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Ruijuan Wu

Bio: Ruijuan Wu is an academic researcher from Tianjin University of Technology. The author has contributed to research in topics: Psychology & Advertising. The author has an hindex of 4, co-authored 9 publications receiving 59 citations.

Papers
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Journal ArticleDOI
TL;DR: In this article, the authors examined the effects of extrinsic and intrinsic motivation on bicycle sharing taking a bicycle is useful and an enjoyable social activity; thus, the current study used perceived usefulness and enjoyment together strongly explained what influenced the usage intention toward bicycle sharing.

39 citations

Journal ArticleDOI
TL;DR: In this paper, the authors argued that imagery in hybrid reviews is the information that adds more diagnostic value to online reviews and thus makes the reviews more helpful, and the superiority effect of hybrid reviews on perceived helpfulness was found to be contingent on the review extremity and viewing tasks.
Abstract: The hybrid review format (verbal reviews accompanied by pictures) is increasingly prevalent in online consumer reviews. However, the mechanism behind the superiority effect of hybrid reviews is still unclear. Unlike previous studies based on information processing theory that emphasize the imagery‐provoking ability of the verbal information, we contend that imagery in hybrid reviews is the information that adds more diagnostic value to online reviews and thus makes the reviews more helpful. Our experimental studies found that hybrid reviews were perceived as more helpful than word‐only reviews, and this effect was explained by the perceived amount of information. Moreover, the superiority effect of hybrid reviews on perceived helpfulness was found to be contingent on the review extremity and viewing tasks. These results confirmed our hypothesis of picture as information, explaining the superiority effect of hybrid reviews and pinpointed the conditions under which such an effect would occur or disappear.

27 citations

Journal ArticleDOI
TL;DR: This article investigated the effect of emoji meaning multipleness on review helpfulness through two experiments and found that multiple meaning emojis lead to less helpful perception, but user expertise with emoji moderates such an effect.
Abstract: Emoji is widely used in electronic word of mouth (eWOM) and online consumer reviews across various social media platforms and online retailers, but the boundary condition of its effect on perceived helpfulness and its underlying mechanisms have not been examined in the extant literature. This research investigates the effect of emoji meaning multipleness on review helpfulness through two experiments. The results show that multiple meaning emojis lead to less helpful perception, but user expertise with emojis moderates such an effect. Further, processing fluency plays the mediating role, explaining the relationship between emoji meaning multipleness and perceived review helpfulness. The findings of the present research offer important insights into the underlying mechanisms and boundary conditions of the effective use of emoji in eWOM or online reviews.

21 citations

Journal ArticleDOI
TL;DR: In this article, the authors investigated the relationship between regret and negative word of mouth (NWOM) and found that consumers who experience O-regret transmit more negative word-of-mouth than those who experience Sregret.
Abstract: Purpose This study aims to distinguish two regret conditions, other-blame regret (O-regret) and self-blame regret (S-regret), and investigate the underlying mechanism and boundary conditions of the relationship between regret and negative word of mouth (NWOM). Design/methodology/approach Four experiments and one survey study test hypotheses regarding how O-regret and S-regret influence NWOM through mediating mechanism of anger and sadness and how the impact of regret on NWOM is moderated by boundary conditions. Findings The results show that consumers who experience O-regret transmit more NWOM than those who experience S-regret. Anger is a dominant emotion when consumers experience O-regret and mediates the impact of regret on NWOM, and sadness is a dominant emotion when consumers experience S-regret and mediates the impact of regret on NWOM. In addition, purchased price (full vs discount price), regret context (private vs public context) and return policy (strict vs lenient policy) are found to moderate the effect of regret on NWOM. Research limitations/implications This study was conducted in China, which has a unique business environment that may differ from other countries. Therefore, this research opens a new avenue to further examine such a phenomenon in countries where a more lenient return policy is a standard business practice. Cross-nation studies comparing how different return policies and other business environment conditions are warranted in future research. Practical implications The study provides several insights for marketers considering the management of NWOM by understanding consumer O-regret and S-regret in either online or offline retailing situations. Originality/value This paper contributes to the extant literature by distinguishing different outcome regrets. The theoretical conceptualization and empirical findings shed further lights on the relationship between regret and other negative emotions and how O-regret and S-regret lead to different impacts on NWOM through different paths of mediation mechanism.

20 citations

Journal ArticleDOI
TL;DR: It is revealed that the interpersonally oriented social visibility of scarce products has an inverted “U” type influence on consumers' perceived utility.

17 citations


Cited by
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Journal ArticleDOI
TL;DR: In this paper, a framework is developed with the following key decision areas: assortment and inventory, distribution and delivery, and returns, which affect both the customer journey and the product flow.

82 citations

Posted Content
TL;DR: The authors found that reviews with extremely negative ratings are more likely to be helpful when the review is long and easy to read and when the reviewer is an expert or discloses his identity (geographical origin).
Abstract: Online customer reviews (OCRs) are increasingly used by travelers to inform their purchase decisions. However, the vast amount of reviews available nowadays may increase travellers' effort in information processing. In order to facilitate traveller's decisions, social commerce organizations must help travellers rapidly identify the most helpful reviews to reduce their cognitive effort. Academic literature has often documented that negative reviews are judged as helpful by consumers. However, extremely negative reviews are not always perceived as such. This study is the first that unveils what factors moderate the influence of extremely negative reviews on review helpfulness. The study has adopted a sample of 7,455 online customer reviews of hotels to test hypotheses. Findings show that reviews with extremely negative ratings are more likely to be helpful when the review is long and easy to read and when the reviewer is an expert or discloses his identity (geographical origin).

72 citations

Journal ArticleDOI
TL;DR: In this paper, the authors synthesize findings from existing studies on eWOM by using meta-analysis, which will help to reconcile conflicting findings of factors affecting consumers' intention to engage in e-word of mouth (eWOM) communications.
Abstract: Numerous studies have examined factors influencing electronic word of mouth (eWOM) providing behaviour. The volume of extant research and inconsistency in some of the findings makes it useful to develop an all-encompassing model synthesising results. Therefore, the purpose of this study is to synthesise findings from existing studies on eWOM by using meta-analysis, which will help to reconcile conflicting findings of factors affecting consumers’ intention to engage in eWOM communications.,The findings from 51 studies were used for meta-analysis, which was undertaken using comprehensive meta-analysis software.,Factors affecting eWOM providing behaviour were divided into four groups: personal conditions, social conditions, perceptual conditions and consumption-based conditions. The results of the meta-analysis showed that out of 20 identified relationships, 16 were found to be significant (opinion seeking, information usefulness, trust in web eWOM services, economic incentive, customer satisfaction, loyalty, brand attitude, altruism, affective commitment, normative commitment, opinion leadership, self-enhancement, information influence, tie strength, homophily and community identity).,One of the limitations of this study is that the studies for this research were collected the only form from Web of Science, Scopus and Business Source such as databases, which result in a limited number of studies available for weight and meta-analysis. A wider range of databases should be used by future research. Also, this study only considered quantitative studies and excluded qualitative studies. Thus, future studies could include both types of studies in the meta-analysis.,By focussing on the best predictors of intention to provide eWOM communications (e.g. self-enhancement and trust in web eWOM services) managers can improve reader engagement and information assimilation. Knowing motivations to engage in eWOM helps platform operators design their service in a more customer-oriented way. By better understanding motivations to engage in eWOM communications marketers and researchers can influence individuals’ online information assimilation which can affect consumer purchase decisions, customer loyalty and consumer commitment to the community.,Applying meta-analysis helped the reconciliation of conflicting findings, enabled investigation of the strengths of the relationships between motivations and eWOM providing behaviour and offered a consolidated view. The results of this study facilitate the advancement of current knowledge of information dissemination on the internet, which can influence consumer purchase intention and loyalty.

65 citations

Journal ArticleDOI
TL;DR: This work has identified the factors that facilitate the extensive adoption of bike-sharing and seen how consumers’ habits have changed, comparing them in the pre- and post-COVID-19 lockdown periods and highlighting the health benefits for both potential and current users.

64 citations

01 Jan 2007
TL;DR: For instance, this paper found that people who believe they can control their weight respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing.
Abstract: In two experiments, we show that the beliefs women have about the controllability of their weight (i.e., weight locus of control) influences their responses to advertisements featuring a larger-sized female model or a slim female model. Further, we examine self-referencing as a mechanism for these effects. Specifically, people who believe they can control their weight (“internals”), respond most favorably to slim models in advertising, and this favorable response is mediated by self-referencing. In contrast, people who feel powerless about their weight (“externals”), self-reference larger-sized models, but only prefer larger-sized models when the advertisement is for a non-fattening product. For fattening products, they exhibit a similar preference for larger-sized models and slim models. Together, these experiments shed light on the effect of model body size and the role of weight locus of control in influencing consumer attitudes.

53 citations