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Theses/Dissertations from 2022
The effects of online reviews and promotional messages on product performance : review helpfulness and the power of language, Ziru BAO (鮑子如)
Theses/Dissertations from 2021
To self-enhance or self-verify? How choice difficulty influences product preference for low self-esteem consumer, Hoi Ching CHAN (陳凱晴)
Theses/Dissertations from 2020
Introversion and online word-of-mouth behavior : what roles do review website design and product design play?, Shu Ting LAU (劉紓庭)
What makes your movies more engaging for backers? A text analysis of Kickstarter projects, Shuman LIU (劉淑曼)
Theses/Dissertations from 2018
The impact of South-South FDI : knowledge spillovers from Chinese FDI to local firms in the Cambodian light manufacturing industries, Pisey VICHETH
Theses/Dissertations from 2017
The roles of product type and product newness in consumer value co-creation for luxury brands, Qi LU (陸琦)
Theses/Dissertations from 2016
Assessing the effect of mobile word-of-mouth on consumers : the physical, psychological and social influences, Juanyi JIANG (蔣雋怡)
The integrative effects of promotion attributes : implications for effective promotion design, Suntong QI
Theses/Dissertations from 2015
Overcoming "liability of newness" of international new ventures : the role of flexibility, Yuqing CHEN
Engaging your customers via responding to online product reviews, Chunyu LI
Theses/Dissertations from 2013
Customer selection for direct marketing : bi-objective optimization using support vector machine, Qian WANG
Consumer animosity and purchase behavior : the role of corporate social responsibility, Chun ZHANG
Theses/Dissertations from 2012
Theses/Dissertations from 2011
The internationalization of emerging market multinationals : effects of host and home country institutional facotrs, Yuanyuan ZHANG
Theses/Dissertations from 2010
The effects of perceived brand globalness on consumer responses to brand failures, Xue GAO
Theses/Dissertations from 2009
"Seeing is believing?" : a persuasion knowledge model on attitudinal evaluations in advertisements, Yan WU
Improving the profitability of direct marketing : a quantile regression approach, Xi ZHANG
Theses/Dissertations from 2008
The effect of online consumer reviews on new product sales : a study of amazon.com, Xiaoning GUO
Creation of principal-agency relationship value : social capital and dynamic learning capability perspectives, Yan Bin XIE
Theses/Dissertations from 2007
Predicting customer responses to direct marketing : a Bayesian approach, Wei CHEN
Internationalization of Chinese firms : a contingent resource perspective, Xiaoyan MA
Theses/Dissertations from 2006
Consumer's adoption of the technology innovations : the role of coping strategies, Wenjing BAO
Theses/Dissertations from 2005
Management localization and performance of MNCS in China : a contingent resource-based view, Shengsheng HUANG
Theses/Dissertations from 2004
Exploring online brand choice at the SKU level : the effects of internet-specific attributes, Yanan WANG