品牌社交媒体广告内容对消费者社交媒体参与度的影响

基于参与度理论与社交媒体特点定义消费者社交媒体参与度与它的四个维度：意识、产生情感、产生理性思考、认同。建立社交媒体广告内容分类标准，收集二手数据后使用方差模型分析品牌社交媒体广告内容对消费者社交媒体参与度的影响。结果显示社交媒体广告内容类型显著影响消费者社交媒体参与度，新产品内容效果最好，其次是促销、游戏/抽奖、社会责任内容。此研究结果不仅可丰富消费者行为视角的品牌社交媒体广告相关理论研究，也可为品牌设计社交媒体广告内容营销提供管理建议。     

National response strategies and marketing innovations during the COVID-19 pandemic

During the COVID-19 pandemic, different nations have adopted a variety of response strategies to fight and contain the new coronavirus. Such national response strategies can be classified into three categories based on their underlying philosophy: strict control with unlimited resources, relentless contribution with limited resources, and rough rationality with limited resources. We discuss the philosophies, characteristics, and performances of the three response strategies and when they should be adopted. We also examine what marketing innovation strategies enterprises should adopt to survive and grow their businesses in both the short and long term. This study provides important strategic implications for national policymakers and enterprises on the use of response strategies as well as marketing innovation tactics and strategies to be used both during and after the pandemic.     

Case based models of the relationship between consumer resistance to innovation and customer churn

This paper aims to investigate the relationship between customer resistance to innovation and customer churn based on young Chinese consumers' characteristics. This study uses smart phone apps as the product category. Based on the methodology of fuzzy-set Qualitative Comparative Analysis, this study uses 101 cases. Three major configurational results and core factors are found in this study. Configuration 1 points out the importance of affect response and functioning dimensions; configuration 2 points out the effect of emotional consumers’ attitude toward innovation; configuration 3 suggests that cognitive rigidity plays a critical role against innovation. This study bridges the academic gap between customer resistance to innovation and customer churn and adopts different methodologies to test and prove previous research. Based on the results, this study contributes to the customer churn studies from CRI with a different methodological angle compared with current studies in the consumer behavior domain. Meanwhile, this study provides managerial suggestions for marketing practitioners to reduce CRI and on how to make consumers accept the new products.     

Ownership discrimination and private firms financing in China

This study examines the financing/funding of private firms in China. Our results show that private firms are significantly less funded through formal financing channels such as bank loans than state-owned firms, and hence have to resort to alternative financing such as trade credit. Consistent with the theoretical expectation and literature, there is a substitution effect between trade credit and bank loans for private firms, but this effect is much weaker compared to that of state-owned firms. Moreover, while the univariate comparisons indicate that private firms obtain more notes payable than state-owned firms, the multivariate regression analyses show that the relation between bank loan and notes payable is positive and indifferent between private and state-owned firms.     

企业边界人员的私人关系与企业绩效——基于中国市场数据的元分析检验

企业边界人员与外部利益相关者发展私人关系是新兴市场中的普遍现象，但是“私人关系”是否真的会提升企业绩效？当前文献对此问题并未给出一致结论。文章基于105篇使用中国市场数据的中英文文献，运用元分析技术（Meta-Analysis)考察了私人关系对企业绩效的影响，并分析了企业所处的制度环境和市场环境，企业的生命周期、规模、所有制形式等内部特征对上述影响的调节作用。通过对392个效应值的集成分析，文章发现，尽管私人关系确实能提升企业绩效（ｒ=0.167），但是不同层面的私人关系（政治联系和商业联系）对不同类型的企业绩效（财务绩效、运营绩效和战略绩效）所产生的影响存在差异。同时制度环境、市场环境、企业特征均会显著地调节私人关系对企业绩效的影响。上述结论为新兴市场中的企业如何将私人关系转化为企业绩效提供了指导。     

Real-time co-creation and nowness service: lessons from tourism and hospitality

Brands take advantage of technology, social media and constant connectivity to foster organic consumer engagement and interactions towards co-creating personalised customer service. Real-time service offers dynamic engagement with connected consumers. Brands in tourism and hospitality use technology to dynamically enhance consumer experience through co-creation. The integration of real-time consumer intelligence, dynamic big data mining, artificial intelligence, and contextualisation can transform service co-creation by mobilising recourses in the ecosystem. Nowness service emerges by dynamically engaging consumers in experience cocreation in real time. It has five interconnected characteristics that revolutionise the tourism and hospitality, namely: real-time, co-creation, data-driven, consumer-centric and experience co-creation.     

环境公平感知、社会信任与农户低碳生产行为*——以农膜、秸秆处理为例

［目的］研究旨在探讨环境公平感知和社会信任与农户低碳生产行为之间的关系，为促进农户生产行为向低碳化方向转变提供对策建议。［方法］基于陕西和甘肃两省的村域调查数据，以农膜和秸秆处理为例，运用二元logistic模型探讨环境公平感知和社会信任对农户低碳生产行为的影响，并结合分层回归分析了社会信任在环境公平感知和农户低碳生产行为间的调节效应。［结果］（1）在环境公平感知维度中，人际公平感知正向影响农户的农膜和秸秆处理行为； （2）对社会信任来讲，人际信任对农户农膜和秸秆处理行为均有显著的促进作用，而制度信任仅对农户秸秆处理行为具有正向影响； （3）人际信任在种际公平感知和农户农膜处理行为之间具有显著的正向调节效应，而制度信任在两者之间具有显著的负向调节效应； 同样，人际信任在人际公平感知和农户秸秆处理行为之间具有正向调节效应，而制度信任弱化了人际公平感知对农户秸秆处理行为的影响。［结论］环境公平感知和社会信任是影响农户低碳生产行为的关键因素，且社会信任在种际公平感知和农户农膜处理行为之间以及在人际公平感知和农户秸秆处理行为之间具有显著的调节作用。     

江苏省农田保护经济补偿政策绩效评价与空间差异研究

［目的］分析评价江苏省现有农田保护经济补偿政策绩效与空间差异对建立完善长效的农业生态补偿机制和推动我国农业生态环境的可持续发展具有重要意义。［方法］以江苏省为研究区域，运用熵权-TOPSIS法，选取2010—2017年全省及苏北、苏中、苏南三个区域内11个指标，计算江苏省及三大区域农田保护经济补偿政策综合绩效值与经济、生态和社会效益单项绩效值，进行比较分析。［结果］（1）江苏省农田保护经济补偿政策在2010—2017年8年综合绩效值由0189波动增长到0841，效果初现且具有较强推广价值。（2）经济效益绩效值以年均257%的增长率由0增长到1，效果最为显著，社会效益次之，生态效益自2013年后为绩效值中最低值，与前两项最大差距在05左右，反映出环境改善、农田质量提高效应远低于农户创收、社会公平效应，政策拟合度不高。（3）江苏省农田保护经济补偿政策效果存在空间差异，综合来看政策效果表现为苏南>苏中>苏北，苏南凭借经济优势在2016年和2017年的综合绩效值上比苏中苏北高出01、在经济与社会绩效值以002的差距领先且生态绩效值没有下降拐点，具有长效可持续性。［结论］现阶段农田保护经济补偿政策效果依赖地方政府经济实力，尚未形成良性长效机制，需从制度体系、环境经济手段、差别化补偿措施、农业补贴结构和宣传等5方面着手，推进农田保护经济补偿政策更好地服务生态环境。     

Determinants of individual investment decisions in investment‐based crowdfunding

We investigate determinants of investment decisions in investment‐based (equity and bond) crowdfunding campaigns, using a novel investment‐, investor‐ and campaign‐level database, where equity refers to investments in entrepreneurial start‐ups and bonds to large real estate projects. We find that investors who have higher social interactions invest more. Social interactions are important in an equity crowdfunding context but do not affect participation in bond investments. This is consistent with the view that investors' social networks help reduce information asymmetry. Women invest less in the riskiest (equity) investments but more in safer ones (bonds). These findings are better explained by differences in risk aversion than differences in overconfidence between men and women. Overall, the findings contribute to the understanding of how investment‐based crowdfunding can be a viable source of entrepreneurial finance and how entrepreneurs' campaign decisions affect investor participation in this new form of entrepreneurial finance.     

Corporate social responsibility and competitive advantage: A developing country perspective

Corporate social responsibility (CSR) has attracted wider research interests over recent decades. While some studies have examined the impact of CSR activities on firm competitive advantage (CA), the findings so far remain contradictory. Moreover, the role of export orientation, firm strategy, and structure on the association between CSR and CA has not been explicitly examined. Thus, the purpose of this study is to examine the moderating role of export orientation, firm strategy, structure, and firm size on the association between CSR and CA. Using a sample of 179 responses from management staff in organizations across five sectors in a developing country context of Ghana, the study found positive effects of CSR on CA. The study contributes to the resource‐based view (RBV) scholarship by confirming the important complementary effect of export orientation and organizational structure as important resources and capabilities on the CSR–competitiveness relationship. However, no evidence of a moderating effect of firm strategy, or firm size on the CSR–CA relationship was found. These findings are instructive, impactful, and enrich the existing literature on CSR and strategy. Implications for theory and practice are also discussed.