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The Internet has provided a competitive platform for online marketing, and online shopping has become an important part of daily life for consumers who view online reviews as an effective channel of acquiring product information before making purchase decisions. Based on the elaboration likelihood model (ELM; , 1986, in the present study the effects of online reviews on purchasing intention are explored using need for cognition as a moderator. Findings that emerge from the results are: Firstly, when online reviews are high quality this has a positive effect on the purchasing intention of online shoppers. Secondly, when there are a high number of online reviews this positively affects the purchasing intention of online shoppers. Finally, shoppers with a high need for cognition take the central route in attitude change, but shoppers with a low need for cognition tend to adopt the peripheral route in forming attitude. Marketing implications are suggested.

Purpose - This study seeks to extend current research by testing a framework for understanding the impact of perceived suppliers' willingness for customization, effective communication, and trust regarding perceived switching costs. Design/methodology/approach - Research data were collected from electronics firms in Taiwan; 281 questionnaires were collected. Structural equation model (SEM) analysis was applied to the data. Findings - The study suggests that perceived trust contributes to perceived switching costs. The perceived willingness of a supplier to customize for a buyer can indirectly impact on perceived switching costs by way of perceived trust toward the supplier. Furthermore, analysis of the direct and indirect effects reveals that effective communication plays a dominant role and has a significant influence on trust and perceived switching costs. Originality/value - While recent research increasingly examines customer switching costs in terms of antecedents, this study provides greater insight into switching costs from the trust-forming perspective to ensure customer retention

In the current WSN operation process, there are two major problems of data collection difficulty and network energy consumption, which seriously affects the reliability of the WSN. In this paper, the improved ant colony algorithm proposed is compared with other algorithms. Wireless sensor network nodes based on improved ant colony algorithm have lower energy consumption, and sensor nodes have more residual energy. In addition, the energy model, data transmission balance model is established and verified in the WSN transmission target function. The experimental results show that the WSN node after the improved ant colony algorithm is used to help in the determination of the location information of the public node, and then use the location information of the node to make the protocol have effective routing performance and effective target node location discrimination ability. Thus, the improved ant colony algorithm studied in this paper has important practical significance for improving the life cycle/energy consumption of wireless sensor networks. In addition, aiming at the characteristics and routing performance of wireless sensor networks, a low-power routing method based on location and direction is designed to make the message reach the target node accurately and safely, which effectively increases the data packet transmission rate.