How does face influence the purchase of imitative new products? Moderating roles of product design characteristics

Face plays a profound role in consumption, but the question of how it impacts the purchase of imitative new products remains unanswered in the current literature. Imitative new products, which are legitimate innovations bearing similarities to existing products, are prevalent in many markets. This study investigates how two dimensions of face consciousness—the desire to gain face and the fear of losing face—influence consumers' purchase intentions regarding imitative new products by considering three product design characteristics (new product imitation locus, new product imitation scope, and product hedonism) as boundary conditions. We find through experiments carried out with adult Chinese consumers that the desire to gain face strengthens, but the fear of losing face weakens purchase intention. Moreover, the positive effects of the desire to gain face are weakened by imitation locus (form vs. function imitation) but enhanced by imitation scope (either form or function imitation vs. both form and function imitation); whereas the negative effects of the fear of losing face are strengthened by imitation locus but weakened by imitation scope. Product hedonism enhances the positive effects of the desire to gain face and augments the negative effects of the fear of losing face. This study thus contributes to the face literature by differentiating the roles of two dimensions of face consciousness in affecting consumption of imitative new products. In addition, this study contributes two important constructs—new product imitation locus and new product imitation scope—to the literature on imitative new products.     

How psychological and contextual factors contribute to travelers’ propensity to choose green hotels?

Despite the growing popularity of green hotels, there remains a dearth of research examining travelers’ intentions to choose green hotels. The study addresses this research gap by developing and testing an integrated model of green hotel behavior in an emerging market of India. We use a sequential approach of SEM and fuzzy set qualitative comparative analysis on 347 responses collected from Indian travelers to gain a more in-depth understanding of the role of biospheric value, green trust, willingness to pay premium, attitude, subjective norms, and perceived behavioral control in determining green hotel intentions. The findings show that presence of green trust is a significant and necessary condition for green hotel choice. Additionally, absence of willingness to pay premium, biospheric value, attitude, and subjective norm were found to deter travelers from choosing green hotels. These findings offer unique insights for managers in developing marketing strategies to enhance travelers’ green hotel adoption.     

Sustainable consumption in China: New trends and research interests

China is currently the largest CO₂ emitter in the world and demonstrates one of the highest levels of energy consumption. The sustainable consumption behavior has increased in China, especially in urban cities. Some clear evidence of this includes food purchasing behavior. Recent studies have also suggested that considering full product information transparency, consumers are willing to pay premium prices for products. With this in mind, sustainable consumption must still be facilitated by related policies, regulations, and tools. This study focuses on sustainable consumption behavior in China and collects and analyzes the literature from the last decade (2007–2017) on the topic. In so doing, it highlights new trends and research topics against the background of circular economy development. The method of systematic review is applied. The review is categorized into several main groups: national policies and regulations, the green awareness of consumers, the definition of related concepts, the barriers between sustainable consumption and the circular economy, and the indicators for circular economy assessment in China. Future research directions are discussed. Furthermore, future challenges are addressed from three perspectives: sustainable consumption facilitating the circular economy, “cradle‐to‐cradle” practices, and the link between the European Union and China. This is a fundamental study in the research domain of sustainable consumption behavior. It provides added value that benefits both academic researchers and decision makers. It also sheds light on the further study of sustainable consumption behavior in China from a macroeconomic perspective.     

基于冠层光谱和BP神经网络的水稻叶片氮素浓度估算模型

[目的]快速、准确地诊断水稻叶片氮素营养状况,为水稻氮肥精准管理提供依据。[方法]以江西省农科院8种不同施肥处理的晚稻为研究对象,于主要生育期同步测定了水稻冠层光谱反射率及叶片全氮浓度(Leaf Nitrogen Concentration,LNC),系统分析了原始光谱反射率、一阶微分光谱、"三边"参数以及由350～1 350nm两两波段组合的差值(SD (Rλ1,Rλ2))、比值(SR (Rλ1,Rλ2))及归一化(ND(Rλ1,Rλ2))光谱指数与水稻LNC的相关关系,筛选出敏感参数,并以之为自变量构建了水稻LNC的传统预测模型,另外构建不同指标个数的多元线性与BP神经网络模型,并对模型进行验证。[结果](1)水稻LNC与一阶微分光谱在751nm处的相关性最高(r=0. 822);(2)"三边"参数中的红边面积SDr与LNC的相关性较高(r=0. 687);(3) 750nm附近的红边波段与近红外波段差值组合、550nm附近的绿光波段与近红外波段的比值及归一化差值组合与水稻LNC的相关性较高,以SD (R752,R751)、SR (R534,R1 350)和ND (R534,R1 349)表现最好,相关系数分别为0. 827、-0. 790和0. 788;(4)传统回归模型中以SD(R752,R751)构建的一元线性模型最佳(RC2=0. 665、RV2=0. 750、RMSEV=0. 4%、RPD=2. 034);(5)利用5个指标((R'751、SDr、SD (R752,R751)、SR (R534,R1 350)、ND (R534,R1 349))经逐步回归筛选出的2个指标SD ((R752,R751)和SR (R534,R1 350))构建预测水稻氮素的BP神经网络模型,预测效果最佳,其验证参数值分别为R2=0. 859、RMSEV=0. 302%和RPD=2. 669。[结论]基于单指标构建的传统线性模型计算过程简单但精度略低,而基于2个指标(SD (R752,R751)、SR (R534,R1 350))构建的BP神经网络模型预测精度高于该2指标构建的多元线性模型,表明在指标适合的情况下,BP神经网络对氮素具有较好的预测能力,是一种快速准确估算水稻叶片全氮浓度的方法。     

基于SEM模型的农地规模经营意愿影响因素研究*——以江汉平原潜江市为例

［目的］乡村振兴战略背景下，受规模经营效益的驱动，农地流转和适度规模经营将不断推进，研究农地规模经营意愿的影响因素及贡献率，对进一步扩大农地适度经营规模、发展现代农业和助力乡村振兴具有重要的现实意义。［方法］文章以江汉平原潜江市为研究区，基于176份调查问卷数据，借助结构方程模型，定量诊断影响集约化农区农地规模经营意的愿影响因素及贡献。［结果］影响潜江市农地规模经营意愿的因素主要为生产经营、资源禀赋、流转束缚、环境特征、行为认知5个方面，假设的5个潜在变量路径系数分别为0331、0238、0218、0238、0240，均对农地规模经营意愿影响因素表现出显著的正向影响； 引入模型的19个影响因素中，新技术新用具运用、生产经营面积、地块数量和社会地位认知影响最为显著，而生产经济组织程度、流转租金、农业基础设施等因素的影响相对较小，最后从健全农地流转政策等方面提出了较合理的建议。［结论］研究对系统剖析集约化农区农地规模经营的主要影响因素及贡献、推动新时代下农业供给侧结构性改革对农地规模经营的决策需求具有重要的参考价值。     

Consumers’ valuation for food traceability in China: Does trust matter?

Food safety is a very important topic in China. We investigate Chinese consumers’ preferences and willingness to pay (WTP) for food traceability using a choice experiment. Given that consumers’ trust in the food system may affect their preferences and WTP, we also assess the interaction between consumers’ trust in government’s supervision of food safety and food labels and consumers’ preferences for traceable food products. Using data collected from a choice experiment on Fuji apples in a face-to-face survey in six Chinese cities, the results show that (i) consumers are willing to pay for traceable food but their valuations can differ upon the degree of their trust in government’s supervision of food safety and food labels; (ii) consumers are willing to pay for traceability with strong evidence of preference heterogeneity; (iii) government is not the most trusted safety inspection and certificate authority as found in prior studies using animal food products in China.     

宅基地使用权转让合同效力探究--基于30个宅基地使用权转让纠纷的实证研究

近年宅基地使用权转让合同效力纠纷案件大量发生,其中不乏当事人"恶意"起诉的案件。但因宅基地使用权制度规定与法院对宅基地相关法条强制性规定分类的不同理解,导致案例判决结果差异较大。对比学说且结合实际案例,提出将公法权益与私法权益的对比权衡作为强制性规定分类的主要标准,赋予法官在此类案件中的自由裁量权,即依据实际情况认定转让合同效力。     

基于MOA理论消费者绿色农产品溢价支付意愿驱动路径分析——以大米为例

[目的]随着我国人民生活水平的提高,绿色农产品愈发得到消费者的青睐。文章旨在探析消费者绿色农产品意愿溢价水平及其溢价支付意愿的驱动路径,以期为绿色农产品产业的发展提供相应政策启示。[方法]基于MOA理论分析框架,利用结构方程模型和消费者调查数据,该文以主粮大米为例展开分析。[结果]以普通大米5元/kg为基准价格,消费者绿色大米平均意愿溢价水平为125.7%,意愿溢价水平从高到低排序依次是东部地区(145.2%)、中部地区(140.09%)、西部地区(91.82%)。[结论](1)利己动机、利他动机、创新性能力、信息获取能力能够直接作用于消费者绿色农产品溢价支付意愿,而消费机会通过利己动机、利他动机和信息获取能力间接作用于溢价支付意愿;(2)基于多群组结构方程,研究发现个人可支配收入和文化程度能够调节消费者创新性能力、信息获取能力对消费者绿色农产品溢价支付意愿影响;(3)消费者创新性能力和信息获取能力对溢价支付意愿的影响存在地域差异性。     

食用菌规模化快速发展背景下菇农生产意愿的分析*——基于泌阳、西峡两县的调查

[目的]食用菌规模化生产的快速发展对传统的菇农生产活动产生了深刻影响,其中一些菇农已经暂停或放弃生产,而其他菇农则采取了改变规模、改变品种、改善技术及与工厂化企业合作等生产调整措施以避免或减少潜在风险。文章运用河南省泌阳、西峡两个香菇生产大县的实地调查数据,从理性预期视角探索影响专业菇农继续生产意愿的主要因素,为研究规模化农业与传统小农户家庭生产方式之间的关系提供参考。[方法]采用二元Probit模型结合边际效应分析,分别从成本预期、收益预期和风险预期等3个方面,探索食用菌规模化生产迅速发展背景下菇农理性预期对其继续生产意愿的影响。[结果]实证结果显示,绝大多数样本菇农在规模化快速发展背景下愿意继续进行香菇生产;菇农继续生产的总体风险预期和总体机会预期、菇农生产方式被替代预期、年参加培训次数、工厂化企业工作经历等对菇农继续生产意愿影响显著;设施设备改造投入增加预期、产品滞销风险增加预期、继续生产的利润下降预期、文化程度、自制还是购买菌棒、年栽培棒数、贷款资金需求等因素的影响比较显著。[结论]菇农能够相对充分地认识到食用菌规模化生产方式所带来的风险和机会,进而通过主动学习来改进现有的菇农家庭生产方式,而不是直接退出生产;政府部门和金融机构等对以菇农为代表的专业化小农户的专项扶持,对于探索小农户与现代农业有机衔接的内源方式、实现农户家庭生产方式的历史跃迁具有重要意义。     

农户收入分化对林地流入与流出意愿影响研究

以辽宁省409户样本农户问卷调查为基础,采用描述性统计分析农户收入分化在农户年龄层次、受教育程度、家庭劳动力数量等方面的差异化特征,并运用二元Logistic回归模型分别讨论收入水平分化、收入结构分化、二者交互项对农户林地流转综合意愿、流入意愿、流出意愿的差异化影响。结果表明:农户收入水平分化对林地综合流转意愿、林地流入意愿具有显著正向影响;农户收入结构分化对农户林地流出意愿具有显著正向影响;农户收入水平分化与结构分化交互项对农户林地综合流转意愿、林地流出意愿具有显著正向影响。因此,需要关注农户收入分化因素;做好收入分化因素的有效识别;充分认识收入分化因素对农户林地流入与流出意愿的差异影响;把握分化特征,有针对性提高林地流转意愿。