Motivation of Customer Participation：The Self-determination Theory Perspective&Wang Tao，Cui Nan，Xiao Yongpeng 1
Effects of Brand Information on the Compatibility of Consumer Regulatory Focus，Decision Task and Product Preference&Ma Jingjing，Zhang Shi，Zhang Li 13
Application of Finite Mixture Model with Concomitant Variables in Market Segmentation&Wang Yan，Zhao Ping 27
How Do Interpartner Legitimacy and Trust Affect Performance through Distribution Flexibilities？&Song Hua，Yu Kangkang 35
Research on Strategy Developing Prominent Business Performance in China：A Market Entry-Based Perspective&Niu Yongge，Li Wei，Zhao Ping 46
Relationships among Interpersonal Factors of Service Encounter，Customer Perceived Service Quality and Customer Satisfaction&Xu Xianying，Ma Qinhai，Wang Shu 66
The Influence of Sponsorship on Corporate Image and Product Trust—Evidence from Sponsors of 2008 Beijing Olympic Games&He Yun，Chen Zengxiang 77
Will Products Always Seem More Attractive When Consumers Are Happy：Incorporating the Effects of Evaluation Mode&Jiang Zixi，Jiang Minghua，Jin Ying 86
Perspective of Consumer Unethical Behavior：Consumer Ethical Beliefs&Liu Ruping，Ma Qinhai，Fan Guangwei 101