The doctoral papers of our school won the Excellent Paper Award of the 17th Annual Meeting of Chinese Academy of Management

With the theme of "Digital Economy and Management Change", a total of 480 papers were received in the 17th (2022) Annual Meeting of Chinese Academy of Management. On the basis of the papers recommended by thematic academic committee and the academic committee of the meeting, 29 excellent papers were finally selected after the expert review by the final review group of excellent papers of the annual meeting. The paper "Research on the Interference Effect of quantity Labels on Consumers' Purchase Intention: The Regulation of Packaging Form" co-authored by Associate Professor Zhu Yimin and doctoral candidate Zhang Jiemin of our school won the Excellent Paper Award of the meeting.

The research has found that consumers ' purchase decisions are sometimes not rational. In the process of purchasing decision information processing, the quantity label on the packaging will make consumers make limited rational purchasing decisions. When the quantity label is indicated, the quantity label will interfere with the relationship between the net content label and the purchase intention. Even if the net content labels are equal, the larger the quantity label, the stronger the consumer's purchase intention will be. In addition, this research also verified the moderating effect of packaging form, that is, when the product packaging is multiple service packaging rather than single service packaging, the interference effect of quantity label will disappear.