crowding to construal level, explaining why different consumers buy different visually crowded packaging.

Drawing on social network and information diffusion theories, the authors study the impact of the structural characteristics of a seller’s local social network on her promotion effectiveness in social commerce.

The authors define a local social network as one formed by a focal seller, her directly connected users and all links among these users. Using data from a large social commerce website in China, the authors build econometric models to investigate how the density, grouping and centralization of local social networks affect the number of likes received by products posted by sellers.

Local social networks with low density, grouping and centralization are associated with more likes on sellers’ posted products. The negative effects of grouping and centralization are reduced when density is high.

The paper deepens the understanding of the determinants of social commerce success from a network structure perspective. In particular, it draws attention to the role of sellers’ local social networks, forming a foundation for future research on social commerce.

Sensegiving is inherently a sociopolitical activity through which leaders shape their subordinates’ understanding of organizational change. However, it remains unclear as to why and which leaders actively engage in and effectively perform sensegiving during organizational change. This study employs social/political influence theory and develops a two-stage moderated mediation model to address this question. The study aims to examine the antecedent (leader’s willingness to support change) and outcome (team commitment to change) of sensegiving as well as the moderating role of the leader’s political skill in the relationships between the leader’s willingness to support change and sensegiving, and between sensegiving and team commitment to change.

This study utilized a two-stage, dual-source survey method. In the first stage, data were collected from 56 leaders. In the second stage, data were collected from 271 team members. Regression analysis was used to test the hypotheses.

The results show that a leader’s willingness to support change positively affects sensegiving, and sensegiving positively affects team commitment to change. The leader’s political skill moderates the effect of the leader’s willingness to support change on sensegiving as well as the effect of sensegiving on team commitment to change. Moreover, a two-stage mediated moderation model shows that the relationship between a leader’s willingness to support change and team commitment to change through sensegiving is moderated by the leader’s political skill.

This study, for the first time, investigates why leaders engage in sensegiving and the collective-level effects of sensegiving during organizational change, deepening our understanding of the antecedents and consequences of sensegiving. Furthermore, by revealing the role of a leader’s political skill in both the engagement in sensegiving and its effectiveness, this study extends our understanding of which leaders actively engage in and effectively perform sensegiving. These findings also contribute to the literature on collective-level change response.

The purpose of this paper is to separate and purify flavonoids from glycyrrhiza by macroporous adsorption resin (MAR) mixed-bed technology.

The adsorption performance of MAR and MAR mixed bed for flavonoids was studied using ultraviolet-visible spectrophotometry.

The research shows that the MAR mixed bed of LZ-50+LZ-59 with a mass ratio of LZ-50:LZ-59(m:m) = 1:1 was the optimized combination with the optimal conditions of adsorption (pH = 6, T = 45°C) and desorption (liquid ratio R = 70%, T = 50°C, pH = 8) obtained, relatively.

This paper provides a novel way to separate flavonoids from glycyrrhiza. Under the optimal conditions, the adsorption rate (F) of MAR mixed-bed LZ-50+LZ-59 to the flavonoids was 62.5 per cent/g, the desorption rate (D) was 89.23 per cent and the purity was achieved at 80 per cent.

The purpose of this study is to provide ideas and theoretical guidance for green, environmentally friendly and efficient “bacteriostasis with bacteria” technology.

In this paper, a beneficial strain of bacteria was extracted and purified from marine mud. Weight-loss test, morphological observation and electrochemical test were used to systematically study the effect of sulfate-reducing bacteria (SRB)-induced corrosion inhibition on X65 steel in simulated offshore oil field production water.

The results showed that a beneficial strain was selected and identified as Vibrio alginolyticus. Under the condition of co-culture of SRB, the average corrosion rate of X65 steel was significantly reduced. In the mixed bacterial system, the surface of X65 steel samples was relatively flat, and the structure of biofilm and corrosion product film was dense. The number of corrosion pits, the average diameter and depth of corrosion pits were significantly reduced. The localized corrosion of X65 steel was significantly inhibited.

The complex and changing marine environment makes the corrosion problem of marine steel increasingly severe, and the microbiologically influenced corrosion (MIC) caused by SRB is particularly serious. The research and development of environmentally friendly corrosion protection technology is a long-term and difficult problem. The use of beneficial microorganisms to control MIC is a green and efficient anticorrosion measure. Compared with terrestrial microorganisms, marine microorganisms can adapt to complex environments, and their metabolites exhibit special biological activities. The use of marine beneficial bacteria can inhibit SRB activity to achieve the corrosion inhibition effect.