The role of fundamental motivations in willingness-to-pay online

This study aims to determine whether an understanding of chronic fundamental consumer motivations can help determine the mechanisms of willingness-to-pay for products online. To do so, it employs a simulated buying task on a fictional e-commerce site for a consumer product (branded either as a “new arrival” or a “classic”) to investigate the effects of two fundamental motivations (mate acquisition vs. self-protection) on willingness-to-pay for the product online. The primary focus of the paper to investigate the capacity of mate acquisition and self-protection motives to moderate the relationship between attitude toward the product and willingness-to-pay, as well as, the effects of the motives on willingness-to-pay are considered. Through regression and interaction effect analyses, it is shown that chronic fundamental motivation for mate acquisition is directly correlated with an increased willingness-to-pay for both product types, and it moderates the relationship between attitude toward a product and willingness-to-pay. Self-protection motivation increases willingness-to-pay for classic products but not new arrivals. By offering a rare look at chronic fundamental motivation in the consumer context and potentially being the first investigation of the moderating effects of fundamental motivations, the results mostly support the notion of predictable motivation induced behavioral tendencies.     

How Do Entry Motives and Institutions Influence the Acquisition Strategies of Multinationals in Foreign Markets? Lessons from Acquisitions of Finnish Multinationals in Global Markets

When acquiring foreign targets, multinationals have an option for partial acquisition, staged acquisition, and full acquisition. This study seeks to understand how the motives of market entry and institutions influence these acquisition strategies in foreign markets. By integrating OLI paradigm and institutional theory with an empirical case study of seven acquisitions of Finnish multinationals in global markets, the study finds that the motives of market entry (i.e., market-seeking, efficiency-seeking, strategic-asset-seeking motives) interact with host country institutions in influencing the choice of partial, staged, and full acquisitions. The study also develops six propositions and recommends areas for future research.     

企业环保主张对消费者绿色购买意愿的影响机制研究

在广告设计中如何使用环保主张是影响广告效果和公司声誉的一项重要决策。基于此，文章引入归因理论和精细加工可能性模型对企业环保主张的效果和发生机制进行分析。结果表明：相较于关联型环保主张，消费者面对实质型环保主张时的绿色购买意愿更高；消费者环境关注调节了环保主张对绿色购买意愿的影响，即相较于关联型（实质型）环保主张，高环境关注（低环境关注）的消费者面对实质型（关联型）环保主张时绿色购买意愿更强；同时消费者的CSR内部动机感知在环保主张对消费者绿色购买意愿的影响中起中介作用。文章丰富了绿色广告理论体系，为增强企业环保主张的说服效果提供了理论依据。     

The hybrid tourist

Inspired by the recent emergence of the hybrid consumer in the marketing literature, the present article defines hybrid tourists and assesses empirical evidence of their existence. Results indicate that hybrid tourists—tourists whose segment membership for the next trip cannot be predicted from their segment membership of their last trip—are the norm, rather than the exception. Only one quarter of tourists remain in the same motivation segment across more than one trip. Results are similar for expenditure segments. Tourist hybridity exists both with respect to travel motivations and expenditure. Personal characteristics predict hybridity. New approaches of market segmentation are needed to cater for the hybrid tourist.     

Consumers' perception of and attitudes towards organic food in Galicia (Northern Spain)

Although the organic sector is still relatively small, the demand for organic food is increasing throughout the world. The characterization of consumers' perception of and attitudes towards organic food is important to enable the development of marketing policies aimed at attracting conventional consumers to the sector. Consumers' behaviour studies must be conducted specifically for different regions and countries as perceptions and attitudes vary across the world. In the present study, a questionnaire was designed for administration to consumers in Galicia (Northern Spain). The questionnaire was administered to 830 consumers in 200 establishments to obtain data about the consumers' perception of and attitudes towards organic food. The survey results showed that one‐third of responders consume organic food and that the typical profile of a consumer of organic food is a middle‐aged, medium‐high class, university‐educated female living in a large village, who shops in supermarkets and preferably consume vegetables, fruits and eggs. Most people who declared that they consume organic products confuse these with home and locally produced food, indicating the potential for growth of the organic sector by providing such consumers with appropriate information. Most consumers (including conventional consumers) have a good opinion of organic food and consider that it is better for health, is of better quality than conventional food and avoid pesticide residues. However, price continues to be a barrier to the consumption of organic produce. Most respondents stated that they would consume more organic food if the price was only between 10% and 30% higher than the conventional equivalent. Finally, organic consumers in Galicia showed positive attitudes towards using local breeds in organic agriculture, both for producing food and for ecotourism and educational activities. Such activities could contribute to conserving breed biodiversity and adding value to organic farming.     

商业银行跨国经营动机的经济学分析

研究商业银行跨国经营的动机是解决商业银行跨国经营中的首要问题,银行跨国经营直接影响到银行跨国经营目标市场、进入模式以及整合策略的选择。本文在分析企业跨国经营动机理论的基础上,从信息经济学、产业组织、比较优势、竞争结构等方面分析了商业银行跨国经营的动机。     

中国上市公司可转债发行动因:“后门权益”VS“代理成本”

本文以中国上市公司2002—2008年发行的可转债为研究样本进行实证研究,发现可转债发行公告的财富效应与该可转债实现转股可能性的预期正相关,具体而言,与发行公司的成长机会、财务困境风险水平正相关,并且与整体股市的状况也紧密相关。进一步结合可转债退市的分析表明,中国上市公司可转债融资是一种典型的后门权益融资。实证研究的结果不支持基于代理成本的动因假说。     

对生态补偿长效机制的思考

我国目前的生态补偿实践对地方政府和农民,尤其是地方政府,经济激励不足,相关制度的设计也不能保证他们的预期收益,社会监督的空缺增加了补偿金被挪用甚至被贪污的风险,这些弊端导致生态补偿效益短期化。通过改善相关制度设计来保证动力源的经济利益是构建生态补偿长效机制的首要措施,然而,补偿只是生态保护的＂推力＂,它的作用只是保证农民或地方政府的经济状况不倒退,而农业产业化和农村人口城镇化的＂拉力＂才是解决＂贫穷破坏与污染＂问题的长久之计,因此必须使生态补偿与促进地区经济增长有机结合起来,这才是构建生态补偿长效机制的根本之计。     

Fish Market Segmentation Based on Consumers' Motives,Barriers and Risk Perception in Belgium

This study's objective was to segment Belgian fish consumers based on their motives, perceived barriers, and their risk perception corresponding with fish consumption. Cross-sectional consumer data were collected in November 2004 through a self-administered questionnaire (n = 852). Cluster analysis distinguished between three consumer segments. Uncertain fish consumers indicate strong motives and a low risk perception, but experience some barriers to increase their fish consumption. Fish Lovers do not perceive any risk from eating fish and express strong motives and low barriers. Finally, Concerned fish consumers perceive few barriers, and they score relatively moderate on fish consumption motives, but express some doubts with respect to potential risks from eating fish. Profiling the clusters yields opportunities for targeted marketing strategies and product orientation.     

Shopping motives as antecedents of e-satisfaction and e-loyalty

Abstract

Customer loyalty is fundamental to the profitability and survival of e-tailers. Yet research on antecedents of e-loyalty is relatively limited. This study contributes to the literature by investigating the effect of motives for online shopping on e-satisfaction and e-loyalty. A structural equations model is developed and tested through data from an online survey involving 797 customers of two UK-based e-tailers focussing on hedonic products. The results suggest that convenience, variety seeking, and social interaction help predict e-satisfaction, and that social interaction is the only shopping motive examined with a direct relationship to e-loyalty. Data also show that e-satisfaction is a strong determinant of e-loyalty. These findings are discussed in the light of previous research and avenues of future research are proposed.