https://j.ideasspread.org/index.php/jems <p>Journal of Economics and Management Sciences (JEMS) is an international, double-blind peer-reviewed, open-access journal published by IDEAS SPREAD INC. The journal is published in both print and online versions. The online version is free access and download.<br>The journal focuses on the following topics: Corporate Ggovernance, Human Resource Management, Strategic Management, Entrepreneurship, Marketing, E-business, Services, Information Technology Management, Production &amp; Operations Management, Financial Management, Decision Analysis, Management Research Methods and Managerial Economics, etc.</p> IDEAS SPREAD INC en-US Journal of Economics and Management Sciences 2576-3008 <p>Copyright for this article is retained by the author(s), with first publication rights granted to the journal.<br>This is an open-access article distributed under the terms and conditions of the Creative Commons Attribution license (http://creativecommons.org/licenses/by/4.0/).</p> https://j.ideasspread.org/index.php/jems/article/view/1061 <p>In today's increasingly prosperous Internet economy, online brand communities are playing an increasingly important role in marketing. This paper starts with customer participation and studies its relationship with customer innovation behavior. Existing research shows that customers' sense of identity with brand community will make them have more innovative behaviors. Therefore, this paper explores the mediating role of identity (brand identity and community identity) in the relationship between customer participation and customer innovation. The research results show that customer participation has a positive impact on customer innovation behavior, brand identity and community identity have a positive impact on customer innovation behavior, and brand identity and community identity play an intermediary role in customer participation and customer innovation behavior, that is, customer participation can generate more customer innovation behaviors by strengthening brand identity and community identity.</p> Xi Chen Genyuan Zhang ##submission.copyrightStatement## http://creativecommons.org/licenses/by/4.0 2022-05-16 2022-05-16 5 1 p1 p1 10.30560/jems.v5n1p1 https://j.ideasspread.org/index.php/jems/article/view/1068 <p>Based on the relevant theoretical research on mortality salience and general self-efficacy, this paper tests the impact of mortality salience on uncertain consumption intention through experiments. It is found that mortality salience increases consumers’ preference to choose uncertain probabilistic promotion methods, but decreases individuals’ evaluation of new products. During the process above, the moderating effect of general self-efficacy was tested. Based on the results, this study provides specific suggestions on the marketing and product strategies in the context of mortality salience.</p> Xi Chen Zhixin Zhan ##submission.copyrightStatement## http://creativecommons.org/licenses/by/4.0 2022-06-15 2022-06-15 5 1 p16 p16 10.30560/jems.v5n1p16