基于感知价值的消费者接受行为模型和实证研究

用户接受行为研究可以有效地帮助理解和解释资讯科技创新应用的用户接受意向。本文在对主要的用户接受理论和模型梳理的基础上,通过回归消费者感知价值的概念,提出基于感知价值的消费者接受行为模型,并对澳门某大学学生对网络游戏的接受意向进行了实证研究,结果表明对于资讯技术应用的消费者接受意向,感知价值作为最重要的影响因素反映出消费者的基础特征,人际影响、便利条件以及从众效应等因素的作用也较为明显。     

电子商务模拟教学系统学生认知采纳行为的实证研究

本文从技术接受模型和用户体验的角度,构建了电子商务模拟教学系统学生认知采纳行为的理论模型,通过调查问卷收集样本,并进行实证分析,探索出影响学生认知采纳行为的重要因素。     

网络广告回避反应影响因素研究

针对网络广告回避反应,在文献理论探讨的基础上,得出了理论关系模型。指出导致网络广告回避反应的因素有:广告混乱、刺激强度不够、可信度低、感知目标阻拦、负面知觉、无兴趣需求和设施影响,文章最后指出了局限性和将来的研究方向。     

品牌知觉影响下消费者购买行为的分类研究

消费者的品牌知觉:涉入产品或购买的程度、品牌间差异的认知及享乐消费/实用消费的追求,都会影响消费者的购买行为。本文以菲利普·科特勒的相关研究为理论基础,通过品牌知觉的三个变量来区分不同的购买行为类型和表征行为特征。本文的研究在理论上提供了一个购买行为的分类方法,实践中可以为商家制定营销战略提供指导。     

顾客购买后的心理和行为分析及对策

对消费者购买后的行为及其表现 ,从认识差距论、预期期望论和知觉风险论的角度解释消费者购后心理和行为进行调节的必要性 ,提出有关对策 ,消除购买后的失衡心理 ,以减少顾客流失 ,帮助顾客形成品牌认知和信念路径。     

基于顾客满意的消费者网上购物影响因素分析

在技术接受模型、交易成本理论和顾客满意度理论的基础上,提出了基于顾客满意度消费者网上购物决策模型,并通过结构方程模型方法对所建模型进行实证研究。基于顾客满意度消费者网上购物决策模型对消费者网上购物行为具有较好的解释度。     

消费者对转基因食品购买意愿的形成:理论模型与实证检验

在转基因技术飞速发展的今天,消费者的购买意愿将决定其是否选择购买转基因食品,从而最终影响转基因技术及其产品的发展方向和市场前景,因此研究消费者对转基因食品购买意愿就显得十分重要。本文基于计划行为理论,构建了影响消费者对转基因食品购买意愿形成的理论模型。通过LISREL软件建立结构方程。实证结果表明:消费者对转基因食品的购买意愿主要受到行为态度、主观规范、知觉行为控制和情感牵连等4个因素的影响。     

企业社会责任对员工角色外行为的影响机制

文章旨在揭示企业社会责任对内部利益相关者的行为的影响效果及影响机制,为此,把员工角色外行为作为结果变量,把员工关于企业社会责任的共享知觉(企业社会责任)作为自变量,把员工对组织的信任(组织信任)作为中介变量,探讨企业社会责任对员工角色外行为的直接影响,以及组织信任在两者之间的中介效应。通过对80家企业的696名在职员工进行问卷调查,采用多层线性模型技术对样本数据进行统计分析,文章研究发现,员工关于企业自发责任(针对社会和非社会组织、消费者和员工的责任)的共享知觉对员工角色外行为有显著的影响,而且组织信任在两者关系中起部分中介作用,相反,员工关于企业基本责任(对政府的责任)的共享知觉对员工角色外行为的影响不显著,对组织信任的影响也不显著。基于研究结论,文章提出了相应的管理建议和未来的研究方向。     

人力资源管理实践和绩效，组织公民行为的分析

在本文中,我们关注的是人力资源管理实践、员工的组织公民行为和角色表现之间的关系。除了早期的人力资源管理研究所隐含的社会交换的解释,社会交换是以一个员工对组织支持的可能回报形式组织的公民行为。我们引入了知觉工作影响和知觉组织支持,结果表明人力资源管理实践提供了更大的内在机会和动机,通过高水平的工作的影响和自由裁量权来提升员工绩效。     

道德解脱和惩罚知觉对伦理决策的影响

道德解脱和惩罚知觉是管理者伦理决策中的脱离机制和约束机制,文章通过有调节作用的中介关系模型,分析了道德解脱和惩罚知觉对管理者伦理决策过程的影响,比较了组织有利和组织有害伦理决策中,管理者在伦理判断和伦理行为意向上的差异。结果表明道德解脱是管理者伦理判断的重要前因变量,惩罚知觉和伦理判断及其交互项都会对伦理行为意向产生影响,惩罚知觉在管理者伦理判断低时效应更明显;此外,管理者在组织有利情境下的伦理判断和伦理行为意向要显著低于组织有害情境。本研究对理解管理者伦理决策的潜在心理过程有积极贡献。     

A comparison of three models to explain shop‐bot use on the web

An ongoing requirement in the 21st century is that marketers must understand the impact of the network economy on buyer behavior. Although new models will certainly be developed, it seems reasonable that existing models of buyer behavior will still apply. This study uses structural‐equations modeling to test if three popular models of behavioral intent—the theory of reasoned action, the theory of planned behavior, and the technology acceptance model—work in a network context. It recommends the technology‐acceptance model as superior to the others in the current network context, and also shows how to check and account for the presence of common method bias in a single source instrument. © 2002 Wiley Periodicals, Inc.     

移动营销:基于短信息服务的消费者接受实证研究

作为一种新的广告和信息交流的途径,手机短信服务现已经普遍应用。在已有文献提出技术接受研究模型及其它相关理论研究的基础上,探讨消费者对于移动广告的态度和接受源技术接受和使用整合模型,创新扩散理论,任务技术匹配理论的整合模型,并进行实证研究。运用结构方程模型方法对调查数据进行分析,揭示消费者对于移动营销的整体态度,以及影响消费者接受的主要因素。     

Are there peas in a pod when considering mobile phone and mobile applications use: A quantitative study

Despite the acknowledgement of the significance of income, affordability and cultural factors in using mobile phones research, there are few studies on how these factors affect females' use of mobile technology. Hence, this paper aims to expand knowledge on female consumers' use of mobile phones and mobile applications in developing countries. It develops a model based on combining the extended unified theory of acceptance and use of technology and the cultural influence model. Multi-stage cluster sampling was used to distribute hard copy questionnaires in Jordanian, Iraqi and UAE households led to 629 replies from female consumers. The results indicated that although income is an important factor, cost is not the highest barrier for females. Culture, society, national IT development and inclusive policies play a key role. This study contributes to existing literature by proposing a new integrated model acknowledging the role of income for females’ use of mobile phones.     

Social Sharing of Online Videos: Examining American Consumers’ Video Sharing Attitudes,Intent, and Behavior

The present study integrated the theory of planned behavior, technology acceptance model, and Palka et al.'s (2009) viral marketing model to examine U.S. consumers’ online video sharing attitudes, intent, and behavior. Two online surveys of 318 U.S. college students and 370 U.S. general consumers were conducted consecutively in April 2012 and May 2012 to strengthen the study's reliability and validity. Results show that perceived pleasure and cost served as important predictors of online video sharing attitudes among college students and general consumers. Their intent to share online videos was predicted by perceived pleasure and normative influences, attitudes, and social media use. The number of online videos they shared was determined by online video consumption, intenteh, normative influences, and social media use. Sharing of online videos is different from sharing other online content in that perceived utilities and behavioral control do not really matter. The findings carry important implications for academic researchers, online marketers, and video publishers.     

Factors Influencing Consumer Acceptance of Mobile Marketing: A Two-Country Study of Youth Markets

The purpose of this study is to examine factors affecting consumers' acceptance of mobile marketing across two global markets. Drawing upon technology acceptance and uses and gratifications theories, we develop and estimate a conceptual model of the influences of antecedent factors (including risk acceptance related to the mobile platform and personal attachment related to mobile devices) on behavioral intent related to mobile marketing practice. We further propose that the above relationships are mediated by activities that consumers engage in such as downloading, forwarding content and registering with firms. Focusing on youth consumers, we empirically test the model using data collected in both an established (U.S.) and an emerging market (Pakistan). Findings across these two markets reflect cross-market similarities and differences related to consumer acceptance factors. We draw implications from these findings related to both theory and practice.     

How social distance affects the intention and behavior of collaborative consumption: A study based on online car-hailing service

In recent years, advances in mobile communications technology have enabled collaborative consumption or product sharing between consumers on a large scale. Unlike traditional consumption, collaborative consumption is based on collaboration among individuals, so that the decision-making mechanisms of individual consumers may be different from those in traditional consumption scenarios. The current study focuses on how the social distance between consumers and drivers affects collaborative consumption intention in the case of online car-hailing services. In this study, the theory of planned behavior (TPB) is used as the foundational framework, and we innovatively add the concept of social distance to the TPB to form a new, and integrated model. We test the model based on data collected from 315 online car-hailing users. The results shows that behavioral attitudes, subjective norms, and perceived behavioral control, positively influence collaborative consumption intention and behavior. More interestingly, we find that social distance has both direct and indirect impacts on collaborative consumption intention: The greater the social distance, the lower the collaborative consumption intention. Moreover, social distance also moderates the influence of subjective norms and perceived behavioral control on collaborative consumption intention. To be specific, the influence of subjective norms and perceived behavioral control on collaborative consumption intention is weakened when consumers perceive less social distance. The results suggest that the integrated model has a stronger explanatory power on collaborative consumption behavior. This study enhances the traditional TPB model and offers insight into promoting collaborative consumption in the context of the sharing economy.     

User acceptance of ‘near field communication’ mobile phone service: an investigation based on the ‘unified theory of acceptance and use of technology’ model

Near-field communication (NFC) is a technology with service applications that include location-based service, mobile payment, peer gaming, and targeted advertising. Using the unified theory of acceptance and use of technology model, this study explores the factors that affect consumer acceptance of mobile phones with built-in NFC capability. The results indicate that Effort Expectancy has a positive effect on Performance Expectancy. Also, Performance Expectancy and Social Influence have a positive effect on Attitude Toward Use of Technology, but Anxiety has a negative effect on it. Finally, Attitude Toward Use of Technology is more significant than Facilitating Conditions in affecting Behavioral Intention.     

基于消费者接受理论的移动商务成功因素研究

近几年来中外移动商务呈现快速发展势态,以手机为终端的无线接入用户迅猛增加。B2C移动商务的成功主要取决于消费者的接受和使用。为此,从消费者接受问题的相关理论出发,结合B2C移动商务的消费者接受模型,研究B2C移动商务的成功影响因素,并从操作层面上提出相关成功因素的具体内涵。     

Cash,credit, or phone? An empirical study on the adoption of mobile payments in the United States

The purpose of this study is to investigate the effects of consumer factors on behavioral intention to adopt mobile payments. We focus on the proximity mobile payment, which is made feasible by the near-field communications (NFCs) technology. Building upon the theory of reasoned action and technology acceptance model (TAM), a behavioral intention model was established consisting of enhanced cognitive antecedents as well as affective and social antecedents. Cognitive antecedents encompass the factors including relative advantage, perceived usefulness and ease of use in the TAM, and technology characteristics (e.g., responsiveness and mobility); affective antecedents focus on positive and negative emotions associated with using NFC mobile payments. Both antecedents are expected to affect attitudes. In addition, social antecedents examine subjective norms and the influence of network externalities. Data were collected from 394 adult nonusers of NFC mobile payments in the United States via an online survey. The research model was tested using structural equation modeling. The results showed that all three antecedents significantly affected individual consumers’ intention to adopt NFC mobile payments, explaining a significant amount of variance. Both theoretical and marketing implications are discussed in the context of NFC mobile payments.