Regional Discrimination in P2P Lending of China

Through empirical analysis of individual micro data from one peer-to-peer lending platform, this paper aims to expand the research on regional discrimination in China\u27s P2P lending market from a new perspective. Descriptive statistics of orders and difference test of success rate show that, for cities of different grades, there is a huge difference in the success rate. The main empirical finding is that under the control of other factors, city grade has a significant positive effect on loan success rate, namely the success rate of cities developing better is higher, revealing the existence of regional discrimination. Further study find the default rate of less developed cities, whose success rate is lower, is relatively higher, which proves the regional discrimination here is a rational statistical discrimination

The Differences of Online Review Textual Content: A Cross-Cultural Empirical Study

This research do a cross-cultural study by examine the differences of online review textual content between China, America and Australian. Through the online review text segmentation, classifying words by coding schema, calculating word proportion of each category, the research analyzes the differences of online review textual content from the aspects of textual type, content preference and textual emotion. The research finds that, cultural differences have significant effect on the online review textual type, Chinese customers prefer to describe objective facts while American & Australian customers prefer to describe subjective feelings; For textual emotion, Chinese customers prefer to express negative emotions while American & Australian customers prefer to express positive emotions. But cultural differences show no significant effect on the online review content preference

Research on Customer Loyalty of Online Short-term Rental Service: A Meta-analysis

Online short-term rental service has developed rapidly recently. Various scholars focused on how to improve customer loyalty of online short-term rental service, but their conclusions are usually different. Therefore, we built a comprehensive analysis to derive a unified conclusion. A meta-analysis was conducted according to the effect sizes extracted from 35 empirical articles about customer loyalty of online short-term rental service. The effect of customer loyalty classification was further explored from the two sub-dimensions, behavioral loyalty and composite loyalty. The results of the main effect analysis show that only sustainability has no significant effect on attitude. The loyalty classification analysis proves the validity and particularity of the results from the perspective of sub-dimensions of loyalty. The conclusions of this study will bring significant enlightenment to the academic and industry

An Empirical Study of The Effect on Traffic of Large Online Promotion Activities

This study selects multiple indicators of Web Analytics to measure the volume and quality of traffic, and collects the time series data of a certain brand’s sales on JD.com from October 27, 2014 to June 30, 2015, using the Structural Time Series Model to analyze the effect of attracting traffic of five large-scale online promotion activities during this period. The results for the case study show that: large-scale online promotion activities have a significant positive effect on total page traffic, but the difference is showed on the quality effect of the page traffic; different activities affect the volume of unpaid traffic differently, while effects on traffic quality are not significant. This analysis may benefit e-commerce sites to develop a better strategy to carry out similar promotion activities

Impacts of Psychological Distance-based Sales Promotion on Online Purchasing Behaviors under Different Involvement

Via consumer surveys after the “Double 11” promotion, we studied consumers’ consumption behavior and its influencing factors (temporal distance, social distance, product types and purchase decision involvement) based on the CLT and involvement theory with logistic regression modeling. The results show that the effect of temporal distance on purchasing decisions is increasing in high-involvement products and decreasing in low-involvement products, while social distance has a negative impact on purchasing decisions in both high and low-involvement products. Consumers’ purchase decision involvement is reinforced by temporal distance, while is no relevant to social distance. Specifically, when consumers are temporally distant from knowing the promotion issues, their purchase decision involvement tends to be higher and cost more in online promotion. Results provide practical marketing implications and help to enrich marketing theory

User Needs Mining Based on Topic Analysis of Online Reviews

The purpose of this paper is to aggregate the topic information of online review text and clarify the user needs. We conducted the study on online reviews of women’s clothing store of Taobao.com with semantic analysis and text mining. Online reviews were collected by means of web crawler. Using Chinese word segmentation tool and data analysis tool, the word frequency statistics was realized. The statistical software was used for the clustering analysis and multidimensional scaling analysis of high frequency keywords. The results show that the content of online reviews mainly includes four topics: basic features of products, additional features of products, user experience and product display. It reveals the potential user needs of women’s clothing store of Taobao.com, which cannot only help consumers to make rational decisions, but also provide guidance to merchants and manufacturers

EFFECTS OF LONG-TERM TAICHI ON THE STABILITY OF THE ELDERLY DURING STAIR DESCENTS UNDER DIFFERENT ILLUMINATIONS

This study investigates the effectiveness of Tai Chi on the stability of the elderly during stair descents under illumination of 3 lx and 300 lx. A total of 30 healthy elderly who are aged between 65 and 70 years old are recruited as subjects. Two force plates and eight Vicon cameras were used to collect data. The results indicated that Tai Chi exercise may increase the lower limb strength of the elderly, the stair descent strategies was influenced by Intensity of illumination, it may increase the risk of fall during stair descent under lower Intensity of illumination