본 연구는 중국소비자들이 가진 한국 인터넷 면세점에 대한 구매의도를 파악하고자, 인터넷 면세점의 e-서비스품질과 한류문화에 대한 태도를 주요 변인으로 설정하여 논의해 보았다. 분석 결과를 살펴보면, 첫째, 기존연구와 일치하게 홈페이지 시각적 디자인, 고객서비스, 안정성, 그리고 경제성 및 편리성 모든 인터넷면세점 e-서비스품질 특성요인들이 중국관광객의 구매의도에 긍정적인 영향을 미치는 것으로 도출되었다. 둘째, 한국 인터넷면세점의 e-서비스품질 특성 요인 중 홈페이지 시각적 디자인과 경제성 및 편리성이 구매의도에 미치는 영향에 있어서, 한류문화에 대한 태도가 유의미한 조절효과를 가지고 있는 것으로 나타났다. 본 연구의 결과는 중국 마케팅의 전략적인 관점에서 정부나 면세업체가 양국의 대한 경제적인 정책 및 한류문화 콘텐츠 전략을 수립하는데 도움을 줄 수 있을 것이다.

본 연구는 다문화가정 청소년의 또래압력이 비행에 미치는 영향에서 자기통제력의 매개효과와 부모의 정서적 지지의 조절효과를 확인하기 위하여 부산지역 다문화가정 청소년 중 현재 초･중･고에 재학 중인 청소년을 대상으로 연령별로 할당하여 총 433 명을 대상으로 분석이 이루어졌다. 연구결과 첫째, 다문화가정 청소년의 또래압력은 비행에 정적영향을 주며, 자기통 제력에는 부적영향을 주는 것으로 나타났다. 둘째, 자기통제력이 비행에 부적영향을 주었으며, 셋째, 다문화가정 청소년의 또래압력과 비행과의 관계를 자기통제력은 부분 매개효과를 가지며, 부모의 정서적 지지는 조절효과를 가지는 것으로 나타났다. 이상 의 연구결과를 통하여 본 연구에서는 다문화가정 청소년의 자아통제력과 부모의 정서 적 지지를 높이기 위한 방안을 제언하였다.

인재 확보 전쟁은 선진국에서만 확산되는 것이 아니라 개발도상국에도 더욱 심각해지고 있다. 금전적인 요소와 커리어 요소가 중국 지원의 이직 의도에 어떻게 영향을 미치는지 예측하기가 어렵다. 중국 배경에 진행한 선행연구의 애매모호한 결과를 설명하기 위해 본 논문은 국유기업(SOEs)와 외자 기업(FOEs)을 비교 및 분석하자고 한다. Crossvergence 이론을 적용하여 본 연구는 SOEs와 FOEs는 서로 다른 “새로운” 문화적 가치에 따라 인사제도가 이직 의도 미치는 영향이 다르다고 제시한다. 26개 회사에 중첩된 406명 직원에 대한 설문조사를 통해 수집된 데이터로 다층 선형모델(HLM) 분석한 결과에서 SOE와 FOE는 상당한 차이점을 보인다. 성과급제는 실제로 SOE에서 이직 의도를 증가시키지만, FOE에서는 감소시킨다. 또한, 직원이 인식한 커리어 기회는 FOE에서 이직 의도에 더 강한 부정적인 영향을 미친다. 향후 다국적 기업들이 중국에서 인재 확보 전략에 있어서 이론적 및 실천적 시사점을 제시한다.

이 글은 최근 관심이 높아지고 있는 불교의례의 발전 방안을 다룬 글이다. 특히 무형문화재 제도 속에서 불교의례의 위상을 살핀 후 나갈 방향을 찾아보았다. 먼저 무형문화재로 지정된 불교의례의 현황을 살폈다. 국가나 시도 무형문화재 지정 종목 중에서 불교 관련 종목이 차지하는 비중은 높지 않다. 국가 무형문화재가 수륙재 중심이라면 시도 무형문화재는 영산재 중심이다. 따라서 시도 무형문화재로 수륙재가 추가 지정될 가능성이 높다. 또한 다비의식, 이운의식 등 다양한 불교의식도 지정될 수 있을 것이고, 보편성을 강조하고 있는 무형문화재 정책을 바탕으로 하면 널리 행해지고 있는 사십구재도 지정될 수 있다. 다음으로 불교의례를 담당하고 있는 어산집단에 대한 관심을 갖자고 했다. 무형문화재 지정 기준을 살핀 결과, 지정 기준은 어산 집단의 특성에 모두 부합한다. 불교 무형유산 연구자들이 어산 집단에 대한 연구를 바탕으로 하여 문화재청에 정책 제안이 가능한 부분이다. 어산의 계보에 대한 연구는 필수적이다. 과거 어산의 계보에 대한 연구뿐만이 아니라 현재 활동하고 있는 어산 계보까지 살펴야 한다. 아울러 각 지역에서 어산들이 자체적으로 모여 설립 운영하고 있는 다양한 교육 기관까지 포함한 조사 및 연구가 선행되어야 할 것이다. 무엇보다 불교계 내부의 인식 전환이 필요하다. 그래서 불교 무형문화재 추가 지정을 위해 공동체성의 확보, 새로운 의미망 부여하기, 조직의 정비, 불교학계의 연구 확산 등이 필요하다고 했다. 이러한 연구의 기저에는 무형유산을 바라보는 불교계 내부의 인식 전환이 있어야 한다. 과거보다는 나아졌지만 ‘의례를 맡은 스님들에 대한 편견’, ‘불교음악 무용을 감당하고 있는 스님들에 대한 가치 폄하’ 등이 개선되어야 한다. 부처님께 올리는 인간의 간절한 소망을 종합예술로 표현한 불교의례의 가치를 인식하고 소중하게 여길 때, 불교 무형유산은 무형문화재 지정이나 그에 버금갈 사회적 대우를 받을 수 있다.

Abundant cultural information is included in the items for names, marriage and family, Zi or Hao, and the description of women in Shuowen, a noted Chinese dictionary. The research and analysis on it will help us understand the customs, morals, social systems, tastes and habits of thought in ancient China, and comprehend the basic characteristics and spirits of Chinese culture.

We demonstrate that art appreciation enhances positive self-concepts, which induce abstract mind-sets and, in turn, endorsements of cultural diversity. Advertisements of a product that feature art and contain embedded ideas about cultural diversity enhance intentions to purchase that product. Furthermore, appreciating artwork increased endorsements of cultural diversity for individuals with positive self-concepts.

Cultural tourism has always been recognized as the heart of the new tourism trend, and Chinese culture has received increasing attention worldwide. Cultural tourism to China delivers the values of traditional Chinese culture and provides a satisfying authentic experience for tourists. Experience is an emotional reflection of tourists’ true feelings and evaluations during the tourism process and encompasses more than the delivery of a physical product or service. Experience involves creating unique memories of destinations and is inimitable of the individual sensitivity for special events. While these creative experiences have received increasing attention from marketing scholars and various industry practitioners in general product domains, the creative experience factors of tourism systems remain unexplored. Furthermore, although the matter of experience affects tourists’ behaviors and attitudes, little is known regarding how Chinese culture affects tourists’ creative experiences, destination attachments and memories. The effects of cultural contacts and creative experiences on destination attachment and roles of satisfaction and attitudes should be considered with respect to the development of cultural and creative tourism. This study proposes cultural contact as an important enabler of destination attachment. Moreover, we examine both how and when culture contacts enhance tourists’ destination attachments by considering two critical attributes as mediators, including creative experience (i.e., Escape and Recognition, Unique Involvement, Interactivity, Peace of Mind and Learning) and cultural memories. We also considered two elements of tourists’ behaviors (satisfaction and attitude) as important contingencies. We test and integrate our concepts of a moderated mediation framework using the cultural and creative tourism from a sample of 651 tourists. We discuss how our empirical results extend Chinese culture, creative experience, and destination attachment research and provide the study’s theoretical and managerial implications.

The present study applies asymmetric analysis and models complex antecedent conditions to identify shoppers with high purchase intentions to sustainable fashion products’ (SFPs) and high eWOM intention. The fuzzy-set qualitative comparative analysis (fsQCA) method was used to assess the cause-and effect process. The examination was based on information process, and decision making of consumers in two countries (China and Korea) was found to vary by nationality. Specifically, consumers in the two countries provided different responses on sustainable fashion change configuration, suggesting differences in the characteristics of sustainable and non-sustainable fashion consumers and sustainable fashion intentions. The results show that various casual recipes on sustainable fashion change the configuration and sustainable fashion intention on corners 1 and 4. Both Chinese and Korean consumers do not have several unique demographic and fashion expenditure configurations that characterize consumers with high intention to buy and eWOM intention favorable toward sustainable fashion. In the Chinese consumers’ data, computing with words (CWW) showed that young•married•low-income•low-education•low-fashionexpenditure cases (consumers) were lower on negation purchase and eWOM intentions (i.e., an accurate screening configuration identifying consumers high io non-sustainable fashion intentions). The results also help identify consumer characteristics of sustainable fashion consumers and non-sustainable fashion consumers. Specifically, the results of the fsQCA suggest dissimilar confirmation to achieve purchase intention and eWOM intention of sustainable fashion and provide meaningful academic and managerial implications. The results of the fuzzy-set qualitative comparative analysis also support and clarify the role of the theory of information process and the theory of reasoned action towards sustainable fashion.

Introduction The fashion business is known as one of the major industries that is suffering from rising concerns about the consumption of its product, which led to a reorganization of the fashion supply chain to become more sustainable three decades ago. The interest in the concept of sustainability and demand for sustainable marketing activities is gradually growing in the fashion industry due to the negative image and press it receives. Within the luxury fashion segment, the three main themes that are recognized to contribute to sustainability are exclusivity, craftmanship and limited production. However, luxury brands are increasingly shifting their attention and commitment towards environmental and social issues to be incorporated in the concept of sustainability. Yet, the majority of consumers has little understanding or misunderstands the concept of sustainable fashion and marketing, which leads to a gap between attitudes towards sustainability and actual behavior. As a result, fashion brands are trying to leverage their brand by making sustainability a key marketing strategy to raise awareness about social, environmental, economic and cultural issues. Extant research has not explored this recent trend to understand how consumers evaluate fashion brands with a sustainable marketing communication, especially in the context of luxury brands. This study investigates how luxury and mass fashion brands can utilize sustainable marketing contents in social media communication to reach their target group and enhance their equity with sustainability associations. Theoretical Development Associative network models of memory have served as a fundamental framework for a wide range of studies related to the formation and transfer of associations. According to associative network theory, brand knowledge is represented in form of an associative network of memory nodes connected to each other. Nodes are activated when cues, such as advertising, are presented. Mere exposure to cues was shown to be sufficient to active associations and facilitate association transfer. While brands are continuously attempting to make use of associative power to leverage brand equity, extant research has provided compelling reasons to accept that association transfer can also result in brand dilution when a retrieval of conflicting or negative associations occurs. Especially in the context of luxury brands consisting of very unique associations and being different from mass brands in many regards, managing the brand’s associative network is a crucial task in order to send the right signals to consumers and maintain exclusivity. This study investigates how social media communication of different sustainability dimensions affects brand attitude and how it ultimately impacts behavioral outcomes in an attempt to build brand equity for mass and luxury fashion brands. Method and Data The hypotheses are tested with 273 respondents who participated in an online experiment. They were first asked to state their involvement with the category fashion. Subsequently, subjects were presented with a brand post either for the mass or luxury brand including claims related to one of the four sustainability dimensions or no claims for the control group respectively. The experiment consisted of a 2 (brand: mass or luxury) x 5 (sustainability dimensions: none, cultural, economic, environmental, social) factorial design. The measures that followed included attitudinal as well as behavioral constructs related to the brand, sustainability as well as social media use. Analysis of covariance is applied to test for main effects and interaction effects. Summary of Findings This study provides evidence that social media communication of a sustainable brand affects the purchase intention of consumers. The findings indicate a significant difference between the mass and the luxury brand used for this study. The mass brand exhibits the potential to leverage associations with cultural, economic, and environmental sustainability. However, the results only reveal a marginally significant higher purchase intention when cultural sustainability is communicated compared to when the brand does not provide any sustainable associations. In contrast, the luxury brand suffers from significant brand dilution across all four sustainability dimensions resulting in a decline in purchase intention. Key Contributions The findings reveal that sustainability communication exerts a diverging influence depending on the type of brand that is involved. This study suggests that mass brands are able to benefit from sustainability communication in an attempt to leverage brand equity. However, for a luxury brand this type of associations rather presents a liability that might dilute the brand. The findings of this study provide important insights for brand managers. Since mass brands are currently increasing efforts into sustainable communication in the fashion industry, the results suggest that this might be a promising investment. However, luxury brands are advised to carefully manage the communication of salient content related to sustainability as it might harm the invaluable and unique associations inherent in a luxury brand.

In recent years brands have come under the spotlight for delivering unique and authentic brand experiences. Consumers find themselves looking for brands that add experiential value to their daily life, from a sensory, behavioral, intellectual and relational perspective (Brakus et al., 2009). Moreover, there is a growing demand for brands that are able to deliver their brand promise authentically (Morhart et al., 2015; Schallehn et al., 2014). On this background, our research was conducted in order to examine the role of brand experience and brand authenticity in generating brand love. In addressing this issue, the present study attempts to perform a test on research hypotheses by empirically validating the proposed conceptual model in a cross-country context (Japan and Portugal) for the brands Apple and Samsung. Additionally, it analyses the moderating effect of self-authenticity in relation to brand experience and brand authenticity. Data collection was done using a structured questionnaire to final consumers, who are owners of Apple and Samsung devices. A total of 574 valid questionnaires were collected regarding Apple brand (Japan = 300; Portugal = 274). Following the testing of the structural equation model, results demonstrate the correlation between brand authenticity and brand experience and show that the greater the self-authenticity, the higher is the effect of brand authenticity on brand love. It is worth noting however that the direct and moderating effects are different for Apple and Samsung in Japan and Portugal. This accounts for the cultural differences in how consumers perceive the experiential and authentic brand value propositions and how they relate emotionally to brands. Our study also provides important managerial implications by helping brand managers to understand how to drive passionate and intense feelings towards brands and to target consumers who are looking for compelling, meaningful and authentic brand experiences.

Introduction User-generated online reviews have become an essential part of consumer decisionmaking process (Mayzlin, Dover, & Chevalier, 2014) affecting product attitudes (Schlosser, 2005), purchase intentions (Ba & Pavlou, 2002), sales (Babić Rosario, Sotgiu, De Vlack, & Bijmolt, 2016), as well as price and quantity of transactions (Berger, Sorensen, & Rasmussen, 2010). For instance, 58% of consumers prefer sites with peer reviews, and nearly all consumers (98%) reported reading peer review before making purchases online (eMarketer, 2010). Given the reach and influence of user-generated content (UGC), it is unsurprising that companies offer numerous incentives such as coupons, rebates, free samples, and monetary payments to encourage user-generated online reviews. In 2012, Tesco, a British multinational grocery and general merchandise retailer, ran a “Share & Earn” scheme where the retailer gave loyalty points to Facebook fans sharing products. Since such reviewers are more like friends than random strangers, how does the review source and incentives affect reviewer trustworthiness and purchase intentions? Would these effects differ across individualistic and collectivistic cultures? Our research examines the cross-cultural differences in the effects of review source and incentives on reviewer trustworthiness and purchase intentions between Americans and Taiwanese. Review Source and Trustworthiness Extant research has shown that reviews from friends are usually more persuasive than reviews from strangers (Huang, Zhang, Liu, & Liang, 2014). Dubois et al. (2016) revealed that high levels of interpersonal closeness increased the negativity of reviews shared, whereas low levels of interpersonal closeness increased the positivity of reviews shared. Correspondingly, individuals tend to perceive friendly review sources as being more trustworthy and honest (Ben-Ner & Halldorsson, 2010). The circulation for UGC online reviews on social media platforms such as YouTube, Facebook, Twitter, and Instagram could also make the review source appear like a friend. Since user-generated online reviews appear on the user’s own profile page as well as newsfeeds of each friend connected to that user (Chatterjee, 2011), individuals could easily perceive review sources as friendly and trustworthy. Given that online trust often increases purchase intention (Bart, Shankar, Urban, & Sultan, 2005), we posit that reviews from friends increase reviewer trustworthiness, which, in turn, increase purchase intentions. Incentives While online reviews from friends could be deemed as more trustworthy, incentives could muddy the waters. Sterling (2013) showed that over 40% of consumers in a survey reported some level of doubt in the credibility of UGC, fueled by reports of firms posting “fake” positive reviews, deleting negative reviews, or manipulating consumers into making positive statements that might not be a true representation of their options (Mayzlin et al., 2014). Given the level of distrust, the Federal Trade Commission sent out more than 90 letters reminding influencers and marketers that they required to clearly and conspicuously disclose their relationships with brands when promoting or endorsing products on social media (FTC, 2017). Relatedly, in 2012, the UK Advertising Standards Authority ruled that travel website TripAdvisor must cease claiming that it offers “honest, real, or trusted” reviews from “real travelers” since they are unable to assure consumers that all review content was genuine. Even when incentives are disclosed, incentivized reviews are often viewed with suspicion and are discounted as a means of correcting for presumed reviewer bias, even if the reviewer was not biased by the incentive (Du Plessis, Stephen, Bart, & Gonclaves, 2016). Taken together, we argue that incentivized reviews will decrease reviewer trustworthiness, and consequently, purchase intentions. Cultural Differences Existing work on the effects of review source and incentives have, at least implicitly, assumed that its effects hold globally and failed to consider individual or cultural moderating factors. In particular, individualistic and collectivistic cultures differ in their perceptions of trust violations: collectivists tend to become less trusting after experiencing a violation from in-group rather than out-group members; individualists’ trust levels are less affected by violations from in-group members (Fulmer, Gelfand, 2010; van Hoorn, 2015). In the context of our research, incentivized reviews could be regarded as trust violation, where reviewers no longer act altruistically to provide honest reviews. Thus, we posit that incentives could moderate the effects that reviews from friends have on perceived trustworthiness, and consequently, purchase intention in collective cultures (i.e. Taiwanese participants). In contrast, we expect to replicate the results of previous research where reviews from friends increases reviewer trustworthiness and purchase intentions; while incentivized reviews decreases reviewer trustworthiness and purchase intentions. Formally, we hypothesize that: Hypothesis 1a (H1a): Reviews from friends will be considered as more trustworthy than review from strangers amongst American participants. Hypothesis 1b (H1b): American participants will be more likely to purchase products reviewed by friends than strangers. Hypothesis 2a (H2a): Amongst American participants, reviewers providing incentivized reviews will be perceived as less trustworthy than reviewers providing non-incentivized reviews. Hypothesis 2b (H2b): American participants will be less likely to purchase products from incentivized reviews than non-incentivized reviews. Hypothesis 3a (H3a): Amongst Taiwanese participants, when reviews are not incentivized, reviews from friends will be considered more trustworthy than reviews from strangers. The effect will be attenuated when reviews are incentivized. Hypothesis 3b (H3b): Taiwanese participants will be more willing to purchase products reviewed by friends than strangers when the reviews are not incentivized. The effect will be attenuated when reviews are incentivized. Method Participants and Design Three hundred and sixteen participants (50% female, 18-85 years old) were recruited on Qualtrics for nominal payment. Half of the participants were American and completed the survey in English while the rest were Taiwanese and completed the survey in Mandarin. A 2 (review source: stranger vs. friend) x 2 (incentive: no incentive vs. incentivized review) x 2 (nationality: USA vs. Taiwan) mixed design was adopted with source and incentive manipulated within-subject and nationality manipulated between-subjects. Procedure All participants were instructed to assume that they were travelling to London, and was searching for a hotel to stay for a couple of days. They were then presented with four hotel reviews. Both source and incentive were manipulated within-subjects. Source of the reviews was either a friend or a stranger. Reviews were either not incentivized or incentivized where the reviewer was given discount on their stay for leaving a review. To prevent order effects, the reviews were presented in random order. All reviews were 4 out 5 stars reviews, were generally positive, and were dated at a similar time. Measures After every review, participants indicated purchase intention on two items (e.g. “After reading this review, I feel like booking this hotel.”; “If there is a chance, I will book this hotel.”) on a 7-point scale (1 = strongly disagree, 7 = strongly agree)(Kim, Park, & Lee, 2013). Participants also rated how much they trusted the reviewer on a 7-point scale (1 = strongly disagree, 7 = strongly agree) on three items (e.g. “I trust this reviewer to choose a hotel for me.”; “I have confidence in this reviewer.”; “I believe this reviewer is being honest.”) (Smith, Menon, & Sivakumar, 2005). Individualism/collectivism as well as uncertainty avoidance was assessed using a 3-item measure (e.g. “Individuals should stick with the group even through difficulties.”; “It’s important to closely follow instruction and procedures.”) (Yoo, Donthu, & Lenartowicz, 2011) with a 7-point Likert scale (1= strongly disagree, 7 = strongly agree) Results Outliers were removed using Stem and Leaf plots, leaving 295 participants, 148 Taiwanese participants and 149 American participants (50% female, 18 to 85 years old). Contrary to previous research (Hofstede Insights, 2018), American participants (M = 6.07, SD = 0.96) scored significantly higher on the uncertainty avoidance scale than their Taiwanese counterparts (M = 5.56, SD = 1.01). In addition, American participants (M = 5.00, SD = 1.35) did not score significantly higher on the individualism/collectivism scale than their Taiwanese counterparts (M = 5.08, SD = 1.23). As predicted in Hypothesis 1a, a 2 (review source: stranger vs. friend) x 2 (incentive: no incentive vs. incentivized review) on reviewer trustworthiness revealed a significant main effect of review source, F(1, 146) = 25.34, p =.00, where friends (M = 5.34, SD = 1.19) were significantly more trustworthy than strangers (M = 4.97, SD =1.24) amongst USA participants. In line with H2a, there was also a significant main effect of incentive, where non-incentivized reviews (M = 5.24, SD = 1.21) were considered more trustworthy than incentivized reviews (M = 5.07, SD = 1.22), F(1,146)=6.43, p =.01. There was no significant interaction effect, F <1. Amongst the Taiwanese participants, a 2 (review source: stranger vs. friend) x 2 (incentive: no incentive vs. incentivized review) on reviewer trustworthiness revealed a significant main effect of review source, F(1, 147) = 13.02, p =.00, and incentive, F(1,147)=6.43, p =.01, qualified by the predicted interaction, F(1,147)=3.77, p =.05. Consistent with our predictions (H3a), when reviews were not incentivized, friends (M = 5.41, SD = 1.08) were significantly more trustworthy than strangers (M = 5.15, SD = 1.10), F(1,147)=15.63, p=.00. However, when reviewers were incentivized, friends (M = 5.20, SD = 1.05) were just as trustworthy as strangers (M = 5.09, SD = 1.15, F(1,147) = 1.85, p =.18. As predicted (H1b), amongst USA participants, a 2 (review source: stranger vs. friend) x 2 (incentive: no incentive vs. incentivized review) on purchase intention revealed a significant main effect of review source, F(1, 146) = 4.46, p =.04, where reviews from friends (M = 5.40, SD = 1.20) elicited higher purchase intentions than reviews from strangers (M = 5.27, SD =1.20). Contrary to Hypothesis 2b, there was no main effect of incentive, F(1,146) = 1.34, p =.25, nor interaction, F<1. Amongst Taiwanese participants, a 2 (review source: stranger vs. friend) x 2 (incentive: no incentive vs. incentivized review) on purchase intention revealed a significant main effect of incentive where non-incentivized reviews (M = 5.49, SD = 0.94) elicited greater purchase intentions than incentivized reviews (M = 5.39, SD = 0.98), F(1,147) =3.74, p=.06. There was no main effect of source, F(1,147)= 2.31, p = .13 nor an interaction effect, F(1,147) = 1.81, p =.18. In line with our hypothesis (H3b), planned contrasts revealed that when reviews are not incentivized, friends (M = 5.55, SD = 0.96) elicited significantly higher purchase intention than strangers (M = 5.42, SD = 0.95), F(1,147) = 5.73, p =.01. In contrast, when reviews were incentivized, friends (M = 5.40, SD = 0.94) elicited as much purchase intention as strangers (M = 5.38, SD = 1.02), F<1. Discussion Given the ever-important role of user-generated online reviews in consumer decisionmaking, it is necessary to understand how review sources and incentives affects perceptions of trust and purchase intentions, especially across cultures. Our study demonstrates how review sources and incentives affect reviewer trustworthiness and purchase intentions differently across individualistic versus collectivistic cultures. Specifically, review source and incentives affect reviewer trustworthiness independently in Americans. Friends are considered more trustworthy than strangers, and non-incentivized reviews are considered more trustworthy than incentivized reviews. In contrast, the effect of review source on reviewer trustworthiness is moderated by incentive in Taiwanese participants. In particular, friends are considered more trustworthy than stranger only when reviews are not incentivized. When reviews are incentivized, trust seems to be violated, and friends are regarded as just as trustworthy as random strangers. Our contributions to the UGC literature are twofold. To date, research on UGC have largely ignored the role of culture and nationality (as well as individual differences, more broadly) can play. This potentially concerning since the proliferation of UGC are not limited to a Western sample. Our work highlights how culture can complicate findings in the UGC literature, and suggests a need to better consider the role culture plays. In addition, our research specifies the specific mechanism through which culture might influence the effect of review source and incentives affect purchase intention, trustworthiness. Additional studies will be conducted to examine how and why incentives are deemed as trust violations and reduce purchase intentions when accepted by friendly reviewers in collectivist cultures. Moreover, we will attempt to detangle trust in the reviewer versus review.

Following the 2008 financial crisis, globalized markets in North America and Europe experience a shift in public opinion toward a renunciation of globalization and a reorientation toward traditional (domestic) values. Responding to this paradigm change, multi-national corporations (MNCs) face the decision of whether (a) to continue to pursue global branding strategies or (b) to align their global brands with local consumer cultures. This decision requires an understanding of how the degree of market globalization relates to consumer preferences. The present study draws on signaling theory to empirically investigate (a) the relative impact of a brand’s globalness (i.e., perceived brand globalness) and its cultural market alignment (i.e., perceived cultural symbolism) in eliciting perceptions of brand credibility and brand quality (b) across two countries that differ regarding their degree of market globalization (Germany and South Korea). Findings indicate that the signaling value of global brands, as a function of their market reach, is greater in globalizing markets than in globalized markets, whereas the signaling value associated with cultural market alignment is greater in globalized markets than in globalizing markets. Implications of the findings for theory and practice are considered.

Consumption practices for self-construction and impression management have been widely studied. However, most research adopts snap-shot, cross-sectional views and focuses mainly on leisure and home settings, giving little attention to the mundane context of workplace. Building on the works of Goffman and Bourdieu, this study takes an over-time view to understand how professionals acquire cultural capital related resources and practices for impression management over their career life. Based on retrospective narrative inquiries (Davies & Fitchett, 2015) and a novel on-route walking-with interview (Richardson, 2015) to capture bodily and other affective resonances, this paper reports on our analysis so far with ten senior executives in Hong Kong, as part of an on-going study. Mutability and agency are key to understand the biographical evolution of cultural capital for impression management. Exclusive resources and practices, such as grooming styles and dining choices, are found as ‘class-markers’ in the workplace (Bourdieu 1984), which also keep changing over people’s career life. With thin cultural capital, junior executives can only rely on extrinsic ‘sign vehicles’ (Goffman 1959) such as appearance and surface diligence to extend their work identity (Belk, 1988; Tian and Belk 2005). Over time, when cultural capital is accumulated through accrued learning and socialization (Bourdieu, 1977; Skeggs, 2004), senior executives climb up the career ladder by building up embodied habitus to differentiate themselves through more intrinsic competence and practices, such as discourse and decisive judgement. The study also reflects the field-specific nature of cultural capital (Bourdieu & Wacquant, 1992) and finds that resources valued in one field could become liabilities or capital shocks in another. Such ‘embodied hysteresis’ is found attributable to the rupture between the changing field conditions (McDonough & Polzer, 2012) and we example how executives struggle with self-field incongruity when switching workplaces. Lastly, the study reveals that the workplace is itself a potent ground for learning embodied competences for workplace consumption and practices. Secondary socialization through observation of the referenced others and continuous self-reflection is found to be a crucial source of acquiring cultural capital for self-presentation.

Foods play important roles in Chinese gift giving behavior; they contain abundant symbolic and semiotics meanings. Typical food products are exchange during festivals, commercial intercourse, and other social intercourse occasion. The purpose of study is to investigate how the meanings and values of food gifts affect gift-giving behavior under Chinese cultural context. Qualitative in-depth interviews are applied, eighteen participants from food gift industry, academic field and consumers are invited in the study, and qualitative data analysis framework is designed based on Sheth’s consumption values theory. We find that food gifts cover function value, emotional value, social value, epistemic value and conditional value. Gift values are explained by givers and recipients during gift-giving process. Gift-giving occasion, gift-giving purpose, relationship between givers and recipients are influence the value of gift. Study provides some practical recommendation for food products design and marketing.

Environmental issues, especially water and air pollution, are harmful results from an overconsumption of fossil fuels as well as various industrial sewage water discharge. Nowadays, environment friendly purchasing behaviour of consumers has been regarded as an effective method for alleviating environmental problems. Due to concerns about the natural environment, consumers show favourable attitude towards environment friendly products, and as a result, are more likely to purchase green products. However, consumers’ green purchasing behaviour varies across nations and cultures. This study aims to reveal how the endorsement of cultural values influences the green purchasing behaviour of Chinese consumers. As consumers’ lifestyle is deeply rooted in culture values, this study examines the mediating effects of four different dimensions of lifestyle. Meanwhile, environmental knowledge is considered as a moderating variable in order to investigate the relationship between cultural values and green purchasing intention. Data is collected from Chinese consumers. Empirical results reveal that the Chinese cultural values (specifically, the Doctrine of the Mean) is positively associated with green purchasing intention, while leadership and development consciousness play mediating roles. The moderating effects of environmental knowledge are found in the influence of leadership as well as development consciousness on green purchasing intention. The findings of this study have academic contributions and practical implications. Manufacturers and retailers can effectively adapt marketing strategies to cultural peculiarities to increase profitability and competitiveness.

China is the world’s largest social network market in the world. The importance of tapping this massive market with rapid growth rate can’t be overstated. It has been widely acknowledged that culture is a significant variable in consumer attitudes and consumer behavior. Given that culture may influence individual’s interaction and consumption through social media, it is imperative to examine cultures’ influence in social media usage where much of the information is usually user generated. Traditionally, demographics like age, gender, education etc., are also considered as the key socioeconomic factors determining consumers’ media selection and buying decisions. To fill the research gap, this study is designed 1) to investigate the relationship between cultural dimensions and social media usages in China by introducing mediating factors of attitudes toward social media; 2) to investigate the role of individual characteristics (e.g., gender and living location) play on social networks usage in China. Pretest among small groups was first conducted for the purpose of scale validity evaluation. Later, a translation and back-translation method was employed to achieve the translation equivalence. A random stratified sample was obtained from an online panel in China in January 2018. A computer-assisted web interviews was conducted with adults age above 18. Total 600 usable samples were obtained in China in January 2018. The findings of this study evidenced the important role culture plays in defining the social context within which individuals behave. The result showed a strong positive relationship between power distance and negative attitude toward social media. This study also found a negative relationship between masculinity and using social media for direct purchase. The finding supports the fact that social networking, which has a strong focus on relationship building, is a relatively feminine value. Thus, the members of social networking, which espouses feminine values, demonstrate a more social orientation and expectation of shared values. Marketers need to ensure that they make their social media outlets user friendly and their spaces encourage communication and connectedness for their users.

Western social media platforms like Facebook, YouTube, etc are banned in China. In their places, Weibo, WeChat, Youku and more are the main social media channels in China and thus the main battlefields of social marketing for brands entering China Market. WeChat is the largest social network in China, with over 900 million users daily, for nearly all types of services, including booking flights, restaurant table reservation, shopping, paying bills, etc. To cater the needs of the new generation of Chinese digital natives, a mobile app eM++ was developed that creates new customer services and enables tailored fashion marketing. This new mobile app eM++ works well in China, will this be also well received in other countries? This research investigates consumers’ perception of this new fashion e-tailoring e-shopping concept in UK. Will this type of e-tailored services be welcome in UK? Will consumers welcome this type of e-shopping service in UK? Or they prefer the traditional way of tailoring and shopping? Which social media platforms should be used for promotion? The sample population of this research covers both male and females from China and UK aged 18 years old or above with experience of searching and/or buying clothing items online. Convenient sampling and snow-balling sampling methods are used. In UK, recruitment of volunteers for this project will be via emails to colleagues and previous students, as well as via posters of recruiting volunteers for this project posted on campus. Details of the project and experiment will be included in both emails and posters. Volunteered participants are asked to answer a pre-experiment online questionnaire. Based on their answers, suitable participants will be invited to participate the experimental part (which is trying a fashion app and then answer the post-experiment questionnaire). Participants successfully completed the experiment and post-experiment questionnaire will be given their own body measurements with a 3D model in user’s customised shape, as well as a discount coupon for future use when the app is officially launched. This research will have mainly quantitative data analysis, SPSS will be used to analyse the data. There will have a few open-ended questions that qualitative data analysis method will be employed. This research will explore the feasibility of this service in UK and formulate a cross-cultural comparison between China and UK.

Consumer arrogance is conceptualized and defined by Ruvio & Shoham (2016) as people's proclivity for demonstrating their social superiority through the acquisition, utilization, or display of consumer goods. This new notion rooted from the symbolic meaning of consumption that suggesting consumers use products as symbols to create self-identity, to maintain their self-concept, to express their self, to convey personal and social achievements and to reflect their social status to others (Holman, 1981; Belk, 1988; Hirschman & LaBarbera, 1990). This research examines the cross-cultural validity of the Ruvio & Shoham‘s (2016) consumer arrogance scale in Turkey and Romania. Data were collected from 192 Turkish and 176 Romanian students. Confirmatory factor analysis was used to test the four-factor solution. The scale demonstrates internal consistency and validity within the two countries and across countries. The cross-cultural validation tested via configural, metric and covariance methods. The results indicated that the consumer arrogance scale is consistent across countries and it can be established as a second order construct. The nomological validity with structural equation modelling results support that consumer arrogance is predicted by materialism in both countries. This cross-national study extended consumer arrogance scale in a collectivist cultural setting and contributes to enriching cross-cultural validation research as well as consumer behavior understanding.

This research addresses an important, yet under-researched, issue concerning the management of loyalty programs (LPs) in the era of globalization: how to effectively motivate LP members from different cultures to continue the reward pursuit process. Drawing on cross-cultural research and regulatory fit theory, we identify feedback framing as a low-cost, easy-to-implement strategy for building program loyalty across cultures. Two cross-cultural studies confirm all the hypotheses about the effects of feedback framing. Overall, this research advances theoretical understanding of reward pursuit behavior across cultures and offers practical advice for managing LPs in different cultural contexts.

Scholars, policymakers, and cultural organizations have studied cultural tourism destinations (e.g., historical, artistic, or lifestyle/heritage offerings) from different perspectives since the late 1990s. However, the current tourism literature contains gaps can be further narrowed by studying cultural tourism destinations from tourists’ perspectives. To narrow the gaps in the literature, this study adapted the M-R model to examine the influence of experimental value variables (i.e., service staff excellence, aesthetic, playfulness, and consumer return on investment) on tourists’ satisfaction. Additionally, it investigates how on-site activity involvement moderates the relationship between tourists’ satisfaction and their sense of belonging. Drawing on a survey of over 500 Taiwanese tourists, our findings reveal that service staff excellence, aesthetics, and playfulness influence tourist’ satisfaction, which in turn, can affect their sense of belonging. Furthermore, sense of belong can positively affect tourists’ behavioral intentions, which is measured by their intentions to revisited and recommend. As for the moderating effect of on-site activity involvement, this research find it can positively moderate the relationship between satisfaction and sense of belonging. Several implications of the study are identified, and avenues for future research are suggested.