网络属性对消费者在线重购品牌选择行为影响研究

在线渠道日益成为厂商重点渠道之一,越来越多的消费者选择在网上购物。传统营销方式正逐渐发生变化,在线渠道不仅扩展了线下属性,同时,也展现了新的特征。因此,研究网络属性对消费者重购品牌选择具有重要的意义。本文以手机作为研究对象,构建多元Logit模型研究线下品牌属性和在线营销组合变量对消费者下次选择的购买意愿的影响程度,分析在线渠道下影响消费者品牌选择的机理。研究发现,产品属性和网络属性对消费者重购品牌选择产生影响;虽然网络属性会显著地改变品牌选择方式,但传统的产品属性在品牌选择中仍然起到关键性的作用。最后本文还得出了在线手机品牌的消费者心理市场份额。     

Framing charitable appeals: the effect of message framing and perceived susceptibility to the negative consequences of inaction on donation intention

An experiment was conducted to explore how potential donors' perceptions of their own susceptibility to the negative consequences of not making a donation may moderate the relative persuasiveness of gain‐framed and loss‐framed fundraising messages (defined by messages that highlight corresponding gains or losses as the result of making or not making donations to a charitable organization). It found that as participants' perceptions of their own susceptibility to the negative consequences of inaction increased, the loss‐framed message became more effective than the gain‐framed message in increasing donation intention. The relative persuasive advantage of the loss‐framed message was statistically significant among participants with higher levels of perceived susceptibility. The findings not only speak to the important role played by perceived susceptibility to the negative consequences of inaction in determining the relative persuasiveness of gain‐framed and loss‐framed fundraising campaigns but also provide the guidelines that practitioners can use when designing campaign messages. Copyright © 2015 John Wiley & Sons, Ltd.     

GMADM-based attributes selection method in developing prediction model

Attribute Selection is an important issue for developing a prediction model, however, how to determine an effective attribute selection algorithm is an important but difficult issue. Attribute selection can effectively delete the irrelevant and redundant attributes to increase the prediction accuracy, and evaluating attribute selection methods usually need to consider several criteria such as accuracy, type I error, and type II error. In this paper, the selected attribute process is modeled as a group multiple attributes decision making (GMADM) problem. In evaluating different GMACD methods, the most results usually are consistently, But there are some situations where the evaluated outcomes have different results. The GMADM method is useful tool for evaluating attribute selection algorithms, and the TOPSIS is capable of identifying a compromised solution when different GMADM method result in conflicting rankings. Therefore, this paper proposes an objective (persuasive) GMADM-based attributes selection method to solve this disagreement and help decision makers pick the most suitable method. After verification, the proposed model is more persuasive to evaluate the attributes selection methods for developing prediction model.     

产品设计中用户需求层次的构建与组合分析

在信息与科技高速发展的今天,企业必须在产品的研发阶段加强对产品概念属性组合的设计评估,以减少设计环节、明确设计方向,快速高效地转化用户需求目标来满足消费者的需求。联合分析法正是这样一种工具,可以对用户需求的多个属性同时进行定量的分析和评价,测试什么样的产品属性组合最受市场欢迎,是解决用户需求向功能需求转换的有力工具。论文分析了联合分析与层次分析法结合在用户需求目标转化中的应用技术,提出了基于联合层次分析的用户需求模型建模方法。     

中英文商业广告的批评性话语分析

批评性话语分析是一种全新的语篇分析方法。以中英文商业广告为语料,通过批评性话语分析可以揭示广告中隐含的意识形态意义,并说明广告在向人们传达商品信息的同时,如何通过隐藏的意识形态不自觉地影响消费者的生活观念,达到引导大众消费行为的目的。     

Risky products in movies: a special type of the embedded message requiring special treatment?

• The appearance of risky products such as alcohol, tobacco and firearms, as well as their brand imagery, in movies can be supported by product manufacturers. This article discusses the argument for a disclosure advising consumers about the persuasive intent behind the appearance of some risky products in movies, drawing upon the ethical implications of product placement. Such a disclosure would protect consumers against the impact of promotional messages and allow moviemakers to separate their artistic activities from promotion of risky products.

Copyright © 2012 John Wiley & Sons, Ltd.     

Sustainable Development of Electrical and Electronic Equipment: User‐driven Green Design for Cell Phones

Communication and cooperation with consumers are key to sustainable development. This article considers the environmental and user benefits of producing a sustainable product design that enable users' involvement and encourages the use of sustainable products to enhance environmental value. Depending on users' sensitivity to ecodesign for energy‐related products, six environment evaluation criteria may structure their perceptions of cell phone attributes (monitor, panel, battery, shell, modeling, lens and fingerprint). Innovative methods are needed for effective communication, as well as to encourage consumer participation in designing sustainable products that satisfy their needs. The design of product attributes appears able to enhance the sustainable development of products, through users' awareness of various environmental characteristics. This study thus proposes a unique method to understand product design structures and make cell phone design decisions that feature individualized designs. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.     

Integration of the Kano and QFD model in health food development: using black beans as examples

This study applied the Kano two-dimensional quality model and quality function deployment (QFD) to develop the black bean’s reputation as a health food and identify quality attributes of consumers’ needs in order to effectively control the attributes. This study first conducted a literature review and summarized the product’s quality attributes and then carried out expert interviews to determine health food quality attributes and consumer need quality attributes. A questionnaire survey was conducted to discuss which quality attributes of black beans consumers perceived to be important when they were presented as a health food and classify their answers using the quality attributes in the Kano model in order to effectively control consumers’ needs. Consumers’ demand for quality attributes was transformed into a technique of product quality development. In a matrix of the two constructs, quality classification of health food in the Kano model and order of consumers’ satisfaction with eating types of health food products, quality factors were transformed into technical specifications of product development for QFD and the construction of the first-stage of the House of Quality matrix. The results serve as references for companies to effectively distribute resources and establish strategies of product development, enhance product quality and consumer satisfaction, reduce product development time, and increase the success rate of products in the market. The results contribute to the health food enterprises are not only can make profit of product but also meet customers’ need.     

视频形式的网购展示界面对点击意愿的影响研究

主要研究消费者进行网络购物时,在有明确购物意图的前提下,视频形式的展示界面对点击意愿的影响。通过两组实验表明,相比于传统静态图片展示界面,视频形式的展示界面对消费者的点击意愿具有正向促进作用,而且认知系统响应水平在其中起到中介作用。从产品属性和消费者特征角度进一步展开研究,最终发现产品类型和消费者说服知识水平在其中起到调节作用。研究既丰富了视频展示界面相关理论研究的内容,也对实践中的商家采取何种展示策略提供了参考依据,同时探讨了未来进一步开展研究的方向。     

Golden goose or wild goose? The hunt for the green consumer

The green consumer has been the central character in the development of green marketing, as businesses attempt to understand and respond to external pressures to improve their environmental performance. Marketing practitioners and academics are attempting to identify and understand green consumers and their needs, and to develop market offerings that meet these needs. So far there is little consensus about the identity and nature of green consumers, except that they have been something of a disappointment to the marketers who have pursued them. These difficulties perhaps reflect the folly of trying to understand green consumption and green marketing by viewing it as simply a variation on conventional marketing. This article proposes some different ways of looking at green consumption and green marketing, which have the potential to prevent the hunt for the green consumer from deteriorating into a wild goose chase. Copyright © 2001 John Wiley & Sons, Ltd and ERP Environment     

Dynamic Adjustment of Eco‐labeling Schemes and Consumer Choice – the Revision of the EU Energy Label as a Missed Opportunity?

Products with a superior environmental performance, such as a high level of energy efficiency, are typically subject to information asymmetries. Therefore these product attributes are often undervalued in purchase decisions. Signaling, e.g. energy labeling, can overcome these asymmetries, with positive implications for effective consumer decisions, competitive advantage for suppliers of energy‐efficient goods, and for societal goals such as mitigating climate change. However, there is a scarcity of research investigating how energy labels actually influence consumer choice. The recent revision of the European Union energy label provided a unique opportunity to investigate the effectiveness of energy labeling in a quasi field‐experimental setting. We show that the proposed extension of the seven‐point A–G rating scale by adding new classes A+, A++, etc. will result in a lower perceived importance of energy efficiency in consumer decision‐making. Based on a stated preference survey investigating 2244 choices by German consumers, we conclude that the revision actually undermines the label's ability to overcome information asymmetries, hence potentially contributing to market failure. Copyright © 2011 John Wiley & Sons, Ltd and ERP Environment.     

Product design rivalry: multiple‐attributes approach to differentiation

This paper studies product design competition between potentially symmetric firms. We specifically employ the multiple‐attributes approach as the method of product design. While various product‐specific attributes contribute to firms' differentiation, they may cause confusion resulting in consumer dissatisfaction. We show that in the presence of these opposite effects and any setup costs for attributes, the differentiation by multiple attributes is beneficial for firms if, and only if they are moderately competitive. We furthermore show that the socially efficient number of attributes can only be sustained when there are not very many firms and the setup cost is low. Copyright © 2008 John Wiley & Sons, Ltd.     

基于消费者怀旧的中华老字号品牌营销

已有研究表明消费者怀旧与消费者细分、品牌复兴和广告策略具有密切的联系,中华老字号由于具有深厚的品牌文化、持续性的经营理念和丰富的品牌故事而较为适合怀旧营销。本文在此基础上提出了品牌重构、产品创新、消费者激活等中华老字号品牌怀旧营销策略,对消费者怀旧相关理论在品牌营销中的应用和中华老字号的品牌复兴有一定参考意义。     

基于企业服务营销过程的服务定价研究

随着企业竞争的加剧,企业的竞争优势不仅是产品研发、产品质量等有形保证,服务也成为衡量企业竞争力的重要杠杆。服务营销是指企业在充分认识满足消费者需求的前提下,为充分满足消费者需要在营销过程中所采取的一系列活动。在确定服务价格时,服务企业必须对影响服务定价的各种因素进行全面地把握。     

An empirical study of commercialization performance on nanoproducts

Along with the trend toward the convergence between nanotechnology and other disciplines, the commercial application and the diffusion of Nan products have drawn much attention. The successful commercialization of nanoproducts is based not only on R&D breakthroughs but also on the products' attributes and the consumers' needs. However, no research has yet been carried out to investigate the effect of performance and importance on nanoproducts. The aim of this study is to discuss and evaluate the commercialization performance of nanoproducts from consumer perspectives. The importance?performance analysis (IPA) approach was used to construct a series of nanoproducts' importance attribute and performance evaluation maps to identify areas for improvement. The empirical data were compiled in a structural consumer questionnaire-based survey from consumer perspectives across different nanoproducts. Respondents were required to identify nanoproducts' innovative characteristics and the performance differences of their attributes. Both innovation characteristics and product attribute dimensions as representing nanoproduct innovations were further weighted in terms of their perceived importance and their performance. As a consequence, the proposed approach in this study is to understand how to integrate consumers' perceived importance into performance, with particular concern on the identification of market opportunities into the commercialization of nanoproducts. In addition, this study enables nanotechnology firms to develop nanoproduct technologies and to strategically market them based on their attributes and performance, thus leading to the achievement of their commercialization and the creation of a successful long-term, performance-based competitive strategy.     

Marketing Innovation

This paper provides an economic analysis of marketing innovation. A dynamic duopoly model is developed to study two forms of marketing innovation: γ, which allows a firm to acquire consumer information effectively; and σ, which reduces consumer transaction costs. The incentives and effects of marketing innovation differ markedly from those of product or process innovations. Although γ benefits the innovating firm, it hurts some consumers; and, while σ benefits all consumers, it may or may not benefit the innovating firm. Increased competition intensity reduces the value of γ but increases the value of σ. The private incentive is too high for γ but too low for σ.     

节日移动营销策略探析

在3G时代,移动营销日趋成为节日营销的首选模式。商家通过手机等移动设备或网络与消费者进行互动沟通,为消费者提供个性化的产品或服务,并最终促成消费达成。节日移动营销很容易陷入垃圾广告、价格竞争和促销雷同三大误区,因此商家应积极探索节日移动营销策略,从发挥手机搜索功能、利用移动商务平台、开展参与性互动活动和合理运用营销触发因素等方面提高销售业绩以及消费者满意度。     

品牌来源国(地区)形象与产品属性对品牌态度及购买意愿的影响

全球化营销过程中,来源国(地区)效应受到学术界的重视。本文在验证品牌来源国(地区)效应的基础上,特别探索产品属性与品牌来源国(地区)形象对品牌态度及购买意愿的影响。研究发现,品牌来源国(地区)形象与产品属性对消费者品牌态度及购买意愿有积极影响,且产品属性能调节品牌来源国(地区)形象对消费者品牌态度的影响。本研究结果推进了品牌来源国(地区)效应的研究,同时具有重要的营销实践意义。     

Which factors distinguish the different consumer segments of green fast-moving consumer goods in Germany?

Consumer segmentation is an important tool for dealing with the often strongly differing consumer preferences in many markets for fast-moving consumer goods. Therefore, this study analyses the factors that can distinguish the different consumer segments for green all-purpose adhesives in Germany. On the basis of an online survey with 709 respondents, we performed a choice experiment and segmented consumers based on their preferences for this product. We identified six consumer segments of which in particular Green Consumer Value, Perceived Consumer Effectiveness and Trust separate eco-friendly consumers from the other groups. Our results give a deeper insight into the different consumer segments for green fast-moving consumer goods and facilitate the development of business and marketing strategies in a more targeted way.