农户风险感知与施药行为的响应关系研究——基于辽宁省菜农数据的实证检验

本文基于辽宁省蔬菜主产区434户菜农调研数据,运用结构方程模型验证了农户风险感知与施药行为的响应关系。研究结果表明,农户风险感知潜变量正向影响农户的施药行为响应,但是风险感知和施药行为潜变量中各个因子的影响路径和显著程度存在差异;农户是否加入合作社对农户风险感知与施药行为的作用关系起到一定的调节效应。基于研究结论,本文提出风险意识提升、保障条件供给和发展新型农业经营主体三方面的建议。     

Dynamic pricing of ancillary services based on passenger choice behavior

Based on passenger choice behavior, a dynamic pricing mechanism of ancillary services has been brought up for analysis in this paper. With the analysis of the passenger choice behavior of ancillary services, this study (1) analyzed the pricing of ancillary services from airlines' websites, (2) launched a survey to investigate passengers’ characteristics and preferences, (3) applied the binary logistic model to analyze passenger choice of ancillary services, and integrated into the dynamic pricing model of ancillary services. The optimal prices can be obtained at the maximum of the revenue. Based on the historical data of a Chinese domestic flight, the optimal prices of ancillary services for different types of passengers can be obtained at the maximum revenue of ancillary services, with a 74.4% increase of revenue. This paper not only created a general pricing model for improving the ancillary revenue but also provided theoretical support for ancillary pricing. The model with enough data can be dynamically applied to various flights and ancillary services.     

Effects of employees’ opportunities to influence in-store music on sales: Evidence from a field experiment

The effects of in-store music on consumer behavior have attracted much attention in the marketing literature, but surprisingly few studies have investigated in-store music in relation to employees. By conducting a field experiment in eight Filippa K fashion stores in Stockholm, Sweden, we investigate whether it is beneficial for store owners to give employees more opportunities to influence the in-store music. We randomly assigned the stores into a treatment group and a control group, with the employees in the treatment stores having the opportunity to influence the in-store music through an app developed by Soundtrack Your Brand (SYB). The experiment lasted 56 weeks and sales data were also gathered 22 weeks before the experiment, resulting in a total of 4626 observations. Our results show that sales decreased by 6% when the employees had the opportunity to influence the music played in the store, and the effect is driven by a reduction in sales of women's clothing. Interviews with the employees revealed that they had diverse music preferences, frequently changed songs, and preferred to play high-intensity songs. Employees thus seem to make choices regarding the in-store music that reduce sales, implying that store owners might want to limit their opportunities to influence the background music.     

新疆林木种苗产业的市场结构、企业行为与市场绩效

市场结构和行为对市场绩效的影响机制是解释产业发展的重要前因。通过实地调研,分析新疆林木种苗产业组织市场结构-市场行为-市场绩效内在规律。结果表明,新疆林木种苗产业市场结构属于垄断竞争型市场结构;相当数量企业生产能力效率较低;市场种苗产业的生产能力利用率不高,市场绩效低下。基于结论,提出从优化市场结构,调整市场行为两个方面进行产业政策调整,进而提高市场绩效。     

Refining e-shoppers’ perceived risks: Development and validation of new measurement scale

Due to the rapid expansion of perceived e-shopping risks, and highly isolated and inconsistent presentation of literature about this concept, understanding e-shopper's behavior has become more difficult. In this regard, this study brings together different views, evidences and facts about perceived e-shopping risks from both scholars and practitioners of South-East Asian and Western countries. It then interprets the information in the form of a new scale which offers more adequacy, assemblage and uniformity than the existing models of perceived risks of e-shoppers. The new scale of construct has 11 dimensions comprising a pool of 38 items, which has been empirically validated through the data collected from 537 Malaysian e-shoppers. The dimensions are: high price risk, deception risk, transaction failure risk, dissimilar product risk, incapable service risk, illegitimate product risk, isolation risk, unease risk, displeasure risk, prior-purchase time delays risk, and post-purchase time delays risk. The theoretical and managerial implications and research limitations have also been discussed.     

Smoking hot portfolios? Trading behavior,investment biases,and self-control failure

Self-control is a personality trait that explains undersaving and nonparticipation decisions. We show that self-control failure also affects trading behavior among individuals on capital markets. We use smoking as the most socially accepted example of self-control failure among 13,644 German brokerage clients and compare the trading behavior of 3,553 smokers and 10,091 nonsmokers. Smokers are associated with a higher portfolio turnover unexplained by financial sophistication or wealth effects. Self-control failure also exacerbates overconfidence, social contagion, sensation seeking, and attention grabbing. Overall, self-control failure is costly because it increases the gap between gross and net returns of smokers relative to nonsmokers.     

Reinterpreting the theory of planned behavior and its application to green hotel consumption intention

The main aim of this paper was to understand a guest’s decision to stay at a green hotel by using the theory of planned behavior (TPB) developed by Ajzen (1991). The population for this study was green hotel customers in Taiwan. A total of 425 usable responses were received from the willing participants around the parking area of green hotels. This study performed a PLS-SEM to examine the proposed model. The results of this study showed that social pressure has very little direct impact on behavioral intention to stay at a green hotel. The results of the estimated standardized regression coefficients and t-values indicated that perceived behavioral control has a slightly higher impact on behavioral intention than attitude. This study also verified the proposed mediating relationships between the first-order and second-order antecedents. This study provided theoretical and managerial implications for understanding respondents’ decision to stay at a green hotel.     

网红营销对消费者购买行为影响调查研究

伴随“互联网+”概念的深入人心和自媒体的迅速兴起,网红已成为自媒体时代网络经济发展中不可小觑的重要力量,“网红大军”在引领消费时尚的同时还极大地促进了消费者的购买欲望。本文以网红营销为研究对象,主要针对网红博主所处的社会背景和广告营销策略展开研究,基于文献研究和问卷调研数据,分析网红营销对消费者购买行为的具体影响过程和作用机理。研究表明,网红借助于直播这一营销方式,既有效的提高了销售额,也增强与消费者的互动交流。本文研究结论将对相关企业决策提供有益的决策支持和策略指导。     

参与产学研合作对科研人员国际和国内论文发表的影响——区域边界和院校层次的调节作用

当前文献对参与产学研互动是否会正向或负向影响科研人员的学术绩效尚未形成一致结论。本文搜集参加广东省企业科技特派员计划的共3 524名科研人员的相关数据,考察参与学企人员流动形式的产学研互动对其学术绩效的影响,包括对国际和国内论文发表的影响。研究发现,参与学企人员流动对学术绩效既有正向促进作用,也有负向削弱效应。结果表明,参与计划对特派员国际论文发表的促进作用大于国内论文。参与后,特派员国际论文发表的增长速率有显著增加,而国内论文发表的增长速率却明显减低。且高层次院校科研人员参与学企人员流动比一般院校人员获得更高的国际论文产出。本地科研人员参与学企人员流动能够比区域外人员获得更高的国际论文产出。研究结论对平衡科研人员学术研究和创新成果转化活动的政府产学研政策、学研机构行政机制和企业管理策略都具有重要参考价值。     

Representatives of future generations as promoters of sustainability in corporate decision processes

Current protests of the young generation emphasize that interests of future generations should be taken more into account by policy makers and in corporate decision processes. As organizations contribute to enduring environmental and social problems, they are required to promote sustainability in order to preserve options for the well-being of future generations. However, organizational decision makers often take a short-term perspective and neglect investments in intergenerational justice. Previous theoretical work has acknowledged the importance of representing future generations in today's decision-making processes to adopt a long-term perspective in order to promote intergenerational justice. In a laboratory experiment, we show that appointing representatives of future generations at the organizational level can foster investments in intergenerational justice. Although this outcome is more pronounced when aligned with the representatives' individual incentives, it even persists for a representative who is monetarily penalized for advocating the interests of future generations.