治理机制对顾客参与价值共创行为的影响——虚拟品牌社区的实证研究

虚拟品牌社区是企业与顾客进行价值共创的重要平台,顾客参与价值共创行为对企业长远发展具有十分重要的作用。现有研究多是基于不同的理论从顾客视角出发探索顾客参与价值共创行为受到的心理动机和个人特征等因素的影响,鲜有从企业视角出发,探索治理机制对虚拟品牌社区中顾客参与价值共创行为的影响。本文立足交易成本理论与社会交换理论,从企业视角切入,引入关系质量作为中介变量,构建虚拟品牌社区治理机制、关系质量与顾客参与价值共创行为的关系整合模型。采用问卷调查法对模型进行验证,研究结果显示:(1)契约治理机制只对知识贡献行为产生显著正向影响,对顾客公民行为的影响不显著,而关系治理机制对知识贡献行为与顾客公民行为均具有显著正向影响。(2)关系质量在契约治理机制与顾客公民行为的关系中起完全中介作用,在契约治理机制与知识贡献行为、关系治理机制与知识贡献行为以及关系治理机制与顾客公民行为的关系中起部分中介作用。由研究结论可知,虚拟品牌社区一方面应综合运用契约治理机制与关系治理机制来有效地促进顾客参与价值共创行为,以弥补单独运用某一种治理机制存在的不足;另一方面也应注重关系质量在虚拟品牌社区中促进顾客参与价值共创行为的重要作用。这些研究发现为促进虚拟品牌社区的可持续发展提供了有价值的启示。     

农户视角下的面源污染防治政策梳理及完善策略

在供给侧结构性改革背景下,政策是进行面源污染防治的有效工具。市场经济环境下,农户的行为逻辑受多元因素影响。政策作为影响第一产业发展的关键要素,对农户具有制约、引导、激励和调节作用。与此同时,农户也对政策的推行效果具有深刻的影响。本文在进行面源污染防治政策演进分析时,尝试从经济激励引导型、命令控制型以及协同辅助型等不同政策类型入手,重视经济激励和制度激励的作用,收紧面源污染防控的监管口径,建立差别化的污染治理衡量机制,并重视技术推广在污染防控中的作用。提高农户积极性,提升农户对政策的反馈效果,最终提高农户对面源污染防治政策的遵循水平,提升面源污染防治效果。     

Consumer engagement behaviors in the online wildlife trade: Implications for conservationists

This study investigates consumer engagement behaviors in the online wildlife trade, drawing implications for conservationists. The first study undertook a quantitative content analysis of 500 Facebook posts in wildlife trade lateral exchange markets to show how creative strategies, media type and persuasion tactics influence the number of likes and comments that posts receive. The second study then undertook a thematic discourse analysis to develop a rich understanding of the culture, beliefs and motivations that influence how consumers engage in the markets. Findings showed that an overwhelming majority of posts use a functional or informational strategy and that when posts use overt persuasion tactics the number of comments decrease. A conceptual model of how cultural factors may impact the success of marketing strategies is then proposed. These findings have implications for conservationists who seek to build engagement with wildlife trade consumers online.     

The effect of mobile application-driven customer participation on bakery purchase behavior: Evidence from a field experiment

This paper empirically examines individual and joint effects of two types of customer participation (CP)—mandatory and replaceable—within a mobile app on bakery purchase behavior. This research conducts a field experiment to track customer decisions on whether to participate in in-app CP events—store loyalty program enrollment and store satisfaction survey—and whether to change their purchasing amount and frequency. After controlling other influencing factors, the authors performed ANOVA with the sample of 19,065 bakery customers’ behavioral decisions. The results confirm that mandatory CP has a positive effect on purchase behavior, while replaceable CP has mixed effects across stores. In addition, the results confirm that customers who engaged in both types of CP increased their purchase amount and frequency, compared to customers who engaged in one type or neither. The study suggests hospitality firms should motivate customers to engage in mandatory and replaceable CP to enhance customer loyalty cost-effectively.     

大学生消费行为调查与分析

大学生是社会消费群体的重要组成部分,他们的消费行为特征受到越来越多人的关注。为了更好地了解大学生的具体消费行为,本文采取问卷调查的方式,以合肥师范学院在校大学生作为调查对象,进一步了解大学生的消费理念、方式以及水平、结构等。最后根据调查结果的数据分析,对大学生理性消费提出具体建议,以引导大学生树立正确的消费观念。     

Violation behavior in vertical restraint: Empirical analyses in the case of retail price maintenance

An extensive body of work within the marketing and economics literature has been devoted to studying vertical restraints, yet only a few researchers have investigated the violation behavior of retailers. In this paper, we investigate violation behavior in the context of retailer price maintenance. We investigate this behavior using a unique data set from a subsidy program in China, which includes transaction-level information that shows retail price maintenance (RPM) practices in multiple product categories by multiple manufacturers across multiple markets. The results from our fixed effects regression show that retailer violations are more likely to occur when intra-product competition is high. However, how retailer violation likelihood varies with inter-product competition may depend on the product category. We find that inter-product competition, is negatively associated with the likelihood of violation, for “less popular” product categories in the program such as washing machines, air conditioners, etc., but is positively associated with the likelihood of violation for “popular” product categories such as refrigerators, televisions, and cell phones. Our research provides some of the first empirical evidence about retailer violation behavior under RPM in the world’s largest emerging market by focusing on the relationship between violation behavior and market structure. We discuss the implications for monitoring efforts of manufacturers and regulators.     

Do leveraged warrants prompt individuals to speculate on stock price reversals?

Using proprietary data on bank-issued knock-out warrants written on a stock index, we find that individual investors’ aggregate warrant portfolio speculates against the short-term trend of the index. We argue that contrarian trading is driven by the interaction of product design and investors’ preference for large leveraged positions. Investors tend to open larger positions whenever warrants offer higher leverage. As a result, investors open an aggregate long position when calls offer higher leverage than puts. Since knock-out leverages move systematically with the underlying, aggregate warrant positions become contrarian even if investors do not intend to speculate on reversals.     

归因偏差视角下旅游行为失范成因研究

游客旅游行为失范时有发生,威胁着旅游资源与环境安全。心理归因影响个体行为逻辑,归因偏差是解释心理归因的经典理论。本文引入归因偏差理论,采用实证方法探究旅游行为失范背后的归因偏差因素,为减少旅游行为失范提供心理学依据。研究发现,归因偏差能够引致旅游者心理认知偏差,后者直接引发和助推旅游行为失范。心理环境和群体心理对引致旅游者的心理认知偏差和行为失范具有显著作用,归因偏差成为旅游者弱化旅游行为失范结果的心理屏障,可激发或促进旅游行为失范的发生或持续。研究认为旅游地可从完善硬件监控、控制游客流量、强化失范行为负面教育、发挥在场监督作用等方式削弱归因偏差效应。     

城市近郊区农户土地投入行为绩效评价及障碍因子诊断 ——耕地多功能价值视角下的多群组对比分析

研究目的:基于耕地多功能价值的视角研究农户土地投入行为绩效并诊断其障碍因子,以探索当前形势下城市近郊区农户"既不愿意种地,又不愿意将土地流转"的深层原因.研究方法:在构建农户土地投入行为绩效分析框架的基础上,通过农村入户调查获得样本数据,采用熵权TOPSIS法和障碍度模型,对不同性别和年龄阶段农户的土地投入行为展开绩效分析.研究结果:总体上,城市近郊区农户的土地投入行为绩效水平为"良好";多群组对比分析显示,男性绩效水平高于女性,青壮年绩效水平高于老年;补贴标准偏低和职业认同感差是制约土地投入行为绩效的主要障碍因子,而满足就业和养老需求依然是耕地资源的核心价值功能.研究结论:耕地在农户认知层面发挥着"弱保障"功能,"存而不用"的保守心态在事实上导致家庭承包地处于闲置、撂荒状态,这便是当前形势下城市近郊区耕地资源低效利用的底层逻辑.     

Estimating and interpreting internal migration flows in Russia by accounting for network effects

The present article follows two objectives. First, to apply a recently developed spatial interaction model and discuss its power in explaining social developments. Second, to obtain information on internal migration's determinants in Russia by taking into account that its eastern and western regions differ in many respects. Two alternative panel specifications are considered, labelled “spatial interaction specification with exogenous spatial lags” and “gravity-type specification with network effects”. While both specifications are designed to capture the impacts of neighbouring regions in migration dynamics, they differ with respect to the implementation of fixed effects. It is argued that neighbourhood impacts manifest themselves either as spillover effects, which amplify a variable's impact, or competition effects, which attenuate them. The results show that variables indeed differ from each other in these respects, demonstrating how migration patterns are subject to events beyond the directly involved regions, and that these are furthermore influenced by the distances between regions. In addition, the results provide further evidence that migration determinants differ for Eastern and Western Russia.