创业意愿如何转化为创业行为？——基于行动-状态导向作用的研究

创业意愿转化为创业行为才具有重要的现实意义。文章以大学生为对象，在理论研究的基础上，构建行动-状态导向调节创业意愿与创业行为关系的理论模型，运用滚雪球式非随机便利抽样法进行间隔1年时间的两个阶段调查，通过分层回归分析法等进行数据分析和假设检验。研究发现，创业意愿对创业行为具有显著正向预测作用，行动导向的“脱离”“主动”和“持续”维度分别强化创业意愿与创业行为的正向关系；而状态导向的“执着”“犹豫”和“短暂”维度分别弱化创业意愿与创业行为的正向关系。研究结果表明，在个人具有行动导向时创业意愿更能转化为创业行为，行动导向这种个人特质为创业意愿转化为创业行为提供了充分条件。以此为基础，对公共部门和大学生个人提出了策略建议。     

Young Consumer's Green Purchasing Behavior: Opportunities for Green Marketing

This study aims to identify the key antecedents that influence young Indian consumers' environmental attitudes, which indirectly affect their green purchasing behavior. A model is proposed to test the impact of factors affecting environmental attitude and green purchasing behavior. A convenience sampling method was employed to obtain 730 usable responses from young students. The study explores the hypotheses that altruism, interpersonal influence, and environmental knowledge of young consumers affect their environmental attitude. A path analysis shows that environmental attitudes of young consumers affect their green purchasing behavior, demonstrating the attitude-behavior model. The article concludes by presenting theoretical and practical implications for future research in environmental psychology.     

上海大学生环保意识与行为及传播接受度的现状分析与提升对策

为了进一步研究上海市大学生环保的意识、行为及传播状况,特对上海20所高校2000位在校大学生进行了调查,分析了学生环保意识水平、环保行为习惯以及环保传播接受度,并提出了进一步加强环保教育和提升环保传播力的建议,以期为促进大学生参与环保责任意识,积极扮演低碳生活建设生力军角色提供科学依据与有益的参考。     

Examining the Decision Process of Students' Cheating Behavior: An Empirical Study

This research examines the association between attitudes on cheating and cognitive moral development. In this research, we use Rest's (1979a) Defining Issues Test, the Attitudes on Honesty Scale (Authors) and Academic Integrity Index (Authors); the last two are adaptations of the DIT. A total of 220 students from three universities participated in the study (66 psychology majors and 154 business majors). The data indicate that 66.4 percent of the students reported that they cheated in high school, college, or both high school and college. Psychology majors scored higher than business majors on both the Defining Issues Test (Rest, 1979a) and the Attitudes on Honesty Scale (AHS, Authors). Using factor analysis, we found significant associations between students' ratings of the importance considerations present in the three cheating scenarios and their estimates of whether cheating would occur (i.e., the Academic Integrity Index). Finally, using logistic regression, we found that the scores on the Attitudes on Honesty Scale and Academic Integrity Index associate with the self-reported cheating behavior of college students.     

Students' Online Shopping Behavior: A Dual-Country Perspective

ABSTRACT

This study investigates the online purchase behavior of a key segment of the population, the “Net Generation” undergraduate college-aged student, from two of the countries with the greatest potential for e-marketing opportunity, the United States and Ireland. In addition to identifying college students' Internet activities, this research provides useful comparative information concerning how frequently students from each country interactively shop online, how much they spend, what they buy, as well as answer the question whether students from the two countries under study approach the Buyer Decision Process differently in their use of the Internet. The results provide useful guidance to electronic marketers.     

经销商"倒戈"行为的博弈分析

根据影响企业关系的各种因素,建立了经销商"倒戈"的基本模型,并以之为基础对经销商的"倒戈"行为进行了博弈分析。结果表明经销商的"倒戈"行为是否发生不仅与经销商自身因素有关,还与生产商的自身实力、合作机制、市场状况及对经销商的约束力度等外在因素有关。经销"倒戈"会给企业带来一系列负面影响,为此,如何保持住经销商并建立长期稳定的交易关系对生产企业具有重要的意义。     

Student Complaint Behavior Based on Power Perception

Abstract

This study investigated students' complaint behavior in a higher education service sector. Based on their complaining styles, students were clustered into three groups as passive recipients, private complainers, and voicers. Passive recipients exhibited the highest perceptions of educators' punishment power and legitimate power. They were more likely to be international and undergraduate students. Private complainers possessed high perception of educators' punishment power but moderate perception of educators' legitimate power. Similar to passive recipients, they were more likely to be international and undergraduate students. Distinctively, voicers had the lowest perceptions of both educators' punishment power and their legitimate power. These students were more likely to be domestic and MBA Students.     

大学生消费结构分析

大学生作为一个特殊的消费群体正受到越来越大的关注.由于大学生较年轻,群体较特别,有着不同于社会其他消费群体的消费心理和行为.一方面,大学生有着旺盛的消费需求,另一方面,又尚未获得经济上的独立,消费受到很大的制约.消费观念的超前和消费实力的滞后,都对大学生的消费有很大影响本文通过问卷调查、统计分析的方法,通过了解样本群体的消费来源、消费结构等方面的情况,分析其消费成因,并提出引导大学生合理消费的建议.     

上海地区大学生网购行为调查与分析

本文研究上海地区大学生网购行为的实证问题。通过调查问卷对上海地区大学生网购行为调查,来分析了解上海地区大学生网购的现状。其次分析购物群体特征和购物行为特征,对上海地区大学生网购行为中的选择商品类型、网站偏好、支配金额意愿、上网时间、网购频率、网购安全认识及网购动机进行调查。最后运用SWOT模型分析上海地区大学生网购行为,从而对上海地区大学生合理的网购提出一些建议。     

Service Failure and Complaint Behavior in the Public Hospital Industry: The Indonesian Experience

The main objective of the study is to examine dimensions of service failures in the hospital industry. It is also the intention of the study to see if there is a specific pattern of complaint behavior in Indonesian context. The primary study was conducted in four cities in Bengkulu province, Southwest Sumatra, Indonesia. The number of questionnaires distributed in the survey was 350 and 300 questionnaires were returned and analyzed. Factor analysis and cluster analysis were employed to the dataset. The result of the analysis reveals that service failure constructs can be categorized into six underlying dimensions: medical reliability errors, physical evidences errors, poor information, medical treatment errors, costly service, and complaint handling failures. The study also indicates that hospital patients can be clustered into three segments, namely core service patients, complainers, and salient patients. Service failure dimensions and the clusters found can be used by hospitals in Indonesia to improve their service process and delivery. The study found a specific pattern of complaint behavior in the hospital industry.     

大学生就业评价指标多元聚类分析

在大学生就业评价指标多元化趋势下,借助SAS软件尝试对影响毕业生就业质量的就业率、考研率、高层次用人单位签约率以及毕业生平均起薪水平等诸多因素进行聚类分析,为客观评价大学生就业质量提供一种新的思路。     

Effects of perspective taking and entitlement on consumers

Perspective taking involves mentally putting yourself in another's shoes and has been shown to offer interpersonal benefits, however, despite its use in campaigns targeting adolescents, it has been relatively neglected in marketing. This paper examines the moderating effect of entitlement in young adolescent consumers, focusing on perspective taking encouraging a prosocial behavior. This research extends existing marketing literature which to date has examined perspective taking in relation to adult behavior (Davis et al., 2004; Galinsky et al., 2008; Dietvorst et al., 2009), contributing to the study and understanding of adolescent consumers' consumer behavior.     

Market Mavens in Social Media: Examining Young Chinese Consumers' Viral Marketing Attitude,eWOM Motive,and Behavior

A paper survey of 835 Chinese college students was conducted to examine young Chinese consumers' social media use, market mavenism, viral marketing attitude, and product recommendation behavior. Structural model testing results showed that young Chinese consumers' perceived pleasure, affection outcome expectation, and subjective norm of viral marketing affected their market mavenism while their subjective norm and pleasure influenced their viral marketing attitude. More importantly, young Chinese consumers' frequency of product recommendations on social networking websites was determined by their social media use, viral marketing attitude, and electronic word of mouth motive to help the company and market mavenism.     

Leaving home: Food choice behavior of young German adults

Like other western countries, Germany too reports record numbers of overweight and obese individuals with young German adults in a particularly high-risk position. As such, this study sought to investigate if food choice varied by the place of residence (dependent or independent) of these young adults. Using a self-administered questionnaire, analyses of quantitative data from 305 German students between the ages of 18 to 24 years indicate that students living in the family home consume more serves of both fruit and vegetables each day in comparison to young adults living independently. Further, higher proportions of dependent students eat more serves of every food group each day in comparison to their independent counterparts. The study finds a significant difference in mood, weight concern, and attitudes towards healthy eating between students under 21 years old and those above 21 years old. This study demonstrates clear implications for a number of stakeholders. The individuals themselves must better develop skills in both food choice and food management, including budgeting. Parents can facilitate this development whilst the children are in the family home and then encouraging empowerment once the student makes the transition to college or university. The article includes implications for marketers and social marketers; the former must offer more information and guidance on food choice, for example, through better food labelling, the latter must address these message issues for future attitude and behavioural change campaigns.     

建言行为与沉默行为关系的知识图谱研究

文章采用知识图谱技术，对1970-2020年国外重要期刊中建言与沉默议题文献进行量化研究，梳理了建言与沉默研究的核心主题与关系现状，描绘了建言行为与沉默行为的关系演变过程，总结了该议题的前沿热点与发展趋势。划分出建言与沉默研究的三个发展阶段（萌芽期、成长期、发展期），并发现建言研究与沉默研究在各阶段的增长趋势相对一致，但增速差异明显。结合建言与沉默领域的研究主题，在内容维度上横向分析了建言与沉默的关系，发现两者关系表现出对立中存在独立、对立中包含统一、统一中含有差异的复杂现状。通过对各发展阶段的研究热点进行刻画，在时间维度上纵向分析了建言与沉默的关系，梳理出两者关系的演变过程，总结出其关系实质。运用突现分析技术，总结出沉默行为的深化研究、建言反应与沉默反应研究、跨文化研究、创新研究方法与研究对象等未来研究方向。     

Codes of Ethics as Signals for Ethical Behavior

This study investigated effects of codes of ethics on perceptions of ethical behavior. Respondents from companies with codes of ethics (n = 465) rated role set members (top management, supervisors, peers, subordinates, self) as more ethical and felt more encouraged and supported for ethical behavior than respondents from companies without codes (n = 301). Key aspects of the organizational climate, such as supportiveness for ethical behavior, freedom to act ethically, and satisfaction with the outcome of ethical problems were impacted by the presence of an ethics code. The mere presence of a code of ethics appears to have a positive impact on perceptions of ethical behavior in organizations, even when respondents cannot recall specific content of the code.     

基于情境理论的消费者行为影响因素研究

情境是影响消费者行为的重要因素之一。在贝克情境理论的指导下,提出17个影响消费者行为的情境变量,通过对其进行因子分析得到了六个情境因子:心理、环境、营销、时间、物质及互动因子,并进一步分析指出,情境因素对消费者行为的影响受到其他影响因素的交互作用。该研究既对以往有关消费者行为影响因素的研究进行了完善,又有利于企业更好地了解消费者行为,具有较强的理论价值与实践意义。     

城市居民循环回收行为的实证分析及政策含义

文章通过问卷调查,对城市居民的循环回收行为进行了具体测度和实证分析,以期为相关公共政策的制定提供借鉴。本研究旨在解决两个问题:一是测度居民在循环回收行为上的总体状况;二是考察不同的居民在循环回收行为上是否存在差异,即人口统计特征对循环回收行为是否存在影响。