Yanxia Zhang

Modelling the Effects of Variety-Seeking on WOM in a Livestream Context

Xiaobing Yao, Yanxia Zhang, Xiaoqin Yu & Tsai-Fa (TF) Yen · Asian Journal of Education and Social Studies · 2022

This study verifies the effects of fans' perceived variety-seeking on perceived value, attachment, and words of mouth in a live-streaming context. In this study, the questionnaire survey method was used to collect data, and 372 valid samples were obtained through online questionn...

Open access Research Article 10.9734/ajess/2022/v26i230622

The Nature of Educational Tourism: The Aspects of Means-end Chain Approach

Tsai-Fa Yen, Qinglin Zhang & Yanxia Zhang · Asian Journal of Education and Social Studies · 2021

This study aimed at investigating the nature of educational tourism by the adoption of means-end chain approach. Data was collected by interviewing three college students who finished the survey at Panxi area in 2020. Means-end chain approach, then, was employed to analyze the da...

Open access Research Article 10.9734/ajess/2021/v17i130410