Influencing factors for potential bike-sharing users: an empirical analysis during the COVID-19 pandemic

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.

Self-referencing and consumer evaluations of larger-sized female models : a weight locus of control perspective

Unraveling sustainable behaviors in the sharing economy: An empirical study of bicycle-sharing in China

Urban mobility has been severely impacted by the coronavirus pandemic, with public transport (PT) particularly affected due to infection risks and fears. The promotion of alternative modes of transport such as bike sharing systems (BSS) has gained a new drive as a possible way of providing an alternative to PT and limit a potential surge in private car use. In this study, we provide insights on the motivations for using bike sharing during the COVID-19 pandemic through a survey to the BSS users of Lisbon (entitled GIRA). Before the coronavirus pandemic, the most influential motivations were those connected to the BSS' Service Coverage & Quality (such as the convenient location of BSS stations near the users' destinations or the availability of shared e-bikes) as well as to the Personal Interests & Well-being of BSS users (namely the pleasure of cycling as well as the perceived environmental and health benefits). With the emergence of the COVID-19 pandemic, although the motivations of Service Coverage & Quality continue to be the most valued by respondents, the motivations associated with using BSS to avoid PT and to maintain a social distance during the trip are now as important as the motivations linked to Personal Interests & Well-being. Furthermore, new users who have joined bike sharing during COVID-19 give more importance to the Social Influence (such as seeing other people using the system or the influence of their social circle) comparatively to those who were already users before the pandemic and continue to use BSS. This research provides evidence on the importance of bike sharing to the resilience of urban transport systems, particularly during disruptive public health crises. It supports that BSS should continue to operate during the coronavirus pandemic as such systems offer a transport alternative to PT that is perceived to be capable of preserving a physical distance.

The motivations for using bike sharing during the COVID-19 pandemic: Insights from Lisbon.

The effects of ad social and personal relevance on consumer ad engagement on social media: The moderating role of platform trust

Extrinsic and intrinsic motivations as predictors of bicycle sharing usage intention: An empirical study for Tianjin, China

Can scarcity of products promote or restrain consumers' word-of-mouth in social networks? The moderating roles of products' social visibility and consumers' self-construal

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.

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

The objective of this study is to examine the effect of human model facial presentation (a smiling facial expression vs a neutral facial expression vs no facial presentation) on consumers' approach behavior and to determine the mechanism and boundary conditions behind such effects.,The research consisted of four laboratory experiments.,The results of four studies showed that a smiling facial expression led to the highest score for approach behavior. Pleasure and arousal mediated the effect of facial presentation on approach behavior. In the relationship between facial presentation and approach behavior, the moderating effects of emotional receptivity and the situation were significant. To be specific, for participants with high emotional receptivity, smiling facial expressions led to the highest approach behavior; for participants with low emotional receptivity, neutral expressions led to the highest approach behavior. In a browsing situation, the approach behavior of participants in response to a smiling facial expression was the highest. However, no significant differences were found in approach behavior under the three conditions regarding a purchasing situation.,This study supplements the literature on human model presentation and enriches the study of facial expressions.

Is a smiling model better? A study based on apparel e-retailers

The development of digital technology enables advertising information to be pushed precisely to suitable consumers, thus achieving advertising targeting. Ad push timing can significantly impact ad click-through rates when advertisers push targeted ads based on consumers' online behavioral data. By conducting two studies, the authors found that pushing targeted ads before a consumer's purchase resulted in higher browsing intention than after purchase. This process is mediated in parallel by the perceived usefulness of ad information and anticipated regret after browsing the ad. When the purchase decision is irreversible (vs. reversible), or the repeatability of a purchase decision is low (vs. high), the impact of pushing time on consumers' advertising browsing intention will increase. In addition, the cost of decision reversal affects consumers' intention to browse ads. Consumers' intention to browse targeted ads is lower when the cost of decision reversal is high. Consumers' anticipated regret can effectively explain the aforementioned influence and moderating effects.

Yan Li

Papers

Extrinsic and intrinsic motivations as predictors of bicycle sharing usage intention: An empirical study for Tianjin, China

Can scarcity of products promote or restrain consumers' word-of-mouth in social networks? The moderating roles of products' social visibility and consumers' self-construal

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

Is a smiling model better? A study based on apparel e-retailers

The Impact of Targeted Online Advertising's Pushing Time on Consumers' Browsing Intention