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As luxury brand consumption is rapidly expanding and dominant in global luxury market, it becomes very critical to understand Chinese consumers’ luxury consumption pattern. Under this circumstance, this study focuses on Chinese consumers' luxury brand attachment and its capability of keeping and reinforcing an interactive relationship between consumers and the brand. In this study, perceived quality, and private and social brand identification, as two types of brand identification, are suggested as main components for brand attachment. The authors describe how these sources can relatively influence brand attachment. This paper also examines the moderating effect of regulatory focus. Based upon empirical evidence on a survey of 269 Chinese consumers, this study shows that two types of brand identification components and perceived quality are positively related to brand attachment. Importantly, private brand identification exerts the most significant influence on brand attachment among three consumer characteristics factors. Although perceived quality and social brand identification have influence on, their impacts are less than that of private brand identification. Furthermore, regulatory focus is shown to be a significant moderating determinant in the relation of social brand identification and brand attachment. This study shed new light on luxury brand attachment by examining Chinese consumers ranked first on the luxury consumption, and by proposing the strong impact of self-centric brand image on being attached to luxury brands. One more important point is brand managers should take care of regulatory focus as consumers' psychographic characteristics when setting up marketing and brand strategies in China. Consequently, this research will not only enrich theoretical knowledge about Chinese consumers’ luxury purchase behavior, but also assist marketer to develop luxury marketing strategies in China.

In general, the dividend-signaling hypothesis assumes a positive relationship between dividend changes and the price reaction to these changes, or a positive relationship between dividend changes and future firm earnings. This study discusses the effect of pre-listing dividends on IPO underpricing. If the dividend signaling effect exists in Chinese capital markets, there is likely a negative relationship between pre-listing dividends and IPO underpricing. We test the hypothesis using samples collected from Chinese IPO markets from 2009 to 2017. The empirical test results are as follows. First, offering size, period from subscription date to listing date, company size and age, debt ratio, ROE, and lot winning rate significantly influence IPO underpricing. Second, companies that do not pay any pre-IPO dividends display a more serious degree of underpricing, but companies that pay more frequent pre-listing dividends can alleviate the information asymmetry problem and reduce IPO underpricing. Even more surprising, dividends paid two or three years before listing have a negative impact on IPO underpricing, but those paid one year before listing have no influence. Third, we investigated companies that pay dividends only prior to the public offering and those that paid consistent dividends before the IPO separately. The empirical results revealed that dividend payments of those companies that paid consistent dividends have a negative impact on IPO underpricing, but those of companies that pay dividends only prior to the public offering have more severe underpricing. In other words, companies that do not pay consistent dividends before listing issued a lower offer price and paid dividends prior to the public offering for the uncertainty of IPOs. By reviewing both classic and recent literature, we consider that our many-sided discussions on the dividend-signaling hypothesis and IPO underpricing contribute to related future research in this field.

Cyberbullying in China is a highly prevalent online misbehavior and it has received public attention due to its serious consequences. As the cases of people's psychological damage are increasing at a rapid pace due to negative verbal abuse on the Internet, the Chinese government is trying to drastically toughen legal punishment for such malicious comments, monitor them in real time and create a sound Internet communication culture. Cyberbullying involves use of electronic communication technologies to bully other people. Existing studies of cyberbullying on the Internet in China have been conducted on a limited basis, mainly on the exploratory study about the cyberbullying condition and motives for people to write negative comments. Therefore, this study investigates the moderating effect of internet navigation orientation and self-construal level on cyberbullying intention. This study adopts a scenario-based experiment method. After exposed to one of 2 scenarios (negative comments vs. regular comments), participants were asked to answer questions to measure their cyber-bullying intention, and then internet navigation orientation and self-construal level. Out of 210, participants, 193 usable questionnaires were collected and analyzed. The result of two experiments showed that in case of consumers with hedonic and utilitarian navigation, the cyber-bullying intention is higher when there are negative comments. However, in case of consumers with interdependent consumers, cyber-bullying intention is not different between negative comments and regular comments. On the other hand, in case of consumers with independent consumers, cyber-bullying intention is higher in a negative comments situation. The results of this study indicated that if negative comments were encountered on the Internet, the consumer's response would differ, depending on the characteristics of the consumer. The significance of this study is that it investigates the individual characteristics of consumers such as internet navigation orientation and self-construal level that have a discriminatory impact on cyberbullying intentions. It also has revealed that the cyber bullying phenomenon, which has recently been presented as a serious social issue, is differentiated according to the personal characteristics of Chinese consumers and laid the foundation for future research of cyber-bullying in China. In addition, the practical significance of this study is that, for a deeper understanding of cyberbullying behavior, it may suggest ways to reduce the cyberbullying intention for negative comments by verifying that the cyberbullying intentions for negative comments differ depending on consumer personal characteristics.

This study is about the customer experience which has recently been very interested in marketing. The research focused on emotional experience among various dimensions of customer experience. First, emotional experiences were derived from customer experiences based on previous studies. As a research method, PLS structure equation was used to verify this study. The results of this study are summarized as follows. Hypothesis 1 intimacy has a positive effect on satisfaction, hypothesis 2 bond has a positive effect on satisfaction, and hypothesis 3 enjoyment also has a positive effect on satisfaction. Has been shown to affect. Lastly, satisfaction with the hypothesis 4 has a positive effect on return intention. Based on the results of this study, the following implications are provided. First, academic implications were examined by subdividing the emotional experiences of customers. We also used the variable of intimacy among emotional experiences. Next, in general, emotional variables are used as parameters. In this study, the emotional response of pleasure is used as an independent variable to express the pleasure of shopping itself. Explaining the emotional experience of customers by applying intimacy in the field of marketing. The practical implication is that in-store contact employees can lead to customer satisfaction by acting intimately when they respond. It is also important to create an environment where customers can enjoy the shopping itself.

Chinese auto 4S shop which is the focusing object of research in this paper, is unique and interesting auto distribution channel in the world. The 4S means four domains business of Chinese auto shop, i.e., Sales of vehicle, Spare parts supply, Service (mainly after care service), Survey for business feedback. With the slowing growth rate of Chinese economy, the auto sales volume also decreases continuously. Moreover, completion for auto sales are intensifying between Chinese indigenous companies and global companies in Chinese automobile market. At this atmosphere, Chinese auto 4s shops should preserve the profit shrinking from the decline in sales of cars through other business. Chinese auto 4s shops relocate their main business from auto sailing to after care services (A/S). By the way, auto A/S has the property that highly professional knowledge is required, customers are less likely to feel the level of service quality without difficulties. Therefore, the SNS and other social information are usually going to be taken into consideration by customers to predict, estimate or feel the level of service quality. This paper examines the mediator of SNS information which is able to provide significant functions for Chinese customers such as customer information diffusion, experience sharing, and quality evaluation on Chinese auto 4S shops's services. The proxies for service quality of auto 4S shops based on the five dimensions, e.g., tangible, reliability, responsiveness, assurance and empathy in this paper. This paper executes path analyses based on 234 questionnaires by employing a structural equation model. The empirical results show as follows: first, A/S quality has a positive influence on customer satisfaction and loyalty; second, SNS has a positive influence on customer satisfaction; third, SNS has a mediating effect on the relationship between A/S quality and consumer satisfaction. The empirical results suggest that improving 4S shop’s service quality can be a way to get higher market share through enhancing customer’s satisfaction. In addition, Chinese 4S shops should exploit SNS instrument more actively as a tool of relationship-marketing for customer satisfaction. Furthermore, authors argue that vigorous SNS marketing activities can be regarded as a means of the competitive advantage of automobile distribution companies in Chinese auto industry.

Sharing economy is now becoming a crucial economic activity for individuals in all parts of China. As a leader in sharing economy, China is undergoing rapid growth with the support of the central government, which plays an active role in the nation‘s economic development. Many companies in China enter the sharing economy market every year, however, not all are successful. This demonstrates that the boom in sharing economy does not guarantee success for new entrants. Unfortunately, many companies that participate in a sharing economy focus only on strategies and business models that have shown success and ignore the factors behind why some companies fail. Such logical errors foster a dangerous belief that a sharing economy provides high returns for all participants. The two main factors that determine whether a business is successful or not are consumer satisfaction and sustainable intension. This study examines the attractiveness of a sharing economy and its correlation with the intention to use car-sharing services to suggest the future direction of sharing economy. A survey was conducted with 448 users of China's vehicle-sharing services in Tianjin and five surrounding areas, which was followed by an empirical analysis. The analysis results indicated that user convenience, economic benefits, social relationships, and ecological environment affected sustainable usage intention, whereas the risks perceived by service users did not seem to have noticeable effects. This is due to the fact that the benefits of a sharing economy outweighs the potential security and safety risks of using sharing services, such as the potential exposure of personal information or the risk of physical harm. In addition to convenience and economic benefits, a sharing economy offers social and ecological benefits to collaborative consumers. This study has significance in the sense that it proposes alternative suggestions for the sound development and qualitative growth of sharing economy.

Today's rapid development of Internet technology is creating a new paradigm among copyright holders, rights holders, users and distributors. The development of technology affects the development of culture and related industries by distributing works easily and quickly. At the same time, some of the works that were created also infringe on copyrights. This means copyright holders and rights holders suffer economic losses. The Copyright Act has not only protected the rights holders but also protected the users to promote the development and creation of the culture over time. Copyright infringement occurs when a work is used without the permission of the copyright holder. Until now, only direct infringement has been regarded as copyright infringement. However, advances in the Internet and cloning technology have turned copyright infringement into an environment that anyone can easily do. As a result, with the increasing number of situations in which the right does not receive sufficient relief even if directly punishing violators, lawmakers have begun to think about indirect infringement principle. In order to secure the effectiveness of copyrights, the purpose of the indirect infringement principle was to operate as a supplement to the extent that the copyright law was not expanded unfairly. Indirect infringement, unlike direct infringement, is entirely determined by legislative policy whether it must be protected and to what extent it should be viewed as indirect infringement. So the contents of the legislation are bound to differ from country to country. In China, the Internet developed rapidly before the recognition of copyright protection was properly established, for that reason, the Internet was pointed out as the source of copyright infringement as the circulation of works through the Internet use has soared. In order to prevent and supplement such encroachment, the Chinese judiciary has steadily prepared relevant laws to actively recognize indirect encroachment for Internet service providers and P2P providers. In addition, relevant legislation was carried out in various forms. In this study, it can be seen that the Internet service provider's intentional or negligence is judged on the same basis as its indirect infringement judgment.

The purpose of this study is to examine the effect of independent variables on the life satisfaction of new generational rural exodus workers in Chines cities focusing on social capital factors. For this purpose, a social survey was conducted, the sample of which was 335 cases of rural exodus workers working in Shanghai, Nanjing, Ningbo from rural areas of Guangyuan, Sichuan Province. Data analysis was conducted by using SPSS18. The main results are as follows. Residential environment, income, marital status and self-esteem influenced the life satisfaction of workers in terms of demographic and individual character factors. Reciprocity norm, informal participation, private reliance, and informal network were found to be important influential factors in terms of social capital factors, while general norm, formal participation, public reliance, formal network were not significant influential factors. This means that the human relation, so called guansi(關係), is an important factor to influence the life satisfaction of workers and that informal social capital is more influential than formal social capital. The importance of reciprocity norm as the most influential social capital factor means that the traditional mutual support among people are still relevant in the urban lives of new generational rural exodus workers in Chinese cities. In view of the importance of residential environment and informal social capital as the influential factor on the life satisfaction of new generational rural exodus workers, it is necessary to improve the quality of rural exodus workers’ residence and social programs for workers to develop informal social capital. And in terms of formal social capital of workers the task is ahead to create a high-reliant social system in the formal institutions in China.