Yanzhe Yuan

The Pursuit of Security: How Loneliness Shapes Consumers' Preference for Simple Versus Complex Packaging Designs

ABSTRACT This research examines how loneliness influences consumers' preferences for the design (simple vs. complex) of product packaging and uncovers the underlying mechanisms across 7 studies, including 1 survey and 6 experimental designs ( N = 1636). The results show that lone...

Commercial Value Creation Across Live‐Streaming Shopping, Entertainment and Tourism: An ADO – TCM Systematic Review and Practitioner Perspectives

ABSTRACT Live‐streaming has emerged as a significant channel for commercial value creation; however, research on live‐streaming in shopping, entertainment and tourism has largely developed in isolation, resulting in an insufficient understanding of the cross‐domain similarities a...