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学者姓名：汤德聪
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Abstract ：
Online comments have become the most important basis for consumers to choose restaurants and products online, as well as a key information source for companies to conduct big data analysis and build consumer portraits. However, the vast majority of users of the catering Online To Offline (O2O) platform mainly search and browse the comments of others on products or services, and have a low willingness to actively post comments. To explore the motivation of users participating in online comments on the catering O2O platform, this paper takes young consumers in first-tier, second-tier, and third-tier cities as the main research object, and uses the structural equation model to empirically analyze the relationship between technology-driven factors and individual-driven factors and participation in online comments from two levels: platform-related motivations and individual-related motivations. The results show that the intention of the catering O2O platform users to comment is directly affected by platform-related motivation (perceived usefulness) and individual-related motivation (reputation, self-efficacy, comment costs). In addition, the study also found that perceived ease of use has a significant positive impact on perceived usefulness, comment costs, and self-efficacy, thus indirectly affecting the comment intention; perceived usefulness has a significant positive impact on reputation; and reputation has a significant positive impact on self-efficacy. Based on the above research conclusions, this paper proposes targeted suggestions aimed at providing a reference for promoting the construction of online comment systems on the catering O2O platform and the development of the catering industry.
Keyword ：
Online comments Online comments Online to offline Online to offline Self-efficacy Self-efficacy Technology acceptance model Technology acceptance model
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| GB/T 7714 | Xu, Anxin , Lin, Qianqian , Tang, Decong et al. The motivation of users participating in online comments on catering O2O platform [J]. | CURRENT PSYCHOLOGY , 2025 , 44 (2) : 1016-1031 . |
| MLA | Xu, Anxin et al. "The motivation of users participating in online comments on catering O2O platform" . | CURRENT PSYCHOLOGY 44 . 2 (2025) : 1016-1031 . |
| APA | Xu, Anxin , Lin, Qianqian , Tang, Decong , He, Shanshan . The motivation of users participating in online comments on catering O2O platform . | CURRENT PSYCHOLOGY , 2025 , 44 (2) , 1016-1031 . |
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Love is fundamental to human nature, transcending race and nation, with descriptions rooted in diverse cultural backgrounds. Thanks to some past research, the concept of love has evolved from abstract to concrete, making it increasingly "measurable."Emerging studies focus on applying love, but research on how feeling loved influences green food purchase intention is still nascent. On the foundation of the Broaden-and-Build Theory, a research framework was created. It delves into how the emotion of love affects consumers' purchase intention for green food. It uncovers the roles of self-esteem and social crowding in this process. The findings reveal that individuals' increased green food purchase intention when feeling loved is particularly pronounced in less crowded environments and is achieved by boosting their self-esteem. Additionally, the study provides a deeper understanding of the impact of feeling loved on food marketing practices.
Keyword ：
Green food Green food Love Love Self-esteem Self-esteem Social crowding Social crowding
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| GB/T 7714 | Tang, Decong , Chen, Jianhong , Jiang, Qiuxia et al. How feeling loved inspires the purchase of green foods [J]. | JOURNAL OF ENVIRONMENTAL PSYCHOLOGY , 2025 , 102 . |
| MLA | Tang, Decong et al. "How feeling loved inspires the purchase of green foods" . | JOURNAL OF ENVIRONMENTAL PSYCHOLOGY 102 (2025) . |
| APA | Tang, Decong , Chen, Jianhong , Jiang, Qiuxia , Huang, Heliang , Zheng, Manhua . How feeling loved inspires the purchase of green foods . | JOURNAL OF ENVIRONMENTAL PSYCHOLOGY , 2025 , 102 . |
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Visually suboptimal produce refers to produce with certain aesthetic imperfections. In contrast to premium produce, consumers often underestimate the perceived quality of suboptimal produce, leading to reluctance to purchase and resulting in considerable waste and subsequent environmental issues. We observed that production information for suboptimal produce may contain elements of psychological distance, which could serve as a novel factor in promoting consumer purchases of these products. To explore this, we conducted three online experiments to investigate the impact of spatial and social distances on consumers' purchase intentions. Drawing on Construal Level Theory (CLT) and validated through experiments, our findings indicate that consumers are more likely to choose suboptimal produce with psychologically proximal. Additionally, psychological ownership and perceived quality serve as sequential mediators between psychological distance and purchase intentions, a psychological mechanism that is unique to suboptimal produce (i.e., this effect does not apply to premium produce). Furthermore, we incorporated the concept of information framing, a commonly used tool in previous studies, into the discussion of psychological mechanisms to further clarify its operational process. The results provide new theoretical and practical insights for the market promotion of suboptimal produce.
Keyword ：
Information framing Information framing Psychological distance Psychological distance Psychological ownership Psychological ownership Suboptimal produce Suboptimal produce
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| GB/T 7714 | Tang, Decong , Zheng, Manhua , Chen, Weilin et al. Do consumers prefer nearby ugly food? Examining the role of spatial-social distance in suboptimal produce preference [J]. | FOOD QUALITY AND PREFERENCE , 2025 , 129 . |
| MLA | Tang, Decong et al. "Do consumers prefer nearby ugly food? Examining the role of spatial-social distance in suboptimal produce preference" . | FOOD QUALITY AND PREFERENCE 129 (2025) . |
| APA | Tang, Decong , Zheng, Manhua , Chen, Weilin , Huang, Heliang . Do consumers prefer nearby ugly food? Examining the role of spatial-social distance in suboptimal produce preference . | FOOD QUALITY AND PREFERENCE , 2025 , 129 . |
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Curbing global warming requires public participation. Ant Forest is an online green game where users' low-carbon behaviors are converted into green energy, which can be exchanged for real saplings. The game has attracted 600 million people so far, and this study explores whether such green games can influence users' offline low-carbon behaviors. This study combines the Motivation-Opportunity-Ability MOA (Theory) and Stimulus-Organism-Reflection (SOR) Theory to construct a research framework in the context of Ant Forest. An empirical study was conducted using 294 Ant Forest user questionnaires, and a structural equation model was employed to examine how online green games promote low-carbon behaviors offline. It was found that user motivation, user trust, and self-efficacy have a significant positive effect on their green self-identity, and user green self-identity has a significant positive effect on their offline low-carbon behaviors. Additionally, this study highlights the unique information asymmetry between users and green game platforms, incorporating user trust as the "opportunity" dimension within the MOA framework, thereby expanding its application context. It also shows that green games are expected to be a novel tool to stimulate public participation in low-carbon behaviors and also provides insights for the creation of game platforms and the promotion of environmental organizations.
Keyword ：
Green games Green games Green self-identity Green self-identity Low-carbon behaviors Low-carbon behaviors MOA theory MOA theory
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| GB/T 7714 | Hu, Haichen , Lin, Qiaohua , Tang, Decong et al. I've got a forest far away: can online green games promote low-carbon behavior offline? [J]. | CURRENT PSYCHOLOGY , 2025 , 44 (7) : 6025-6039 . |
| MLA | Hu, Haichen et al. "I've got a forest far away: can online green games promote low-carbon behavior offline?" . | CURRENT PSYCHOLOGY 44 . 7 (2025) : 6025-6039 . |
| APA | Hu, Haichen , Lin, Qiaohua , Tang, Decong , Zhao, Ruitong . I've got a forest far away: can online green games promote low-carbon behavior offline? . | CURRENT PSYCHOLOGY , 2025 , 44 (7) , 6025-6039 . |
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PurposeThis study aims to address the challenge of low consumer motivation to purchase green agricultural products, which arises from a lack of awareness and distrust of corporate advertising. It explores how green vs non-green advertising appeals influence consumers' advertising attitude, focusing on the mediating role of perceived usefulness and the moderating role of regulatory focus. The research is grounded in the technology acceptance model to uncover the mechanisms driving consumers' responses to advertising appeals.Design/methodology/approachThrough three experiments, this research examines the effects of different advertising appeals (green vs non-green) on advertising attitude toward green agricultural products. The study investigates the mediating effect of perceived usefulness and the moderating effect of regulatory focus, providing insights into the psychological mechanisms underlying consumer responses to green advertising.FindingsThe results indicate that green advertising appeals lead to higher advertising attitude toward green agricultural products compared to non-green appeals. Perceived usefulness mediates the relationship between advertising appeals and advertising attitude, while regulatory focus moderates the influence of advertising appeals on perceived usefulness. These findings highlight the importance of tailoring advertising strategies to consumer characteristics and enhancing transparency in green product marketing.Originality/valueThis study contributes to the literature by integrating the technology acceptance model with advertising appeal research, offering a novel perspective on how green advertising influences consumer attitudes. It underscores the importance of perceived usefulness and regulatory focus in shaping consumer responses, providing actionable insights for marketers to improve green product advertising and address consumer concerns about food safety and environmental issues.
Keyword ：
Advertising attitude Advertising attitude Green advertising appeal Green advertising appeal Non-green advertising appeal Non-green advertising appeal Perceived usefulness Perceived usefulness Regulatory focus Regulatory focus
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| GB/T 7714 | Zheng, Manhua , Chen, Jianhong , Wei, Xiuhua et al. Green vs non-green advertising appeals: impact on consumer attitude toward green agricultural products [J]. | BRITISH FOOD JOURNAL , 2025 , 127 (12) : 4566-4588 . |
| MLA | Zheng, Manhua et al. "Green vs non-green advertising appeals: impact on consumer attitude toward green agricultural products" . | BRITISH FOOD JOURNAL 127 . 12 (2025) : 4566-4588 . |
| APA | Zheng, Manhua , Chen, Jianhong , Wei, Xiuhua , Tang, Decong . Green vs non-green advertising appeals: impact on consumer attitude toward green agricultural products . | BRITISH FOOD JOURNAL , 2025 , 127 (12) , 4566-4588 . |
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This study evaluates the efficiency of agricultural product distribution through the lens of agricultural-commerce integration, focusing on Fujian Province, China. By innovatively dividing the distribution process into two stages-production and sales-and employing a non-radial Slack-Based Measure (SBM) two-stage network Data Envelopment Analysis (DEA) model, the research provides a more comprehensive assessment of distribution efficiency. The results reveal that Xiamen maintained full efficiency in both stages, while Fuzhou improved from 0.681 in 2015 to full production efficiency by 2019. In contrast, Nanping's sales efficiency remained as low as 0.041. The results show that while overall distribution efficiency has improved, significant regional disparities persist, particularly in the sales stage. The paper highlights the central role of agricultural product distribution companies in optimizing resource allocation and enhancing efficiency through collaborations with emerging agricultural entities and strategies to reduce distribution costs. Additionally, the study introduces a novel approach by categorizing cities based on their efficiency levels and proposing tailored improvement strategies for each category. High-performing cities like Xiamen and Fuzhou should focus on value-added processing, while low-efficiency cities like Nanping require targeted interventions to improve sales performance. This research contributes to the literature by integrating agricultural-commerce integration into the evaluation of distribution efficiency and offers actionable insights for policymakers and stakeholders in the agricultural sector looking to improve agricultural product distribution systems.
Keyword ：
agricultural-commerce integration agricultural-commerce integration agricultural product distribution agricultural product distribution efficiency evaluation efficiency evaluation Fujian Fujian stage data envelopment analysis stage data envelopment analysis
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| GB/T 7714 | Zheng, Qiujin , Tang, Decong , Su, Xiaofeng et al. Evaluation of agricultural product distribution efficiency under the perspective of agricultural-commerce integration [J]. | FRONTIERS IN SUSTAINABLE FOOD SYSTEMS , 2025 , 9 . |
| MLA | Zheng, Qiujin et al. "Evaluation of agricultural product distribution efficiency under the perspective of agricultural-commerce integration" . | FRONTIERS IN SUSTAINABLE FOOD SYSTEMS 9 (2025) . |
| APA | Zheng, Qiujin , Tang, Decong , Su, Xiaofeng , Lian, Jie . Evaluation of agricultural product distribution efficiency under the perspective of agricultural-commerce integration . | FRONTIERS IN SUSTAINABLE FOOD SYSTEMS , 2025 , 9 . |
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In the context of the expanding local food market, grasping the evolutionary trajectory of consumer purchasing behavior is crucial for understanding market dynamics. This study adopts a cross-generational perspective to delve into and elucidate the similarities and differences in local food consumption behaviors between Gen Z and Gen Y. Through the analysis of online survey data from 251 individuals of Gen Z and 319 of Gen Y and utilizing the Theory of Planned Behavior as a theoretical framework, and the study identifies eight key variables. The findings reveal that while Gen Z and Gen Y exhibit a range of common characteristics in their choice of local food,including attention to word of mouth, health consciousness, subjective norms, perceived behavioral control, and attitude.there is a significant divergence in their motivating factors for purchasing. Specifically, convenience is the primary driver for Gen Z when selecting local food; conversely, price is the decisive factor in the decision-making process of Gen Y. By unveiling these significant differences and similarities, the research offers significant understanding beneficial to the food sector, particularly in formulating market strategies targeted at different generations.
Keyword ：
Cross-generation Cross-generation Food choice Food choice Generation Z Generation Z Local food Local food
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| GB/T 7714 | Chen, Jianhong , Xu, Anxin , Tang, Decong et al. Divergence and convergence: a cross-generational study on local food consumption [J]. | SCIENTIFIC REPORTS , 2024 , 14 (1) . |
| MLA | Chen, Jianhong et al. "Divergence and convergence: a cross-generational study on local food consumption" . | SCIENTIFIC REPORTS 14 . 1 (2024) . |
| APA | Chen, Jianhong , Xu, Anxin , Tang, Decong , Zheng, Manhua . Divergence and convergence: a cross-generational study on local food consumption . | SCIENTIFIC REPORTS , 2024 , 14 (1) . |
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The market for green agricultural products has tremendous growth potential as the pressure on resources and the environment increases and the safety of agricultural products is garnering attention. The demand for green food (tea) is also rising as tea is among the top three beverages consumed worldwide. The study attempts to propose a model of the relationship between green food (tea) customers' product knowledge, perceived product quality, trust, purchase intention, and purchase behaviour. In addition, we will provide an analysis of the role played by age, education, income, gender, etc. The study included 700 questionnaires on green food (tea) consumers that were collected through the Credemo questionnaire platform, and data analysis was carried out using the SmartPLS software to assess the model of product knowledge on green food (tea) consumption behaviour. The findings demonstrate that, concerning differences in age, education, income, and gender; product knowledge-including attribute knowledge and green knowledge-has a positive impact on perceived product quality and trust; perceived product quality has a positive impact on trust; perceived product quality and trust have a positive impact on purchase intention; and purchase intention has a positive impact on purchase behavior.
Keyword ：
attribute knowledge attribute knowledge green knowledge green knowledge perceived product quality trust perceived product quality trust purchase intention purchase intention
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| GB/T 7714 | Zheng, Manhua , Tang, Decong , Xu, Anxin . Attribute-Driven or Green-Driven: The Impact of Subjective and Objective Knowledge on Sustainable Tea Consumption [J]. | FOODS , 2023 , 12 (1) . |
| MLA | Zheng, Manhua et al. "Attribute-Driven or Green-Driven: The Impact of Subjective and Objective Knowledge on Sustainable Tea Consumption" . | FOODS 12 . 1 (2023) . |
| APA | Zheng, Manhua , Tang, Decong , Xu, Anxin . Attribute-Driven or Green-Driven: The Impact of Subjective and Objective Knowledge on Sustainable Tea Consumption . | FOODS , 2023 , 12 (1) . |
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Globally Important Agricultural Cultural Heritage Systems (GIAHS) were recommended by the United Nations to promote the development of agricultural heritage, as agricultural sustainability is garnering more and more attention, and therefore agricultural heritage is revived. Consumer preferences for agricultural heritage products, which are a vital driver of sustainable agriculture, have been neglected in previous studies. Given the recent focus on consumer nostalgia in marketing, this study uses traditional tea as an anchor to investigate the relationship between consumer nostalgia proneness and purchase intention to contribute to the preference for agricultural heritage products. We used a high-order structure to investigate the mechanism, the results revealed that nostalgia proneness positively influences purchase intention, with perceived value as a mediating factor in this study. We extend the theory of perceived value to include the analysis of consumers' agricultural heritage products preferences, improve the application of nostalgia proneness, and provide management suggestions based on the findings.
Keyword ：
Agricultural heritage Agricultural heritage GIAHS GIAHS Nostalgia proneness Nostalgia proneness Perceived value Perceived value Traditional tea Traditional tea
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| GB/T 7714 | Tang, Decong , Zheng, Qiujin , Xu, Bingbing et al. Value of nostalgia to agricultural heritage: Consumer?s nostalgia proneness and purchase intention toward traditional tea [J]. | JOURNAL OF CLEANER PRODUCTION , 2023 , 395 . |
| MLA | Tang, Decong et al. "Value of nostalgia to agricultural heritage: Consumer?s nostalgia proneness and purchase intention toward traditional tea" . | JOURNAL OF CLEANER PRODUCTION 395 (2023) . |
| APA | Tang, Decong , Zheng, Qiujin , Xu, Bingbing , Zheng, Manhua , Chen, Jianhong . Value of nostalgia to agricultural heritage: Consumer?s nostalgia proneness and purchase intention toward traditional tea . | JOURNAL OF CLEANER PRODUCTION , 2023 , 395 . |
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In the context of the retail business, rarely studied the impact of top transformation leaders on middle management personnel creativity. In this study, the middle management personnel of 258 retail enterprises were discussed, explored the impact of top transformation leaders on the double-dimensional creativity of middle management personnel, and analyzed individual psychological security. Results show that transformational leadership (morale modeling, visionary motivation, individualized consideration, and charisma) has a significant positive impact on the progressive creativity and breakthrough creativity of middle managers. Transformational leadership (Same as the above four dimensions) has a significant positive impact on the psychological security of middle managers. Psychological security has a significant positive impact on the progressive creativity and breakthrough creativity of middle managers. Psychological security plays a partially mediating role between transformational leadership and the creativity of middle managers. Among which, it plays a partially mediating role between morale modeling and progressive creativity, visionary motivation and progressive creativity, individualized consideration and progressive creativity, charisma and progressive creativity, morale modeling and breakthrough creativity, and charisma and breakthrough creativity, while it plays a fully mediating role between visionary motivation and breakthrough creativity, individualized consideration and breakthrough creativity. This study expanded the study of psychological security as an intermediary variable and deepened the study of dual-dimensional creativity. Based on the above conclusions, this paper puts forward relevant suggestions to promote the development of progressive creativity and breakthrough creativity of middle-level managers, to provide a reference for enterprises to maintain talent advantages and for managers to enhance development potential.
Keyword ：
middle managers middle managers psychological security psychological security transformational leadership transformational leadership two-dimensional creativity two-dimensional creativity
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| GB/T 7714 | Zheng, Manhua , Tang, Decong , Wei, Chenwen et al. Can Transformational Leadership Affect the Two Dimensional Creativity of Middle Managers in Retail Enterprises? The Mediating Role of Psychological Security [J]. | SAGE OPEN , 2023 , 13 (4) . |
| MLA | Zheng, Manhua et al. "Can Transformational Leadership Affect the Two Dimensional Creativity of Middle Managers in Retail Enterprises? The Mediating Role of Psychological Security" . | SAGE OPEN 13 . 4 (2023) . |
| APA | Zheng, Manhua , Tang, Decong , Wei, Chenwen , Xu, Anxin . Can Transformational Leadership Affect the Two Dimensional Creativity of Middle Managers in Retail Enterprises? The Mediating Role of Psychological Security . | SAGE OPEN , 2023 , 13 (4) . |
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