惟平惟准 近知近仁——兼评山东工商学院校训

“惟平惟准,近知近仁”含义丰富,对于人生、市场乃至各类管理,都是一个极则。平准是平均、平衡、协调。平,有平衡、平和、平均、平等、太平、和平等意;准,有准的、准则、准绳、标准等意。知是智慧,仁是仁慈。“惟平惟准,近知近仁”要求思维处事讲究利用高标准力求平衡,自强不息。高标准就是大智慧、大仁义和大勇猛等品性,是高级人才的优秀素质。     

基于角色视角的分享经济信任机制研究

基于信任理论，从不同角色视角探究各信任要素对分享经济行为意图的影响。通过构建分享经济信任机制概念模型以及实证检验发现：从需求方视角来看，对个体（供给方）3个维度（能力、正直和善意）的信任、对平台善意的信任以及对产品能力的信任对需求意图产生积极地影响。从供给方视角来看，对个体（需求方）能力的信任和对平台3个维度（能力、正直和善意）的信任对供给意图有正向的影响。需求方更关注人与人之间的信任，而供给方则更看重对平台的信任。通过进一步比较还发现，需求方对平台和个体（供给方）的信任聚焦于善意信任，但供给方则是侧重于对平台和个体（需求方）能力的信任。     

Reaching Goals and Doing Good: Exploring Consumer Responses to Meaningful Advertisements

The purpose of this study is to investigate how consumers respond to meaningful advertisements, which promote products or brands by portraying moral virtues and life meaning. The authors present findings of an online survey in which participants reported their responses to two meaningful advertisements. A conceptual model was proposed and tested based on the survey data. Results demonstrated that when viewing meaningful advertisements participants' perceptions of meaningfulness positively influenced their feelings of elevation, which leaded to favorable attitudes towards the advertisement and brand. Empathy served as a moderator in the conceptual model. Participants who felt low empathy actually experienced stronger feelings of elevation. This study presents how consumers respond to portrayals of moral virtues and life meaning in advertisements. It contributes to the literature of advertising by demonstrating that the emotion of elevation benefits advertising effectiveness. It has significant implications to advertising professionals as well.     

浅议孟子旅游观及其现代意义

孟子旅游观的理论基础是其仁政贵民的政治思想,主要包括：“游事后民”的旅游地位观,人物和谐的旅游开发观,“无事勿游一的旅游动机观和“道一在其中的旅游本体观。历史语境、传统学术精神赋予孟子旅游观以鲜明特征。孟子旅游观对当今仍具有一定现实指导意义。     

Reinforcing customer loyalty through service employees’ competence and benevolence

The present study aims to investigate how service employees’ competence and benevolence can influence customer loyalty. A hierarchical multiple regression with interaction analysis was performed on data collected from 1296 customers in a financial service provider. The results show a significant interaction between competence and benevolence in their influence on customer loyalty. These results reinforce the idea that benevolence can be used to enhance the effect of competence on customer loyalty. The managerial and research implications of the reported study are discussed.     

公司形象对消费者信任和购买意向的影响机制

公司品牌形象是影响消费者信任的重要前因变量,但现有研究并未揭示出公司形象的不同维度对消费者信任影响的差异性以及公司形象通过信任进而影响购买意向的机制和过程。文章将消费者对品牌的信任划分为可信性和善意,探讨了公司形象的能力和社会责任两个重要维度通过信任对购买意向的影响机制。研究发现,公司能力和企业社会责任都能通过可信性和善意影响消费者对产品的购买意向;除间接影响外,公司能力可以直接影响消费者购买意向,但企业社会责任对购买意向没有直接影响;公司能力偏重于影响信任的可信性,企业社会责任偏重于影响信任的善意。     

孔子“忠恕之道”及其当代价值

孔子的"忠恕之道"是其"仁学"思想的精髓,是践行"仁爱"的基本道德行为准则。"忠恕之道"内涵丰富,意义深刻,无论是对人体道德的发展,还是对社会道德的进步都具有重要的价值。     

茶道·商道·人道──略论《茶道青红》中的商业文化及其现代启示

如果说成一的《白银谷》重点展现了诚信这一晋商文化的核心价值,那么在《茶道青红》中作者表达的是晋商文化的另一价值取向——仁义。商道、人道互为表里,法治、仁治相互渗透,这也许会给予我们现代管理新的启示。     

中西移情理论之异同

中国本土传统的移情思想自成独立的系统,与西方的移情理论比较,有很强的特色,其中蕴含丰富的理论资源,具有很高的现实价值,值得深入开掘.若与西方的移情理论沟通互补,当能引出不少新的创见.移情概念在社会心理学和审美心理学中各有自己的涵义,这两个概念涉及的心理现象、心理能力,中国古人都注意到了,都给予多方面的论述.关于人与自然景象之间的移情,中国古代文论家注意到它的双向性,认为物移我情和我情注物、移我就物和移物就我是同时发生的双向作用.关于人与人之间的移情,古代文论家不仅把它看做心理分析和推想的能力,而且认为是为人处世的基本原则,是满怀同情心地对待他人,这是中国古代移情思想的精华.     

Travelers’ parasocial interactions in online travel communities

This study explores whether, through parasocial interaction (PSI), trust in other travel community users drives travelers’ satisfaction with those communities as well as their travel experiences. It further examines the moderating effect of the quantity of contact with the communities. A total of 334 responses from travel community users were collected in South Korea. The results suggest all trust dimensions (competence, benevolence, and honesty) are significant in developing PSI, predicting community satisfaction and travel satisfaction, while quantity of contact has a positive moderating effect only on the relationship between PSI and travel satisfaction. Theoretical and managerial implications are also discussed.