消费者对３Ｇ移动通信增值业务使用意向的影响因素研究

为研究消费者对第三代移动通信增值业务使用意向的影响因素,以科技接受模型为基础,添加“消费者创新性”与“感知成本性”两个变量构建出扩展科技接受模型,并通过对１８－３５岁年轻消费者的调查,使用结构方程模型等方法,证实了感知有用性、感知易用性、感知成本性、消费者创新性等因素对消费者态度有直接影响。而态度进一步作用于消费者对３Ｇ移动增值业务的使用意向。     

Understanding social media effects across seller, retailer, and consumer interactions

In this research, the authors propose a contagion effect of social media use across business suppliers, retailers, and consumers. After developing and validating social media usage measures at three levels—supplier, retailer, and customer—the authors test social media contagion effects and their ultimate impact on multiple performance measures. The conceptual framework and empirical results offer new insights into the contagion effects of social media usage across the channel of distribution as well as important social influence mechanisms that enhance these effects. Consistent with the predictions, social media use positively contributes to brand performance, retailer performance, and consumer–retailer loyalty. Also, the effect of supplier social media usage on retailer social media usage and in turn on customer social media usage is moderated by brand reputation and service ambidexterity. With the ever-increasing growth and adoption of social media applications and similar technologies, this research provides a framework to promote usage by supply channel partners which ultimately influences performance-related outcomes.     

Activation of country stereotypes: automaticity, consonance, and impact

Country-of-origin (COO) research typically regards COO cue usage as a conscious and controlled process dependent on consumers’ intention to use COO information. However, emerging evidence indicates that country stereotypes can affect consumers’ brand evaluations regardless of intention. In three complementary experiments, this study investigates how the mere presence of country cues can trigger different kinds of country stereotypes (functional vs. emotional) which subsequently automatically influence consumers’ cognitive and affective brand evaluations as well as brand-related behavior. Findings confirm the automatic influence of country stereotypes and suggest that brand evaluations and brand-related behavior are enhanced when the underlying country stereotype matches the advertising execution format. On the other hand, mismatches can result in adverse effects. A follow-up study further reveals that cognitive and affective brand evaluations mediate COO effects on brand-related behavior. Theoretical and managerial implications of the findings are considered and future research directions identified.     

大学生手机移动阅读行为的影响因素及服务策略研究

以信息技术接受理论为基础,构建大学生手机移动阅读行为影响因素模型并进行实证研究。结果表明,感知任务/技术匹配度、绩效期望、努力期望、社群影响、促进条件和感知愉悦性对大学生的手机移动阅读行为具有显著的影响。据此,从阅读宣传与引导、手机移动阅读资源建设、手机图书馆等阅读平台以及专业阅读服务等角度,提出了高校图书馆的服务策略。     

Comparative evaluation and the relationship between quality,satisfaction, and repurchase loyalty

This study evaluates alternative measurement approaches to examining the relationship between perceived quality performance, customer satisfaction, and repurchase loyalty. The authors define and measure the constructs within a relative attitudinal framework and compare these results to a noncomparative or individual evaluation of products. In addition, loyalty is measured and defined as self-reported repurchase behavior instead of purchase intention. The proposed model, with satisfaction as a mediator between quality and repurchase loyalty, was found to be an acceptable representation of the data across four products and for both comparative and noncomparative evaluations. The use of relative attitudes, however, indicated a much stronger relationship between quality, satisfaction, and loyalty than the attitudes toward a product when they are performed as an individual evaluation. With respect to predictive ability, the study findings suggest that quality, satisfaction, and loyalty should be defined and measured within a relative attitudinal framework.     

感知价格影响公众乘坐高铁出行意向的机制研究

在高铁客运日渐普及,但高铁票价仍饱受争议的背景下,本文在构建行为意向模型的基础上,使用结构方程模型法,探讨感知价格影响公众乘坐高铁出行意向的机制。实证分析表明,公众乘坐高铁出行意向的形成规律表现为"感知质量→感知价值→满意度→乘坐意向",或"感知质量→满意度→乘坐意向"。感知价格对上述规律的影响表现在两个方面:第一,作为前置变量,感知价格不仅直接抑制了公众乘坐高铁出行的意向,还通过抑制感知价值间接影响了乘坐意向,而且感知价格对感知价值的抑制作用要大于感知质量的促进作用;第二,作为调节变量,感知价格影响了感知价值对满意度、满意度对乘坐意向作用的强度。这一结论对于理解感知价格作用于行为意向的机制、优化高铁的运营管理具有一定的启示。     

Consumer reliance on intangible versus tangible attributes in service evaluation: the role of construal level

The services marketing literature has traditionally characterized intangibility as the most critical distinction between services and goods, but in practice service production and consumption often involve both intangible and tangible elements. While prior research has examined and debated service intangibility from the firm’s perspective, what is missing is an understanding of how consumers weigh the relative importance of intangible versus tangible attributes in their service evaluation. Drawing on construal level theory, the authors propose that consumers with a high (vs. low) construal level rely more on intangible (vs. tangible) attributes in service evaluation. Furthermore, the effect of construal level on service evaluation is mediated by imagery vividness, with service type (e.g., experience vs. credence services) serving as a boundary condition. The authors conduct two field studies and two lab experiments and find that under a high construal level, consumers rely more on intangible attributes in their service evaluation and choice formation; under a low construal level, consumers rely more on tangible attributes in their service evaluation and choice. The findings not only offer new insights to help reconcile the disparate perspectives on service intangibility in the literature but also have practical implications on service firms’ positioning strategies that vary across time (e.g., advance selling vs. on-site selling) and space (e.g., near vs. distant outlet), as well as which attributes to emphasize in their marketing communications.     

移动电子商务背景下消费者感知价值对行为意向的影响

移动电子商务快速发展,导致网络口碑的传播速度和影响程度较以往更加显著,深刻影响着消费者的行为。文章从认知理论视角出发,构建理论模型,探讨消费者感知价值、网络口碑以及行为意向三者之间的关系。实证研究发现:消费者功能价值、情感价值都与重构意向显著正相关,网络口碑能够正向调节此关系,并且随着网络口碑强度的加大更增强这种关系;消费者功能价值、情感价值都与传播意向显著正相关,网络口碑能够正向调节此关系,并且随着网络口碑强度的加大更增强这种关系。     

Situation variation in consumers’ media channel consideration

In this article, the authors investigate consumers’ consideration of media channels during different usage situations. They develop a model that explains consumers’ media channel consideration as a function of the media channel’s perceived benefits. In addition, they hypothesize that the usage situation affects consumers’ media channel consideration and that situation-based benefit requirements moderate the effect of the benefits on their channel consideration. The authors test the hypothesized relationships using survey data from 341 consumers regarding their consideration of 12 different media channels used by manufacturers to communicate product information across three product-related usage situations. The results of the analyses support the proposed model structure and confirm the expected relationships among perceived media channel benefits, usage situations, media channel requirements, and consumers’ media channel consideration. Sonja Wendel (s.wendel@mw.unimaas.nl) is currently a Ph.D. candidate in the Department of Marketing at Maastricht University, the Netherlands. Her research interests lie in the area of consumer behavior, services marketing, and communications. She is particularly interested in exploring manufacturer-consumer communications. Benedict G. C. Dellaert (b.dellaert@mw.unimaas.nl) is Meteor Research Chair and a professor in the Department of Marketing at Maastricht University, the Netherlands. His research interests are in consumer decision making, consumer-producer interaction, customization and personalization, retailing, and tourism. His work has appeared in journals such as theInternational Journal of Research in Marketing, theJournal of Interactive Marketing, theJournal of Marketing Research, andMarketing Letters.     

A comparative analysis of two models of behavioral intention

The theory of reasoned action (Ajzen and Fishbein 1980) has been widely used to predict behavioral intention toward marketing- and consumer-related behaviors. Miniard and Cohen (1983) have also proposed a model that is designed to predict behavioral intention. Their model is similar in structure to the theory of reasoned action, but has important theoretical and operational differences. The present research investigates the effects of experimental manipulations on both models’ constructs, as well as a comparison of their causal structures and predictive ability. The results offer support for the independent effects of personal and normative influences in the Miniard and Cohen model, and corroborate previous findings pertaining to crossover effects in the theory of reasoned action.     

消费者对于产品召回事件的心理反应——基于风险和情绪的研究

产品召回事件中,风险和情绪是消费者心理的两条主线。本文从产品召回事件中消费者心理的角度,以Loewen-stein等人提出的"风险即情绪"模型作为研究框架,提出了以风险、情绪和购买倾向为核心变量的研究模型。随后,以汽车、笔记本电脑、奶粉三个行业为背景,采取系列实验的方法,并通过真实模拟事件报道作为刺激物来测度消费者的心理反应。研究表明,产品召回中的事件维度、企业维度对消费者感知风险和负面情绪具有不同的影响,验证了本文提出的模型的合理性以及在三个行业中的普适性。最后,为企业应对产品召回事件提出了有益的理论指导。     

网购服务补救质量对顾客行为意向的影响研究

文献表明服务补救质量与顾客的后续行为之间存在着显著的相关关系,但在网购情境下这种关系是否存在还未得到充分检验。论文从交互质量、程序质量、信息质量和结果质量四个维度衡量网购服务补救质量,构建了网络购物服务补救质量对顾客行为意向的影响模型,并对模型进行了检验。结果发现,网购情境下服务补救质量对顾客满意度和行为意向均有显著的影响,且顾客满意度在服务补救质量影响顾客行为意向的过程中起到了中介作用。     

旅行社电子服务质量对旅游者购买意愿的影响研究——感知价值的中介作用

使用结构方程模型分析了旅行社电子服务质量对网站使用者感知价值和购买意愿的影响,研究发现,电子服务质量对网站使用者的感知价值及其未来的网络购买意愿均有显著的正向影响,但不同质量维度的影响不同。其中,网站效率、信息保护和易于联系3个维度对感知价值的影响达到了显著性水平;系统应用维度对感知价值的影响虽不显著,但对购买意愿有显著的直接影响;信息保护和易于联系两个维度虽对购买意愿没有显著的直接影响,但通过影响感知价值对其产生间接影响;网站效率对购买意愿的影响最为显著,不仅有直接影响还通过感知价值对其产生间接影响;网站使用者的感知价值部分中介了旅行社电子服务质量对其网络购买意愿的影响。     

Examining the influence of control and convenience in a self-service setting

The constructs of perceived control and convenience have been identified in previous qualitative studies of self-service technology (SST) use as important factors; yet empirically their effects are relatively unknown. Based on the theory of planned behavior, this study explores how control and convenience perceptions influence customers’ utilitarian (speed of transaction) and hedonic (exploration) motivations for using an SST. In addition, we explore how trust in a service provider influences customers’ future SST intentions. Two studies were undertaken to assess both users and nonusers’ evaluations of an SST. The results revealed that perceived control and convenience do impact the intentions of customers to use an SST in the future; however, their impact was mediated through the constructs of speed of transaction, exploration, and trust. Increased control and convenience perceptions influenced exploration, trust and speed evaluations, which in turn were associated with stronger perceived value, higher SST satisfaction judgments, and increased SST usage intentions. Managerial implications stemming from the empirical findings are discussed along with directions for future research.     

银行服务质量与客户满意度调查研究——以乌鲁木齐市和昌吉市为例

随着经济的发展,金融服务质量已成为评估一家商业银行核心竞争力的重要标准,公众享受优质的金融服务十分必要与迫切。本文以新疆乌鲁木齐市和昌吉市地区商业银行及银行客户为主要调查对象,一方面探查两地区消费者的偏好;另一方面探测两地区消费者对银行服务质量的满意程度。通过基层调研、描述性分析和方差分析,我们发现两个地区的消费者在银行选择和消费的过程中有相似的偏好,两个地区消费者对当地银行服务质量总体满意,在部分服务项目的满意度上有些差异,并以此为基础提出提高银行服务质量和增加客户满意度的相关建议。     

Developing customer orientation among service employees

A conceptual framework is proposed that considers the customer orientation of service employees and its relationship with their perceived level of organizational socialization and perceptions of the organizational climate for service, motivational effort and direction, and organizational commitment. Structural equation modeling techniques are applied to data collected from employees in the financial services industry to test the framework. The results of this study indicate higher levels of customer orientation result from favorable perceptions of the organizational climate for service and higher levels of motivational direction and organizational commitment. In addition, organizational socialization was found to have a positive impact on perceptions of climate, levels of motivation, and organizational commitment.     

Math anxiety and its effects on consumers’ preference for price promotion formats

This research examines whether preference for certain price presentations observed in past research could be explained by either consumers’ math anxiety or their math abilities. Previous research suggests that math anxiety not only increases tendencies to make computational errors but also influences cognitive abilities to make numerical judgments. In four studies we document an effect of math anxiety whereby price promotions, whose net prices are simply derived, like those in a dollars-off format, were preferred over a competing percentage-off format. We explain this effect in terms of consumers’ inability to expend cognitive resources due to their math anxiety rather than their math ability. We also identify a boundary condition with such effects of math anxiety occurring when price information is presented in a computationally complex manner and when consumers are making important product judgments.     

国家形象对消费者超市惠顾意向的影响研究

借鉴Fishbein合理行为模型的基本原理,探讨了国家形象和消费者超市惠顾意向的关系。结果表明,国家形象对济南消费者超市惠顾意向的直接影响并不显著,其间接影响也依国家而变。其中法国的国家形象对济南消费者惠顾家乐福超市的意向的间接影响最为显著,而中国的国家形象对济南消费者惠顾银座超市的意向没有显著的间接影响。济南消费者较多地惠顾银座超市的事实表明,中国消费者具有民族中心主义倾向;该结论提示我国本土大型超市,在制定营销策略时应该重视激发消费者的民族中心主义倾向。     

Customer betrayal and retaliation: when your best customers become your worst enemies

After a service failure and a poor recovery, what leads loyal customers to try to punish a firm even if there is no material gain for doing so? We propose and test a justice-based model that incorporates perceived betrayal as the means to understand customer retaliation and the “love becomes hate” effect. The results suggest that betrayal is a key motivational force that leads customers to restore fairness by all means possible, including retaliation. In contrast to the majority of findings in the service literature, we propose and find that relationship quality has unfavorable effects on a customer’s response to a service recovery. As a relationship gains in strength, a violation of the fairness norm was found to have a stronger effect on the sense of betrayal experienced by customers. The model was tested on a national sample of airline passengers who complained to a consumer agency after an unsuccessful recovery.     

The impact of services versus goods on consumers’ assessment of perceived risk and variability

With the development of service marketing concepts comes the need to test theory against consumer behavior. This study examines differences in perceived risk and variability between services and goods. In a controlled experiment whereby product stimuli were objectively placed along a goods-services continuum, data from consumers was collected focusing on six types of perceived risk and product variability. The findings of the study provide evidence that services evoke heightened risk and product variability perceptions.