Big consumer data promises to be a game changer in applied and empirical marketing research. However, investigations of how big data helps inform consumers’ psychological aspects have, thus far, only received scant attention. Psychographics has been shown to be a valuable market segmentation path in understanding consumer preferences. Although in the context of e-commerce, as a component of psychographic segmentation, personality has been proven to be effective for prediction of e-commerce user preferences, it still remains unclear whether psychographic segmentation is practically influential in understanding user preferences across different product categories. To the best of our knowledge, we provide the first quantitative demonstration of the promising effect and relative importance of psychographic segmentation in predicting users’ online purchasing preferences across different product categories in e-commerce by using a data-driven approach. We first construct two online psychographic lexicons that include the Big Five Factor (BFF) personality traits and Schwartz Value Survey (SVS) using natural language processing (NLP) methods that are based on behavior measurements of users’ word use. We then incorporate the lexicons in a deep neural network (DNN)-based recommender system to predict users’ online purchasing preferences considering the new progress in segmentation-based user preference prediction methods. Overall, segmenting consumers into heterogeneous groups surprisingly does not demonstrate a significant improvement in understanding consumer preferences. Psychographic variables (both BFF and SVS) significantly improve the explanatory power of e-consumer preferences, whereas the improvement in prediction power is not significant. The SVS tends to outperform BFF segmentation, except for some product categories. Additionally, the DNN significantly outperforms previous methods. An e-commerce-oriented SVS measurement and segmentation approach that integrates both BFF and the SVS is recommended. The strong empirical evidence provides both practical guidance for e-commerce product development, marketing and recommendations, and a methodological reference for big data-driven marketing research.

Online mental health service (OMHS) platforms have contributed significantly to the public’s mental health during the COVID-19 pandemic in China. However, it remains unclear why the public used OMHS platforms for psychological help-seeking (PHS) behavior and how PHS behavior varied across different stages of the COVID-19 pandemic. Based on the ecological PHS behavior data from two OMHS platforms, we extracted population, psychological problems, and influential factors of PHS behavior by text mining and time series analysis methods. Seven top-ranked psychological problems (i.e., depression and anxiety, lack of interest, suicidal tendencies, social phobia, feelings of being worried and afraid, suffering, anger) and seven influential factors (i.e., interpersonal relationships, love, family, work, psychotherapy, personal characteristics, marriage) were found. The online PHS behaviors related to different psychological problems and influential factors remained a growing trend before 2020 and have been increasing significantly due to the COVID-19 outbreak. Four main stages were found during the pandemic according to the changes in the online PHS population: sharp growth, significant decline, slight rebound, and slow decline. This study identified large-scale, spontaneous PHS behaviors among the online public during the COVID-19 pandemic and the various psychological problems and influential factors that varied across different stages of the pandemic, suggesting that the government and health practitioners should adopt effective policies and strategies to prevent and intervene in mental health problems for the online public.

Despite the great attention paid to Internet literacy research, little has been done to overcome the problems stemming from the heterogeneity of Internet literacy nomenclature and the use of non-standardized measurement tools, especially for adolescents in developing countries. Considering junior students are the high-risk groups of Internet addiction and have wide access to the Internet, the aim of this study is to develop a new scale to assess Chinese junior students’ Internet literacy (JIL). In the psychometric study (n = 1099 junior students), an 18-item scale was developed using the exploratory and confirmatory factor analyses, which includes five subscales: knowledge and skills for the Internet (KSI), Internet self-management (ISM), awareness and cognition of Internet (ACI), Internet interactions (II), and autonomous learning on the Internet (ALI). Evidence of internal reliability, test-retest reliability, and construct validity provided good psychometric support for the measure. Criterion-related validity of the measures was demonstrated by examining its anticipated theoretical relations to two hypotheses: (1) High JIL level alleviates the adverse effects of an individual’s Internet addiction degree, while pathological use for interacting with others on the Internet exacerbates the adverse effects; (2) an individual’s degree of Internet use self-efficacy is positively associated with JIL level. It is envisaged that the JIL Scale will help facilitate unified research in the field.

Analyzing people’s opinions, attitudes, sentiments, and emotions based on user-generated content (UGC) is feasible for identifying the psychological characteristics of social network users. However, most studies focus on identifying the sentiments carried in the micro-blogging text and there is no ideal calculation method for users’ real emotional states. In this study, the Profile of Mood State (POMS) is used to characterize users’ real mood states and a regression model is built based on cyber psychometrics and a multitask method. Features of users’ online behavior are selected through structured statistics and unstructured text. Results of the correlation analysis of different features demonstrate that users’ real mood states are not only characterized by the messages expressed through texts, but also correlate with statistical features of online behavior. The sentiment-related features in different timespans indicate different correlations with the real mood state. The comparison among various regression algorithms suggests that the multitask learning method outperforms other algorithms in root-mean-square error and error ratio. Therefore, this cyber psychometrics method based on multitask learning that integrates structural features and temporal emotional information could effectively obtain users’ real mood states and could be applied in further psychological measurements and predictions.

Globally, colon adenocarcinoma (COAD) is one of the most frequent types of malignant tumors. About 40~50% of patients with advanced colon adenocarcinoma die from recurrence and metastasis. Long non-coding RNAs (lncRNAs) and 5-methylcytosine (5mC) regulatory genes have been demonstrated to involve in the progression and prognosis of COAD. The goal of this study was to explore the biological characteristics and potential predictive value of 5mC-related lncRNA signature in COAD. In this research, The Cancer Genome Atlas (TCGA) was utilized to obtain the expression of genes and somatic mutations in COAD, and Pearson correlation analysis was used to select lncRNAs involved in 5mC-regulated genes. Furthermore, we applied univariate Cox regression and Lasso Cox regression to construct 5mC-related lncRNA signature. Then Kaplan–Meier survival analysis, principal components analysis (PCA), receiver operating characteristic (ROC) curve, and a nomogram were performed to estimate the prognostic effect of the risk signature. GSEA was utilized to predict downstream access of the risk signature. Finally, the immune characteristics and immunotherapeutic signatures targeting this risk signature were analyzed. In the results, we obtained 1652 5mC-related lncRNAs by Pearson correlation analysis in the TCGA database. Next, we selected a risk signature that comprised 4 5mC-related lncRNAs by univariate and Lasso Cox regression. The prognostic value of the risk signature was proven. Finally, the biological mechanism and potential immunotherapeutic response of the risk signature were identified. Collectively, we constructed the 5mC-related lncRNA risk signature, which could provide a novel prognostic prediction of COAD patients.

This study focuses on the motivational structure of adolescent idol worship phenomenon in China and its influence on behavioral characteristics. This study