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This study contributes to the area of tourism research by investigating the process by which the air disaster of a national airline affects tourists’ attitude and intention to fly the airline as well as attitude and intention to visit the country. A survey with potential Chinese tourists on visiting Malaysia and flying Malaysia Airlines was conducted. Results show that intention to visit Malaysia is positively affected by attitude toward visiting Malaysia and intention to fly Malaysia Airlines. Attitude toward visiting Malaysia is positively affected by attitude toward flying Malaysia Airlines and negatively by perceived risk of visiting Malaysia. Perceived risk of visiting Malaysia is, in turn, negatively affected by subjective knowledge about Malaysia and attitude toward flying Malaysia Airlines, and positively by perceived risk of flying Malaysia Airlines. Intention to fly Malaysia Airlines, on the other hand, is positively affected by attitude toward flying Malaysia Airlines. Attitude toward flying Malaysia Airlines is negatively affected by perceived risk of flying Malaysia Airlines, which is, in turn, positively affected by usefulness of (negative) public opinion. The theoretical contribution, managerial implications, limitations, and future research direction are also discussed.

Abstract. With the popularity of the Internet and e-commerce technology matures, the size of China's online shopping users gradually expanded. Online shopping has become an integral part of network life. Online merchants have developed different marketing strategies to maximize the attraction of users, of which the price promotions are obviously favored by the Internet merchants. Keeping pace with the times and choosing the promotion strategy in line with the development of the times will help the online merchants to achieve their own management purposes and create profits. Internet businesses need to update the marketing idea and method is improved rapidly, update the traditional marketing model, the effective use of network marketing to guide more consumers from traditional shopping into online shopping, expand their share of merchandise in the market, combined with the traditional consumer behavior shopping environment theory and price promotion research, launched a deep the Discussion on this subject.

Referral reward programs (RRPs) have attracted increasing attention from researchers and practitioners in recent years. Drawing on the analytic–holistic thinking framework, we explore the degree to which styles of thinking affect receiver's responses to the referrals through three studies. We find that rewards in RRPs adversely affect referral responses, resulting in lower purchase intention and brand evaluation. Such an effect of rewards, however, is moderated by styles of thinking. For holistic thinkers, the above effect of rewards on receiver's responses is valid because holistic receivers are more sensitive to contextual factors (e.g., rewards and tie strength). For analytic receivers, however, there is no significant difference in receiver's responses to unrewarded (vs. rewarded) referrals. In addition to styles of thinking, the results also show that tie strength has a moderating effect on the receiver's response to the referrals. However, the moderating effect of tie strength on receiver's responses is also affected by styles of thinking. For holistic receivers, the moderating effect of tie strength is significant. For analytic receivers, however, the moderating effect of tie strength is not significant. Our conclusions complement the existing research on RRP and provide management implications for enterprises to develop more efficient referral reward programs.