网络购物中消费者决策行为模型的构建

本文基于技术接受模型、期望确认理论、感知风险和信誉信任建立了网络购物中消费者决策行为的动态模型．对消费者决策过程中各个阶段的影响因素进行分析,提出购物后的满意度对再次购买决策具有反馈作用。     

消费者行为分析

消费学科的诞生是心理学、消费经济学及其他分支学科共同作用的产物,从消费者行为的因素分析,揭示了产生消费行为的诱因以及顾客购买决策在四分图中的体现,综合分析消费行为对顾客品牌忠诚度的影响.     

在线客户评论对消费者购买决策的影响研究

随着网购人群的不断增长,在线客户评论如何影响消费者做出购买决策这一问题越来越受到关注。通过构建在线客户评论对消费者购买决策的影响研究模型并假设推导,本研究将对后期研究或可带来新的启示和理论支持,并且有利于在线口碑理论的丰富和发展。     

Web2.0环境下在线负面评论及商家回复研究述评

随着网络电商平台的强势崛起,网络购物正逐渐渗透并改变消费者的日常生活,同时在线评论也以一种新型口碑形式得到了国内外学者的大量关注。本文从研究方法、内容等方面对在线负面评论及商家回复影响消费者购买决策进行全面梳理和分析,提出专门针对在线负面评论及商家回复的多维度研究框架,并总结现阶段相关研究的重点与不足。研究发现:在线负面评论对消费者购买决策具有显著负向影响;商家回复本身隐含着对潜在消费者在线行为的影响,并间接作用于消费者购买决策,应该被当作与在线负面评论具有相同影响效应的因素。最后,本文提出后续研究可从研究视角、内容及方法上予以关注。     

网络表情符号对消费者购买意愿的影响研究

线上购物环境中,由于社会临场感较低及信息不对称性等因素影响,在线评论作成为消费者重点参考的对象。现有研究多集中在在线评论内容、评论效价等方面,忽视了非语言的影响因素。本文以表情符号为切入点,重点研究评论内容中的网络表情符号对于消费者最终购买决策的影响机制。本文研究采取实验法,共计发放问卷390份,研究结果显示:①网络环境中,评论效价对于消费者感知有用性有显著影响,与正面评论相比,负面评论对消费者感知有用性更强;②网络表情符的使用可以强化评论效价对消费者感知有用性的作用;③带表情符号的评论通过影响消费者感知来影响消费者的最终购买决策。本文在一定程度上拓展了在线评论和消费者感知有用性关系的研究。     

电子商务环境下女性服装消费行为研究

文章针对电子商务环境下女性服装消费行为进行分析,提出了网购女装的主要群体和购买决策风格,结合这些内容,分析了当前影响女性消费者网购服装行为的因素,最后总结了电子商务环境下女性服装销售建议。     

互联网环境下非理性消费行为及影响因素研究

传统的消费者行为学都假设消费者是理性的,消费者都会根据利益最大化原则做出决策。但在实际的消费行为中,消费者还是会受到各种因素的影响导致非理性消费行为的发生,文章描述了网络消费者的特征变化,并基于网络非理性消费的表现,从网络购物群体消费特征、消费情景和营销活动刺激三个方面讨论在互联网环境下消费者的非理性消费行为的成因。     

互联网环境下非理性消费行为及影响因素研究

传统的消费者行为学都假设消费者是理性的,消费者都会根据利益最大化原则做出决策。但在实际的消费行为中,消费者还是会受到各种因素的影响导致非理性消费行为的发生,文章描述了网络消费者的特征变化,并基于网络非理性消费的表现,从网络购物群体消费特征、消费情景和营销活动刺激三个方面讨论在互联网环境下消费者的非理性消费行为的成因。     

在线评论情感倾向的影响研究及分析

互联网时代,网络购物成为了一种新的购物形式,由于网络购物是在虚拟的平台上进行商品甄选,客户无法对商品的性能和质量进行判定,这就增加了购物的风险。随着网络购物平台的服务的完善,在线评论成为了大众购物的参考依据。所以,在线评论的情感倾向就左右了消费者的购买决策。本文对在线评论情感倾向的影响进行研究,然后细致分析了在线评论的情感调节因素,最后就如何发挥在线评论情感倾向的积极作用给出了相关建议。     

负面口碑对网络消费者购买决策的影响

本文通过对负面口碑特征、消费者心理变量以及二者对购买决策的影响研究,探讨负面口碑对网络消费者购买决策的影响,以期能够对企业营销实践有所启示。     

Sustainable product disposal: Consumer redistributing behaviors versus hoarding and throwing away

Business strategies involving sustainable product disposal have focused mostly on technical aspects but neglected to adequately incorporate the nature of consumers' behavior. The current study addresses this void. We study consumer product disposal behavior and subsequently offer insights to businesses on how to incorporate consumer input into their strategic decision making in the light of opportunities to mitigate environmental impacts. Consumers' redistributing of unwanted but still useful products to others by reselling, passing along, or donating, rather than hoarding or throwing away, contributes to product lifetime extension and waste management. We study factors influencing product redistribution and explore profile of consumers who engage in various disposal behaviors. Findings from two online surveys, on mobile phones and sunglasses, reveal that specific waste attitudes, that is, waste minimization and waste aversion, rather than general environmental concern, are key determinants of product redistribution choice. Product cost is positively related to reselling and giving behaviors. Furthermore, product quality and product self-image congruency significantly reduce the odds of throwing away. The method of product redistribution is also influenced by consumers' demographic characteristics including age, education level, and income. This paper advances extant literature on product disposal from the perspective of the consumer and provides input into development of business strategies that incorporate consumers' sustainable disposal behaviors. We also offer input to policy makers on how to curb or delay waste and pollution.     

基于颠覆性创新和生命周期理论的AIP案例研究

本案例借助基于颠覆性创新和生命周期理论的组合框架,通过对AIP的创业(机会识别、警觉、选择与集中等)及发展过程(决策行为、产品或服务的技术/质量/成本/交货期/售后服务等)中的决策行为和发展战略的分析,验证了网络在线研究行业正是因为具备了颠覆性创新的特征,才在短时间内取得了颠覆性的业绩,即颠覆性创新理论在这一行业的应用性,并证明了这一行业的生命周期短于持续性创新企业。案例也试图通过分析发现颠覆性创新理论的局限性,即是否所有的颠覆性创新都能取得成功。     

基于层次分析法的网上消费者行为分析

随着电子商务的发展，消费者的网上购物正蓬勃发展。分析消费者的行为是电子商务企业生存与发展的关键与重点。文中基于层次分析法来分析消费者网上购物行为，可以更好的理解消费者的行为，以及利用层次分析方法的作用和特点来做出更加合理、科学的决策。     

电子商务环境下基于消费者价值的行为决策研究

文章通过对电子商务环境下消费者行为决策过程的分析,建立了消费者行为决策理论模型,并从购前、购中、购后三个消费阶段分析影响消费者决策的主要因素。本文在定性分析的基础上,对消费者价值内涵给予数学定义,建立了基于消费者价值的行为决策模型,并对模型进行优化求解。文章重点研究了产品价格、质量、信息、时间等因素对消费者价值的影响,为电子商务环境下消费者行为决策分析提供了理论依据,并对于指导电子商务实践具有一定的现实意义。     

Kindermarketing aus neurologischer Sicht: Empfehlungen für ethisch korrekte Gestaltungen des Marketing-Mix

Children are subject to fundamental developmental processes concerning perception, information processing and product understanding. Since children are targeted by the consumer goods industry with different marketing techniques, the critical question arises, whether these techniques support children’s decision making or foster erroneous purchases with crucial later health consequences. In this article we review interdisciplinary findings on children’s development and yield implications for the marketing mix. We use Piaget’s psychological framework, enriched with recent neuroeconomic findings for analyzing consequences of marketing campaigns and techniques that are frequently used. Furthermore we derive several conclusions for ethical marketing techniques to children and rise empirical questions that issue critical marketing techniques more precisely.     

An instrumental variable approach to distinguishing perceptions from preferences for beer brands

Recent developments in behavioral economics have prompted interest in identifying how product perceptions and beliefs influence decision making. Using a branded discrete choice experiment for beer, this article uses the control function approach and plausible instruments to correct for the endogeneity problem in a way that is applicable in a wide range of circumstances. Even after correction, we find that perceptions substantially affect consumer choices. In the context of brand equity for beer brands, we find that the perceived taste and brand familiarity are key determinants of choice.     

Irrational decision making: Cultural influence on environmental nonprofit organizations' advocacy strategies

The determinants of environmental nonprofit organizations' (ENPOs) advocacy strategies is particularly important in East Asian countries, such as Taiwan, in which the public values harmony and aggressive movements are often controversial because of the influence of Confucianism. What triggers ENPOs in Taiwan to initiate aggressive environmental protests is consequently a question worth investigating. Accordingly, this study sought answers to the unasked question: How do ENPOs' decision makers decide what types of advocacy activities to pursue? To answer this question, this study utilized cultural theory (CT) to develop hypotheses to test data collected through an online survey in Taiwan. The evidence confirms what CT predicted. ENPOs' decision making on advocacy activities is neither affected by their organizational scale/resources nor the effectiveness and acceptance of environmental activities. Instead, ENPOs' organizational culture plays a crucial role, especially in explaining advocacy activities that are relatively controversial and less accepted by the Taiwanese public. ENPOs that have egalitarian and individualistic organizational cultures are more likely to initiate every type of environmental activity, especially protest-based activities. Based on the results, organizational culture may be useful in explaining the bounded rationality behind decision making. This result also indicates that ENPOs in Taiwan should plan more carefully before initiating activities. Actions without careful planning may result in resource waste and legitimacy challenges. The results of this study can be beneficial for ENPOs to reconsider their decision making regarding environmental advocacy.     

Which factors distinguish the different consumer segments of green fast-moving consumer goods in Germany?

Consumer segmentation is an important tool for dealing with the often strongly differing consumer preferences in many markets for fast-moving consumer goods. Therefore, this study analyses the factors that can distinguish the different consumer segments for green all-purpose adhesives in Germany. On the basis of an online survey with 709 respondents, we performed a choice experiment and segmented consumers based on their preferences for this product. We identified six consumer segments of which in particular Green Consumer Value, Perceived Consumer Effectiveness and Trust separate eco-friendly consumers from the other groups. Our results give a deeper insight into the different consumer segments for green fast-moving consumer goods and facilitate the development of business and marketing strategies in a more targeted way.     

Ethical consumers in search of markets

Research in ethical consumerism has concentrated on attempts to either categorize ethical consumers or to uncover their decision‐making processes, but to‐date there have been few investigations into the key ethical drivers behind the decision‐making process. This study attempts to identify these ethical drivers within their particular product groups by means of a survey of self‐proclaimed ethical consumers distributed via a questionnaire placed in the Ethical Consumer Magazine. The findings indicate that environmental issues are ranked above human rights and animal rights/welfare issues and that the ethical consumer considers the product groups to have differential importance ranging from the food products goods group, being the most strongly associated with ethical issues, to the ‘brown goods’ group (electric goods such as stereos and TVs), which proved to be least associated with these issues. An examination of the ethical drivers within each group suggests that ethical consumers consider each product group on the basis of its bundle of ethical attributes, with differing levels of importance placed on each ethical issue within the purchase decision. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.     

Use of dynamic programming to improve the detection of means-end chains from laddering data

This article, based on the logic of means-end chain (MEC) technique and dynamic programming analysis, proposes a new structural MEC technique (SMT) for enhancing the functions of traditional MECs. The SMT can not only analyze significant consumers’ means-end hierarchies (namely consumers’ preferences of product characteristics) toward a particular product for deducing effective marketing strategies, but can also overcome the problems found in traditional MEC studies. The purposes of the SMT model are: (1) to avoid making the cutoff value decision by the investigators’ subjective judgment, (2) to analyze consumer product knowledge without constructing the hierarchical value map (HVM),(3) to evade the investigators’ cognition bias derived from the HVM to reveal consumer product knowledge, and (4) to confirm the accuracy of HVMs constructed by the laddering technique.