Dongjin Li

Bio: Dongjin Li is an academic researcher from Nankai University. The author has contributed to research in topics: Scarcity & Social relation. The author has an hindex of 3, co-authored 4 publications receiving 141 citations.

The influence of subjective characteristics of social network sites on consumers' word-of-mouth sharing

Abstract: The purpose of this paper is to examine how subjective characteristics of social network sites (SNSs) affect consumers' positive and negative word-of-mouth (WOM) sharing.,The data used for this study were obtained from an online survey with a sample size of 369 consumers. Structural equation modeling was performed to test hypotheses and examine the research questions.,The authors found that the perceived anonymity of an SNS is negatively correlated with its perceived interpersonal closeness of friends, and the number of friends in an SNS is positively correlated with its perceived interpersonal closeness of friends. With regard to positive WOM, the perceived anonymity of the SNS has a significant negative influence on consumers' WOM, and both perceived interpersonal closeness and the number of friends have a significant positive influence on consumers' WOM. But, in the case of negative WOM, only perceived interpersonal closeness of friends has a significant positive influence on consumers' WOM.,When attempting to promote positive WOM, marketers should choose consumers who possess the “right” subjective characteristics of SNSs (i.e. low anonymity, high interpersonal closeness of friends and a large number of friends). At the same time, marketers should monitor the emergence of consumers' negative WOM, especially those consumers who have a high level of interpersonal closeness of friends in SNSs, and respond to the content of negative WOM without delay.,This study investigates the influence that subjective characteristics of SNSs have on consumers' WOM sharing and therefore contributes to the literature on the antecedents of WOM generation and also contributes to the research that compares positive WOM with its negative counterpart.

Are benefits of others important? The interaction effect of moral identity and construal level on green consumption

Abstract: The purpose of this paper is to examine the interaction effect of moral identity and construal level on consumer green consumption and the mediating role of pro-environmental self-accountability.,The authors examined the hypotheses in two experiment studies. In study 1, the authors measured participants’ chronic individual difference of moral identity and primed construal level. In study 2, the authors primed moral identity and measured chronic individual difference of construal level. The authors also measured pro-environmental self-accountability in these two studies.,The results reveal that construal level moderates the relationship between moral identity and consumer green consumption, specifically, when consumers are induced a high construal level, moral identity has no effect on consumer green consumption, while when consumers are induced a low construal level, moral identity has a positive effect on consumer green consumption; the interaction of moral identity and construal level on green consumption is mediated by pro-environmental self-accountability.,This research enriches the literature on how to improve consumer green consumption, and thus has some managerial and public policy implications. But the authors only chose students as participants and the dependent measures are also limited. Future research can choose other type of sample and other dependent measures to test the generalization of the conclusion.,Prior literature of green consumption lacks research on mediation mechanism. Due to prior literature gaps, the authors integrate social-cognitive perspective moral identity theory, especially the in-group circle expansion of moral identity, and construal level theory to investigate the moderating effect of construal level on the relationship between moral identity and green consumption and the mediation effect of pro-environmental self-accountability.

The Multipurpose Application WeChat: A Review on Recent Research.

Abstract: With currently over one billion monthly active users, the Chinese social media and multi-purpose application WeChat (微信,Wēixin, micro-message) has become one of the world’s most popular social media platforms. Despite its enormous number of users in Asia, WeChat is still not well-known in Western countries. Against this background, the present review aims to provide the reader with a comprehensive overview on the functionality of this application, comparison with other popular applications such as Facebook/WhatsApp and previous research. Although WeChat has become an integral part of everyday life for many users, research has only recently begun to examine the impact of this development on the societal and individual level. The present review summarizes literature on this topic with a focus on the motives to engage in using the app and potential detrimental effects of excessive use. In the context of the growing popularity and increasing usage times of the app – in particular in Asian countries – future research seems warranted to systematically examine how social media platforms such as WeChat will affect interpersonal communication behavior, well-being and mental health. Of high importance will be also the direct comparison of WeChat’s influence on the mentioned variables compared to its competitors Facebook and WhatsApp often used in Western countries.

Antecedents of customers’ acceptance of artificially intelligent robotic device use in hospitality services

Abstract: This study examines the antecedents of customers’ willingness and objection to use artificially intelligent robotic devices in hospitality services (full-service and limited-service hotels). Drawin...

Antecedents and consequences of customer engagement on Facebook: An attachment theory perspective

Abstract: Marketing researchers have usually studied consumers’ attachment to brands from an emotional bonding perspective. However, the purpose of this study is to show that attachment to objects is not only limited to bonding. Thus, the authors conceptualised the attachment theory from two perspectives: bonding-based and identity-based attachment. In addition, the study further seeks to identify the elements of each component and examine how these elements drive customer engagement on a brand’s Facebook page while assessing some consumer-related outcomes of customer engagement on Facebook.,Using an online survey, the authors examined antecedents of customer engagement on Facebook and the outcomes of engagement behaviours among 649 respondents. Structural equation modelling was used in analysing the data.,The results of the study show that consumers’ attachment to a brand drives them to engage the brand on the brand’s Facebook page. The results also show that the consumer engagement of brands on Facebook results in positive user-generated contents and consumer involvement.,Managerially, the attachment theory provides value for marketers in terms of evaluating customer–brand relationships and how such a relationship can yield positive results.,This study expands how the attachment theory has been conceptualised and applied in the marketing literature. The study shows that consumer attachment to brands is identity-based in addition to being bonding-based.