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Liqiang Huang
Zhejiang University
18Publications
7H-index
194Citations
Publications 18
Newest
#1Qiuzhen Wang (ZJU: Zhejiang University)H-Index: 3
#2Michel Wedel (UMD: University of Maryland, College Park)H-Index: 59
Last.Xuan Liu (Netflix)H-Index: 1
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Abstract The question of how to design attractive model in online advertising is especially important for online operators of electronic commerce websites. This study examines how a model’s eye gaze direction influences consumers’ visual processing, taking into consideration smiling facial expressions for both Chinese and American consumers. Drawing on shared signal theory and cultural differences, a set of eye-tracking experiments was performed. The results show that consumer arousal is much hi...
#1Liqiang Huang (ZJU: Zhejiang University)H-Index: 7
#2Jie Zhang (Zhejiang University of Finance and Economics)H-Index: 2
Last.Yuan Liu (ZJU: Zhejiang University)H-Index: 5
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The relationship between course content vividness and intention to revisit are positively moderated by the course difficulty.The relationship between teacher subject knowledge and intention to revisit are negatively moderated by the course difficulty.The relationship between MOOC interactivity and intention to revisit is not significantly moderated by the course difficulty. In response to the research gap in the current literature regarding the low student retention of Massive Open Online Course...
#1Qiuzhen Wang (ZJU: Zhejiang University)H-Index: 3
#2Xiling Cui (Hong Kong Shue Yan University)H-Index: 6
Last.Yiling Dai (Kyoto University)H-Index: 1
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This study investigates the joint effects of seller reputation and product presentation on perceived product quality.The way of cues utilization in customer's product quality assessment is contingent on the product involvement.The effect of product presentation on product evaluation is weakened by seller reputation under low-involvement situations.High rich product presentation can capture more attention and the effect is also contingent on the level of product involvement. This study examines t...
#1Ji Wu (USTC: University of Science and Technology of China)H-Index: 2
#2Liqiang Huang (ZJU: Zhejiang University)H-Index: 7
Last.Zhongsheng Hua (ZJU: Zhejiang University)H-Index: 24
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Customer brand community participation behavior are in different levels.Participation level is not the only factor that influences purchase frequency.Regulatory focus is a moderator variable that affects this relationship. Researchers disagree on how to determine customer purchase frequency based on the level of activity in an online brand community. Consequently, there is a great need to reconcile the mixed findings obtained so far. Drawing on regulatory focus theory, we hypothesize that the ef...
#1Liqiang Huang (ZJU: Zhejiang University)H-Index: 7
#2Chuan-Hoo Tan (CityU: City University of Hong Kong)H-Index: 18
Last.Kwok Kee Wei (CityU: City University of Hong Kong)H-Index: 47
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We examine the review order effect on customer evaluations.Ordered reviews are more helpful than random ones.Ordered reviews are easier to comprehend than random ones.Product type moderates the effect of ordered reviews on review helpfulness. This article examines whether (if so, how) ordered (versus random) product review display would be more helpful and easier to comprehend. The results from a set of experiments show that product reviews ordered by their types (i.e., presenting an attribute/e...
#1Liqiang Huang (USTC: University of Science and Technology of China)H-Index: 7
#2Jie Zhang (Hangzhou Dianzi University)H-Index: 2
Last.Liang Liang (USTC: University of Science and Technology of China)H-Index: 1
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This study investigates how the online and offline communication channels jointly influence a firm's new product diffusion. Considering the online and offline word-of-mouth effect, we compare three strategies through which a firm diffuses its product, i.e. offline diffusion strategy, online diffusion strategy and both offline and online diffusion strategy. The findings indicate that product peak sales rate and cumulative sales at peak time would be highest when managers market their products onl...
#1Ji WuH-Index: 2
#2Liqiang HuangH-Index: 7
Last.Zhongsheng HuaH-Index: 24
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This study seeks to address the mixed findings of prior studies regarding the effect of online brand community on customer value. Based on the regulatory focus theory, we hypothesize that participation in a brand community tend to increase both visit and purchase frequencies of customers with promotion-focus; on the contrary, the same would typically decrease visit and purchase frequencies of customers with preventionfocus. By analyzing data from an online brand community using a “propensity-sco...
#1Liqiang Huang (ZJU: Zhejiang University)H-Index: 7
#2Chuan-Hoo Tan (CityU: City University of Hong Kong)H-Index: 18
Last.Kwok Kee Wei (CityU: City University of Hong Kong)H-Index: 47
view all 4 authors...
Brand typically plays a decisive role in influencing consumer purchases. This premise is particularly interesting in the case of an information technology (IT) product, such as a laptop computer, which is often composed of an amalgamation of electronic components (e.g., sound card, memory, and so on). Thus, an IT product is represented not only by the primary brand (also known as the host brand) it carries, but also by the brands of its apparatuses (also known as component brands). Such product ...
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