Search

PurposeCrowdsourcing refers to a new business model in which enterprises or individuals publish tasks or problems, attracting freelancers or contributors to participate in solving tasks, submitting bids and allowing task seekers to choose the final solution. How to attract more quantity and quality of contributors to submit their solutions through a crowdsourcing platform has become a vital question.Design/methodology/approachIn this study, the authors use web crawling to obtain 43,265 effective tasks in EPWK website (www.epwk.com) to probe how to elevate the quantity and quality of contributors via task reward design. This study uses the hierarchical linear model to probe the research questions.FindingsResults show that, with the increase of task reward, the quantity of contributors goes up first and then goes down (inverted U shape), whereas the quality of contributors goes down first and then goes up (U sharp). Moreover, the authors investigate the moderating effects of another task design attribute, task duration. This study finds that task duration weakens the effect of task reward on the quantity of contributors while strengthening the effects of task reward on the quality of contributors.Originality/valueFirst, this study theoretically probes two key aspects of task performance, namely, the quantity and quality of contributors, which expand the scope of task performance evaluation. Second, this study reconciles previous concern about the relationship of task reward and performance, which is different from previous studies that have paid more attention to the single perspective of their relationship. Finally, the authors investigate the moderating effects of task duration, which further uncover the mechanism behind task reward and performance, that is, the quantity and quality of task contributors.

Heterosis contributes greatly to crop production, but the genetic basis of heterosis is not fully understood. To identify heterotic loci (HLs) for grain yield, 12 yield traits were evaluated in four rice (Oryza sativa L.) mapping populations: one parental population of chromosome segment substitution lines derived from a cross between the japonica cultivar Nipponbare and indica cultivar 9311 and three connected test populations in either a homozygous 9311 genetic background or a heterozygous background. A total of 390 HLs were detected for the measured traits in two environments. The genetic bases of heterosis differed between the backcross and testcross populations. At least 10 HLs were confirmed in F1 hybrids between 9311 and near-isogenic lines, each of which carried a heterotic locus of interest in the same 9311 background. All 10 showed overdominant or dominant effects on grain yield and yield components. Among them, three were verified as being associated with yield heterosis and colocalized in the same regions as those containing previously reported heterosis-associated genes. Five HLs were identified to be promising candidate loci that could be used to achieve more than 15% yield heterosis in several commercial rice hybrids. These findings suggest the potential of indica or japonica introgression for increasing yield in hybrid rice breeding programs.

Purpose Although online brand communities (OBCs) are extensively demonstrated to be an important social media tool in building brand equity, they may have backfire effects under certain conditions. Drawing from the self–brand connection theory, the purpose of this study is to investigate the effect of group heterogeneity on brand commitment. The mediation effect of self–brand connection and moderation effect of brand symbolism has also been examined. Design/methodology/approach Data were collected using a survey of 498 users from a range of OBCs. Hierarchical regression and bootstrapping method were used to test the research model. Findings The findings indicate that group heterogeneity negatively affects brand commitment in which self–brand connection plays a role of mediation. Further, the negative effect is more pronounced for high-symbolic brands than low-symbolic ones. Practical implications Brand managers are advised to note the dark side of OBCs in general and alleviate the adverse effects of group heterogeneity in particular, especially for high-symbolic brands. Originality/value Previous research pays little attention to the adverse effect of OBCs. This study enriches the literature by revealing that the backfire effect of OBCs arises when users become heterogeneous and uncovering in what situations the negative effect is stronger.

The essential issue currently challenging marketing managers in the virtual world is: How can a virtual world feature be designed to elevate consumers' purchase of virtual items and usage in the virtual world? Previous scholars have investigated the issue and have published their predictions on the individual level. Yet, they have done so without specifically addressing endogeneity or carryover effect among users and their activities. To alleviate this omission and potential methodological bias, we probe the impact of virtual world technological features on two performance criteria at the platform level. In addition, we differentiate two types of users (new vs returning users) and probe their distinct impact on purchase of virtual items and usage patterns in the virtual world. When using data from one virtual world and applying the vector auto regression model, results show that virtual world managers can elevate performance through promotion of both types of users' activities. The effects of these activities, however, are varied. Specifically, for returning users, interactivity leads to a more significant impact on consumers' purchase of virtual goods than sociability, while the opposite effect is applicable to usage in the virtual world. For new users, interactivity is more efficient for promotion of users' purchase of virtual goods than sociability, while the results are the opposite for usage in the virtual world.

Heterosis denotes the superiority of a hybrid plant over its parents. The use of heterosis has contributed significantly to yield improvement in crops. However, the genetic and molecular bases on heterosis are not fully understood. A large number of heterotic loci were identified for 12 yield-related traits in one parental population of chromosome segment substitution lines (CSSLs) and two test populations, which were interconnected by CSSLs derived from two rice genome-sequenced cultivars, Nipponbare and Zhenshan 97. Seventy-five heterotic loci were identified in both homozygous background of Zhenshan 97 and heterogeneous background of an elite hybrid cultivar Shanyou 63. Among the detected loci, at least 11 were colocalized in the same regions encompassing previously reported heterosis-associated genes. Furthermore, a heterotic locus Ghd8NIP for yield advantage was verified using transgenic experiments. Various allelic interaction at Ghd8 exhibited different heterosis levels in hetero-allelic combinations of five near-isogenic lines that contain a particular allele. The significant overdominance effects from some hetero-allelic combinations were found to improve yield heterosis in hybrid cultivars. Our findings support the role of allelic interaction at heterotic loci in the improvement of yield potential, which will be helpful for dissecting the genetic basis of heterosis and provide an optional strategy for the allele replacement in molecular breeding programs in hybrid rice.

Rice is one of the staple crops in the world. Grain size is an important determinant of rice grain yield, but the genetic basis of the grain size remains unclear. Here, we report a set of chromosome segment substitution lines (CSSL) developed in the genetic background of the genome-sequenced indica cultivar Zhenshan 97. Genotyping of the CSSLs by single nucleotide polymorphism array shows that most carry only one or two segments introduced from the genome-sequenced japonica cultivar Nipponbare. Using this population and the high-density markers, a total of 43 quantitative trait loci were identified for seven panicle- and grain-related traits. Among these loci, the novel locus qGL11 for grain length and thousand-grain weight was validated in a CSSL-derived segregating population and finely mapped to a 25-kb region that contains an IAA-amido synthetase gene OsGH3.13, This gene exhibited a significant expression difference in the young panicle between the near-isogenic lines that carry the contrasting Zhenshan 97 and Nipponbare alleles at qGL11. Expression and sequence analyses suggest that this gene is the most likely candidate for qGL11. Furthermore, several OsGH3.13 mutants induced by a CRISPR/Cas9 approach in either japonica or indica exhibit an increased grain length and thousand-grain weight, thus enhancing the final grain yield per plant. These findings provide insights into the genetic basis of grain size for the improvement of yield potential in rice breeding programs.

Leaf chlorophyll content is an important physiological indicator of plant growth, metabolism and nutritional status, and it is highly correlated with leaf nitrogen content and photosynthesis. In this study, we report the cloning and identification of a xylan glucuronosyltransferase gene (OsGUX1) that affects relative chlorophyll content in rice leaf. Using a set of chromosomal segment substitution lines derived from a cross of wild rice accession ACC10 and indica variety Zhenshan 97 (ZS97), we identified numerous quantitative trait loci for relative chlorophyll content. One major locus of them for relative chlorophyll content was mapped to a 10.3-kb region that contains OsGUX1. The allele OsGUX1AC from ACC10 significantly decreases nitrogen content and chlorophyll content of leaf compared with OsGUX1ZS from ZS97. The overexpression of OsGUX1 reduced chlorophyll content, and the suppression of this gene increased chlorophyll content of rice leaf. OsGUX1 is located in Golgi apparatus, and highly expressed in seedling leaf and the tissues in which primary cell wall synthesis occurring. Our experimental data indicate that OsGUX1 is responsible for addition of glucuronic acid residues onto xylan and participates in accumulation of cellulose and hemicellulose in the cell wall deposition, thus thickening the primary cell wall of mesophyll cells, which might lead to reduced chlorophyll content in rice leaf. These findings provide insights into the association of cell wall components with leaf nitrogen content in rice.

The change of consumers' shopping mode has caused massive express packaging waste, which results in resource waste and environmental pollution. Therefore, the recycling of express packaging has become an important environmental protection requirements as well as social issue and it requires an urgent solution. At the same time, the impact of anthropomorphism on consumer behavior is increasingly prominent. Built on the "A Three-Factor Theory of Anthropomorphism" and the "Theory of Perspective-Taking", this article established a psychological dynamic theoretical model about the effect of anthropomorphic design on consumers' recycling willingness. Through four experiments, variance analysis and regression analysis, it can be concluded that: (1) Anthropomorphic design has a significant positive impact on the consumers' express packaging recycling willingness, and empathy plays a mediating effect between them. (2) Compared with anthropomorphic language design, anthropomorphic shape design has a more significant impact on consumers' express packaging recycling willingness. (3) High psychological ownership has a significant positive moderating effect on the relationship between anthropomorphic design and empathy, i.e., the higher the consumer's psychological ownership, the stronger the mediating effect of empathy. Low psychological ownership has no significant moderating effect on the relationship between anthropomorphic design and empathy. Therefore, consumers' willingness to recycle express packaging can be promoted by improving their psychological ownership and the anthropomorphic design of express packaging.

Group marketing uses the psychological mechanisms underlying group influence to drive customer behaviors that are beneficial to the firm. It is predicated on the firm's ability to guide two necessary and sufficient conditions: (1) a customer's awareness of an affiliation with the focal group and (2) exposure to group norms. By examining what it means to be affiliated with a group; determining how group norms are inferred, applied, and maintained; and testing a wide variety of ways in which these conditions become manifest, this research demonstrates the theoretical foundations of group marketing. Groups influence purchase behaviors by altering information and identity appraisals during decision making. Time in a purchase domain emerges as a critical determinant of the strength of group influence. Although previous research has suggested that social influence diminishes over time, a longitudinal field study and an experiment reveal that this prediction holds only when information appraisal dominates; an opposite effect arises when identity appraisal dominates. Group efficacy strengthens, but product price weakens, the effects of groups on purchase behaviors.

The global warming problem caused by carbon emissions from transportation has caused widespread concern, and the choice of private vehicle type directly affects the carbon emissions of individuals’ travel. Therefore, replacing internal combustion vehicles with battery electric vehicles turns out to be an important measure to solve traffic-related pollution. Battery electric vehicles are high-intervention environmentally friendly products. In addition to considering their functional benefits, consumers will also value the symbolic meaning of electric vehicles, which could be an effective expression of their identities. This study explored the factors of the electric vehicle adoption intention from the perspective of the symbolic meaning, and explored the boundary conditions of symbolic meaning’s effects on adoption intention from the perspective of consumer self-identity and traditional cultural value (face consciousness). The conclusions of this paper are as follows: (1) The status symbol, environmentalism symbol, and innovation symbol of electric vehicles have significant positive impacts on the adoption intention of consumers. Compared to status symbol, environmentalism symbol and innovation symbol have stronger influences; (2) The influence of the environmentalism symbol on adoption intention is positively moderated by environmentalist self-identity; (3) The influence of the innovation symbol on adoption intention is positively moderated by innovator self-identity; (4) The influence of the innovation symbol on the adoption intention is positively moderated by face consciousness. This research provides a theoretical support for electric vehicle companies to develop promotion strategies and target customers, and can effectively promote the popularity of electric vehicles.

Effectively triggering residents’ intrinsic motivation of low carbon consuming behaviors and mobilizing public participation in low carbon practices are important parts of China’s carbon emission reduction goal. In this study, anticipated guilt is introduced into model of the Theory of Planned Behavior to compensate for neglect of emotional factors. Meanwhile, cultural values are taken as antecedent variables of the extended model to further explore the driving mechanism of residents’ intention of low carbon consuming behavior. By establishing structural equation model and using Mplus7.4 to analyze the data of 848 questionnaires from Jiangsu Province, it is found that: (1) when incorporated into the model of Theory of Planned Behavior, anticipated guilt has a positive and direct impact on intention of low carbon consuming behavior along with attitude, subjective norm and perceived behavioral control; (2) attitude, perceived behavioral control and anticipated guilt play a positive and parallel multiple mediating role between collectivist value and intention of low carbon consuming behavior; (3) attitude and anticipated guilt play parallel multiple mediating role between man-to-nature orientation value and intention of low carbon consuming behavior. Among them, attitude plays a positive mediating role and anticipated guilt plays a negative mediating role. The present study provides empirical evidence for the effect mechanism of cultural values and emotions on the intention of low carbon consuming behavior, thus providing new ideas to mobilize the public’s participation in low carbon consuming behaviors.

OsGBPs are a small family of four genes in rice (Oryza sativa L.) that function as transcription factors recognizing the GAGA motif; however, their functions in plant growth and development remain unclear. Here we report the functions of OsGBPs in plant growth and grain development. Knock-down and knock-out of OsGBP1 promoted seedling growth and enhanced grain length, whereas overexpression of OsGBP1 exhibited the opposite effect on seedling growth and grain length, indicating that OsGBP1 repressed grain length and seedling growth. In addition, overexpression of OsGBP1 led to delayed flowering time and suppressed plant height. OsGBP1 could regulate OsLFL1 expression through binding to the (GA)12 element of its promoter. In contrast, OsGBP3 induced grain length and plant height. Grain length and plant height were decreased in OsGBP3RNAi lines and were increased in OsGBP3 overexpression lines. We also found a synergistic effect of these two genes on grain width and plant growth. RNAi of both OsGBP1 and OsGBP3 resulted in severe dwarfism, compared with RNAi of a single gene. These results suggest the presence of functional divergence of OsGBPs in the regulation of grain size and plant growth; these results enrich our understanding of the roles of GAGA-binding transcription factors in the regulatory pathways of plant development.

The effects of social influence on product adoption have been documented for new products and first-time adoptions. Few investigated whether social influence plays an important role in upgrade adoption. Unlike first-time adoption, consumers have gained product experience, so their perceived risks and uncertainty were less than in first-time adoption. To study the roles that social influence plays in first-time versus upgrade adoption, we implemented two experiments. Study 1 involved a lab experiment on whether social influence works in upgrade adoption. Study 2 implemented a field study to identify the effects of peer adoption of virtual goods, with 897,765 participants: 28,730 first-time adopters and 15,056 upgraders. The results offer four findings. First, the results show that social influence affected consumer upgrade decisions. Second, there were different effects of social influence in upgrade adoption: informative influence decays and normative influence rises from first-time to upgrade adoption. Third, the influential adopters (and upgraders) vary across the stages. Well-connected adopters exerted stronger influence than less-connected ones in first-time adoption, and upgraders with higher homophily relative to non-upgraders exerted influence in upgrade adoption. Fourth, the susceptibility to influence of non-adopters (non-upgraders) also varied in the different stages. Less-connected non-adopters were more susceptible in their first-time adoption, while non-upgraders with higher reciprocity were more susceptible in their upgrade decision. These results extend our understanding of social influence, especially in different adoption contexts. This research also can help marketers identify influential adopters to facilitate online marketing campaigns.