Omnichannel retailing and sustainability are two important challenges for the fast fashion industry. However, the sustainable behavior of fast fashion consumers in an omnichannel environment has not received much attention from researchers. This paper aims to examine the factors that determine consumers’ willingness to participate in fast fashion brands’ used clothes recycling plans in an omnichannel retail environment. In particular, we examine the impact of individual consumer characteristics (environmental attitudes, consumer satisfaction), organizational arrangements constitutive for omnichannel retailing (channel integration), and their interplay (brand identification, impulsive consumption). A conceptual model was developed based on findings from previous research and tested on data that were collected online from Chinese fast fashion consumers. Findings suggest that consumers’ intentions for clothes recycling are mainly determined by individual factors, such as environmental attitudes and consumer satisfaction. Organizational arrangements (perceived channel integration) showed smaller effects. This study contributes to the literature on omnichannel (clothing) retail, as well as on sustainability in the clothing industry, by elucidating individual and organizational determinants of consumers’ recycling intentions for used clothes in an omnichannel environment. It helps retailers to organize used clothes recycling plans in an omnichannel environment and to motivate consumers to participate in them.

Summary: Background: The 2019 new coronavirus, “2019-nCoV”, was discovered from Wuhan Viral Pneumonia cases in December 2019, and was named by the World Health Organization on January 12, 2020. In the early stage, people knows little about the 2019-nCoV virus was not clear, and the spread period was encountering China’s annual spring migration, which made the epidemic spread rapidly from Wuhan to almost all provinces in China.Methods: This study builds a SEIRD model that considers the movement of people across regions, revealing the effects of three measures on controlling the spread of the epidemic.Based on MATLAB R2017a, computational experiments were performed to simulate the epidemic prevention and control measures.Findings: The research results show that current prevention and control measures in China are very necessary. This study further validates the concerns of international and domestic experts regarding asymptomatic transmission (E-status).Interpretation: The results of this study are applicable to explore the impact of the implementation of relevant measures on the prevention and control of epidemic spread, and to identify key individuals that may exist during the spread of the epidemic.

Bicycle sharing services have played an active role in building a green travel system in China, but this trend has also caused problems, such as users arbitrarily stopping on the roads or the destruction of shared bicycles. Based on data collected by means of a survey that we designed, a regression analysis is used to test the influence of use perception and consumer characteristics on the intention to sustainably use shared bicycles by measuring the intention to: continue using the service, park the bicycles in an orderly manner, and care and protect the bicycles. We find that: (1) perceived usefulness, perceived ease of use, consumer innovation, and standardized use behavior have a significantly positive impact on the intention to continue using and park shared bicycles in an orderly manner; (2) perceived usefulness, perceived ease of use, and consumer innovation also have a significantly positive impact on the intention to care and protect shared bicycles; and, (3) standardized use behavior has no significant impact on the intention to care and protect shared bicycles. Moreover, urban air quality plays a positive regulatory role in the relationship of perceived usefulness, perceived ease of use, and consumer innovation with the intention to sustainably use the service.

With respect to the asymptomatic transmission characteristics of the novel coronavirus that appeared in 2019 (COVID-19), a susceptible-asymptomatic-infected-recovered-death (SAIRD) model that considered human mobility was constructed in this study. The dissemination of COVID-19 was simulated using computational experiments to identify the mechanisms underlying the impact of city and residential lockdowns on controlling the spread of the epidemic. Results: The implementation of measures to lock down cities led to higher mortality rates in these cities, due to reduced mobility. Moreover, implementing city lockdown along with addition of hospital beds led to improved cure and reduced mortality rates. Stringent implementation and early lockdown of residential units effectively controlled the spread of the epidemic, and reduced the number of hospital bed requirements. Collectively, measures to lock down cities and residential units should be taken to prevent the spread of COVID-19. In addition, medical resources should be increased in cities under lockdown. Implementation of these measures would reduce the spread of the virus to other cities and allow appropriate treatment of patients in cities under lockdown.

Online consumer social networks have become an important marketing channel for product-related information diffusion in the technological landscape. This paper aims to identify the factors that drive opinion diffusion behavior in consumers on online social networks. To empirically test the theoretically driven hypotheses, the study uses firsthand survey responses from 614 respondents based in two major cities in China: Shenzhen, an eastern city, and Xi’an, a western city. A survey of online shopping consumers shows that both network heterogeneity and network influence have a positive impact on consumers’ level of online opinion leadership and online opinion seeking behavior. However, network acquaintance has an insignificant impact on the level of opinion diffusion. Furthermore, online opinion diffusion has a positive impact on behavioral consequence, which has two dimensions: online forwarding and online communication. An online opinion leader is more likely to forward and communicate information than an online opinion seeker. Multiple-group analysis indicates that gender and city moderate the effect of opinion diffusion. Theoretically, this paper makes several contributions to marketing literature, particularly from a social networking perspective. The results from this study can help online retailers and social network service providers utilize consumer networks to improve online opinion diffusion. Within social networking literature, this is a unique attempt to explore the factors driving opinion diffusion behavior in consumers’ online social networks.

This study analyzes the diffusion of two product types using an advance selling strategy from a social network perspective. We extended the susceptible-infected-removed (SIR) model by adding a buyer component (SIRB) to the model and conducted an in-depth analysis of transmission probability and purchase probability when using an advance selling strategy. Agent-based simulation indicates that cost reduction and promotional effort have positive effects on profits, while lead time negatively affects them. Statistical analyses indicate that lead time has a U-shaped relationship with profits for non-durable products, but an inverted U-shaped relationship with those for durable products. For both products types, promotional effort has an inverted U-shaped relationship with profits under the condition of low-quality products and an inverted U-shaped relationship in the case of high-quality products. The reasons underlying these results are discussed, followed by implications for firms adopting advance selling strategies.