消费者对移动增值服务的感知风险外向因素及其中的调节效应研究

对消费者感知风险的相关研究大多集中在其对消费者行为的影响上。本文创新之处在于,从感知风险来源的视角对移动增值服务环境下消费者感知风险进行了研究,证实了消费者对移动增值服务感知风险的前因变量和消费者个性特征对风险关系的调节效应。基于委托代理理论,提出了移动增值服务环境下的感知风险关系模型,然后采用结构方程模型和多元回归的方法对假设进行了检验。结果表明,移动增值服务环境下,消费者感知信息不对称对感知风险影响最大,消费者感知技术不确定和移动增值服务的无形性对感知风险也有积极的影响,消费者风险偏好和移动商务知识对风险关系具有显著调节效应。     

服务失误归因对消费者情绪和行为的影响

本文采用情景模拟法和以美发服务失误为例,测评了服务失误归因对消费者情绪和行为的影响,结果发现,当服务失误归因于服务供应商时,消费者外在负面情绪、抱怨行为和转换行为最高;当归因于顾客时,消费者内在负面情绪最高;当归因于第三方时,消费者内在负面情绪、外在负面情绪、抱怨行为和转换行为皆处于以上两类归因之间。这一结论填补了理论界在此领域的研究不足,并能有效指导服务企业制定补救策略。     

B2C网络商店形象、消费者感知与购买行为

本文研究B2C网络商店形象对在线消费者购买行为的影响;在该研究中,将网络商店形象划分为网站形象、商品形象、服务形象、便利形象和安全形象五个维度,将消费者购买行为分为目的性购买和冲动性购买,以消费者的虚拟体验和感知价值两个衡量消费者感知的变量为中间变量,采用实证的方法分析了网络商店形象的五个维度对两种购买行为的影响路径.研究发现:网站形象、商品形象和服务形象对虚拟体验有显著的影响;商品形象、服务形象、便利形象和安全形象对感知价值有显著的影响;虚拟体验可以激发消费者的冲动性购买行为;感知价值既可以促使消费者的目的性购买,又可以导致消费者的冲动性购买行为.     

消费者品牌敏感对传统中药保健品企业的启示

品牌是21世纪服务营销的基础,品牌敏感是消费者品牌行为研究的一个新课题,消费者的服务品牌敏感度或多或少会影响其品牌选择行为。研究消费者品牌敏感度,可以为企业开展服务营销提供参考。本文对消费者品牌敏感的概念及品牌敏感形成的前因进行研究,并基于中药保健品企业,提出了品牌营销策略和管理的相关建议。     

基于移动互联网金融模式影响的商业银行策略研究

我国已经全面进入互联网时代,移动互联网金融发展迅猛,成为近来的热点,商业银行在面临移动支付工具和平台的竞争时,应该全面了解移动互联网金融模式和传统模式的区别,研究新模式对消费者行为的影响和消费者需求的变化,针对性的制定商业银行的竞争策略。     

废旧家电回收管理中消费者参与影响因素实证研究

文章对消费者参与废旧家电正规回收行为意向的影响因素进行了实证研究,结果表明:行为态度、主观规范、经济动机、服务动机以及行为障碍对消费者的参与行为意向有显著影响.并运用方差分析探讨了不同性别、年龄、职业、学历和收入的消费者群体对这些影响因素感知的差异性.     

移动商务平台的竞争能力构建路径解析

随着3G的成熟和智能手机的普及,基于PC的网购平台运营商向移动平台扩展的过程中,消费者行为模式与其他购物平台的竞争方式都必然发生一些改变。文章从移动购物平台的系统架构和运作流程来解析平台运营竞争的重点要素,以消费者行为心理为导向,综合运用CRM、网络营销等理念、策略和手段,提出了构建移动购物平台的竞争能力的路径模型,对移动平台运营商的战略规划和经营策略有借鉴意义。     

餐饮业O2O转换动机与消费者购买行为的关系研究——基于感知风险理论

在感知风险理论的基础上研究了餐饮业O2O转换动机与消费者购买行为的关系。以调查问卷的方式收集数据,实证分析结果如下:O2O转换动机对消费者购买行为具有显著的正向影响,服务风险、时间风险、身体风险、经济风险与心理风险在O2O转换动机与消费者购买行为的关系中发挥了负向调节作用;隐私风险并没有在O2O转换动机与消费者购买行为的关系中发挥调节作用。     

网购过程中服务接触对消费者购买行为的影响因素分析

19世纪末20世纪初在资本主义工业革命后消费者行为学作为一门独立系统的学科产生。随着科技的发展与网络的普及,越来越多的消费者选择网上购物作为主要的消费方式,他们认为网上购物可以买到更多物美价廉的商品,同时也可以享受送货上门带来的便利。文章对消费者购买行为,网购过程中的服务接触点及其对消费者购买行为的影响进行了研究,对服务接触点的研究不仅能够帮助消费者规避消费风险而且能够帮助商家更好地经营。     

消费者金融行为、消费者金融教育和消费者福利

消费者金融行为的研究是一个多学科的研究领域,并在近十年来开始得到主流经济学和金融学的重视。消费者金融行为的研究集中在如何定义、描述、理解和预测、改变、发展,以及比较消费者的金融行为。本文从上述六个方面对美国关于消费者金融行为的研究进行了简要综述,并讨论了消费者金融行为与消费者金融教育、消费者福利之间的关系。最后,对中国消费者金融学的研究提出了几点建议,希望对中国消费者金融学领域的发展有所贡献。     

Beyond mobile number portability: measuring consumer preferences for service portability in Japan's mobile phone market

Japan's mobile phone market has been oligopolized by three incumbents who are seeking vertically integrated business models, which may prevent competitors from using platform layers to provide original services. We conduct two types of conjoint analysis to measure consumer stated preferences and draw two main conclusions from the analyses. First, the average consumer is willing to pay more than JPY 2000 (US $20) to increase mobile service portability. Second, the average consumer's willingness to pay corresponds to JPY 100–200 (US $1–2) per song for securing music download platforms. A dilemma exists in consumer preferences for service portability in Japan's mobile phone market, namely the choice between free mobile service portability and convenient music download platforms.     

Analysing diffusion pattern of mobile application services in Korea using the competitive Bass model and Herfindahl index

Mobile service has been totally revolutionizing the service industry with the explosive growth in mobile application (‘app’) services. With the rapid proliferation of mobile app service, there is still a constant need for the research focusing on the precise and scientific prediction of the diffusion of mobile app service with consideration of competitive relationships. However, most of the relevant research dealing with diffusion did not consider the competition effect among mobile app services. In addition, in mobile app services, big competitors, which have a larger marketing share in same category, can interrupt the diffusion of other mobile app services significantly. Thus, the level of competitiveness also should be considered for more precise prediction of mobile app service. Accordingly, the present study proposes a new approach to analyse the degree of competitiveness of mobile app service categories using Herfindahl–Hirschman index and classify mobile app service categories. Then, this study systematically analyses their respective diffusion patterns based on the given empirical data using competitive Bass model. A case of Korean mobile service industry is presented to illustrate the proposed approach.     

Unlocking the promise of mobile value-added services by applying new collaborative business models

Due to the intense voice service competition and subscriber growth saturation, the average revenue per user (ARPU) of mobile communications service providers continues to decline, thereby severely affecting their total revenue and profitability. To counter this challenge, mobile communications service providers are now moving from “tariff competition” to “service competition.” As mobile communications enter the next-generation network (NGN) era, network bandwidth and transmission speed are greatly enhanced. The enhancement enables mobile communications service providers to provide content-rich, multimedia value-added services to create new service value, meet demands of customers, and increase ARPU. To understand how to construct mobile value-added services, this study uses survey forms to collect feedback from 35 industry and research institution experts and scholars and to present systematically the finding on the mobile value-added services strategy. The research employs the analytic network process (ANP) to analyze the strategy of mobile service providers in delivering mobile services in the NGN. The business strategy evaluation framework and evaluation result can be used as guides for players in the mobile communications industry to review, improve, and enhance their service and strategy.     

Entry and Innovation in Maturing Markets: Virtual Operators in Mobile Telecommunications

In the last few years the mobile telecommunications industry has witnessed the entry of a large number of new service providers. Traditionally, mobile users get their mobile services from the service providers owned by vertically integrated mobile network operators (MNOs). The new entrants do not own a network of their own however, because they use the existing mobile infrastructure, i.e. they are 'mobile virtual network operators' (MVNOs). By granting these virtual operators access to their networks, MNOs actually facilitate the entry of potential competitors for their own downstream service providers. These new entrants might attract additional users by offering competitive services and create extra value with their well-known brand names and other complementary assets. This study focuses on the mobile market of the Netherlands, where competition is intense and MVNOs proliferate. The aim of this research is to improve our understanding of the entry of virtual operators in general, and specifically by explaining why and how virtual operators enter the mobile market and the impact they have on competition in the mobile market.     

我国沿海地区城市服务业集聚的影响因素分析

基于外部经济理论、新经济地理理论和对外开放,建立服务业集聚影响因素的分析框架,并利用我国96个沿海城市2003-2011年的面板数据,实证检验三种因素对我国沿海地区服务业总体集聚、生产性服务业集聚、消费性服务业集聚和公共性服务业集聚的不同影响作用,结果发现:对于服务业总体和公共性服务业而言,三种因素都是影响其集聚的主要因素;对于生产性服务业而言,新经济地理因素是促进其集聚的主要因素,而另外两因素的促进作用尚未体现出来;对于消费性服务业而言,相对于新经济地理因素,外部经济因素和对外开放因素对其集聚的促进作用更加显著。     

Regulation of Mobile Telephony across the European Union: An Empirical Analysis

In this paper I analyze the impact of regulatory policy on prices and demand for mobile telecommunications services across the European Union. I estimate a reduced form model of the mobile industry using panel data for the EU countries from 1998 to 2002. Among others, I find the following effects: liberalization of fixed telephone lines has a negative impact on prices and a positive impact on the demand for mobile services, and the introduction of mobile number portability has a negative impact on prices.*I am grateful to Toker Doganoglu, Gerd Hansen, Eric Kodjo Ralph, Guido Friebel, participants at the 30th EARIE Conference 2003, the 2nd International Industrial Organization Conference 2004 and the 19th Annual Congress of the EEA 2004, and anonymous referees for valuable comments. I would like to acknowledge the generous financial support from the Volkswagen Stiftung and the Munich Graduate School of Economics which made this research possible. All errors are mine.1 Source: European Commission (1994).     

ICT for financial access: Mobile money and the financial behavior of rural households in Uganda

Mobile money usage has expanded tremendously in Uganda, reaching over 40% of the adult population within 8 years of inception. We use data from 820 rural households to examine the effect of this financial innovation on their financial behavior. We find that using mobile money services increases the likelihood of saving, borrowing, and receiving remittances. The corresponding amounts of each service are also significantly higher among mobile money user households relative to their nonuser counterparts. We demonstrate that the mechanism of this impact is a reduction in transaction costs—a combination of transportation fares and service charges—associated with household proximity to mobile money agents. To illustrate the convenience of service proximity, we demonstrate that the household's likelihood and frequency of using mobile money services reduces with the distance to the nearest mobile money agent. This distance variable is then used to instrument for the potentially endogenous mobile money adoption. We finally perform propensity score matching to reinforce the robustness of our results; our results are consistent across all these specifications. The results imply that developing and enhancing access to and usage of pro‐poor financial products could be a first step to achieving greater financial inclusion.     

The role of WiBro: Filling the gaps in mobile broadband technologies

This paper analyzes WiBro, one of the emerging wireless technologies for portable Internet services (PIS), which are designed to enable mobile broadband access. Based on an empirical examination of consumer preferences for mobile broadband technologies and an estimation of the future demand for WiBro, this study proposes that WiBro should fill the gaps between competing mobile broadband technologies, such as 3G and WLAN.