Guanhua Wang
Current Organizations / Institutes
The organizations/institutes from the scholar's latest article
Research Subjects
Guanhua Wang has a total of 4 co-authors. Here are the top co-authors by number of shared publications:
- Hu Meng
College of Biomass Science and Engineering, Sichuan University
1 shared publication - Jiang Jiang
College of Business Administration, Shanghai Business School, Shanghai, China
1 shared publication - Xiaobei Liang
School of Economics and Management, Tongji University, Shanghai 200092, China
1 shared publication - Xiaojuan Hu
School of Economics and Management, China University of Petroleum (East China), Qingdao 266580, China
1 shared publication
Latest Publications
- 21 December 2021
- Published by Emerald Publishing in International Journal of Retail & Distribution Management
- Vol. 50 (6) , 728-743
How does model type influence consumer and online fashion retailing?
Purpose: Model's physical attractiveness plays an important role in online shopping. The purpose of this paper is to explore the relationships among model type, consumer's perceived amount of information and consumer's approach behaviour.Design/methodology/approach: Construal level theory and anchoring effect are used to develop hypotheses. The authors conducted an online experiment in China, and 229 females participated in this experiment.Findings: Compared with the professional model, the nonprofessional model triggers consumers' more perceived amount of information and approach behaviour. The latter effect is significantly enhanced in the website retailing context. Moreover, perceived amount of information positively affects approach behaviour.Practical implications: The findings can help fashion brands understand the roles of model type and the online retailing context in consumer behaviour. It offers guidance on how to improve its marketing strategy scientifically. It can also provide consumers with suggestions for making objective purchasing decisions.Originality/value: This study is one of the first to examine the effects of two model types (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio).
- 21 December 2021
- Published by Emerald Publishing in International Journal of Retail & Distribution Management
- Vol. 50 (6) , 728-743
How does model type influence consumer and online fashion retailing?
Purpose: Model's physical attractiveness plays an important role in online shopping. The purpose of this paper is to explore the relationships among model type, consumer's perceived amount of information and consumer's approach behaviour.Design/methodology/approach: Construal level theory and anchoring effect are used to develop hypotheses. The authors conducted an online experiment in China, and 229 females participated in this experiment.Findings: Compared with the professional model, the nonprofessional model triggers consumers' more perceived amount of information and approach behaviour. The latter effect is significantly enhanced in the website retailing context. Moreover, perceived amount of information positively affects approach behaviour.Practical implications: The findings can help fashion brands understand the roles of model type and the online retailing context in consumer behaviour. It offers guidance on how to improve its marketing strategy scientifically. It can also provide consumers with suggestions for making objective purchasing decisions.Originality/value: This study is one of the first to examine the effects of two model types (professional model or nonprofessional model) on consumers' perceived amount of information and approach behaviour within two online retailing contexts (website stores or webcast studio).