Due to the digital revolution, online education based on the B2B2C (Business to Business to Consumer) model is growing Understanding students' expectations, concerns, and experiences of these courses are crucial to the successful of education. Based on the research framework of value co-creation and value co-destruction and the theory of social…

Purpose: The purpose of this study is to assess how Sustainable food consumption (SFC) can improve the quality of life for consumers and encourage green food production. Sustainable consumption is an important factor in achieving the sustainable development goals (SDGs) proposed by the United Nations. However, achieving SFC requires government…

In this study, we investigated Chinese viewers' attitudes toward fan-subtitled (fansub) online courses, sponsorship, and the sponsors of online courses. In addition, the relationships among these three attitude variables were examined. A cross-sectional research design based on a quantitative methodology was employed in the study. An online…

This article presents an explanation to the paradox of why increased household incomes in rural areas in China are accompanied by decreased motivation for consumption. The empirical analysis shows a reduction in rural residents' consumer spending with the exception of spending on medical treatment and education. This effect is stronger in poor…

This paper analyses the student decision-making model for international postgraduate (PG) students with a concentration on consumer service marketing principles. Using a grounded theory approach and exploratory techniques (focus groups), it investigates qualitatively why the UK is the destination choice, the rationale for the programme of study…

The paper takes an interest in consumer behavior in international higher education (HE). It takes qualitative narratives of international student experience as a point of departure for a discussion of the degree to which students conceive of their experience in consumer terms when they evaluate their stays abroad. Intentionally, the group of…

This study explores two aspects of the privatization of childhood in contemporary urban China: the emergent discourse on children's privacy and children's growing seclusion within the home. Drawing on ethnographic fieldwork, the author describes urban caregivers' engagement with the issue of children's privacy, and argues that we are now…

Uses content analysis of 306 consumer advertisements in "People's Daily" from 1979-91 to examine utilitarian and hedonistic themes and appeals. Finds support for the hypothesis that depictions of utilitarian values are decreasing, and indirect support for the hypothesis that hedonistic values are increasing. Suggests that Chinese…

Among the 25 refereed papers, 14 refereed poster sessions, 17 invited papers, and 14 panel/workshop sessions are the following: "Forces Driving Change in Food Safety" (Foreman); "Are Two Incomes Needed to Get Ahead Today?" (Walden); "Financial Manager Profile Scale" (Lytton, Grable); "Real World Financial…