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。     

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.     

Nicknames as identity badges: How self-reflective nicknames can facilitate users’ online social interactions

An Internet nickname is essential in facilitating online interpersonal interactions. It is a pivotal element of interaction that provides other users with an initial impression and affects the decisions and behaviors of users during their online interactions. Although the existing literature has found that nicknames are relevant to users’ psychology and behavior, direct research on the motivation for and the effect of choosing a particular Internet nickname has been very limited. Borrowing from relevant theories on avatars, this paper summarizes the motivations behind Internet nickname choices in terms of three aspects: virtual exploration, social navigation and contextual adaptation. Moreover, from the perspective of collective self-esteem (CSE) and group identification, this research explores the influence mechanism between the motivations underlying Internet nickname choices and users’ online social interactions. A total of 394 samples were obtained from online communities in China to test our research model. We found that virtual exploration, social navigation and contextual adaptation are three motivations for creating Internet nicknames, and they have direct effects on the online social interactions of users. CSE has a full mediating effect between virtual exploration and online social interaction and acts as a mediated variable between social navigation and online social interaction. Group identification fully mediates the relationship between social navigation and online social interaction as well as that between contextual adaptation and online social interaction. The conclusion of this paper provides not only a new perspective for the study of Internet nicknames but also a potentially feasible way to stimulate users’ online social interactions.     

Visitors’ pro-environmental behavior and the underlying motivations for natural environment: Merging dual concern theory and attachment theory

As nature-based tourism has recognized the seriousness of environmental issues, tourists’ pro-environmental behaviors have gained the attention of scholars and practitioners. However, previous empirical studies have not considered motivational factors and destination-related constructs within the tourism context. With the data collected from nature-based tourists, the findings of this study reveal the significant association between personal values and motivations and the significant impact of anticipated positive affect on pro-environmental behavior among nature-based tourists. Also, the findings address that the impact of empathetic concern on pro-environmental behavior is moderated by a level of place attachment to a nature-based destination.     

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。     

Host Country National Employees’ Prosocial Behavior toward Expatriates in Foreign Subsidiaries: A Common Ingroup Identity Model Perspective

Social categorization is predominately assumed to have negative effects on the prosocial behavior of host country national (HCN) employees toward expatriates in foreign subsidiaries. Challenging this assumption, I draw on the common ingroup identity model to propose that dual identity – simultaneous identification with membership in a subgroup and in a superordinate group – reduces HCNs’ intergroup biases and facilitates prosocial behavior. More specifically, I hypothesize that HCNs’ organizational identity has a moderating effect on the positive relationship between HCNs’ expatriate outgroup categorization and dual identity, such that this relationship is weaker when organizational identity is low. Furthermore, I hypothesize that dual identity mediates the relationship between expatriate outgroup categorization and two prosocial behaviors: information sharing and affiliative citizenship behavior. Results from the data collected from 1,290 HCN employees in Japan provide support for these hypotheses and the moderated mediation model.     

Does parasocial interaction with weight loss vloggers affect compliance? The role of vlogger characteristics,consumer readiness,and health consciousness

Drawing on the notion of parasocial interaction (PSI) and the social comparison theory, this experimental research examines how nutritionist video bloggers (vloggers) influence consumer compliance intentions toward healthy, weight-loss diets. Drawing on two samples (Mexican Americans and White Caucasians) and using structural equation modeling and mediation analysis, this research highlights vloggers’ credibility and physical attractiveness, but not homophily, as salient source characteristics that influence PSI, which in turn reinforces compliance intention. Moreover, consumer readiness, consisting of role clarity, ability, and motivation, serves as a partial mediator of the PSI–compliance intention relationship. Lastly, consumer health consciousness emerged as a significant moderator of the PSI–compliance intention relationship among White Caucasians, but not among Mexican Americans. The findings and their implications are discussed.     

A Bayesian examination of the relationship of internal and external touchpoints in the customer experience process across various service environments

Customer experience (CX) is an aggregate of consumer touch points that can be brand-owned (completely controlled by the firm), partner-owned (collectively controlled by the firm and one or more of its partners), customer-owned (where the firm or its partner cannot exert any control or influence) or represented by social/external touch points that account for the importance of the roles of others in the customer experience process. Although the concept of CX is widely used, not much has been examined about how external touch points impact customer perception of experience. Therefore, the main purpose of this study is to examine the role and impact of internal and external touchpoints as dimensions of customer experience and how CX can impact consumer word-of-mouth intention. Service outcome and peace of mind were used to represent internal experience touchpoints and peer to peer quality (PTP) was used to represent an external experience touchpoint. A total of 293 usable surveys were used for analysis using a Bayesian model developed for this study instead of the more traditional SEM approaches. Results showed that an external experience touchpoint has a similar impact to those of internal experience touchpoints in the experience process. CX was also found to have a strong effect on customer word of mouth intention. These findings make various contributions to the literature on CX, especially to research differentiating internal from external experience touchpoints. On the practical side, this study provides recommendations to retailers about how to manage an external touchpoint.     

Instagram and YouTube bloggers promote it,why should I buy? How credibility and parasocial interaction influence purchase intentions

Nowadays social network influencers play an important role in marketing by introducing products to their audience. In this article, we investigate the persuasion cues related to beauty and fashion influencers present on YouTube and Instagram. More precisely, we investigate how the para-social interaction (PSI) the audience creates with the online influencer, along with their perceived credibility, are related to the purchase intention and how they are, in turn, related to the social and physical attractiveness and attitude homophily. We base our research on four beauty influencers popular in France and control our results by the age of the participants and by the influencer. We find that attitude homophily is positively related to PSI but, surprisingly, the physical attractiveness shows negative relationship or no evidence of relationship. Both credibility of the influencers and PSI exhibit significant and positive relationships to purchase intention.     

Why do online grocery shoppers switch? An empirical investigation of drivers of switching in online grocery

The article sets out to develop a deeper understanding of the drivers of switching behavior in an online grocery context, which is becoming a key area of focus for grocery retailers. Applying the push, pull, and mooring framework (PPM) popularly used in migration and switching literature, we empirically assessed factors that might contribute to online grocery switching. The results highlight that retailer-related push factors (customer service, issues with delivered products, technical issues, and high price perception) and competitor-related pull factors (WOM and alternative attraction) have significant direct effects on switching. Furthermore, the results also show that consumer-related mooring factors (switching cost and prior switching behavior) significantly moderate switching. The findings provide valuable insights to retailers on the drivers of switching behavior in online grocery retailing, which can be used to develop strategies to reduce consumer switching and hence increase consumer retention.