Qiang Yang, Hongxiu Li, Yanqing Lin, Yushi Jiang and Jiale Huo
This research explores the impacts of content-generating devices (mobile phones versus personal computers) and content features (social content and achievement content) on…
Abstract
Purpose
This research explores the impacts of content-generating devices (mobile phones versus personal computers) and content features (social content and achievement content) on consumer engagement with marketer-generated content (MGC) on social media. It also examines these factors' interaction effects on consumer engagement.
Design/methodology/approach
The study analyzed MGC that 210 companies had posted to Sina Weibo over three years, testing the study’s proposed model with negative binomial regression analysis.
Findings
The study's results show that MGC generated via mobile phones attracts more consumer engagement than MGC generated via personal computers. MGC with more social features attracts more consumer engagement, whereas MGC with more achievement features reduces consumer engagement. The authors also found that MGC with more social features generated via mobile phones and MGC with more achievement features generated via personal computers lead to more consumer engagement due to the congruency of the construal level of psychological distance.
Originality/value
This research enriches the literature by exploring the effects of content-generating devices and content features on consumer engagement in the MGC context, which extends the research on consumer engagement with social media from the context of user-generated content to the MGC.
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Yue Xi, Jiale Huo, Xinran Zhao, Yushi Jiang and Qiang Yang
Fear of missing out (FOMO) has become a common phenomenon on social media. This study aims to examine how FOMO influences consumer preferences for posting about identity-relevant…
Abstract
Purpose
Fear of missing out (FOMO) has become a common phenomenon on social media. This study aims to examine how FOMO influences consumer preferences for posting about identity-relevant products on social media.
Design/methodology/approach
In this research, three studies were conducted to explore the effects of FOMO in different real-life situations. Study 1 was conducted in a laboratory setting in China. Study 2 includes two experiments, one that was conducted in China and one in the USA. Study 3 was conducted in a workplace setting in China.
Findings
The results of Study 1 indicate that when consumers experience FOMO, they prefer to post about identity-relevant (vs functional) products to a greater extent than usual. Study 2 examines the role of self-esteem and identifies self-presentation and the avoidance of social attention as underlying mechanisms. Thus, consumers with high (or low) self-esteem tend to be more motivated to present themselves positively (or to avoid social attention) when experiencing FOMO. Furthermore, Study 3 reveals the moderating role of supportive interactions; that is, the interaction between FOMO and consumer self-esteem is most likely to exert an effect when consumers receive many supportive interactions.
Research limitations/implications
This research demonstrates that posting identity-relevant content on social media is a coping strategy that individuals may adopt when experiencing FOMO. Moreover, self-esteem can predict how individuals cope with FOMO by identifying self-presentation and avoidance of social attention as the mechanisms underlying effects. Although this research attempts to avoid interference from other factors between in the relationship FOMO and the control conditions, it seems possible that more socially relevant information may be presented in the FOMO condition.
Practical implications
Because FOMO can be manipulated and posting types can be predicted, this research provides important implications for brands on how to create or post content to better engage consumers.
Originality/value
This research supports the role of FOMO as a driver of on consumer posting preferences on social media.
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Jiaji Zhu, Yushi Jiang, Yedi Wang, Qiang Yang and Wei Li
Tourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the…
Abstract
Purpose
Tourism via virtual reality (VR) technology has become an interesting option for consumers to “travel.” The best approaches to optimizing the VR tourism environment, improving the interactive experience of tourists and encouraging tourists to adopt VR are not yet fully understood. This study explores the willingness of tourists to adopt VR tourism from the dual aspects, richness and dynamics, of virtual social cues.
Design/methodology/approach
To examine the effects of richness (multiple vs. few cues) and dynamic (changeable vs. static cues) on consumers' willingness to adopt VR tourism, three virtual tourism scenes were designed and presented by head-mounted displays. The data were collected for participants in the VR laboratory and tested by ANOVA and partial least squares–structural equation modeling.
Findings
Virtual social cues can generate mental imagery through interactivity, vividness and parasocial interactions, thus increasing the consumer's likelihood of adopting VR tourism. It was also found that imagination moderates mental imagery and adoption intention. When the consumer's imagination is stronger, their mental imagery stimulates a stronger willingness to adopt VR tourism.
Originality/value
The authors innovatively utilize concepts of parasocial interaction and mental imagery and discuss the various influences and mediation mechanisms of social cue characteristics on consumers' adoption of VR tourism. The conclusions may provide new insights for VR tourism managers and tourism scholars.
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Qiang Yang, Yuanjian Zhou, Yushi Jiang and Jiale Huo
This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute…
Abstract
Purpose
This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute the boundary conditions for creativity to improve memory for banner ads.
Design/methodology/approach
Three studies were conducted to understand the influence of advertising creativity and banner blindness on recognition of banner ads, which were assessed using questionnaires and bias adjustment. The roles of online user tasks (goal-directed vs free-viewing), visual saliency (high vs low) and banner-page congruity (congruent vs incongruent) were considered.
Findings
The findings suggest that creativity alone is not sufficient to overcome the banner blindness phenomenon. Specifically, in goal-directed tasks, the effect of creativity on recognition of banner ads is dependent on banner ads’ visual saliency and banner-page congruity. Creative banners are high on visual saliency, and banner-page congruity yields higher recognition rates.
Practical implications
Creativity matters for attracting consumer attention. And in a web page context, where banner blindness prevails, the design of banners becomes even more important in this respect. Given the prominence of banners in online marketing, it is also necessary to tap the potential of creativity of banner ads.
Originality/value
First, focusing on how creativity influences memory for banner ads across distinct online user tasks not just provides promising theoretical insight on the tackling of banner blindness but also enriches research on advertising creativity. Second, contrary to the popular belief of extant literature, the findings suggest that, in a web page context, improvement in memory for banner ads via creativity is subject to certain boundary conditions. Third, a computational neuroscience software program was used in this study to assess the visual saliency of banner ads, whereas signal detection theory was used for adjustment of recognition scores. This interdisciplinary examination combining the two perspectives sheds new light on online advertising research.
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Baojuan Ye, Shunying Zhao, Hohjin Im, Liluo Gan, Mingfan Liu, Xinqiang Wang and Qiang Yang
This study aims to examine how the initial ambiguity of COVID-19 contributed to tourists' intentions for visiting a once-viral outbreak site in the future.
Abstract
Purpose
This study aims to examine how the initial ambiguity of COVID-19 contributed to tourists' intentions for visiting a once-viral outbreak site in the future.
Design/methodology/approach
The present study (N = 248) used partial least-squares structural equation modeling (PLS-SEM) to examine whether perceptions of ambiguity and mismanagement of COVID-19 are indirectly related to intentions to travel to Wuhan in a post-pandemic world through perceptions of risk and tourism value. Further, whether the model effects differed as a function of individual safety orientation was examined.
Findings
Perceptions of COVID-19 risk and tourism value serially mediated the effects of perceived COVID-19 ambiguity on post-pandemic travel intentions. Safety orientation did not moderate any paths. Perceived risk was a negative direct correlate of post-pandemic travel intentions.
Originality/value
The current study's strength is rooted in its specific targeting of post-pandemic travel intentions to Wuhan—the first city to experience a widescale outbreak of COVID-19 and subsequent international stigma—compared to general travel inclinations.
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Qiang Yang, Tianfei Xia, Lijia Zhang, Ziye Zhou, Dequan Guo, Ao Gu, Xucai Zeng and Ping Wang
The purpose of this paper is to use the corresponding magnetic sensor and detection method to detect and image the defects of small diameter pipelines. Urban gas pipeline is an…
Abstract
Purpose
The purpose of this paper is to use the corresponding magnetic sensor and detection method to detect and image the defects of small diameter pipelines. Urban gas pipeline is an energy transportation tool for urban industrial production and social life, which is closely related to urban safety. Preventing the occurrence of urban gas pipeline transportation accidents and carrying out pipeline defect detection are of great significance for the urban economic and social stability. To perform pipeline defect detection, the magnetic flux leakage internal detection method is generally used in the detection of large-diameter long-distance oil and gas pipelines. However, in terms of the internal detection of small-diameter pipelines, due to the heavy weight, large structure of the detection device and small pipe diameter, the detection is more difficult.
Design/methodology/approach
In order to solve the above matters, self-made three-dimensional magnetic sensor and three-dimensional magnetic flux leakage imaging direct method are proposed for studying the defect identification. Firstly, for adapting to the diameter range of small-diameter pipelines, and containing the complete information of the defect, a self-made three-dimensional magnetic sensor is made in this paper to improve the accuracy of magnetic flux leakage detection. And on the basis of it, a small diameter pipeline defect detection system is built. Secondly, as detection signal may be affected by background magnetic field interference and the jitter interference, the complete ensemble empirical mode decomposition with adaptive noise method is utilized to screen the detected signal. As a result, the useful signal is reconstructed and the interference signal is removed. Finally, the defect contour inversion imaging of detection is realized based on the direct method of three-dimensional magnetic flux leakage imaging, which includes three-dimensional magnetic flux leakage detection data and data segmentation recognition.
Findings
The three-dimensional magnetic flux leakage imaging experimental results shown that, compared to the actual defects, the typical defects, irregular defects and crack groove defects can be analyzed by the magnetic flux leakage defect contour imaging method in qualitative and quantitative way respectively, which provides a new idea for the research of defect recognition.
Originality/value
A three-dimensional magnetic sensor is made to adapt the diameter range of small diameter pipeline, and based on it, a small-diameter pipeline defect detection system is built to collect and display the magnetic flux leakage signal.
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Liang Zhong, Feifei Li, Yuxin Peng, Qiang Yang, Mingming Zhang and Jian Wang
This paper aims to propose a type of T-shaped two-axis force sensor for measuring the forces in x- and z-axes. The developed sensor has a simple structure and can be effectively…
Abstract
Purpose
This paper aims to propose a type of T-shaped two-axis force sensor for measuring the forces in x- and z-axes. The developed sensor has a simple structure and can be effectively assembled into compact devices.
Design/methodology/approach
A T-shaped plate, with both ends fixed on a base, is used as the substrate of the sensor. Eight strain gauges are placed in the root of the plate or near the sensor head, which can construct two full Wheatstone bridges on the upper and lower surfaces of the plate. When the x- or z-axes forces are applied to the sensor head, different deformation can be generated to the strain gauges. Therefore, the two Wheatstone bridges can be constructed with a different configuration for measuring the forces in x- or z-axes, respectively.
Findings
A prototype was designed and constructed and experiments were carried out to test the basic performance of the sensor. It has been verified that the developed sensor could measure the x- and z-axes forces independently with a high resolution of 2.5 and 5 mN, respectively.
Originality/value
Only one thin plate was used in the design, the forces in x- and z-axes could be measured independently and simultaneously, which made the sensor with a simple structure and compact size. Experiments were also verified that there was no crosstalk error occurred in one axis when the force was applied to the other axis.
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Qiang Yang, Jiale Huo, Hongxiu Li, Yue Xi and Yong Liu
This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster…
Abstract
Purpose
This study investigates how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' purchasing and gift-giving behaviors and how broadcaster popularity moderates social interaction-oriented content's effect on the two different behaviors in live-streaming commerce.
Design/methodology/approach
A research model was proposed and empirically tested using a panel data set collected from 537 live streams via Douyin (the Chinese version of TikTok), one of the most popular live broadcast platforms in China. A fixed-effects negative binomial regression model was used to examine the proposed research model.
Findings
This study's results show that social interaction-oriented content in broadcasters' live speech has an inverted U-shaped relationship with broadcast viewers' purchasing behavior and shares a positive linear relationship with viewers' gift-giving behavior. Furthermore, broadcaster popularity significantly moderates the effect of social interaction-oriented content on viewers' purchasing and gift-giving behaviors.
Originality/value
This research enriches the literature on live-streaming commerce by investigating how social interaction-oriented content in broadcasters' live speech affects broadcast viewers' product-purchasing and gift-giving behaviors from the perspective of broadcast viewers' attention. Moreover, this study provides some practical guidelines for developing live speech content in the live-streaming commerce context.
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Meng Lu, Yang Qiang, Du Jiangang and Dong Zerui
The purpose of this paper is to examine the interaction effect of innovative product category and presentation order on consumer consumer’s purchasing intention and the mediating…
Abstract
Purpose
The purpose of this paper is to examine the interaction effect of innovative product category and presentation order on consumer consumer’s purchasing intention and the mediating role of perceived novelty and risk perception.
Design/methodology/approach
The authors examined the hypotheses in three experiment studies. In Study 1, the authors primed innovative product category and presentation order on consumer consumer’s purchasing intention. In Study 2, the authors measured the mediating role of perceived novelty and risk perception. In Study 3, they validated the moderating effect of picture and text consistency on the improvement of purchase preference.
Findings
The results reveal that RNP/INP and presentation order (from whole to part/from part to whole) could enhance consumers’ purchase intention and verify the mediating role of perceived novelty and risk perception, based on which a complete internal mechanism model is constructed. The third experiment shows the moderating effect of picture and text consistency on the improvement of purchase preference by matching the category and presentation order of innovative products.
Originality/value
Prior literature on the thinking mode of holistic and partial processing has been mostly applied to the cognitive field of reading and text labeling. In this study, using the holistic (local) processing thinking model and anchoring theory, eye movement experiments and situational experiments, the audience’s analysis framework of information processing mechanism is constructed. The unique phenomenon of product category and overall (local) presentation order coexisting in innovative product advertisement is considered comprehensively.
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In order to solve the current imbalance of academic resources within the discipline, this article builds a three-dimensional talent evaluation model based on the…
Abstract
Purpose
In order to solve the current imbalance of academic resources within the discipline, this article builds a three-dimensional talent evaluation model based on the topic–author–citation based on the z index and proposes the ZAS index to evaluate scholars on different research topics within the discipline.
Design/methodology/approach
Based on the sample data of the CSSCI journals in the discipline of physical education in the past five years, the keywords were classified into 13 categories of research topics including female sports. The ZAS index of scholars on topic of female sports and so on was calculated, and quantitative indexes such as h index p index and z index were calculated. Comparative analysis of the evaluation effect was performed.
Findings
It is found that compared with the h index and p index, the z index achieves a better balance between the quantity, quality and citation distribution of scholars' results and effectively recognizes that the citation quality is higher and the number of citations of each paper is more balanced. In addition, compared to the z index, this article is based on a ZAS index model with an improved three-dimensional topic–author–citation relationship in research fields such as female sports.
Originality/value
It can identify some outstanding scholars who are engaged in small-scale or emerging topic research such as female sports and are excellent in different research areas. Talents create an objective and fair evaluation environment. At the same time, the ranking ability of ZAS indicators in the evaluation of talents is the strongest, and it is expected to be used in practical evaluations.