shopper taxonomy for retail strategy development

Segmentation of shoppers has been explored by many academic researchers and business practitioners seeking to understand shopping behaviour or to develop marketing strategies for particular customer groups. Market segmentation holds the key to successful marketing strategy as it encourages understanding of the key variables that differentiate specific segments.

The shopper taxonomy determined through this study is based on a set of variables that is relevant and appropriate for shopper segmentation and reflects the key aspects important to shoppers in motivating shopping behaviour towards a specific retail location. This taxonomy extends the proposed motivational taxonomy of Westbrook and Black (1985), derived from Tauber's (1972) earlier research. Westbrook and Black defined this taxonomy through shopping motives, and identified categories of product-oriented, experiential and a combination of product and experiential shoppers. Their research findings, however, pointed to a six-cluster typology, defining department stone shopping around seven motivations aligned with evaluating options and acquiring the products, engaging in the sales process and gaining stimulation and affiliation through the retail environment.

The “apathetic”, “shopping-processed involved” and “choice optimisation” shopper segments described by Westbrook and Black align with the “have to” “experiential” and “practical” “segments found in this study in terms of their focus on the shopping activity itself and the affiliation and stimulation motives associated with the shopping activity. Other associations between shopper segments across the two studies are less clear, and may be explained through the differing purposes for which the studies were undertaken and resulting variation in the measures used to define the motivational constructs.     

Culture,Self-Construal,and Leisure Motivations

The purpose of this study is to examine Canadian and Mainland Chinese students' leisure by investigating the role self-construal plays as an intervening variable between culture and motivation. Separate hierarchical multiple regressions are performed on each motivation with culture entered first followed by a block composed of four types of self-construal: vertical collectivism (i.e., dutiful), horizontal collectivism (i.e., cooperative), horizontal individualism (i.e., unique), and vertical individualism (i.e., achievement oriented). Results suggest that: (a) higher levels of horizontal collectivism are associated with higher levels of introjected reward (i.e., pride), identified (i.e., personally important), integrated (self-identity), and intrinsic (i.e., interesting and enjoyable) motivations; and (b) higher levels of horizontal individualism are associated with higher levels of introjected reward, identified, and integrated motivations.     

Understanding the Cultural Differences in Tourist Motivation Between Anglo-American and Japanese Tourists

Summary

There is considerable evidence to suggest that differences in cultural characteristics exist across the world. Among them, individualistic societies emphasize “I” consciousness, autonomy, emotional independence, pleasure seeking and universalism. On the other hand, col-lectivistic societies stress “we” consciousness, collective identity, group solidarity, sharing, and particularism. A comparative research on the motivation of tourists from different cultures may challenge current tourism research, which mainly focuses on individualism and rationalism. These values of individualism and rationalism result in underestimation of the influence of groups, norms, culture, and emotion or impulse on tourist behavior. There have been few studies which attempt to directly measure cultural characteristics and identity across culture, and to explain how these cultural characteristics play a role in creating distinctive differences in tourist motivation. Thus, this study explores (1) cultural differences underlying individualism-collectivism between Anglo-American and Japanese tourists; (2) examines the relationship of two cultural dimensions to tourist motivation, and (3) suggests management implications facing tourism industry.     

Blue Flag or Red Herring: Do beach awards encourage the public to visit beaches?

Surveys of beach visitor motivation in Ireland, Wales, Turkey and the USA indicate that beach awards play an insignificant role in motivation to visit beaches. However, a number of criteria closely identified with awards, notably cleanliness and water quality, are revealed to be very important. Aesthetic and emotional factors such as scenic setting and general ambience, and practical concerns such as proximity and range of activities available are much more important than beach awards in attracting visitors to beaches. The merits of beach awards are critically reviewed and it is concluded that any benefits that might accrue are in areas other than attracting visitors.     

我国农村土地资产证券化的实施动因

资产证券化已经成为发达国家乃至世界金融领域重要的金融创新之一，也为世界的金融与经济发展做出了巨大贡献。我国农村与农民融资能力缺乏的现实，使实施农村土地资产证券化成为可能，农民收入增长缓慢，农民融资困难等问题和土地承包经营权的流转得以成为农村土地资产证券化的动因。     

Editorial

Technological change is altering the way educators deliver subject content. The phenomenal growth and widespread acceptance of the Internet has seen the creation of the Virtual Learning Environment (VLE) in higher education. For the ease of integration of VLEs in higher education, software companies have provided products such as WebCT and Blackboard. From a pedagogical perspective, new technologies must be evaluated in an effort to establish whether their introduction has had a beneficial impact on learning outcomes. To this end, this investigation examines the attitudes of undergraduate accounting students in relation to a number of design features and attributes of WebCT (e.g. bulletin boards, on-line assessment and chat room) as a VLE. Responses from 292 on-campus undergraduate students provided data which associates four factors with improved student motivation. This study found that student satisfaction with the use of a VLE is significantly associated with the provision of: lecture notes, bulletin board, on-line assessment and other tools (chat and video summaries). The diagrammatic representation of the variables identified in this study provides a useful reference point for those educators contemplating the implementation of a VLE.     

高职院校学生学习动机现状的调查与分析

调查结果发现,高职学生的成就动机不足,学习动机的社会取向偏低,现实性较强,自我效能感较弱。多元与变革的社会环境和文化场域,直接影响着高职学生的学习价值取向,进而对高职学生的学习动机产生重要的影响;无法获得积极的学习体验是影响高职学生内在学习动力的直接因素。     

Leisure and antileisure in game play

Abstract

Leisure is often described as being intrinsically motivated and offering the element of choice. Although games are normally considered recreational or leisure activities, there are certain circumstances in which they take on qualities that are not only nonleisurelike (i.e., lacking in intrinsic motivation and choice) but are actually destructive to the leisure experience. It is suggested that certain aspects of game‐playing situations can destroy the leisurelike qualities of participation and result in abandonment of the activity. These aspects, which include social pressures to participate and conflicts that develop in the social and psychological environment of play, appear to erode intrinsic motivation and perceived freedom of choice.     

Sustainability and the authentic experience. Harnessing brand heritage – a study from Japan

This paper explores the influence of the formative brand heritage construct on perceived authenticity at repaired/reconstructed heritage sites, understood in relation to the Japanese practice of kintsugi (金継ぎ), thereby extending Kolar and Zabkar's consumer-based model of authenticity. It notes that variations of kintsugi occur in architectural heritage conservation worldwide. We establish relationships between brand heritage, cultural motivations, perceptions of authenticity, relational value, and consumer commitment, based on questioning 768 visitors to repaired and reconstructed Japanese heritage sites. Analysis using partial least squares found consumer preconceptions of brand heritage stimulating increased perceptions of authenticity at sites of limited historical provenance, thereby increasing visitor commitment to visiting. Heritage managers should use marketing strategies that effectively communicate a site's brand heritage prior to, during, and after the tourist experience. Even where the material components of the site are entirely reconstructed, this can lead to relational value, and improved consumer commitment. In sustainability terms, holistic brand marketing can increase site revenue, help conservation maintenance and, by increasing repeat visits, reduce footfall damage at other “unreconstructed” sites. Practical implications include better artefact and information presentation, ensuring synergy between site experiences and its purported values, especially through tour guide narratives and interpretation.     

知识型员工的激励研究

知识型员工是知识经济背景下的概念,是企业的核心竞争力之一。知识型员工与非知识型员工有着截然不同的特点,相应的激励模式也存在较大的差异。传统的激励方式已不能完全适用。如何激励知识型员工高效地工作已成为企业关注的问题之一。