网上支付中的消费者保护问题--美国立法规定及其对我国的启示

电子商务作为一种全新的商业运作模式,将成为21世纪国际商务往来的主流和各国经济活动的核心。而完整的电子商务要求做到物流、信息流和资金流都尽可能在网上进行,这有赖于网络银行与网上支付制度的建立。本文介绍了美国现行网上支付体系的种类及在责任限制、错误更正和披露三个方面对消费者的保护规定,对中美银行卡消费者保护规定作了比较研究,并对我国网上支付法律制度中的消费者保护立法提出了建议。     

Coupon Trading and its Impacts on Consumer Purchase and Firm Profits

When a retailer distributes manufacturer coupons to consumers without perfectly identifying their product valuations, consumers may have incentives to trade coupons. We develop a model to capture the coupon trading phenomenon and compare three scenarios: (I) no coupon, (II) coupon without trading, and (III) coupon with trading. We find that coupon trading can increase the profits of either the retailer or the manufacturers, but not at the same time. The retailer benefits from coupon trading when the coupon market is competitive and consumer hassle cost is low, while the manufacturers benefit from coupon trading when the coupon market is uncompetitive and consumer hassle cost is high. In addition, coupon trading does not always increase total demand. Firms benefit from coupon trading by charging higher prices, which leads to a decreased total demand. As a result, consumers end up with a higher average cost under coupon trading. We also compare coupon trading with improved coupon targeting, and find that coupon trading may allow firms to gain higher profits than improved coupon targeting. Further, we extend the main model to a competitive setting where the products are substitutable, and find that the main results still hold. Finally, we employ numerical analysis to identify the optimal coupon face values in different scenarios, and the results suggest that coupon trading combined with incentive mechanisms may lead to Pareto improvement for the channel as a whole.     

The Influence of Religiosity on Consumer Ethical Judgments and Responses Toward Sexual Appeals

This research explores the influence of religiosity on consumer perception of, and response toward, sexual appeals. The first study (survey, national sample; n = 423) examines the relationship between religiosity and consumer response toward sexual appeals using causal modeling. Study 1 finds that high intrinsic religiosity consumers exhibit more adverse ethical judgments toward the company’s use of sexual appeals and these judgments, in turn, result in inferior attitudes and purchase intent toward the advertised brand. To confirm and expand on these findings, the second study (experiment, young adult sample; n = 216) examines the influence of intrinsic religiosity on consumer response toward both sexual and nonsexual appeals. The results show that sexual appeals elicit inferior (superior) ethical judgments, attitudes, and purchase intent among consumers high (low) in intrinsic religiosity. In contrast, nonsexual appeals elicit (un)favorable responses from consumers who are (low) high in intrinsic religiosity.     

美国网上证券经纪公司发展路径研究

本文认为,网上证券经纪公司会随着企业生存环境的改变,依据自身的内生竞争实力及外生获得性能力不断地在发展过程中进行业务转型和策略调整,以获取其他企业的优势基因,整合企业自有资源,增强企业抗风险能力,从而适应环境的变化,保持企业的长期生存和持久的竞争实力。文章指出,企业的策略选择具有路径依赖的惯性,不同的网上经纪公司会采取不同的策略切入点,同一个企业在不同的发展阶段也会采取不同的策略,选择不同的路径以求得发展和提高。     

消费信贷对消费需求的影响效应分析

本文选取中国和美国1990-2004年消费信贷与居民消费的数据,对消费信贷对消费需求的影响效应进行分析比较,结果表明,在现阶段,由于我国经济改革造成的不确定性预期增强、居民贫富差距扩大及消费的挤出效应等原因,消费信贷对居民消费的刺激作用很不显著.扩大消费需求的根本举措在于提高居民收入水平,减少收入差距,完善社会保障体系.     

The Effect of Firm Profit versus Personal Economic Well Being on the Level of Ethical Responses Given by Managers

Members of organizations are continually making decisions that have important consequences for themselves and the firms for which they work. In some cases these decisions affect human well being and social welfare and thus have important ethical impacts for those affected by the decisions.This study examines if certain strategic situations (enhancement of firm profits versus personal economic well being) cause decision makers to act more or less ethically. A questionnaire consisting of two vignettes which depicted actual business situations was used to collect data from 171 managers of a large Southeastern financial and communication conglomerate. Results from multivariate repeated measures tests suggest that managers will vary their level of ethical response when faced with a situation where their own economic well being is at stake.     

The Nature of the Firm, Agency Theory and Shareholder Theory: A Critique from Philosophical Anthropology

Standard accounts on the nature of the firm are highly dependent on explanations by Coase, coupled with inputs from agency theory and shareholder theory. This paper carries out their critique in light of personalist and common good postulates. It shows how personalist and common good principles create a framework that not only accommodates business ethics better but also affords a more compelling understanding of business as a whole.Joan Fontrodona is Assistant Professor of Business Ethics and Academic Director of the Center for Business in Society at IESE Business School. He is member of the Academic Board of EABIS and member of the Executive Committee of EBEN-Spain.Alejo José G. Sison is the Rafael Escolá Chair of Professional Ethics (TECNUN) with appointments from the Philosophy Department and the Institute of Enterprise and Humanism of the University of Navarra.     

网购食品消费者选择行为的影响因素

利用1 790份网络调查问卷数据,采用相关分析、交叉分析等统计方法,研究网购食品消费者选择行为,分析网购食品市场渗透率不高、用户黏性不足的主要原因,结果表明,消费者个性特征差异会导致对网购食品的不同态度,进而影响消费者对网购食品的选择行为;良好的网购环境、物美价廉的食品、优质的网购服务,是促使消费者选择网购食品的主要因素,对网购食品安全的担忧、习惯于传统购物方式、网购维权难度大,是抑制消费者选择网购食品的主要因素,尤其是网购食品"难维权、维权难"可能会放大消费者对网购食品产生的消极态度。为此,应加强网购食品多主体协同监管,消除消费者怀疑心理和不放心态度;建立以消费者需求为中心的网购食品质量安全供应链管理体系,推动线上市场和线下实体店紧密结合、融合发展;完善网购食品维权制度,畅通维权渠道。     

边缘路线信息丰裕度对消费者在线购买决策的影响

本文以详尽可能性模型(ELM)为框架构建边缘路线信息丰裕度对消费者在线购买决策的影响模型,揭示不同边缘路线信息丰裕度对消费者购买决策的影响机理。结果表明,卖方信誉信息丰裕度、买方评论信息中的评价条数和评价截图丰裕度、支持性服务功能(SSF)中的正品保障信息丰裕度均与消费者购买意愿或购买行为正相关,促销信息丰裕度与购买意愿正相关,而与购买行为相关性不显著。另外,商品详情丰裕度、买方评论信息中的评价分数丰裕度以及SSF中的提供发票和七天退货等信息丰裕度与消费者购买决策相关性不显著。研究结论为第三方网络交易平台以及网上卖家提供了通过边缘路线设计将潜在消费者变为现实消费者的实证依据。     

谈文化差异对中美网络消费者行为的影响

文化价值观通过以文化为核心所形成的行为准则来影响消费者行为,本文运用Hofstede理论,分别从权力距离、个体主义、不确定性回避三个角度出发,指出文化价值观差异是中美网络消费者行为差异的决定因素,以期为今后的网络营销策略起到积极的作用。     

Cause-Relating Marketing: The Effects of Purchase Quantity and Firm Donation Amount on Consumer Inferences and Participation Intentions

A conceptual model for a cause-related marketing (CRM) campaign, which examines the effects of purchase quantity and firm donation amount on consumer perceptions of the firm (i.e., firm motive and corporate social responsibility) and participation intentions, is developed and tested in three separate studies. In Study 1, we find the positive effect of firm donation amount on participation intentions was fully mediated by consumer inferences about the firm and the negative effect of purchase quantity on participation intentions was only partially mediated by these inferences. In Study 2, and consistent with the persuasion knowledge model, we demonstrate that the effects of purchase quantity on firm inferences and subsequent participation intentions are moderated by consumer participation effort where higher participation requirements (e.g., mail-in proof-of-purchase) yield more negative purchase quantity effects. We extend the model in Study 3 to incorporate multiple exchange mechanisms and find that although purchase quantity does affect participation intentions by social exchange, the effects of purchase quantity are primarily the result of the economic exchange. Recommendations for the design of cause-related marketing campaigns and for future research are discussed.     

The Impact of Store-Price Signals on Consumer Search and Store Evaluation

Always low price (ALP) and low price guarantee (LPG) are store-price signals that retailers frequently use to induce favorable store-price image and discourage consumers from comparing prices across stores. Although both policies signal low prices, only LPG is an obligatory promise to beat rival stores’ prices. Results of two shopping simulations show that when consumer search costs are relatively low, ALP may effectively discourage consumer search whereas LPG may trigger more search. Paradoxically, consumers tend to evaluate ALP stores less favorably (as having lower integrity and higher self-serving intention) than LPG stores even when both signals appear to be credible. These findings suggest that LPG is a superior tactic for creating a favorable store image while ALP is more effective for discouraging consumer search. The results also indicate that consumers visit fewer stores when the LPG is not a credible signal of lowest market price than when it is credible. This is because consumers are inclined to either claim discounts or refunds at the non-credible LPG store or to purchase at the competing store with a lower price rather than continue searching.     

Environmental and Economic Dimensions of Sustainability and Price Effects on Consumer Responses

The lack of attention to sustainability, as a concept with multiple dimensions, has presented a developmental gap in green marketing literature, sustainability, and marketing literature for decades. Based on the established premise of customer–corporate (C–C) identification, in which consumers respond favorably to companies with corporate social responsibility initiatives that they identify with, we propose that consumers would respond similarly to companies with sustainability initiatives. We postulate that consumers care about protecting and preserving favorable economic environments (an economic dimension of sustainability) as much as they care about natural environments. Thus, we investigate how two sustainability dimensions (i.e., environmental and economic) and price can influence consumer responses. Using an experimental method, we demonstrate that consumers favor sustainability in both dimensions by giving positive evaluations of the company and purchase intent. In addition, consumers respond more negatively to poor company sustainability than to high company sustainability. In comparison, consumers respond more negatively to the company’s poor commitment to caring for the environment than to the company’s poor commitment to economic sustainability. We also find that consumers do not respond favorably to low prices when they have information about the firm’s poor environmental sustainability. Finally, we find support for an interaction effect between consumer support for sustainability and corporate sustainability; that is, consumers evaluate a company more favorably if the company shares the consumers’ social causes. Overall, we conclude, from our empirical study, support for the idea that consumers do respond to multiple dimensions of sustainability.     

网络购物消费者信任环境、前因及营销启示

我国网络购物存在巨大的增长空间,而信任是网络购物平台上交易的主要问题,成为市场营销研究的热点之一。网络购物应加强网站管理以确保消费者信息安全和支付安全;提高网络购物平台的服务质量和产品质量以及加强物流配送管理。     

连锁董事关系网络对企业绩效影响研究

文章在对以西方连锁董事实践为背景而构建的资源依赖理论和阶层领导理论进行分析的基础上,结合中国现实情境提出连锁董事关系网络对企业绩效影响的相关假说,并借助于社会网络和社会统计分析工具进行实证检验.结果发现基于资源依赖理论和阶层领导理论提出的相关假说中,度中心性、居中中心性、核心--边缘对企业绩效的影响不显著;基于资源依赖理论提出的地域趋同性对企业绩效有显著正向影响,行业趋同性对企业绩效的影响不显著.说明资源依赖理论对我国连锁董事实践具有一定解释力,并且基于地域趋同性而建立的连锁董事关系网络有利于企业资源获取和经营绩效的改善.这一研究结果对于规范中国企业连锁董事行为具有重要的理论与现实意义.     

Determinants of Consumer Responses to Direct Marketing Media

Abstract

This study examined consumer propensity to respond to direct marketing offers made via catalogs, direct mail, and direct response TV. A comparison of the relative importance of marketer's reputation, advertising exposure frequency, and the product offer revealed that the latter was the most important determinant of consumer response frequency. Marketer's reputation was found to be more important for direct response TV and less important for catalog advertising: neither did high frequency of media exposure appear to impact on responses to direct mail and direct response television. The findings suggest that the maximization of reach rather than frequency could possibly be the primary media communication goal for selling products through direct mail and direct response television.     

The Effect of Attribute Variation on Consumer Choice Consistency

We study the effect of shifts in attribute level differences on consumer choice consistency. Choice consistency is measured as the variance of the random error component in the consumer utility function: the smaller this variance, the higher choice consistency. We hypothesize that due to increased choice difficulty, choice consistency decreases if attribute level differences increase while average utility level differences between alternatives remain the same. In our empirical illustration we focus on the impact of price level shifts on choice consistency in conjoint choice experiments. Our results show that choice consistency decreases as price level differences increase and absolute price levels increase.     

Consumer Responses to Sexual Magazine Covers on a Men's Magazine

SUMMARY

Competing men's magazines often use sexually attractive cover models to enhance circulation. This investigation tested the efficacy of sexual cover models on consumer outcome variables including magazine interest and purchase intention, as well as on psychological variables such as sexual arousal and social comparison. Overall, magazine interest-value and purchase intention were significantly higher in the sexual condition, as were sexual arousal and tendency for upward social comparison. Discussions on sexual information processing and implications for management and future research are offered.     

The Role of Pre-Exposure Cognitive Structure in Mediating Consumer Responses to Advertising

Measurement of cognitive responses has evolved around the use of post-test only research designs. The failure to include pre-exposure cognitive structure into research designs threatens the validity of results. In the present study, we show that consumers' product attitudes influence how they respond to television commercials and what reactions they have toward advertised products following exposure.     

Consumer Perceptions of Privacy and Security Risks for Online Shopping

Government and industry organizations have declared information privacy and security to be major obstacles in the development of consumer‐related e‐commerce. Risk perceptions regarding Internet privacy and security have been identified as issues for both new and experienced users of Internet technology. This paper explores risk perceptions among consumers of varying levels of Internet experience and how these perceptions relate to online shopping activity. Findings provide evidence of hypothesized relationships among consumers’ levels of Internet experience, the use of alternate remote purchasing methods (such as telephone and mail‐order shopping), the perceived risks of online shopping, and online purchasing activity. Implications for online commerce and consumer welfare are discussed.