The Impact of Social Influence on Individuals' Adoption of Innovation

This article empirically examines the impact of social factors (peer and social network) on attitudes toward innovation and the impact of that attitude on individual employees adopting innovation in their workplaces in Australia. This research uses quantitative research methodology and specifically multivariate statistical analysis. The research framework is based on the theory of reasoned action, the technology acceptance model, Frambach and Schillewaert's conceptual framework, and the unified theory of acceptance and use of technology. Data were collected from employees of a tertiary institution in Australia using a structured questionnaire. The results of multiple regression analysis show that social network impacts significantly on attitudes toward an innovation which, in turn, affects the innovation adoption behavior of employees. Furthermore, social network has been found to directly influence the innovation adoption process. This outcome has strategic implications for organizations in the effective management of innovation involving employees. These implications are highlighted in the article. This research has focused on only one organization in a particular region in Australia. Future research can explore the relationship between variables by including a number of organizations across Australia and beyond to provide a deeper insight into the issues explored in this article.     

Ad scepticism and retouch-free disclaimers: Are they worth it?

Abstract

The present study analyses the impact of ad scepticism on the way consumers perceive advertising and process its effects, and considers the influence of ad disclaimers. We conduct an experiment that explores three different contexts, namely (1) the total absence of ad disclaimers, (2) the presence of a retouch-free disclaimer and (3) the presence of a retouched disclaimer. By showing how ad scepticism fits in the advertising attitudinal approach, and how new digital developments affect consumers’ processing of advertisements, the results of this experiment can contribute to the marketing literature and clarify relevant topics for practitioners. This paper shows the significant influence played by ad believability and attitude towards the ad on behavioural intentions. This underlines, particularly for marketing practitioners, the importance of an ad’s believability and the credibility of its claims in the sales outcome. Most importantly, the framework offered by this paper shifts the attention towards the believability of advertising disclaimers aimed at clarifying the use of digitally enhanced images.     

Consumer Attitudes Towards GM Food

Abstract

To communicate effectively with consumers about genetically modified (GM) food, gaining insight in the formation of consumer attitude regarding GM food is essential. Therefore, the current paper first reviews relevant literature describing how consumer attitudes towards GM food are formed. Next, Structural Equation Modelling (SEM) is applied to own quantitative data to model the formation of consumer attitude towards GM food. Previous analysis of these quantitative data led to the identification and characterisation of four consumer segments (Halfhearted, Green Opponents, Balancers and Enthusiasts) based on beliefs and attitudes towards GM food. Based on the SEM results, recommendations are formulated for each of the four identified consumer segments.     

“阳光体育语境下”大学生心理健康与体质相关分析

本文针对陕西省民办高校阳光体育开展的现状,运用文献分析法,问卷调查法,心理量表测验法和数理统计法,探讨了大学生参与阳光体育行为特点,揭示了阳光体育语境下大学生心理健康与体质的相关关系,为民办高校从心理和增强体质的角度如何开展阳光体育提供可靠依据。     

两岸消费者对企业执行社会责任之态度比较分析

企业社会责任似乎已成为企业提升绩效的良药，但消费者对企业执行社会责任的态度如何却较少被企业所重视。同时，文化的不同是否会使消费者接受企业社会责任的态度有所不同，也值得深思。两岸之间过去面对的经济发展状况不同，文化背景有所差异，企业若有捐献活动，消费者究竟持何种态度，值得进一步讨论。因此，本研究针对知名咖啡馆的企业社会责任活动，对两岸消费者进行态度的调查，共发放300份问卷，回收157份，得到两岸消费者对企业执行社会责任的态度无差异的结果。     

关于大学生体育学习心理的培养

大学生的体育学习心理包括体育学习动机、学习兴趣和学习态度,应运用目标与反馈、表扬与批评等方法激发大学生的体育学习动机;通过改进教学方法,更新教学内容等,培养大学生体育学习兴趣;通过加强引导,帮助大学生端正学习态度。     

A Structural Model to Examine How Destination Image,Attitude, and Motivation Affect the Future Behavior of Tourists

This study examines a behavioral model of wetlands tourism using variables of destination image, attitude, motivation, satisfaction and future behavior for tourists at Cigu, Sihcao and Haomeiliao in southwestern Taiwan. Empirical results indicate that destination image directly affects satisfaction and indirectly affects future behavior. Tourist attitude directly affects satisfaction and indirectly affects future behavior, while tourist motivation directly affects satisfaction and indirectly affects future behavior. Tourist satisfaction had a significant influence on future behavior, and satisfaction proved a significant mediating variable within this behavioral model.     

Gender Differences in Service Quality Expectations in the Fast Food Industry

Abstract

Services marketers can influence the evaluation of service quality by “managing” customer expectations. Expectations can also provide insights into market segmentation strategies. Gender is often used as a segmentation variable since it is easily identifiable, accessible, and profitable. The purpose of this study was to examine if there are any gender-based differences in the expectations of service quality in the fast food industry. Hypotheses on gender differences in expectations were tested by an ANOVA, where the composite scores of each of the five dimensions of fast food service were used as dependent variables. The expectations of women were significantly higher than men in four of the five dimensions of fast food service quality.     

家庭生命周期与旅游态度的关联研究——以长沙市居民为例

家庭是旅游态度形成的最重要环境背景,也一直是旅游活动的重要组织单元,探究家庭生命周期与旅游态度的关系意义重大.文章依据已有研究成果,建立家庭生命周期模型,制定旅游态度量表,以问卷工具面向长沙市居民进行调查,获得基础数据,运用因子分析得到了追求享受、强调卫生、看重设施、向往体验、关注身心健康等5个方面的旅游态度主成分,通过验证性因子分析后,再用相关分析、多元回归分析探究家庭生命周期与旅游态度5个主成分的关系.结果表明,随着家庭生命周期的演进,人们愈发追求享受、看重设施、关注身心健康.无巢期人群看重设施和关注身心健康的表现低于其他阶段人群,空巢期人群追求享受的表现高于其他阶段人群,空巢期、鳏寡期人群关注身心健康的表现高于其他阶段人群,满巢期人群向往体验的表现高于其他阶段人群.     

解读“穷人思维”:贫困农户风险态度的影响因素分析——来自广西、贵州贫困山区入户实地实验的证据

采用入户实地实验的方式，从贫困农户风险态度的影响因素入手对"穷人思维"进行解读。在广西、贵州两个少数民族聚居乡（镇）进行的抽样调查和实验发现，贫农普遍厌恶风险，特别在面临可能的损失时风险厌恶程度显著上升，但也有部分风险偏好者，在面临可能的损失时却更为偏好风险；越是厌恶风险者获得的实验收益越低，相反越是偏好风险者获得的实验收益越高；配偶、母亲受教育水平的增加显著降低了贫农的风险厌恶程度；家庭承受的教育负担越重，贫农的风险厌恶程度越高。扶贫政策的开展和实施应考虑贫农的风险态度，完善针对风险偏好者的多样化的金融支持和针对风险厌恶者的低息金融扶持，能覆盖更广泛的贫农群体。长期来看，教育扶贫应当成为一项持续的重点扶贫政策，降低家庭教育负担、提高女性的受教育年限、加强成人继续教育培训都将产生长期、积极的显著影响。