Longitudinal analysis versus cross-sectional analysis in assessing the factors influencing shoppers’ impulse purchase behavior – Do the store ambience and salesperson interactions really matter?

Numerous studies in the marketing literature focused on consumer behavior in general, but relatively few studies have examined Impulse purchase behavior (IPB). Although few studies examined IPB, the vast majority of the studies were conducted using the cross-sectional design. These studies suffer from certain limitations like random measurement error, common method bias, causality & validity-related issues that are inherently associated with the cross-sectional design. Despite these limitations, very few studies have examined the IPB using the longitudinal design. Multilevel structural equation modeling (ML-SEM) is conducted in the study to analyze the longitudinal data for examining the changes in the causal effects of the factors influencing the shoppers' IPB over a period of time. Additionally, structural equation modeling (SEM) is conducted to examine changes in the causal effects of the factors influencing IPB at each time point of data collection. Drawing upon the stern's model and stimulus-organism-response model, the study examines the causal effects of the factors influencing the IPB. The results of ML-SEM indicate significant fluctuations in the factors influencing IPB over time. Similarly, the results of SEM indicates that few factors (like store ambience and salesperson interactions) have shown a significant influence on IPB in the initial time points (i.e., during the initial store visits of shoppers), but became insignificant over a period of time in their subsequent store visits. The findings suggest that the store crowd, secondary customers influence, and in-store promotions show a significant influence on the IPB, compared to the store ambience and salesperson interactions.     

农牧户生计资本对农畜产品销售渠道选择影响研究

[目的]优化农畜产品销售渠道,提高农牧民收入,是乡村振兴战略不可或缺的实施路径。文章通过对内蒙古农牧户生计资本进行测算与分析,探究不同生计类型农牧户生计资本与其农畜产品销售渠道选择间的互馈关系,精准识别不同类型农牧户选择销售渠道的影响因素,旨在优化民族地区乡村农畜产品流通渠道,助力民族地区乡村振兴。[方法]文章基于可持续生计理论(DFID),以微观农牧户视角,从自然资本、人力资本、物质资本、金融资本、社会资本5个维度,运用农牧户生计量化法和模糊层次分析法(FAHP)、Multivariate Logistic模型、多元线性回归实证研究。[结果](1)不同类型农牧户生计资本存量具有显著差异,生计资本由高到低排序为:半农半牧户纯农户纯牧户;(2)农牧户对农畜产品销售渠道选择比例由高到低排序为:中间商、批发市场、零售市场、合作社、订单销售、超市直供,传统卖给中间商依然是内蒙古地区农畜产品流通渠道的主要模式,且不同销售渠道之间存在互补与竞争关系;(3)农牧户生计资本对其选择销售渠道具有显著影响,影响力由高到低排序为:人力资本自然资本金融资本社会资本物质资本;(4)不同维度生计资本对不同类型农牧户的农畜产品销售渠道的选择影响程度具有显著差异,影响农牧户选择销售渠道的首要因子是人力资本,影响牧户选择的首要因子是金融资本,影响半农半牧户选择的首要因子是社会资本与人力资本。[结论]该文提出基于农牧户生计资本视角的民族地区乡村农畜产品销售渠道优化对策与建议,一定程度上破解了不同类型农牧户在农畜产品销售渠道选择时遇到的困境。     

创业失败经验对连续创业意愿的影响——创业失败学习与市场动荡性的作用

基于经验学习理论，探究创业失败经验如何通过创业失败学习影响创业者连续创业意愿，以及市场动荡性的调节作用。对176位有失败经历的创业者进行问卷调查，结果表明：创业失败经验对创业失败学习和连续创业意愿均有显著正向影响；创业失败学习在创业失败经验与连续创业意愿关系间起中介作用；市场动荡性负向调节创业失败学习与连续创业意愿的关系，即市场动荡性越高，创业失败学习与连续创业意愿间的关系越弱。研究结论对于拓展创业失败经验与连续创业意愿研究、帮助创业者从失败中复原，以及激励连续创业具有重要理论价值和实践意义。     

电商不同类型促销对购买行为的长期影响——以亚马逊电子书为例

促销的长期影响在学术界一直备受争议,并且传统研究更多地关注实体企业的促销效果,而对电商平台的促销活动研究较少。为了厘清电商平台的不同促销方式对消费者购买行为的长期影响,本文基于亚马逊电子书的销售数据,建立固定效应模型考察了降价和优惠券两种价格促销的长期影响。结果表明,降价促销会导致消费者未来购买数量减少、购买金额增加、购买时间间隔缩短;优惠券促销则会使得消费者未来购买数量增加、购买金额减少、购买时间间隔不变。在此基础上,本文进一步分析了消费者购买经验的调节作用。本文不仅丰富了已有促销长期影响的研究成果,而且对电商如何制定促销策略以优化促销长期效果提供了科学可行的建议,具有重要的理论意义和实践价值。     

重要生态用地级别评价和划定方法研究——以水源涵养为例

文章以水源涵养为例,基于水平衡评价计算方法,选择水资源禀赋类型不同的县域单元开展水源涵养型生态用地功能分级划定研究。总结现有生态保护红线划定技术方法及存在不足,致力于显化不同地区水源涵养生态用地功能绝对值差异,利用评价单元格水源涵养累计贡献值面积弹性拐点,对重要水源涵养用地级别划定方法进行改进。对河北省易县和四川省金川县的实例验证表明,此评价方法可以根据不同地区水源涵养功能特点量身确定重要生态空间规模、面积和比例。     

To Trust or Not to Trust? Consumer Responses to Cause-Related Marketing

Abstract

The purpose of this study is to understand if company trustworthiness and the type of cause-related marketing (CRM) campaigns (strategic vs. tactical) affect purchase intention and company image of a yogurt producer, under the control of socially responsible consumer behavior, general trust, income, attitude toward the CRM campaign, and initial company image. The study applies a quantitative (experimentation) research to test the proposed model. MANCOVA was applied with data obtained from 600 respondents who were selected by a two-stage cluster sampling method. The research model is partially supported. Company trustworthiness and CRM type are found to affect only company image and without any interaction effect. Being a highly trustworthy company applying a CRM campaign has more positive influence on company image than a less trustworthy one. Additionally, a strategic CRM campaign creates more positive influence on company image than a tactical one. The findings are further deliberated with the managers of the two selected companies with focus group discussions.     

家族涉入方式的差异如何影响企业双元创新意愿?

文章以2012-2017 年中国上市家族企业的数据，基于社会情感财富理论，分析了家族在股权与管理层两种不同涉入方式下的战略偏好与目标导向，进而探究出其对于双元创新的影响，并结合产品市场竞争环境下的情形，进一步分析了市场竞争的加剧对于股权涉入和管理层涉入与双元创新关系的调节效应。结果发现：家族在股权涉入与利用式创新呈显著的正相关，但与开发式创新呈负相关，而家族管理层涉入与利用式创新和开发式创新均呈现显著的正相关；产品市场环境的竞争能够加强家族股权涉入与利用式创新的正向关系和家族管理层涉入与开发式创新的正向关系。     

香文化理念森林旅游产品开发设计

森林旅游的快速发展倒衬出森林旅游产品开发设计的乏力,森林旅游产品的开发一直处于初级状态。针对这种情况,从香文化理念的视角出发,对森林旅游产品进行有效的开发设计。在对香文化的内涵进行深度解读的基础上,提出了融合香文化的森林旅游产品的设计理念,最后设计了香景、节日、住宿、香事和纪念等五大类型森林香文化系列旅游产品,为森林旅游产品的开发设计提供新的思路,同时也为香文化的发展开拓了新的空间。     

To look tasty,let's show the ingredients! Effects of ingredient images on implicit tasty–healthy associations for packaged products

This study investigates the effect of ingredient images on implicit tasty–healthy associations for packaged products. An implicit association test (IAT) with 106 respondents reveals the impact of repeating ingredient images on the implicit healthy = tasty intuition; fewer ingredient images are linked to a stronger intuition. This study also considers explicit product packaging preferences and the number of ingredient images depicted. The implicit intuitions affect explicit preferences, such that packages depicting few ingredient images are preferred over those depicting many ingredient images for healthy products, but no significant effects emerge for unhealthy products.     

农村改厕新技术新产品推广应用问题与对策研究

［目的］厕所既是一个国家和地区发展水准和文明程度的体现，也与人民群众的健康息息相关。随着我国农村人居环境整治力度的不断加强，农村改厕新技术新产品不断涌现，加强其市场化研究可为建立农村改厕新技术新产品市场化机制、打赢“厕所革命”攻坚战提供决策参考。［方法］文章基于农村改厕新技术新产品区域适用性分析与各地农村改厕工作推进情况，结合实地调研形成的判断。［结果］我国农村改厕存在政府支持政策体系不完善、新技术新产品研发推广市场导向不足、行业缺乏规范和农户参与意识薄弱等主要问题。［结论］破除农村改厕新技术新产品市场化困境，需要科学合理加大资金支持、搭建新技术新产品市场化平台、构建政产学研协作推进机制、加强农村改厕的规范化管理、鼓励多种形式的社会化服务、加大宣传培训促进市场推广，多措并举建立市场化机制。