Relevant bibliographies by topics / Relationship marketing – China

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Relationship marketing – China'

Author: Grafiati
Published: 10 December 2022
Last updated: 29 January 2023

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Journal articles on the topic "Relationship marketing – China"

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Murphy, Brian, and Rongmei Wang. "An evaluation of stakeholder relationship marketing in China." Asia Pacific Journal of Marketing and Logistics 18, no. 1 (January 2006): 7–18. http://dx.doi.org/10.1108/13555850610641055.

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Wong, Y. H. "An Integrated Relationship (Guanxi)Marketing Model in China." Journal of Professional Services Marketing 18, no. 1 (February 18, 1999): 25–48. http://dx.doi.org/10.1300/j090v18n01_03.

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Wong, Y. H. "An integrated relationship (guanxi) marketing model in china." Services Marketing Quarterly 18, no. 1 (1998): 25–48. http://dx.doi.org/10.1080/15332969.1998.9985335.

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Shi, Guicheng, Huimei Bu, Yuan Ping, Matthew Tingchi Liu, and Yonggui Wang. "Customer relationship investment and relationship strength: evidence from insurance industry in China." Journal of Services Marketing 30, no. 2 (April 11, 2016): 201–11. http://dx.doi.org/10.1108/jsm-03-2014-0088.

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Purpose This study aims to elucidate how different relationship investment efforts by a service firm affect its customers’ perceived relationship investment; to determine how perceived relationship investment influences various dimensions of relationship strength; and to explore the moderating effects of customer innovativeness and complaint propensity on the relationship between the perceived relationship investment and relationship strength. Design/methodology/approach To minimize common method variance, data were collected from pairs of life insurance agents in China and their clients using self-report questionnaires. Hypotheses were tested using structural equation modeling. Findings The results indicate that customers value financial effort most followed by social effort and structural effort. Perceived relationship investment influences the affective strength most strongly, followed by cognitive strength and conative strength. Customer innovativeness and complaint propensity both moderate the effectiveness of perceived relationship investment in influencing two of the three dimensions of relationship strength. Originality/value This study is among the first to specify how service employees can guide consumer perceptions of relationship investment by applying three types of relationship investment effort. The impact of perceived relationship investment on different dimensions of relationship strength was assessed to demonstrate how service providers can benefit from investing in building consumer relationships. The moderating impact of consumer innovativeness and of complaint propensity was quantified. The research findings have important implications for managing different relationship investment as well as recruiting and training service employees.
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Marie Doherty, Anne, Xiaomin Chen, and Nicholas Alexander. "The franchise relationship in China: agency and institutional theory perspectives." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1664–89. http://dx.doi.org/10.1108/ejm-04-2012-0199.

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Purpose – The purpose of this study is to explore the franchise relationship in China, focusing on the relational constructs of power, control, support and conflict in this developing franchise environment. Agency theory has dominated franchise research. A more rounded theoretical interpretation of the franchising relationship is offered by employing both agency theory and institutional theory perspectives. Design/methodology/approach – The study adopts an interpretive approach, employing in-depth interviews with franchisors and franchisees in nine franchise organisations operating in the retail sector in China. It contributes a fuller understanding of how to manage the research process in China. Findings – The study reveals how the relational constructs of power, control, support and conflict are manifest in the franchise relationship in China. The explanatory power of agency theory is apparent when viewed in terms of the vertical agency problem. However, free-riding outside the franchise system, in the form of counterfeiting, mitigates against the occurrence of free-riding within it. With regard to institutional theory, we demonstrate that the regulatory institutional pillar is a crucial foundation for the franchise relationship. Practical implications – The study offers insights for franchisors and franchisees considering franchise relationships in China. Originality/value – For the first time in the literature, this study offers insights into key elements of the franchise relationship in China. Employing both agency and institutional theories facilitates a rounded explanation of the developing franchise environment in China.
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Sun, Francis. "Relationship versus Transaction Marketing in China: An Institutional Approach." Business and Management Studies 3, no. 2 (May 31, 2017): 47. http://dx.doi.org/10.11114/bms.v3i2.2448.

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This study takes a transaction governance institutional approach to predict firms’ choice between relationship versus transaction marketing in China. Drawing on the literatures on relational versus discrete transactions and their respective governance institutions of social relational governance versus market mechanisms, the paper posits that firms can either practice relationship marketing to reinforce social relational governance to support relational exchanges, or launch transaction marketing to enhance the effectiveness of market mechanisms to promote discrete transactions. The paper further argues that such decisions are determined by institutional, industry, and firm attributes. Empirical results support these arguments which provide strong research and practical implications.
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Zhang, Hao, Yeung-Kurn Park, and Xueting Zhang. "The Antecedent Factors Influencing Long-term Relationship Orientation in Overseas B2B Markets." Korea International Trade Research Institute 18, no. 6 (December 31, 2022): 63–79. http://dx.doi.org/10.16980/jitc.18.6.202212.63.

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Purpose – Based on the past overseas business experiences of China Business to Business (B2B) enterprises, this study focuses on the influence of relationship marketing factors on the long-term relationship orientation of trading partners. First, this study discusses whether the relationship marketing factors in B2B environment-information sharing, customer orientation and interdependence will lead to the relationship satisfaction of enterprise customers. Then, it discusses whether relationship satisfaction leads to long-term relationship orientation of corporate customers. Finally, the mediating role of relationship satisfaction between relationship marketing factors and long-term relationship orientation is analyzed. Design/Methodology/Approach – The data were collected through questionnaires, and the persons in charge of sales and purchases of 350 B2B enterprises in China were investigated. Finally, 296 valid questionnaires were used for research and analysis. Findings – The analysis results of this study are summarized as follows: First, this study reveals the positive influence of relationship marketing factors such as information sharing, customer orientation and interdependence on relationship satisfaction. Second, relationship satisfaction is confirmed to have a positive impact on long-term relationship orientation. Third, the analysis of the mediating effect of relationship satisfaction shows that “relationship marketing factors lead to long-term relationship orientation through relationship satisfaction. Research Implications – This study confirms that information sharing, customer orientation, and interdependence are key factors that shape relationship satisfaction. Managers of B2B companies should have a clear understanding of relationship marketing. All policies and behaviors of an enterprise must be guided by the interests and needs of enterprise customers and ran through the entire process of production and marketing. Enterprises should strengthen two-way communication with corporate customers to understand each other’s needs and gradually form interdependent relationships with corporate customers. They should provide customers with comprehensive and thoughtful services, so that they can have a sense of identity and belonging to the enterprise, and then achieve relationship satisfaction and be willing to maintain a long-term relationship.
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Chan, Chris Kit Weng. "The Exchange Relationship with Channel Middlemen Foreign-Investment Enterprises in China." Journal of Marketing Channels 15, no. 2-3 (May 23, 2008): 121–44. http://dx.doi.org/10.1080/10466690802013890.

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Mrisha, Samuel Hudson. "“Eastern Guanxi” and “Western Relationship Marketing” Cultures Meet in Tanzania Business Environment." East African Journal of Business and Economics 5, no. 1 (March 25, 2022): 99–112. http://dx.doi.org/10.37284/eajbe.5.1.595.

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Relationship marketing (RM) is a widely applicable concept in the corporate world. Recently, the Chinese version of RM called guanxi has also gained considerable attention from practitioners and business stakeholders. However, research on the interaction of the two concepts is quite under-researched, particularly in developing countries. This article intends to fill this gap by exploring the application of relationship marketing and guanxi concepts in the Tanzanian business environment and how the concepts have changed the Tanzanian business environment. Findings indicate that China is utilizing guanxi and is gaining the upper hand over the counterparts who are using relationship marketing. China through guanxi has managed to penetrate the Tanzanian market to become the dominant trading partner surpassing the western superpowers.
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Wang, Yen Po, and Hong Liu. "Patterns of Channel Relationship Management in China." Journal of Euromarketing 8, no. 3 (May 30, 2000): 77–93. http://dx.doi.org/10.1300/j037v08n03_04.

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Dissertations / Theses on the topic "Relationship marketing – China"

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Lau, Choi Ping. "The roles of trust and relationship commitment in buyer-seller relationships in the Chinese context." HKBU Institutional Repository, 2000. http://repository.hkbu.edu.hk/etd_ra/229.

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Yip, Leslie Sai-chung. "Effects of power influence on the relationship between department store and its subtenants in China." Thesis, Curtin University, 2003. http://hdl.handle.net/20.500.11937/442.

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The perspective that asymmetrical power relationship on vertical channel would lead to dominating partner exploitation with the use of coercive power is examined within the context of horizontal channel exchange relationship between department stores and tenant retailers. A power structure-action-outcome framework is offered to study casual links between dependence (structural aspects of power), use of coercive and noncoercive power (action), and three aspects of outcome - economic and social satisfaction, commitment and strategic performance. Data was collected through personal interview with 302 small, medium size retail tenants of department stores in PR China. Analysis of findings provided support to the model and the hypotheses. Results confirmed that dependence and use of power were only weakly related. The findings demonstrate the contextual influence of Chinese collectivistic culture on coercive power which involves the use of punishment or penalty. To further explore the relationship between dependence and power, investigation was carried out to examine if dependence moderates the effect of coercive power on economic satisfaction, with a positive result. On the other hand, use of non-coercive power showed positive results for economic and social satisfaction, which are positively related to commitment and strategic performance. It can be concluded that use of non-coercive power is strongly recommended for store-tenant relationship in the retail sector of China. Once again, the importance of channel context must not be ignored in the study of distribution channel issues.This research project contributes to the channel literature by adding to the contemporary state of knowledge on the use of power in horizontal channel relationships with power asymmetry, and constructs were brought together that have not been empirically investigated within a single study. It is unique in that the model was tested in non-American setting, namely PR China.
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Li, Sai-keung, and 李世強. "Export marketing of Hong Kong electronic products: a relationship approach." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1993. http://hub.hku.hk/bib/B3126573X.

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Nystrand, Hannah. "Lost in Guanxi : How a Western company should use Relationship Marketing and/or Guanxi in China." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-19732.

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Purpose: To describe the Relationship Marketing and Guanxi practices of a western company in China, and to create an understanding regarding the interconnection of Guanxi and Relationship Marketing as the foundation of such practices. Method: The research is qualitative with an inductive relation between theory and the empirical findings. With the research design of a case study of the western business-to-business service company ChinaNetCloud. The empirical material was collected through five semi-structured interviews done in China, with influencing persons of the case study organization ChinaNetCloud. Conclusion: Guanxi should be used to facilitate things and should not be established with anyone. To establish relationships are taking more time and will require many activities to maintain them. Relationship Marketing should be used to target other targets than the bases for Guanxi. The relationship are in China based on already existing connections and it is important that the western company is aware of that the relationship are in some cases of more importance than the product or service.  Face-to-face meeting should be used in order to establish relationships in the best way. Trust and commitment are also important dimensions in the relationships. A western company should use Guanxi and Relationship Marketing since it is important for both survival and success in China.
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Yip, Leslie Sai-chung. "Effects of power influence on the relationship between department store and its subtenants in China." Curtin University of Technology, School of Marketing, 2003. http://espace.library.curtin.edu.au:80/R/?func=dbin-jump-full&object_id=14673.

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The perspective that asymmetrical power relationship on vertical channel would lead to dominating partner exploitation with the use of coercive power is examined within the context of horizontal channel exchange relationship between department stores and tenant retailers. A power structure-action-outcome framework is offered to study casual links between dependence (structural aspects of power), use of coercive and noncoercive power (action), and three aspects of outcome - economic and social satisfaction, commitment and strategic performance. Data was collected through personal interview with 302 small, medium size retail tenants of department stores in PR China. Analysis of findings provided support to the model and the hypotheses. Results confirmed that dependence and use of power were only weakly related. The findings demonstrate the contextual influence of Chinese collectivistic culture on coercive power which involves the use of punishment or penalty. To further explore the relationship between dependence and power, investigation was carried out to examine if dependence moderates the effect of coercive power on economic satisfaction, with a positive result. On the other hand, use of non-coercive power showed positive results for economic and social satisfaction, which are positively related to commitment and strategic performance. It can be concluded that use of non-coercive power is strongly recommended for store-tenant relationship in the retail sector of China. Once again, the importance of channel context must not be ignored in the study of distribution channel issues.
This research project contributes to the channel literature by adding to the contemporary state of knowledge on the use of power in horizontal channel relationships with power asymmetry, and constructs were brought together that have not been empirically investigated within a single study. It is unique in that the model was tested in non-American setting, namely PR China.
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Shi, Guicheng. "Customer relationship strength in relationship marketing : an investigation with empirical evidence from the insurance industry in China." HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/660.

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Ip, Siu-chuen, and 葉少存. "The application of relationship marketing orientation in commercial property management in Hong Kong." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2004. http://hub.hku.hk/bib/B45008085.

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Zheng, Kangbin, and Shiying Yan. "Marketing Strategy during the Global Financial Crisis－a Case study of Great Partner Company, China." Thesis, Högskolan i Gävle, Avdelningen för ekonomi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hig:diva-13458.

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This study aims to explore the implementation of marketing strategies on companies during the financial crisis, and to identify those strategies that can help a company to remain successful during a period of economic downturn.
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Bronell, Emma, and Carl-Johan Blom. "There will always be another Monday : A cross cultural study of Swedish and Chinese business perspectives." Thesis, Umeå University, Umeå School of Business, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-1735.

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If you look out the window today you can observe influences from all over the world. It seems like the world has shrunken and accessibility has gotten a bigger impact. We are talking about globalization and it can be said to diminish the boarders and unite people all over and contribute to more interactions between different countries and cultures, which in turn will lead to new challenges for companies. More companies can therefore meet in different contexts and for instance a company from Sweden where production costs are comparatively high will be attracted to markets like the Chinese because of their comparatively low production costs. The culture differences between these two nations are wide and will therefore cause implications like cultural clashes or misunderstandings. This is where our interest of the subject grew and hence our research question is:

“How can Swedes avoid incidents of a cultural descent when developing business relations with Chinese corporations?”

The main purpose of this study is to get a better comprehension on how businessmen perceive cultural differences in situations where business relationships are essential and how they avoid such incidents. In addition we have in this study divided the main purpose into three sub-purposes. These are: to gain a better understanding on how both Swedes and Chinese build relationships in business-to-business situations, to gain a better understanding of the differences in the Swedish and Chinese business culture, and to provide suggestions for Swedish entrepreneurs in becoming more aware of cultural gaps when entering the Chinese market.

Our study is based on an hermeneutic approach. We have used an qualitative research strategy where our empirics are based upon seven semi-structured interviews with businessmen today resided in Sweden but have experience from Chinese business interaction. In addition both Swedish and Chinese businessmen have been interviewed to obtain a more balanced data. The contextualization we have made is aligned towards an individual perspective.

Our theoretical frameworks consist of a wide range of theories such as: business relationships theories, relationship marketing theories, Guanxi theories, cultural theories, and culture clash theories. Based on our empirics we have been able to interlink many aspects to conclusions. These have mainly been differences in the two cultures, such as; difference in hierarchy level and how this has caused implications for Swedish businessmen. It was also showed that there are differences in approaching potential business proposals, where the Swedes tended to be direct in contrast to the Chinese who preferred a slower paste. In addition this study showed that what is referred to as Guanxi is far more linked to the Chinese culture than networking is in Sweden.

For a Swedish business man these findings can help prevent incident of diversifying range but raise awareness of other cultural aspects that needs to be considered before going to China in business purposes.

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Lustig, Maria Nilsson Mats. "Relationship marketing with a dash of guanxi : the recipe for success for Sino-Swedish business? : MBA-thesis in marketing /." Gävle : University of Gävle. Department of Business Administration and Economics, 2008. http://www.diva-portal.org/smash/get/diva2:132918/FULLTEXT01.

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Books on the topic "Relationship marketing – China"

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McGuinness, Norman. Chinese perceptions of marketing and relationship building in the sale of machinery in China. Manchester: Manchester Business School, 1989.

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The Role of Guanxi in Buyer-Seller Relationships in China: A Survey of Vegetable Supply Chains in Jiangsu Province (International Chains and Network Series). Wageningen Pers, 2007.

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Gueorguiev, Dimitar D. Retrofitting Leninism. Oxford University Press, 2021. http://dx.doi.org/10.1093/oso/9780197555668.001.0001.

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Retrofitting Leninism explores the relationship between political inclusion and political control through the lens of participatory governance in the People’s Republic of China. In this book, Dimitar Gueorguiev explores and substantiates three key points. First, public participation is a prerequisite for effective administration, irrespective of how a regime is constituted. Second, a regime’s ability to solicit, process, and recast public input into policy outputs is central to its political durability. Third, technological advances in communication make it easier for authoritarian regimes, particularly those with Leninist foundations, to correspond with the public and thus undercut calls for genuine democratic progress—an endogenous process of regime maintenance the author calls retrofitting. Using archival data, media reports, and original opinion polls, Gueorguiev shows how public inputs are incorporated into the marketing and implementation of top-down policy outputs. To unpack the interface between inputs and outputs, he focuses on proposal-making and government priorities in local Chinese legislatures. Finally, to evaluate the downstream impact, Gueorguiev estimates the effect of open policymaking on sub-national regulation and government approval. The findings suggest that public engagement contributes to both policy stability and positive public perceptions of policy. Though instrumental, the book also underscores that inclusive authoritarianism depends on the voluntary participation of Chinese citizens, which is far from guaranteed.
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Book chapters on the topic "Relationship marketing – China"

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Pousa, Claudio, Timothy Hardie, and Xiaodi Zhang. "Promoting Salesperson Relationship Behaviors Through Coaching: New Evidence from China (An Extended Abstract)." In Marketing at the Confluence between Entertainment and Analytics, 795–99. Cham: Springer International Publishing, 2017. http://dx.doi.org/10.1007/978-3-319-47331-4_154.

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Zhao, Yang. "Application of Relationship Marketing in Customer Management of Travel Agency in China." In Communications in Computer and Information Science, 400–406. Berlin, Heidelberg: Springer Berlin Heidelberg, 2011. http://dx.doi.org/10.1007/978-3-642-23065-3_58.

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Bonsu, Samuel K., and Pia Polsa. "Relationship Marketing Development in High-Context, Multicultural Settings: Case Studies from Ghana and the People’s Republic of China (PRC)." In Proceedings of the 1998 Multicultural Marketing Conference, 16–18. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-17383-2_2.

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Wang, Yonggui, Fuan Li, and Shenghui An. "An Empirical Study of Relationship Benefit-Based Drivers of Customer Assets in the Context of China: The Mediating Role of Relationship Quality." In Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference, 225. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11797-3_124.

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Horng, Shun-Ching, and Ling-Hua Weng. "The Relationship of Market-Oriented Culture, Internal-Market Orientation, Service Climate, and Customer-Oriented Service Behavior: Cross-Cultural Study of F&B Industry in Taiwan, China, and the United States: An Abstract." In Developments in Marketing Science: Proceedings of the Academy of Marketing Science, 441. Cham: Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-02568-7_123.

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Miller, Joseph C., and Xiaoyun Chen. "Technology Acquisition and Business Performance Under Guanxi: The Moderating Role of Business Networks and Government Relationships in China." In Proceedings of the 2008 Academy of Marketing Science (AMS) Annual Conference, 296. Cham: Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-10963-3_177.

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Huang, Zirui. "Durex." In Advances in Marketing, Customer Relationship Management, and E-Services, 101–15. IGI Global, 2023. http://dx.doi.org/10.4018/978-1-6684-4955-4.ch008.

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On April 19, 2019, Durex initiated the #419SleeplessNight topic on Weibo and took the opportunity to interact with the popular brand HEYTEA in the milk tea industry. “419” is referred to as “for one night.” The joint marketing campaign, advocating for sex well-being between the brand Durex and the milk tea brand HEYTEA was very eye-catching. The two brands engaged in a dialogue through their official social media accounts. However, this dialogue was also widely discussed and criticized by the public and netizens in China. Many netizens considered that the dialogue contained strong sexual insinuations. Considering the current situation and cultural background of sex education in China, this case study on the Durex 419 event aims to provide a reference for the brand communication and product marketing of sexual well-being brands in the Chinese market. This case study will first introduce the brand communication and marketing strategy of sex well-being brands in China. Then, it will present the netizens' reactions as well as the brand response.
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Akkucuk, Ulas. "From Local Information Systems to Global Customer Relationship Management." In Marketing and Consumer Behavior, 759–65. IGI Global, 2015. http://dx.doi.org/10.4018/978-1-4666-7357-1.ch034.

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Advances in computer and information technologies have been utilized by companies all over the world since the 1990s. Corresponding roughly to the same period, global trade has increased dramatically. The opening up of large markets like China and the Eastern Europe contributed to this trend. National companies turned global and had to manage operations in a number of different countries. Companies strived to maintain better customer relationships through CRM programs aimed at managing the flow of information, interacting with the customers, and in the end, formulating individualized offerings for them. Globalization has led to the development of the new notion of Global Customer Relationship Management as opposed to having independent local CRM programs operating in the subsidiaries. This chapter presents the issues facing the implementation of such Global CRM programs and provides the important conceptual frameworks proposed in the literature.
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Niu, Yongge, and Cheng Lu Wang. "Appellation of Origin Brands in China." In Advances in Marketing, Customer Relationship Management, and E-Services, 239–48. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6242-1.ch015.

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Appellation of origin brands are largely based on the geographical characteristics where the products may possess certain unique features due to suitable climate and abundant natural resources, but are also derived from historical heritage that a particular place is well known for its unique product and production. Therefore, such brands are typically named based on two components: the geographic designation and the product. For centuries, it has become a common practice in China that a producer uses its product place part of its brand name. This chapter provides a comprehensive overview of the Chinese Appellation of Origin Brands (AOBs), particularly exploring their unique characteristics, their development process, and the environmental factors that influence their brand performance.
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Mo, Tingting, and Elyette Roux. "Luxury Consumers and Luxury Brand Management in China." In Advances in Marketing, Customer Relationship Management, and E-Services, 200–221. IGI Global, 2014. http://dx.doi.org/10.4018/978-1-4666-6242-1.ch013.

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Luxury consumption in emerging markets is strongly influenced by Western consumer culture. However, few academic studies have investigated the psychology and behavior of these consumers. China is one of the most important emerging luxury markets. The aim of this chapter is to investigate Chinese consumer behavior and motives regarding luxury consumption. The authors validate an updated version of Wiedmann et al.'s (2009) scale of luxury value perceptions in China to better understand Chinese consumers' luxury consumption motivations. A segmentation of Chinese luxury consumers is performed to characterize different consumption tendencies. The implications of these results are linked to an analysis of selected Chinese luxury brands to explore the avenues that may lead Chinese luxury brands to success.
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Conference papers on the topic "Relationship marketing – China"

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Zhang, Ruijin, Guoxin Li, Zezhou Sun, and Yuchen Liu. "IMPACTS OF RELATIONSHIP VALUE ON LOYALTY OF ONLINE GROUP-BUYING CUSTOMER IN CHINA." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.02.01.02.

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Guo, Hua, Yu Zhang, and Houjian Li. "Analysis of Relationship Among Production, Supply-marketing and Mutual Fund Cooperatives: A Case Study of China." In 2017 4th International Conference on Education, Management and Computing Technology (ICEMCT 2017). Paris, France: Atlantis Press, 2017. http://dx.doi.org/10.2991/icemct-17.2017.296.

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WANG, YUAN, CHU HUANG, and BING-XUE HAN. "ANCHOR OPINION LEADER TRAITS, USER ENGAGEMENT AND BUYING BEHAVIOR—AN EMPIRICAL CASE IN A NEW SCENARIO." In 2021 International Conference on Management, Economics, Business and Information Technology. Destech Publications, Inc., 2021. http://dx.doi.org/10.12783/dtem/mebit2021/35641.

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In the emerging marketing scenario of e-commerce live broadcast, there are few studies on anchor-user interactions. By using all the data of the salesmen who introduces the merchandise to the audience through the camera on Taobao website in China in February 2021, a model with user engagement as a mediating variable was constructed to investigate the relationship between anchor opinion leader traits and user purchase behavior. The results show that anchor opinion leader traits positively influence users' purchasing behavior. User engagement plays a fully mediating role in this mechanism. The findings of this paper serve as a guide for the e-commerce industry to better cultivate and select anchors.
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Liu, Honglei. "ANALYSIS OF RELATIONSHIPS AMONG SOCIAL INFLUENCE, SOCIAL LEARNING AND CUSTOMER EQUITY: A COMPARATIVE STUDY OF CHINA AND KOREA." In Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice. Global Alliance of Marketing & Management Associations, 2014. http://dx.doi.org/10.15444/gmc2014.11.07.04.

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