Consumer Preference for Virtual Reality Advertisements with Human-Scene Interaction: An Intermediary Based on Psychological Needs.

Consumption is undergoing a digital revolution brought about by virtual technology, and the emergence of virtual spokespersons has changed the pattern of advertising endorsement sales. Are virtual character spokespersons better than real celebrity spokespersons? This article aims to explore the relationships between different types of advertising spokespersons, different types of advertising scenarios, and consumers' purchase intentions. The results of 2 pilot experiments and 4 formal experiments show that compared with spokespersons by real people, virtual character spokespersons have a greater positive impact on consumers' purchase intentions, which is achieved through the mediating role of psychological need satisfaction. In addition, different advertising scenarios provided by virtual technology have a moderating effect on this process. This empirical study investigates the possible positive effects of virtual character spokesperson compared with real character spokesperson and expands the results of spokesperson category based on self-determination theory.

The Impact of Consumers' Choice Deferral Behavior on Their Intertemporal Choice Preference.

The purpose of this study is to explore the influence of consumers' choice deferral behavior on their intertemporal choice preference. The empirical study shows that consumers' choice deferral behavior can significantly affect their intertemporal decision preference through the level of hopefulness. Compared with non-choice deferral behavior, choice deferral behavior can improve the level of consumers' sense of hopefulness, which then makes them prefer larger-longer interests in intertemporal decision-making. The effect of consumers' sense of hopefulness on their intertemporal choice preference is moderated by their perceived information integrity. When the perceived information integrity is low, the effect of hopefulness on intertemporal decision preference will be enhanced, but when the perceived information integrity is high, the effect of hopefulness on intertemporal decision preference will not be affected. In addition, the theoretical and practical significance of this study and the prospect of future research are also discussed.

Chemical constituents from leaves of Evodia lepta.

To explore the alternative material for the stems of Evodia lepta used in clinic, the leaves extract of E. lepta was chemically investigated by silica gel, Sephadex LH-20, ODS column chromatographies, and preparative HPLC and the structures of the compounds were identified mainly by spectroscopic methods. Ten known compounds 4-hydroxy-4, 7-dimethyl-1-tetralone (1), (6R, 7E) -4, 7-megastigmadien-3, 9-dione (2), 4-megastigmen-3, 9-dione (3), formononetin (4), daidzein (5), oroxylin A (6), wogonin (7), 5, 7-dihydroxy-3, 4'-dimethoxyflavone (8), N-trans-coumaroyltyranine (9) and (E) -p-hydroxycinnamic acid (10), have been obtained and identified. All these compounds were isolated from this species for the first time. The results revealed that there is a considerate chemical difference between the stems and leaves of E. lepta.

A novel sterol sulfate and new oligosaccharide polyester from the aerial parts of Polygala sibirica.

Polygalasterol A (1), a new sterol sulfate, and a new oligosaccharide ester, polygalasibiricose I (2), have been isolated from the n-butanol soluble fraction of the aerial parts of Polygala sibirica L. Their structures were determined to be (24R)-24-sulfo-5a-cholestane-3a,7a,12a,24-tetrol (1) and 3-O-benzoyl-beta-D-fructofuranosyl-(2-->1 )-[beta-D-glucopyranosyl-( 1 --2)]-4-0- {4-0-[3-O-[3-O-benzoyl-(2-O-acetyl)-alpha-L-rhamnopyranosyl-(1-->3 )]-2-O-acetyl-alpha-L-rhamnopyranosyl]-(Z)-p-coumaroyl}-alpha-D-glucopyranoside (2), respectively, by HRESIMS, and 1D and 2D NMR spectroscopic studies.