游客感知视角下乡村旅游质效提升维度研究——以西双版纳傣族园为例

发展乡村旅游是实施乡村振兴战略的重要途径，对促进乡村经济发展具有重要作用。以西双版纳傣族园为案例研究地，通过SPSS和AMOS实证探究游客感知视角下乡村旅游质效提升的维度。结果表明：游客感知视角下的乡村旅游质效提升包含旅游地感知、地方认同感、主观幸福感、环境责任行为4个维度；地方认同感和旅游地感知对乡村旅游质效提升的影响力较强，其次是主观幸福感和环境责任行为。     

The bright side of disorganization: When surprise generates low-price signals

The research problem of this paper attempts to understand the effects of disorganized versus organized shelves on search information. Contemporary retail studies have tended to discover how the organization of displays can evoke increased consumer attention. Thus, the purpose is to examine how disorganization cues shelf displays foster surprise through information search and the implications of that process for visualizing low-price signals. In three experiments carried out using eye-tracking devices and face reader techniques (two in the laboratory and one in the field), empirical evidence is presented that disorganization cues can generate an increase in information search generated by cognitive processing, increased emotional surprise manifested levels via schema discrepancy, and perception of low-price provoked by the attempt to reduce the risk of choice.     

The influence of anthropomorphic appearance of artificial intelligence products on consumer behavior and brand evaluation under different product types

While artificial intelligence products are widely used in the market, their anthropomorphic appearance design is becoming a frontier issue in product strategy and consumer behavior research. The aim of this study was to investigate the influence of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. It was conducted in China, a new but rapidly-growing country in the field of Internet, AI technology and AI product consumption. This study conducted four situational experiments with a 2 (anthropomorphic design: anthropomorphic vs. non-anthropomorphic) × 2 (product type: hedonic vs. utilitarian) between subjects’ experimental design. Data was collected from 1172 Chinese “Digital Natives” by using a structured questionnaire. The findings revealed that for hedonic AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived entertainment, and intelligence level significantly moderates the mediating effect of perceived entertainment; while for practical AI products, anthropomorphic appearance improves consumers' purchase intention and brand evaluation through perceived usefulness, and intelligence level does not significantly moderate the mediating effect of perceived usefulness. There is no significant moderating effect of intelligence level on perceived usefulness. The study contributes to development and validation of a more comprehensive understanding and theoretical foundation of anthropomorphism, and furthermore explores the impact of anthropomorphic appearance on consumer behavior and brand evaluation under different AI product types. This study also provides insights for companies to apply anthropomorphic strategies.     

Are they telling the truth? Revealing hidden traits of satisfaction with a public bike-sharing service

Public bike-sharing systems (BSSs) are an emerging mode of transportation introduced by municipalities to solve congestion problems in metropolitan areas, especially when integrated with other types of transportation. In the last years, the number of public bike-sharing services has been constantly on the rise all over the world, and generally the overall satisfaction with them is high. However, satisfaction with public services is driven by mechanisms that can differ from those in the private sector. It is important to establish to what extent a high satisfaction is genuine or simply ephemeral. Even “old” public services (like public transportation) become “gold” when accompanied by the introduction of new technologies. In this paper we analyze this phenomenon using data from a satisfaction web-survey conducted among customers of the public BSS “BikeMi” in Milan, Italy, in a period when mobile technologies have been introduced to speed up the service. On analyzing the responses to satisfaction questions using simple summary statistics, the level of satisfaction resulted very high. However, our aim was to look for potential “darker” sides of the service by detecting possible hidden satisfaction components. For this purpose, we used the Nonlinear Principal Components Analysis, which is particularly powerful in this context. A simple textual analysis was also performed as a validating test. Results from our analysis indicated that satisfaction is flawed by a set of factors like the mechanics of the bikes, the picking and dropping system, and the apps used to organize the service. Less concern was detected for more general aspects of the service.     

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.     

Can interfirm trust improve firms' cooperation on environmental innovation? The moderating role of environmental hostility

Based on the logic of “trust‐behavior,” we examined the relationship between interfirm cognitive trust, emotional trust, and firms' cooperation on environmental innovation, as well as the moderating role of environmental hostility on the relationship between two dimensions of interfirm trust and cooperation on environmental innovation. Data for the study were collected from 216 firms in China. The results indicated that both interfirm cognitive trust and emotional trust were positively correlated to firms' cooperation on environmental innovation, and the effect of emotional trust on firms' cooperation on environmental innovation was negatively moderated by environmental hostility. Finally, the results were discussed and future directions put forward.     

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。     

The distinct influence of power distance perception and power distance values on customer satisfaction in response to loyalty programs

In today's fiercely competitive environment, firms are increasingly relying on loyalty programs to influence customers' repeat purchase behavior. However, little is known about how customers' cultural values shape their satisfaction in response to loyalty programs. Such knowledge is important because it allows marketers to identify cultural segments that may be more or less likely to respond favorably to loyalty programs, and hence increase the effectiveness of such programs. In the current research, we propose that power distance perception — defined as the extent to which people observe power disparities in society — positively influences satisfaction of customers who hold loyalty status, but negatively influences satisfaction of customers who do not hold loyalty status with a firm. In contrast, power distance values — defined as the extent to which people endorse power disparities in society — negatively influences satisfaction of customers who hold loyalty status, but positively influences satisfaction of customers who do not hold loyalty status with a firm. A quasi-field study and several lab experiments support these propositions, shed light on the underlying mechanisms, and rule out alternative explanations. Our findings also uncover several distinct tools that marketers could use to influence non-loyalty status and loyalty status customers' satisfaction with businesses.     

Chinese consumers’ preferences for food quality test/measurement indicators and cues of milk powder: A case of Zhengzhou,China

Many food regulations focus on test/measurement indicators, such as hazard analysis and critical control points (HACCP) and traceability, etc. Other than these indicators, the food industry uses various cues such as product origin as indicators of product quality. However, in an environment where consumers’ confidence in food safety is low due to frequent food safety scandals, little is known about the efficiency of these test/measurement indicators and cues. This paper used the primary data collected in Zhengzhou (China) to estimate consumers’ preferences for test/measurement indicators and a new cue of “own farm” for milk powder. Our results show that country of origin is the most important cue attribute, followed by price and own farm. The importance of test/measurement indicators such as organic, traceability, and HACCP certification is relatively low. Also, the individual parameter estimates show that consumers’ preferences for test/measurement indicators currently in the market are weak and fragile. Interestingly, price has an inverse-U-shaped relationship with consumer utility, implying that Chinese consumers may perceive low-price milk powder as low quality. The results of this study provide important insight for regulatory authorities and the food industry to develop more effective policies and programs to improve consumer preferences for milk powder.