参照群体对绿色食品购买意愿的影响研究

为了探索参照群体对消费者绿色食品购买意愿的影响机理,本文参照群体影响的两个因素即信息性影响和规范性影响作为自变量,将消费 者购买绿色食品所持有的主观知识和知觉控制作为中介变量,构建了参照群体影响消费者绿色食品购买意愿的理论模型。通过多元回归分析的结果表 明,参照群体的信息性影响和规范性影响对消费者的绿色食品购买意愿均有正向的影响作用,并且消费者购买绿色食品的主观知识和知觉控制在参照 群体对消费者绿色食品购买意愿的影响中起着部分的中介作用。     

产品故障后归因对消费者情感反应及重复购买意向研究——以笔记本为例

本论文是在产品出现故障情形下,研究消费者的归因对消费者情绪的影响、消费者的归因对消费者重复购买意向的影响、情绪在归因与消费者的重复购买意向之间是否起到中介作用以及产品故障时间在归困与重复购买意向之间是否起到调节作用.最后得出研究结论,给出实践指导意见.     

国家、公司和产品品牌形象对消费者态度与购买倾向的作用机制——基于运动品牌的数据北大核心CSSCI

本文旨在研究品牌形象对消费者态度和购买倾向的作用机制,评估了国家品牌形象、公司品牌形象和产品品牌形象三者之间的关系,构建了一个以此三者为自变量,以消费者态度和购买倾向为因变量的模型。通过在线调研,以来自于美、德、日、意、中的运动品牌为测试对象,面向中国消费者对模型进行了检验。通过回归分析,研究发现,公司品牌形象和产品品牌形象对消费者态度和购买倾向有显著的正向影响,国家品牌形象对消费者态度的直接影响不显著;国家品牌形象和公司品牌形象对产品品牌形象有显著的正向影响。通过使用单因素方差分析,研究发现,五个品牌形象的优劣排序依次为:阿迪达斯、耐克、李宁、卡帕、美津浓。这些结论为品牌形象的进一步研究提供了理论基础,并对打造中国国际知名品牌具有指导意义。     

基于Ajzen计划行为理论的绿色消费行为的影响机制

本文主要探索外部因素影响消费者绿色消费行为的机制。首先参考计划行为理论构建了绿色消费行为影响机制的假设模型,然后根据假设模型设计调查问卷并开展了问卷调查;最后本研究对问卷调查所获得的909份样本数据进行了数据信度和效度检验,并用AMOS17.0软件对问卷调查数据和假设模型进行了结构方程模型的拟合检验。研究结果表明,绿色消费态度、绿色消费主观规范和绿色消费知觉控制三者之间相互影响显著,绿色消费主观规范和绿色消费知觉控制对绿色消费意向影响显著,而绿色消费意向对绿色消费行为影响显著;但是绿色消费态度对绿色消费意向的直接影响并不显著。     

以交易成本理论探究网路消费者行为

本研究旨在结合交易成本理论与其它影响因子（如产品品质、知觉风险与知觉价值）,试图发展整合型研究模式以探究网路消费者行为。实证分析方法主要运用叙述性统计分析、因素分析、信度分析与路径分析。研究发现网路服务品质、产品品质与交易成本均对于知觉风险与知觉价值存在显着的地影响效果。其次,知觉风险与知觉价值也会对网路购买意图产生显着影响效果．此外,实证分析结果亦显示网路服务品质、产品品质与交易成本均可透过知觉风险与知觉价值,对于网路购买意图产生影响效果。     

服务品牌形象提升策略研究——基于酒店业的实证研究

由于大多数的服务具有体验和信任属性,因而消费者购买服务的感知风险要高于购买产品。作为可以把"无形因素有形化"的一种外在线索,服务品牌形象在降低消费者搜寻成本和感知风险方面的作用就变得异常突出。以21 8个酒店企业作为样本,作者对服务品牌形象的改进是否会提升企业的绩效表现,以及何种服务策略会提升服务品牌形象进行了实证检验。结果显示,服务品牌形象对市场绩效有正向的影响,而市场绩效又进而正向地影响财务绩效;服务定位、品牌管理和服务创新管理对品牌形象具有显著的正向影响,顾客参与管理、顾客关系管理和服务补救管理对品牌形象不具有显著影响。服务企业应有效地管理服务定位、服务品牌和服务创新来提升服务品牌形象。     

基于线索利用理论的感知质量研究

质量是消费者的主观评价,对同一产品不同的消费者可能有不同的质量评价.在信息不对称情况下,消费者没有足够的能力去准确地评估产品的质量,只能利用一定的启发式线索去度量产.根据线索利用理论,消费者将根据已拥有信息进行产品质量推断.高预示价值和高信心价值的线索以及内部和外部线索都能够在质量评估中发挥作用.一般来说,外部线索比内部线索发挥更大的作用.价格、品牌名称、商店名称和广告等是消费者常常利用的外部线索.消费者根据需要判断的质量内容,寻找相应的线索.     

在线评论中视觉信息对消费者的影响

基于认知失调理论和线索一致性理论,运用实验法研究在线评论中的视觉信息对消费者产品态度和购买意愿的影响,以及图片类别、外貌自尊在其中的调节作用.实验1表明在线评论中好评配吸引力低的图片比配吸引力高的图片对消费者的产品态度和购买意愿更消极.实验2表明图片类别具有调节作用,即在线评论中吸引力低(高)的消费图片比产品图片对消费者产品态度和购买意愿的影响更消极(积极).实验3表明外貌自尊具有调节作用,即相比低(高)外貌自尊消费者,高(低)外貌自尊消费者的产品态度与购买意愿受到吸引力低的消费(产品)图片的负面影响更小.     

试用装捆绑促销对消费者决策的影响

捆绑试用装的促销形式是近年来颇为流行的促销方式之一,但这种促销方式尚未得到研究者应有的关注.基于捆绑促销理论,将试用装纳入捆绑促销研究范畴,通过三个实验探讨了试用装捆绑促销对消费者购买决策的影响及其心理机制.研究结果表明,捆绑试用装降低了消费者的购买意愿;该效应受到捆绑产品溢出效应的中介作用,消费者对试用装的低吸引力评价溢出到对主产品的评价,从而导致消费者购买意愿下降.消费者整体性思维模式对这一效应具有调节作用,对于整体性思维倾向较高的消费者,捆绑试用装促销对购买决策的消极影响更大.研究结果扩充了捆绑促销研究,为营销管理者设计捆绑促销方案提供了理论指导.     

奢侈品的品牌延伸评价:广告类型、契合度的影响

近年来,奢侈品消费在中国增长迅速,中国市场已成为奢侈品消费的重要市场。品牌延伸是奢侈品牌拓展市场的重要战略,但这方面的学术研究却相对单薄。本文以奢侈品牌为研究对象,通过实证研究探讨了在不同广告类型下,延伸契合度对消费者延伸评价的影响。研究发现,对于奢侈品牌,延伸契合度与广告宣传类别对消费者的延伸评价都存在显著影响,且两者之间存在交互作用。具体而言,奢侈品进行品牌延伸时,与母品牌契合度高的延伸产品更能获得消费者较高的评价;与宣传延伸品的产品特征相比,宣传延伸品的品牌形象更能提高延伸吸引力与购买欲望。此外,在低延伸契合度下,宣传延伸品的品牌形象产生的这种积极影响更为显著。     

Reform of Metropolitan Governments; Minority Perspectives; Metropolitanization and Public Services

America has often been labeled a "throw-away" society due to the large amount of products that could have been reused but are discarded from a typical household on a daily basis. This paper attempts to answer the question of why, when given two consumers with the same income level and socio-economic background, does one consumer choose to replace an older, malfunctioning household product while the other chooses to have the product repaired for further reuse. To help address this question an enhanced replacement model is presented and empirically tested. The replacement model has been around for some time, helping consumers and firms make capital budgeting decisions. This analysis can be extrapolated to the macro level where one economy with a higher societal discount rate might be more strongly characterized as a "throw-away society" than a similar economy with lower societal consumption discount rates.     

Strategic Quality Decisions by Heterogeneously Informed Suppliers — The Role of "Noise Consumers"—

In a differentiated oligopoly market, it is often the case that consumers' ex post preferences over different product qualities depend upon the state of nature which is not yet observable to the consumers at the time of purchase. One of the most typical examples is a market for durable goods or long-term service contracts, where the state is indeed a future state which has not yet realised when the transaction is made. To analyse such situations, this paper models a two-stage game, in which multiple suppliers move first to choose the quality of their products based upon their idiosyncratic information about the state. Consumers then observe these products, update their beliefs about the state, and decide which products to purchase. Counterintuitively, suppliers' incentives to reveal their private information are higher when there is a fraction of consumers whose prior about the state is moderately inaccurate, than when every consumer has better prior information. Hence the presence of such "noise consumers" can make all consumers better off, even including noise consumers themselves.     

A note on welfare-improving ignorance about quality

Consider a monopolist that is selling a high quality product when the quality is unknown to a fraction of the consumers. If the quality cannot be signaled and the fraction is sufficiently large, then the monopolist will offer a low price to induce uninformed consumers to buy. If the fraction is sufficiently small, then uninformed consumers are irrelevant to its optimal price. If the uninformed consumers are priced out of the market as a result, then welfare can decrease. I am very grateful for the comments of two anonymous referees that have significantly improved this paper.     

EXCESSIVE COMPETITION ON HEADLINE PRICES

In a variety of purchasing situations, consumers may focus primarily on headline prices, disregarding the full costs associated with acquiring and maintaining a product or service contract. Even when this is the case, the literature has delineated various circumstances where intense competition can protect consumers through the so-called “waterbed effect.” In this article, we however show that when consumers have context-dependent preferences, competition may rather exacerbate their and society's harm by distorting product choice and provision. Then, consumer protection policy must sufficiently constrain hidden fees so that competition, along with high-quality firms' incentives to educate consumers, can restore efficiency.     

Contracts and asymmetric information in the theory of the firm

This paper extends the Coase notation of firms as intermediaries between consumers and input owners to incorporate asymmetric information. We show that in some cases it is optimal for consumers to pay a fixed price for a product and to ignore how the firm operates and the profit that it makes. If firms have private information that consumers cannot cheaply obtain, however, we demonstrate that the optimal contract may require constraints on firms internal operations and profits. Our work provides conditions under which cost-plus contracts are optimal, and demonstrates when nonprofit firms are the preferred organization structure.     

来源国形象、消费者偏见与中国品牌跨国营销——中国电子产品在美国的品牌来源国效应检验

来源国效应对一国产品的海外销售产生着重要影响。本文以在美国销售的中国H公司运动手表作为被试商品,在606份有效样本基础上,通过多元线性回归验证了中国品牌电子产品在美国的来源国效应。通过与其他七个国家进行对比,本文发现,虽然中国在美国消费者心目中的产品国家形象较为正面,但相对中国经济地位和产品质量而言,美国消费者对中国电子产品和中国品牌的“来源国偏见”普遍存在,“Made in China”目前仍是中国品牌在美国营销的不利因素。在以往研究的基础上,本文将来源国效应中的产品国家形象划分为整体绩效形象、整体制度形象和产品类属形象,在此基础上检验了多个消费者因素对来源国效应的调节作用,首次检验了消费者网购依赖度对消费者购买倾向的影响,并且发现消费者产品知识负向调节来源国效应,这一结论可以导出明确的管理启示。本文结论进一步深化了来源国效应相关研究,弥补了发展中国家逆向拓展发达国家市场时来源国效应研究的不足。     

消费者决策型态的产品信号组合解构

消费决策型态体现了消费者的决策个性,是消费者识别和选购商品的一般心理定位,而信息经济学认为消费者与企业之间形成委托-代理关系,产品信号对消费者认知价值具有重要作用。不同决策个性的消费者对产品信号组合的反应不同,数据显示:完美主义、忠诚习惯、新潮时尚、决策依赖和品牌认知五种消费者决策型态与组合态下的产品质量、价格、功能、品牌、款式等信号存在显著关系。     

A Pre-purchase Product Trial of a Monopolist with Multiple Products

For the heterogeneous consumers who do not know their individual utilities from a new product, a pre-purchase product trial would be helpful. We found out that a monopoly firm with two similar products would have a strong incentive not to allow a pre-purchase product trial, even though it is socially optimal to allow it. Furthermore, it is more likely for a monopoly firm with a pre-purchase product trial policy to introduce a new product to the market when introducing a new product is socially optimal.     

Can product differentiation mitigate conflicts of interest between principal stakeholders? A cournot-bertrand comparison

This paper aims to investigate the impact of product differentiation on the extent of conflict of interest between principal stakeholders (shareholders, employees, and consumers), which is one of the most important concerns of stakeholder-oriented corporate governance. We consider a differentiated duopoly competing either in price or quantity after the wages of employees are negotiated with a labor union. We find that price competition and quantity competition have drastically different implications on whether product differentiation mitigates stakeholders' conflicts. Specifically, product differentiation can mitigate stakeholders' conflicts when firms compete in price, but not when they compete in quantity. Therefore, the product differentiation effect in mitigating stakeholders' conflicts differs across markets characterized by price competition versus quantity competition.     

Ordered search with asymmetric product design

Two firms sell horizontally differentiated products on a platform; one product has generic design, whereas the other has polarized design. Consumers search sequentially for products and prices. We show that there always exists an equilibrium where firms correctly expect consumers to first search the product with polarized design. If the platform is able to choose a search order for consumers, generally it lets consumers search the product with polarized design first. The polarized–generic ordering can be achieved using a generalized English auction when product designs cannot be observed by the platform.