网络直播情境下共在临场感与社会临场感对从众消费的影响

近年来网络直播以其惊人的线上互动促销能力受到了理论学者和实践专家的关注。文章在网络直播背景下，以网络直播突出的“共在临场感(CP)”和“社会临场感(SP)”特点为切入点，探索网络直播情境共在临场感、社会临场感影响从众消费的作用机制。文章以有直播观看经历的消费者为样本，采用结构方程模型的方法展开研究并发现:网络直播情境下，共在临场感对从众消费行为存在显著正向影响。共在临场感对从众消费的促进作用受到用户产生信息信任度(TUGI)的部分中介，社会临场感对从众消费的促进作用受到用户产生信息信任度的完全中介。两种临场感(SP、CP)通过用户产生信息信任度对从众消费的中介效应受到主播-观众关系强度(TSBBN)的调节，即存在前段有调节的中介效应。     

基于AISAS模式的B2C网络营销策略探析

随着网络时代的到来,新的主导消费行为模式AISAS取代了传统消费行为模式AIDMA。搜索信息和分享信息在消费者网络购买行为的影响因素中占有日益重要的地位。通过问卷调查、案例分析的系统研究方法对网络营销进行研究,深化对网络营销的认识,指出网上商城的现时网络营销策略的不足,制定有效的网络营销策略,最终促使网络营销在我国的大力发展。     

大学生网络信息消费行为研究现状分析

本文运用文献研究法,对大学生网络信息消费行为研究现状进行了分析.已见研究成果主要集中在网络信息消费目的、内容、途径与方式、消费效果与满意度等6个方面,文章对当前研究中存在的不足进行了评析,并为大学生网络信息消费行为的继续研究提出建设性意见.     

网络环境下品牌溢价效应影响因素研究

本文在回顾前人的研究和分析网络零售品牌特性的基础上,发现影响网络零售溢价效应的因素主要包括信誉、产品价格、信息披露速度,而且与传统环境相比,这三个因素对于零售品牌溢价效应的影响要更大。     

传统价值观对消费行为影响实证研究

本文在问卷调查基础上,通过构建传统价值观与消费意向、消费行为间的关系进行了结构方程模型检验。研究发现:传统价值观直接影响消费者消费行为;消费意向影响消费行为。通过研究为企业进行市场细分和市场定位提供了一种新的角度和方法。     

第三方支付对大学生消费行为的影响分析

本文借鉴AISAS消费者行为分析模型,构建了以事前判断为自变量,事中态度为中间变量,事后行为为因变量的分析模型,探究第三方支付平台对大学生消费行为的影响。通过对广州市在校大学生的调查分析发现:安全因素、便捷因素和成本效益因素对大学生使用第三方支付的满意度和信任度都有正向影响,服务因素仅对信任度有正向影响,对满意度的影响不显著;使用第三方支付的满意度和信任度对大学生消费行为有正向影响,第三方支付对大学生消费具有一定的刺激作用。建议第三方支付企业针对大学生推出记账和理财服务,大学生也应通过第三方支付工具进行理性消费。     

移动支付时代大学生消费行为研究

本文首先回顾了移动支付的时代背景,对移动支付的特点进行了归纳,进而针对大学生这一群体,从大学生过度消费和大学生遭受网络诈骗两个方面,对大学生移动支付的消费行为进行了分析,并据此提出了改进大学生消费行为的改进建议。     

网络消费中的沉没成本效应

随着互联网技术的兴起，网络消费的发展十分迅猛，网络消费群体队伍也在逐渐壮大。沉没成本效应理论是指之前已经付出的金钱、时间、精力等成本往往会对人们后续的决策行为产生非理性的影响。该文通过问卷调查的方式对人们的网络消费行为进行研究，从中分析了沉没成本对消费者行为的影响。分析结果显示了在网络消费中人们的行为受沉没成本的影响显著，沉没成本效应同样存在网络消费中。     

互联网背景下推进居民消费行为发展的对策研究

在互联网迅速发展的背景下,我国网络在无形中对人们的生活、公司生产等领域产生了巨大影响。网络经济的兴起,并与传统服务行业产生联系,不仅很大程度上改变了生产者的运行模式,也使得人们的消费行为发生了变化,主要表现在人们更多选择在网络购物,而不是在实体店消费,手机移动支付增多等等。作为经济增长发展必不可少的因素和主要推动力,从网络消费方式、消费理念与消费概率角度出发分析了互联经济环境下消费行为的特点,从消费行为影响因素中提出了完善的建议,使得居民消费行为向着健康良好的方向发展。     

创新支付方式对大学生消费的影响

本文从大学生消费的角度出发,研究当今的创新支付方式对大学生消费的影响。本文建立创新支付方式对大学生消费影响模型,通过问卷调查获取研究数据,采用SPSS软件对数据进行分析。研究结果表明,创新支付方式的便捷性、集成性和定制性对大学生的使用产生了正向影响,创新支付方式也影响着大学生的消费行为和消费心理,进一步影响了大学生的消费行为,同时也为支付方式的变革提出了相关的意见和建议,对大学生消费市场的打开提供相关参考意见。     

A replication study of the credit card effect on spending behavior and an extension to mobile payments

Prior research has shown that credit cards increase spending behavior as measured by the willingness to pay (WTP) or basket value. This research aims to replicate the credit card effect and to extend this effect to mobile payments. In four empirical studies, of which three online studies and one lab study (total n = 692), we manipulated payment methods (i.e., cash, credit cards, and mobile payments) and measured spending behavior (i.e., WTP and basket value). Across four studies, we did not replicate the credit card effect on either measure of spending behavior, suggesting the effect in the literature may be inflated or may have been fading away. A meta-analysis of the relevant literature revealed the expected credit card effect but also showed that the credit card effect has become weaker through the years and that this effect is contingent on the location of data collection. We also did not find evidence that the credit card effect extends to mobile payments on either measure of spending behavior in the three online studies. However, we found a significant difference between mobile payments and cash on the basket value measure (but not for the WTP measure) in the lab study. This paper also explored whether the pain of payment or payment convenience may be a mechanism underlying the relationship between payment methods and spending behavior. Although the pain of payment tended to be lower and the payment convenience tended to be higher for mobile payments, these effects did not translate into more spending behaviors.     

As a Chinese saying goes, ‘To get rich,first pave the way’: The opening of high-speed rail and automobile consumption in China

The impact of high-speed rail (HSR) opening on residents' automobile consumption behavior is an economic issue that deserves attention. Based on monthly data on the opening of high-speed rail and the registration of automobiles in China's prefecture-level cities from 2008 to 2015, this paper uses the quasinatural experiment of high-speed rail opening, and the time-varying difference-differences (DID) method is used to analyze the impact and mechanism of the opening of China's high-speed rail on the automobile consumption behavior of consumers in prefecture-level cities. These research results show that the opening of high-speed rails significantly promotes consumers' purchase of automobiles. Specifically, it has a significant impact on the vehicle's brand (prefer joint venture brands) and color (prefer hue automobiles) as well as the payment method (prefer full payment). Furthermore, the expected increase in residents' income due to the opening of high-speed rail stimulates the sense of financial well-being (mediating mechanism), which in turn has an impact on the abovementioned automobile consumption behavior. These novel findings have a positive impact and significance on the national high-speed rail strategy, consumers' well-being, and the production and marketing strategies of automobile companies.     

Payment formats and hedonic consumption

Payment formats have many important influences on consumer behavior. However, few studies have examined how the payment format affects hedonic consumption. This study explores how the transparency of the payment format (e.g., bonus points vs. cash) influences consumers’ willingness to pay, budget assignments, and consumption choices through differences in their perceived pain of purchasing (exchanging) hedonic and utilitarian options. Specifically, consumers who pay with highly transparent payment formats (e.g., cash), compared with consumers who pay with less transparent payment formats (e.g., store points, bonus points, and gift certificates), are willing to pay less, assign a lower budget, and are less likely to choose hedonic products. The perceived pain of purchasing (exchanging) a hedonic product plays an important mediating role on the influence of the payment format on hedonic consumption. However, the perceived pain of purchasing (exchanging) a utilitarian option plays a parallel mediating role only when people have paid for the less transparent payment format (e.g., buying store points) rather than when they accumulate the points through previous consumption events. The research findings provide insights that can benefit both theory and practice.     

Modeling the determinants of consumers' attitudes toward online group buying: Do risks and trusts matters?

The aim of this research is to investigate the determinants of consumers' attitude towards online group buying (OGB). Furthermore, this study compares male and female shoppers based on their purchasing behavior in OGB. Partial Least Square-Structural Equation Modeling (PLS-SEM) approach supported by Smart-PLS 2.0 was used for data analysis as it avoids biases in the parameter estimation in regression analysis. A PLS-SEM approach revealed that website trustworthiness was the strongest predictor of consumers’ attitude towards OGB. Consumers noted that the site of initiator appeals to be more trustworthy than other sites and delivers every promise made. Indeed, they felt trusted for their group buying on the Internet when clear legal privacy statements including guarantees are available on the websites. They were assured that initiator's protective measures for online payment are secured. The reliability and validity of the measurement items used and collection of data via survey questionnaires clearly confirmed the robustness of the research methodology applied which led to the creation of reliable and valid discoveries. Online retail managers should improve their transaction security mechanisms and Internet technology to dwindle consumers' perceived risks in terms of financial, product and time risks, strengthen their trusts, and grow online trading confidence when executing OGB. With sufficient knowledge of network group-buying platform, customers would develop more trust to the security of online group-buying platform which lessen the risk cost thereafter. The viable quantitative empirical results transport new and substantial ideas into the marketing model as it systematically and precisely investigates the significant factors and adds to the emergent works around consumer OGB behavior.     

Consumers' Online Information Search for a New Restaurant for Dining-Out

ABSTRACT

By Nelson (1970)'s categorization, purchasing a service such as dining-out at a new restaurant is ‘experience-oriented’ in its nature, and its quality cannot be easily searched before the actual consumption. However, it has been suggested that the interactive nature of the Internet will improve market efficiency by creating a new channel of communication that allows the provision of information about experience attributes in a readily available format (e.g., other consumers' rating online). The paper empirically investigates this notion by exploring consumers' online information search behavior for a new restaurant for fine dining. The extent of usage of various online information sources and the perceived importance of each source are investigated in the United States and in Taiwan. Results show that information from other consumers is considered more important than information from sellers, but that US consumers favor non-Internet sources of information while Taiwanese consumers favor online sources.     

A model of consumer information search and online network externalities

This article looks at a consumer who faces a choice between two sources of information: conventional and online. The online source is different from the conventional one because consumers care about how many people are using it along with them. Generally, the more users the better (positive network externality), but, on the other hand, the presence of more users implies a reduction of available capacity, about which consumers also care. We assume that consumers maximize their utility, which is modeled as a function of all other consumption, knowledge, and network externalities. Knowledge is conceptualized as a function of the amount of information spent both on the online network and on conventional sources. Since consumer information searches may differ according to demographic differences, this may result in consumers’ differences in their usage of online networks and conventional sources. We include these externalities in our model to better understand consumer choice behavior for the online network. The consumer utility function is estimated by using the model estimation method developed in this article, since the interactions implied by the consumer utility function are more complex than one could hope to estimate econometrically. We use survey data to regress the demand for online information depending on income, education, the number of users, and remaining capacity. We introduce a methodology to simulate how consumers’ representative utilities will behave in different network environments and derive implications for online network suppliers.     

Online consumer shopping behaviour: A review and research agenda

Over the last two decades, motivated by the continuous evolution of the technology-driven retail environment, researchers have studied various aspects of online consumer behaviour. This article attempts to take stock of this environment to critically assess the research gaps in the domain and provide future research directions. Applying a well-grounded systematic methodology following the TCCM (theory, context, characteristics and methodology) framework, 197 online consumer shopping behaviour articles were reviewed. The findings reveal that the application of theories remains limited in the current pool of literature that focuses more on developed nations. While studies have primarily considered categories such as apparel and grocery, in terms of methodology experimental and survey-based studies were most common. Additionally, the article suggests some future research directions. The use of combined theories to better understand technology acceptance by consumers of online-shopping is recommended. Similarly, studies across other categories like online experiential luxury, luxury services, or second-hand products that then link to novel constructs reflecting issues with payment methods, online service quality, and online store atmosphere are portrayed as meaningful avenues that will advance research in the domain.     

Predicting consumers’ cheating behavior. The role of mental representation of goods and psychological ownership

This study examines the likelihood of cheating when consumers are offered with the option of using postponed payment plans after purchasing hedonic goods. It addresses how the nature of the good combined with payment timing affects its perceived psychological ownership, which in turn influences consumers’ cheating behavior. Three experimental studies indicate that when consumers mentally represent a hedonic (vs. utilitarian) good, they are more likely to cheat. This effect is greater with a postponed payment than with an immediate one. Findings also show that perceived psychological ownership is lower for hedonic goods and this explains different levels of cheating behavior. The paper offers managerial guidance on how to increase perceived psychological ownership for hedonic goods, with the goal of reducing cheating behavior.