Chenting Su

Chenting Su
City University of Hong Kong | CityU · Department of Marketing

Ph.D.

About

57
Publications
48,611
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4,666
Citations

Publications

Publications (57)
Article
Negative online reviews are a ubiquitous problem that affects every online seller at some point. It can lead to prospective consumers' distrust and decrease future purchase intention. Therefore, formulating a proper response is essential for minimizing these negative effects. Based on the ability–motivation paradigm and stability attribution, we fi...
Article
Many franchisors employ regional clustering as an expansion strategy and benefit from it financially in its early stage. However, the positive effect of regional clustering tends to reach its maximum at a certain point, and franchisors may be forced to slow down expansion because of the escalating intra-brand competition within the cluster. What go...
Article
Despite a rich tradition in studying contract-trust nexus, the mutual relationship between these two modes of governance remains equivocal. Adopting a dual-functional and relationship-phase-contingent view of contracts, we theorize that firms’ perception of the chief function of contracts varies throughout the relationship life cycle, which results...
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Moving beyond the prevalent notion that relational trust is cultivated through repeated transactions, we argue that relational trust can also be engendered by a partner's contract design capability revealed in the contracting process preceding relationship formation. We conceptualize contract design capability as a dual-dimensional construct, compr...
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Channel relationships with dependence asymmetry, which are especially harmful to partners with dependence disadvantage, abound in developing markets. To help these dependence-disadvantaged parties find feasible solutions for dependence balancing, this study examines network embeddedness and its differential role in enforcing the counterpart’s relat...
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As a result of the increasing public attention to environmental crises, corporate environmental actions and their effects are a current research hotspot. This study examines how two types of corporate environmental actions (symbolic and substantial environmental actions) influence consumers’ perceptions of environmental legitimacy and subsequent pu...
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This introduction provides an overview of the papers in this special issue, which highlights the contributions the authors from both marketing and management have endeavored to make to the relevant literature. Also this introduction pinpoints the possible directions and specific topics the scholars from both areas can explore in the future to be mu...
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Most literature suggests that consumers are happier when they spend their money on experience, rather than material purchases, on the premise that consumers may evaluate material possessions largely on the basis of their functional utility and ability to fulfill basic human needs; experiential consumption reportedly fulfills mainly psychological ne...
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This study investigates how the e-business platform certification system affects online trust-building mechanisms for existing brands. Integrating theories of online trust and brand knowledge, we propose that brand awareness and brand image, two sub-dimensions of brand knowledge, contribute to building brand trust in online stores. The effectivenes...
Article
Customers’ participation is crucial to the brand micro-blog. However, many brand micro-blogs still face the challenge of low interactive or non-interactive participation. In this paper, we propose a conceptual model that specifies four facilitators (information quality, entertainment value, service quality, and social interaction) and two inhibitor...
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With the aid of information technology, consumers have increasingly engaged in social interaction in online brand communities. How can these strangers make friends online? Drawing on embeddedness theory and media richness theory, we examine the antecedents and intermediate mechanisms of online friendship. We theorize that online brand community int...
Article
A sound follower base is a prerequisite for the survival of a brand micro-blog. Thus, determining how to enhance followers’ continuance intentions to follow is critical. We integrated the value-based adoption mode and social identity theory to test a conceptual model. The proposed model identified three sets of blog utilities (information, social,...
Article
This research explores how abstract appeal (i.e., describing the features of green products in a more vague way) and concrete appeal (i.e., describing the features of green products in a more specific way) can encourage consumers to engage in green consumption behavior, such as purchasing green products. Across three experiments, this research test...
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Prior research on interorganizational trust (IOT) has drawn on multiple theories across disciplines, resulting in mixed findings. This meta-analysis combines the three major theories of IOT, namely, transaction cost economics, social embeddedness theory, and resource dependence theory, to retheorize about these IOT relationships. Specifically, we c...
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To understand the unique aspects of Asian business practice, we propose a conceptual framework of institution-based, legitimacy-embedded efficiency. We underscore the institutional foundations of Asian business practice and propose that gaining legitimacy takes priority in order to attain the efficiency that follows from legitimacy in Asian busines...
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Does a growing market or a declining market promote firm information sharing? Resource dependence theory and strategic action theory propose competing arguments. This study reconciles the conflicting views by examining the deployment structure of firm-specific assets as a boundary condition. An investigation of 324 Chinese buyers demonstrates that...
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Abstract Although previous research indicates that participation in a brand community may foster consumer loyalty to the brand in question, research has seldom examined the mediating effect of community commitment on brand commitment. Drawing from the typologies of organizational commitment, we divide community commitment into three components: con...
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To understand the unique aspects of Asian business practice, we propose a conceptual framework of institution-based, legitimacy-embedded efficiency. We underscore the institutional foundations of Asian business practice and propose that gaining legitimacy takes priority in order to attain the efficiency that follows from legitimacy in Asian busines...
Article
The effect of cultural value changes on consumer buying behavior was examined in China. It is found that with the economic reform and development in the past three decades, changes in Chinese cultural values have impacted Chinese consumer buying behaviors. In fact, the deviation in Chinese cultural values has been sufficient to be treated as a subc...
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Firms doing business in foreign institutional environments face pressures to gain social acceptance (commonly referred to as legitimacy) and difficulty in evaluating market information, both of which undercut firm performance. In this article, the authors argue that firms can design governance strategies to deal with foreign institutions to secure...
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Firms doing business in foreign institutional environments face pressures to gain social acceptance (commonly referred to as legitimacy) and difficulty in evaluating market information, both of which undercut firm performance. In this article, the authors argue that firms can design governance strategies to deal with foreign institutions to secure...
Article
This study examines how a trusting relationship influences firm boundary agents' guanxi behavior which involves saving face (wei hu mianzi), and affect investment (ganqing tou zi). At the individual level, we decompose trust into its competence and goodwill forms and examine their relative and interactive effects on guanxi behavior. A study conduct...
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The authors investigate the feasibility of unstructured direct elicitation (UDE) of decision rules consumers use to form consideration sets. They incorporate incentives into the tested formats that prompt respondents to state noncompensatory, compensatory, or mixed rules for agents who will select a product for the respondents. In a mobile phone st...
Article
The effect of cultural value changes on consumer buying behavior was examined in China. It is found that with the economic reform and development in the past three decades, changes in Chinese cultural values have impacted Chinese consumer buying behaviors. In fact, the deviation in Chinese cultural values has been sufficient to be treated as a subc...
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Full-text available
Extending the perspective of agency theory, this study incorporates both professional and local knowledge asymmetry into a model of relationship satisfaction between global professional service firms and their local clients. The model also includes learning orientation and adaptation that are theorized to regulate the impact of knowledge asymmetry...
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This research develops a framework for investigating associations among the duration of an exchange relationship, the interrelationship between a supplier's calculative and loyalty commitment, and opportunistic behavior on the part of a buyer. The findings indicate that (1) calculative commitment and loyalty commitment by suppliers function as subs...
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Whether and how firms can employ relative rankings in search engine results pages (SERPs) to differentiate their brands from competitors in cyberspace remains a critical, puzzling issue in e-commerce research. By synthesizing relevant literature from cognitive psychology, marketing, and e-commerce, this study identifies key contextual factors that...
Article
This study explores the linear logic between consumer ethical beliefs (CEBs) and consumer unethical behavior (CUB) in a Chinese context. A relational view helps fill the belief–behavior gap by exploring the moderating role of relationship quality in reducing CUBs. Specifically, when consumers are more receptive to a set of actions that may be deeme...
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Channel communications in emerging markets are embedded in the intricacy of economic and sociocultural environments. Managing channel relationships in emerging markets therefore requires more than formal interfirm communication to rely on interpersonal influence. Extending embeddedness theory, we offer a conceptualization incorporating three embedd...
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This article examines the processes by which market orientation (MO) affects performance using a cross-level approach. The results of a survey of 2,754 employees from 180 firms in China show that organization-level MO culture leads to unit-level MO behavior, which improves employee-level job satisfaction and then product quality, which in turn fost...
Article
The goal of this study is to extend the research and further validation of Lee and colleagues' measure of community-based consumer well-being. The measure is based on the notion that consumers experience well-being to the extent that they are satisfied with local marketplace experiences related to (1) shopping for desired consumer goods and service...
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To market important products to families successfully, salespeople must understand how couples behave in concert to resolve conflict across major decisions. The authors develop a model of spousal fairness and test it with a study of multi-period family purchase decision making. The results show that a spousal sense of fairness serves as a mechanism...
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Branding effect in search engine result pages (SERPs) is a critical yet unsolved issue in search engine marketing. Building on contextual branding literature, this research identifies key contextual factors conducive for brand building in SERPs. Using four experiments, the authors establish that Internet users possess a schema about the meaning of...
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East Asia is fast becoming the world's largest brand-name luxury goods market. This study develops the concept of face and face consumption to explain why Asian consumers possess strong appetites for luxury products despite their relatively low income. This paper distinguishes the concept of face from a closely related construct, prestige, and exam...
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Guanxi (literally interpersonal connections) is in essence a network of resource coalition-based stakeholders sharing resources for survival, and it plays a key role in achieving business success in China. However, the salience of guanxi stakeholders varies: not all guanxi relationships are necessary, and among the necessary guanxi participants, no...
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What is common practice in international business (IB) research methodology? To address this question, we surveyed 1,296 empirical articles published in six leading international business journals from 1992 to 2003. The study uncovers state-of-the-art approaches in research methodologies in IB in terms of five major aspects: data collection methods...
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We argue in this paper that research on housing preference and choice focusing on functional aspects of the home may be enhanced by incorporating social and psychological determinants such as the stereotypical image of the homeowner. Based on self-congruity theory, we posit that homebuyers are likely to take into account both functional and symboli...
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This article explores the effects of two cultural dimensions, face consciousness and risk aversion, on consumers' decision-making styles. Data from China and the United States show that consumers in the United States differ from their counterparts in China in decision-making styles. Face consciousness and risk aversion appear to contribute to such...
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The authors examine family purchase-decision dynamics to shed light on enhancing marketing communication effectiveness. In particular, the authors are interested in understanding the temporal nature of spousal behavioral interaction in family decision making to help marketers target communication messages, shape brand choice, and guide personal sel...
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Guanxi as one of the key factors leading to business success in China (PRC) has ironically been synonymous with bribery. This raises some serious questions: should Western foreign firms do business in China? How should they do business with Chinese firms? This study investigated the relationship between guanxi orientation and cognitive moral develo...
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The price–quality schema rests on an assumption that price is credible information about product quality. However, the credibility of price information varies across different markets. In an inefficient market, consumers would believe in the price–quality relationship to a lesser extent because price information is less credible. Paradoxically, in...
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This paper represents an effort to distinguish between two types of guanxi prevalent in mainland China: favor-seeking guanxi that is culturally rooted and rent-seeking guanxi that is institutionally defined. Different rules of maneuvering the two types of guanxi are identified in light of Chinese cultural and business ethics. Strategies for enterin...
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This study investigated students' complaint behavior in a higher education service sector. Based on their complaining styles, students were clustered into three groups as passive recipients, private complainers, and voicers. Passive recipients exhibited the highest perceptions of educators' punishment power and legitimate power. They were more like...
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We argue that consumer sovereignty in an increasingly high tech world is more of a fiction than a fact. We show how the principle of consumer sovereignty that governs the societal impact of economic competition is no longer valid. The world of high tech is increasingly responsible for changes in the opportunity, ability, and motivation of business...
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An integrative model of destination image, self-congruity, and travel behavior is described in this article. In particular, the model postulates relationships between destination environment, destination visitor image, tourists’ self-concept, self-congruity, functional congruity, and travel behavior. Travel behavior is hypothesized to be influenced...
Article
Full-text available
This article explores the effects of two cultural dimensions, face consciousness and risk aversion, on consumers' decision-making styles. Data from China and the United States show that consumers in the United States differ from their counterparts in China in decision-making styles. Face consciousness and risk aversion appear to contribute to such...

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