论价值观念在消费文化中的变迁

本文通过研究从消费方式到生活方式的变化、消费方式对价值观念的渗透和消费方式决定消费心理,从心理需要层次的变化,揭示了消费方式、生活方式、价值观念和消费心理的变化的内在联系,阐述了消费符号和符号消费的变化的心理依据,进而阐释了价值观念在消费文化中的变迁.     

Using social and consumer values to predict market‐place behaviour: questions of congruency

Social values and consumption values, although intricately linked, are not exactly the same. Nonetheless, marketers contend that the central premise of social value monitoring is that, if one understands people’s values, one can better predict how they will behave in the market‐place. This paper challenges this assumption because policy analysts and industries are relying on both the consumer and social value profiles at a time when society and the market‐place are undergoing a profound transition. Using Canada as a case study, the general societal values of consumers identified by pollsters are discussed relative to nine consumer values espoused by marketers. This comparative analysis suggests that many of Canadians’ alleged consumer values seem to be in direct conflict with their espoused social values. This conclusion implies that the validity of using social values as a proxy variable or predictor for consumer values needs to be examined by researchers and policy analysts. Also, future dialogue needs to occur about adhering to the convention of monitoring social and consumer values using public opinion polls while not marrying this process with public judgement dialogues. Finally, other countries are urged to examine the situation in their market‐place so as to facilitate cross‐cultural comparative analysis of consumer market‐place values.     

Measuring value levers: Experimental and contingent approaches

This paper compares two alternative methodologies—the experimental–behavioral approach and the contingent approach—for measuring the value that an attribute of a good (product or service) creates for potential customers. In the experimental–behavioral methodology, potential buyers make actual purchase decisions by receiving financial incentives. In the contingent approach, commonplace in marketing research and purchase decisions are hypothetical. A case–control experiment shows that both methodologies discriminate between key and less relevant attributes in purchase decisions, and provide reliable qualitative information on the value of an attribute. Contingent methodologies fail, however, to provide a reliable quantitative measure of such value.     

Shopping value orientation: Conceptualization and measurement

Consumers exhibit diversified shopping value in a highly competitive retail environment, which entails investigating multiple dimensions of consumer shopping value orientation that are important in determining an appropriate retail approach. To capture diverse aspects of consumer shopping value orientation, this study developed a comprehensive measurement which would (1) encompass both benefit and cost components, (2) embrace the domain beyond the boundary of product focus, and (3) comprise both utilitarian and hedonic aspects. Employing an extensive literature review, focus group and personal interviews, and surveys, this study developed the nine-dimensional shopping value orientation (SVO) measure. The measure was validated with multiple tests such as convergent validity, discriminant validity, and nomological validity. Its applicability in the retail setting was demonstrated with cluster analysis accompanied by correspondence analysis. Implications for retailers as well as future research directions are provided.     

Product liability and product safety-complementary approaches to consumer safety. Some observations of the situation in the EEA

Abstract

In this paper the author asserts that product liability and product safety are complementary instruments to achieve a safer environment for consumers. Whereas legislation on product liability has a remedying function, legislation on product safety has a preventive one. The present situation in the EEA countries as regards the implementation of the Council Directives on Product Liability and Product Safety is summarized as well as the basic content of the Directives. It seems that almost all EEA countries have implemented the Liability Directive. The EFTA countries probably have-in comparison with the EU countries-to some extent a more positive implementation approach. It is too premature to foresee how the EEA countries will implement the Product Safety Directive of June 29, 1994. However, for many years most West European countries have had rules regulating product safety. The product safety policy in the EEA countries has been enhanced by co-operation within the OECD, the EU and the EFTA. Market control co-ordination will be an important part of the EEA efforts in the future to increase safety for consumers.     

An examination of the values that motivate socially conscious and frugal consumer behaviours

This article extends social psychological research on the motivations for sustainable consumption from the predominant domain of ecologically conscious consumer behaviour to socially conscious and frugal consumer behaviours. A UK‐based survey study examines relationships between socially conscious and frugal consumer behaviours and Schwartz's value types, personal and socio‐political materialism, and demographics among the general public. Socially conscious consumer behaviour, like its ecological counterpart, appears to be an expression of pro‐social values. In contrast, frugal consumer behaviour relates primarily to low personal materialism and income constraints. As such, it does not yet represent a fully developed moral challenge to consumerism.     

The structure of consumer confidence and real value added growth in retailing in the Netherlands

Consumer confidence is a determinant of the willingness to buy and thus of sales in retailing. The main purpose of this study is to investigate whether the structure of consumer confidence in the period 1987-2000 differs from the 1972-87 period. The main finding is that, in the 1972-87 period saving had a precaution motive and in the 1987-2000 period saving had a transaction motive. In the 1972-87 period, the utility and ability of saving were determined by the development of household wealth; and in the 1987-2000 period, the utility and ability of saving are determined by the level of household wealth. The perceived inflation is related more strongly to the perceived development of the general economic situation in the 1972-87 than in the 1987-2000 period. Empirical evidence is found that consumer confidence also influences real sales of retailers.     

Using response behaviour theory to solicit survey participation in consumer research: An empirical study

Abstract

The purpose of this article is to report on research that examines survey participation rates (i.e. response rates) for personal interview surveys where solicitation for participation is based on different theories of survey-response behaviour in two culturally distinct countries. Field experiments were designed to investigate the extent to which the theories of exchange, cognitive dissonance, self-perception, and involvement/commitment can influence potential respondents to participate in a personal interview survey in Australia and Hong Kong. The results show that there were significant differences in Australia with the theory of self-perception having the strongest impact on survey-response behaviour, while cognitive dissonance has the least impact. In contrast, the effects in Hong Kong were not significant. This study adds to the limited empirical research regarding why consumers participate in surveys, particularly personal interview surveys. The theories are applied at the self-introduction and invitation to participate, which is a crucial stage in the potential respondent's decision about participation.     

Control of unfair contract terms and social values: EC and Nordic approaches

The paper analyses the relationship between traditional market rational contract law and rules on the control of unfair contract terms. The question is asked to what extent Nordic and EC rules on such control express a radical departure from traditional contract values. As a background Nordic law is compared to the recently adopted EC Directive on Unfair Terms in Consumer Contracts. The most important differences are that individually negotiated contracts as well as the essential terms of the contract are excluded from the scope of the Directive, exclusions which have no counterpart in Nordic law. The abstract and static approach of the Directive also differs from Nordic thinking.As to the question of the impact of these rules, the paper first focuses on the possibilities of the contractual fairness principle functioning as an instrument for redistribution of wealth. The EC Directive does not include this aim, as the contract balance is expressly left outside the scope of the Directive. Nordic law, which contains more possibilities in this respect, has mostly focused on deviators. Not even this adjustment-friendly milieu has exerted any general influence on the prevailing balance between contractual performances in the market. The fairness principle contains other social values as well, such as autonomy, responsibility, freedom, fair consequences, access to justice, security, and social responsibility. Many of these values, which in the welfarist contract law are interpreted materially, are in their formal form central also to the market society, based on the rule of law. The fairness principle, as understood in the EC Directive, does not in any radical way upset the traditional values of contract law.

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Die Kontrolle unlauterer Geschäftsbedingungen und gesellschaftliche Werte: Die Ansätze der Europäischen Gemeinschaft und der Nordischen Staaten

Zusammenfassung Der Beitrag analysiert die Beziehung zwischen dem traditionellen marktrationalen Vertragsrecht und den Vorschriften gegen unlautere Geschäftsbedingungen. Er stellt die Frage, wie stark sich diese Regelungen der Nordischen Staaten und die der Europäischen Gemeinschaft von den traditionellen vertragsrechtlichen Prinzipien entfernen. Als Hintergrund wird das Nordische Recht mit der kürzlich verabschiedeten EG-Richtlinie über unfaire Bedingungen in Konsumentenverträgen verglichen. Der wichtigste Unterschied besteht darin, da\ individuell ausgehandelte Verträge ebenso wie essentienelle Bestandteile des Vertrages vom Anwendungsbereich der Direktive ausgeschlossen werden, ein Ausschlu\, der im Nordischen Recht keine Entsprechung hat. Der abstrakte und statische Ansatz der Direktive unterscheidet sich vom Nordischen Denken. Was die Wirkungen der Bestimmungen gegen unlautere Geschäftsbedingungen anlangt, so befa\t sich der Beitrag mit den Möglichkeiten des Prinzips der vertraglichen Fairne\ als Instrument für Wohlstandsumverteilung. Die EG-Richtlinie verfolgt dieses Ziel nicht, ebenso wie sie auch ausdrücklich das Prinzip des vertraglichen Gleichgewichtes nicht mit einbezieht. Nicht einmal aber das interventionistische Milieu des Nordischen Rechts hat irgendeinen allgemeineren Einflu\ auf das vorherrschende Gleichgewicht zwischen dem vertraglichen Marktergebnis beider Vertragsparteien ausgeübt. Hinter dem Fairne\-Prinzip stehen auch andere gesellschaftliche Werte, wie Autonomie, Verantwortlichkeit, Freiheit, Rechtsschutz, Sicherheit oder soziale Verantwortlichkeit. Viele dieser Werten werden im wohlfahrtsorientierten Vertragsrecht materiell interpretiert, sind aber in ihrem formalen Gehalt auch zentral für eine rechtsstaatlich fundierte Marktgesellschaft. Das Fairne\-Prinzip, so wie es die EG-Richtlinie versteht, stellt sich nicht grundlegend gegen die traditionellen Werte des Vertragsrechts.

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The paper was presented at the Fourth International Conference on Consumer Law in Buenos Aires, May 1993.     

The effect of consumer values on the brand position of green restaurants by means-end chain and laddering interviews

The rise of environmental awareness has changed consumer demands and values. One of the greatest challenges for green marketing of a restaurant presents in the introduction of green positioning to consumer decision-making. This study uses a means-end chain to investigate consumer awareness, decision-making processes, and consumer values with regard to restaurant attributes. The results of the study show that consumers value the following green attributes in restaurants: taste, using recyclable or biodegradable products, local ingredients, energy conservation, and carbon reduction. In terms of result benefits, consumers value feelings of health benefits, environmental protection, increased consumption frequency, happy mood, and an ability to help the environment. In value terms, consumers hope that their choice of restaurant can improve their relationships with others and lead to a happier life. The findings show that consumers with different awarenesses of the green attributes of restaurants have different decision-making processes. However, they share the same terminal value of a “happier life.” For restaurants, this provides the opportunity for green brand positioning. Restaurant operators can use decoration, menu choices, and services to attract their target customers.     

Service value and switching barriers: a personal values perspective

This research aims to investigate how customers, the key actors in a service relationship, perceive service value and switching barriers. The study is framed along the means-end-chain theory of personal values and theory of customer resources in the service-dominant logic. Hypotheses about the impact of personal values on customer value, switching barriers and customer loyalty were tested using structural equation modeling of survey data obtained from the health care and retail banking sectors in Vietnam. The results show that in both sectors, personal values have a significant impact on perceived process and outcome value as well as on perceived economic and relational switching barriers. Economic barriers were found to affect loyalty in the banking sector, in the same way that relational barriers affect loyalty in the health-care sector only. Loyalty in both sectors is influenced by process but not by outcome value. The implications of these findings are discussed.     

The importance of origin as a quality attribute for beef: results from a Scottish consumer survey

Perception of country of origin and purchasing habits for beef were examined for urban and rural Scottish consumers. Origin was identified as being as important as intrinsic quality cues of colour and leanness, with rural consumers giving more weight to origin than urban ones. Most consumers interpreted ‘Scotch Beef’ and ‘British Meat’ label logos as evidence that the beef animals were ‘born, raised and slaughtered in Scotland or Britain’ respectively. The logos were taken as indicators of quality and safety. Both urban and rural respondents had higher agreement levels with Scotch beef as a safer, higher quality and more expensive commodity than British meat. Rural consumers made more use of butcher shops for purchase, but both groups sought butcher beef for quality reasons and supermarket sources because of convenience.     

Replicating,validating, and reducing the length of the consumer perceived value scale

This research reports an assessment of Sweeney and Soutar's (2001) consumer perceived value (PERVAL) scale. The PERVAL scale contains four dimensions: quality, emotional, price, and social values. The present study develops and evaluates two short forms of the original 19-item PERVAL scale based on Sweeney and Soutar's (2001) original data and three other studies in two different countries. In comparison with the full scale, the short 12-item and 8-item forms have equally good dimensional properties and equivalent predictive validity. The discussion includes implications, both for research and for retail managers.     

Cognitive and affective approaches to employee participation: Integration of the two approaches

Numerous studies have examined cognitive and affective approaches to decision-making participation, but no study has attempted to integrate the two approaches. This is the first empirical study to apply the two approaches to financial participation. To integrate the two approaches, this study investigated the applicability of the two approaches to decision-making and financial participation as well as the relationship between two essential variables in each approach: information sharing and organizational commitment. The proposed hypotheses were tested by structural equation models using the Workplace Employment Relations Survey, which was conducted in Great Britain. The findings revealed that self-managing teams and group incentives were positively related to information sharing, which in turn were positively associated with organizational commitment and perceived company performance. Cross-cultural implications are discussed.     

A survey of Canadian consumer perceptions of beef in relation to general perceptions regarding foods

Approximately 250 consumers were interviewed in each of three Canadian provinces Nearly all of the consumers interviewed expressed concerns about environmental issues, and a majority expressed strong concerns about such matters. A majority interviewed also felt agriculture and farming had an impact on the environment, and over one-fourth (29–88%) believed modern beef production had an environmental impact. It was also evident that concern over environmental issues has influenced purchasing decisions and consumption patterns. A majority of the consumers interviewed also had concerns regarding the safety and wholesomeness of certain foodstuffs. However, 30·71% of the consumers interviewed considered beef to be an extremely safe and wholesome food and 38·03% indicated that this perception had influenced their purchasing habits and beef consumption. Over three fourths (75·7%) of the consumers interviewed expressed some concern regarding the Canadian meat inspection system. However, much of this concern was dispelled through provision of factual information. Although the quality of beef currently available is generally regarded as acceptable, a significant portion is regarded as unacceptable primarily as a result of toughness. Significant portions of the Canadian consumers interviewed perceived beef quality to have either improved or deteriorated during the past decade, and nearly half of these consumers indicated that these perceived changes had influenced their beef buying and consumption patterns.     

新会计准则中公允价值计量法的运用分析

本文对新会计准则中公允价值计量法的运用进行了分析.