Behavioral Model of Younger Users in M-Payment Systems

This article contributes to the research area concerned with behaviors of young users in virtual environments. More specifically, we study their purchasing behaviors on the Internet and the acceptance of the new mobile payment tools that are being used. To perform this research, a web experiment involving a new short-message-service (SMS) mobile payment system is performed. Data from young users who participate in the experiment are used to analyze a behavioral model of factors potentially influencing intentions to adopt the new mobile payment system. The analysis shows how trust, ease of use, and risk are key elements of the intention to use the new tool by persons in a young-user population. Findings and their implications for management provide companies with alternatives to seize this new business opportunity in light of new technological developments. This article is an initial study of behavioral intention with SMS mobile payment, especially among younger users.     

Marketing Research With Telephone Surveys: Is It Time to Change?

ABSTRACT

Telephone surveys have been an important mode for collecting primary data in the marketing field in recent decades. However, the scenario of telephone coverage is changing mainly due to a massive increase in mobile phone-only usage, which can put the quality of telephone survey estimates at risk. The advance of mobile phones as the preferred telecommunication is a global phenomenon occurring in every country, although at varying speeds. This article examines the relationship between telephone coverage and the coverage bias of telephone survey estimates in the current scenario of telephone coverage across European countries. Findings reveal that the capacity for fixed-line telephone-based sampling frames to represent the overall adult population is becoming critical, especially in countries with declining fixed-line-telephone penetration rates.     

快递企业网络广告效果评估的基础数据获取方法

随着网络时代的到来,越来越多的快递企业选择了网络媒体来投放广告。一个行之有效的网络广告投放效益评价体系对于快递企业的广告投放而言尤显重要。网络广告效果评估的首要工作就是获得统计数据。但是目前这方面的文献还很少。本文建立了快递企业投放网络广告收益数据获取的模型,并举例说明如何使用该模型。该模型本身具有一定的通用性,进行一些处理后也可以用于别的行业。     

SMS advertising: How message relevance is linked to the attitude toward the brand?

Due to recent technological developments and widespread adoption of mobile handsets, the mobile medium has been transformed into an effective channel for brand communication. Short message service (SMS) advertising is the most primitive and widely used version of mobile marketing, yet the relevant literature still lacks consensus on how SMS ads influence consumer attitudes, and how this influence is generated. The present research aims to investigate how message relevance, the most important success factor of SMS advertising, is transformed into attitudinal reactions toward the advertised brand by introducing perceived intrusiveness and attitude toward the message as mediating variables into the relationship. Implications and future research avenues are discussed.     

The influence of sport sponsorship on brand equity and purchase behavior

Abstract

Drawing on Aaker’s brand equity model and Keller’s brand engagement concept and building on the sponsorship between a professional basketball club and a software company, this study examined how sport sponsorship affects brand equity and purchase behavior of the sponsor’s product. Data from 222 survey respondents were collected and analyzed using structural equation modeling techniques. The results provided evidence that perceived quality and brand engagement impact brand loyalty and purchase behavior of fans toward the sponsor’s product. Perceived fit between sponsor and sponsee and team identification were found to influence significantly sponsor’s brand equity constructs. The study extends Aaker’s model in the sport sponsorship context and highlights the influential role of perceived quality and brand engagement on driving sport team fans to form brand loyalty and purchase sponsor’s product.     

The complexity of surveying web participation

Marketing managers increasingly need to understand how consumers use and interact with digital media, such as the web, social networks, mobile phones, digital readers, search engines and so forth. The focus of this paper is web participation and the complexities involved in measuring usage and interaction with the web, particularly when relying on data from self-report surveys. Few studies have specifically examined how web participation can be surveyed—this paper addresses the gap. First, web participation is defined by drawing on studies of web usage in information systems, consumer and communication research, and audience use metrics in media research. Second, web participation is discussed as a complex multi-dimensional construct, something that is not fully acknowledged in existing web use research. Third, major influences on self-reported web participation are considered, in particular the impact of a consumer's web design experience and the person's perceptions of web usability on how they self-report web participation. These themes are investigated using a large web-based survey. Findings show that a consumer's perception of web usability has a significant impact on the self-reporting of web participation, but this depends on how web participation is measured and whether the individual has website design experience. The complexity of surveying web participation is apparent, as is the importance of understanding the web's usage-context.     

Modeling the Effects of Sponsorship-Linked Marketing: When Does Memory Matter?

The current study examined the mediating and moderating roles of sponsorship-linked marketing on the relationships among cognitive, affective, and behavioral sponsor evaluations. A panel of National Association for Stock Car Auto Racing (NASCAR) fans (N = 249) participated in an online survey, and the survey included multi-item scales including sponsor-brand recognition, consumer perceptions of property-based articulation, sponsorship-themed advertising, sponsorship-themed promotion, sponsor attitude, and purchase intention. Visit to sponsors' exhibits experience was incorporated as a moderator. This study provides empirical support for the full mediating role of sponsorship-linked marketing efforts in leveraging high levels of sponsor brand recognition into more desirable brand outcomes.     

Workplace Bullying: Considering the Interaction Between Individual and Work Environment

Deontology and utilitarianism are two competing principles that guide our moral judgment. Recently, deontology is thought to be intuitive and is based on an error-prone and biased approach, whereas utilitarianism is relatively reflective and a suitable framework for making decision. In this research, the authors explored the relationship among moral identity, moral decision, and moral behavior to see how a preference for the deontological solution can lead to moral behavior. In study 1, a Web-based survey demonstrated that when making decisions, individuals who viewed themselves as moral people preferred deontological ideals to the utilitarian framework. In study 2, the authors investigated the effect of moral identity and moral decision on moral behavior in an experimental study. The results showed that when deontology was coupled with the motivational power of moral identity, individuals were most likely to behave morally.     

Consumers’ Responses to Public Figures’ Transgression: Moral Reasoning Strategies and Implications for Endorsed Brands

This paper proposes an empirical assessment of the main factors behind the decision of a corporate sponsor to launch a socially responsible (SR) fund. Our analysis is performed on a database that encompasses 414 SR fund creations by 46 corporate sponsors between 1990 and 2012. We provide evidence that economic and human resources slack, leverage, low media coverage and high extra-financial performance of the corporate sponsor contribute to an increase of the probability to propose SR funds. These results lead us to argue that the introduction of such funds goes beyond the economic objective of enlarging the market share of the corporate sponsor. It may thus be seen as a particular strategy in terms of communication and signaling, due to the specific characteristics of SR funds.     

Permission-based mobile advertising

This article reports the results of a study of permission-based advertising via mobile phones. The study, part of the proof of concept for a UK startup, specifically explored the effectiveness of SMS text messaging as an advertising medium for reaching young adults. The results suggest that, with the right execution, the mobile channel has the potential to benefit both advertisers and consumers. The findings also include some suggestions about when and how to use this emerging new medium. Although confined to SMS text messaging in the UK, the results are also likely to be relevant to other countries, and to more advanced mobile communication technologies as these are rolled out.     

The impact of telephone notification strategies on response to an industrial mail survey

The mail questionnaire is a popular method of gathering data among marketing academics. However, response rates from industrial populations are often low. A number of alternative strategies designed to enhance response from industrialists are evaluated. The results show that satisfactory response rates can be achieved by the integration of telephone and mail contacts within a survey design without loss of response quality nor distortion of sample composition.     

The Advertising Association's Index of Press Cover Prices

This paper examines the differences between American young consumers and their Korean counterparts’ interests in accepting SMS advertising via their mobile phones. The appeal of using the mobile phone as an advertising medium is its accessibility because it can pinpoint the locations of mobile phone users. The results of the study provide preliminary evidence that consumers’ attitudes and beliefs do have significant positive relationships with intentions to opt in to the new medium. The theoretical model for the study is based on employing the theory of reasoned action as the underlying structure to operationalise the conceptual constructs proposed in the diffusion theory. The study identifies the potential of a new research domain in advertising, presents a conceptual framework for its examination and suggests the importance of constructs under study.     

基于短信息服务的移动安全通信系统设计

短信息由于其成本低廉、使用方便等特点,被广泛应用于业务数据交换。但由于其本 身的不安全因素,无法满足传递敏感数据需求。为此,设计了基于短信息服务的移动安全通 信系统,在移动终端设备、通信链路和应用服务等方面都采取了安全保障措施。通过短信 息服务,可实现移动通信网络和固网应用服务的安全无缝集成。     

Place identity and sustainable consumption: implications for social marketing

Place identity is a self-identity dimension related to a physical setting. This study measured place identity relating to residential neighborhood, based on levels of attachment, continuity with personal past, perception of familiarity, cohesion and social acceptance. The study examined the proposition that people with strong place identity are committed to their neighborhoods, in turn leading to positive sustainable consumption attitude and behavior. Structural equation modeling empirically verified a theoretical model developed from the environmental psychology, consumer behavior and marketing literatures. A telephone survey was conducted of 409 residents in two suburbs in the Kuala Lumpur metropolitan area, Malaysia. The finding that place identity and commitment to the residential suburb are strong motivational drivers of sustainable consumption-related attitude and behavior has important implications for social marketing.     

Determinants of Participation and Response Effort in Web Panel Surveys

Web panels are widely employed to conduct marketing research surveys, yet little is known regarding why consumers join web panels or participate in web surveys. The present research investigated the effects of individuals' motivational traits on whether they joined web panels, participated in surveys upon joining, and the effort they put into their responses. A longitudinal study employing population profiling gathered personality measures from the entire population of potential panelists (N = 751) and invited them to join a web panel. Those accepting (N = 503) were sent a series of six marketing research surveys. Results revealed that consumers' need for cognition, curiosity, agreeableness and extraversion were significant predictors of joining the web panel. The first three traits also predicted survey participation, as did openness to experience. Among participants, response effort was affected the greatest by curiosity, extraversion, and conscientiousness. An additional experiment, conducted with 327 participants, ruled out a selection bias explanation for some results. These findings provide useful insights to researchers using web panels, and point out limitations with using strictly demographics-based weighting schemes when selecting web panels.     

Toward a conceptualization of mail survey response behavior

A conceptual framework for understanding and researching mail survey response behavior is proposed and developed around the constructs of cooperation, trust, and commitment. Survey response is viewed as the cooperative exchange of information by respondents in return for an opportunity to shape their environment. Issues related to the valuation of the survey exchange process are examined within the proposed framework. Current survey inducement techniques are evaluated in terms of their relationship to the three central constructs and their effects on the decision to participate in a mail survey. © 1996 John Wiley & Sons, Inc.     

奥运赞助商北京奥运会赞助营销效果实证研究

2008年北京奥运会带动了体育赞助营销在中国的迅速发展。奥运赞助对企业来说，是巨大的投入。奥运赞助的效果究竟如何，在现有的营销研究中鲜有涉及。本文介绍了笔者和益普索（Ipsos）公司的研究人员共同进行的企业奥运赞助营销实证研究。通过调查数据的采集和分析，我们发现，消费者并不能有效区分奥运赞助商和非奥运赞助商，但是奥运赞助有助于提高企业及其品牌的形象，增强消费者对其产品和服务的购买意愿。     

Effects of Strategic Exiting from Sponsorship after Negative Event Publicity

Research on the effects of event sponsorship has focused mainly on the consequences for brand equity of the association between a sponsor and a sponsored event. However, the effects of management's decision to exit from a sponsorship have received little empirical consideration. The studies reported here were carried out to fill this gap by systematically examining (a) the impact of a sponsor's corporate reputation on consumer responses to the strategic exit from a controversial sponsorship, and (b) the role that perceived trust in the decision plays in determining the outcomes. The results of two studies emphasize that strategic exiting from a controversial sponsorship (i.e., possible doping scandals at the event) can have positive consequences for the sponsor's image when the decision is trusted, but detrimental consequences when the exiting is attributed to overly self‐serving reasons. Trust in sponsorship withdrawal is elicited when the sponsor is perceived as having a good character with respect to meeting societal obligations, or when communication efforts are made salient that create trust in the withdrawal decision by a firm with a bad character.     

An assessment of ethical obligation and self‐identity in ethical consumer decision‐making: a structural equation modelling approach

Research has supported the addition of ethical obligation and self‐identity to models of consumer decision‐making in ‘ethical’ contexts. The particular placement of ethical obligation and self‐identity within a model of ethical consumer decision‐making remains unclear. Are these measures an antecedent to attitude or behavioural intention? This paper presents findings from a large scale survey of ethical consumers that explores, through structural equation modelling, the specific placement of these measures within a validated model of ethical consumer decision‐making, which uses the theory of planned behaviour as an initial framework. This research is examined within the ‘ethical’ context of fair trade grocery purchasing. (Fairly traded products are those purchased under equitable trading agreements, involving co‐operative rather than competitive trading principles, ensuring a fair price and fair working conditions for the producers and suppliers.)     

Components of effective diversity training programmes

This article reports on the results of a study on the components of effective diversity training programmes as perceived by diversity experts. The major method of this research study was in-depth, open-ended telephone interviews with a panel of 12 diversity experts located throughout the USA. The purpose was to draw upon their knowledgeable insights about the topic of effective diversity training programmes. The literature that this study was based on shows that organisations have to consider training for diversity, both domestically and internationally, to a much greater extent than ever before, this is because of demographic trends, the cost of not having diversity training, and the variety and complexity of intercultural contacts throughout the world. This study also revealed the definition and goals of effective diversity training programmes. This study could have direct implications for the development and implementation of diversity training programmes for companies operating in domestic and international settings.