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。     

Ignorance Is Bliss as Trade Policy

Consider domestic consumers that purchase from foreign firms. A presumption would be that consumers prefer being informed when quality is uncertain and exogenous. However, in a multifirm framework based on previous models, consumers can be worse off if they are informed of the quality. Further, in the Salop-circle model, consumers may prefer not learning even though expected high-quality output is greater with learning. Moreover, the possibility that consumers prefer uncertainty increases with the probability that products are of low quality. Essentially, the benefit of screening quality (better matching) can be less than its cost (higher prices from market segmentation).     

Consumer perception,information provision,and regulation of insurance markets

Available evidence shows that consumers overinsure against modest risks. For instance, a majority of consumers tend to choose too low a level of deductible for homeowners insurance and automobile insurance, and purchase excessive warranties for electronics and other durable products such as automobiles and furniture. The analysis demonstrates that overinsurance decreases consumer welfare and increases insurers’ profits. This tendency of overinsurance stems from lack of information about the probability and magnitude of loss, and it calls for policies that require insurers or third-party organizations to provide more, albeit not perfect, information and data for consumers before they make insurance-purchase decisions. The implications of the analysis for other financial products such as stocks and deposits are discussed.     

Consumer demand for local honey

How to best target and attract niche market consumers is an important marketing problem for producers of specialty agricultural products. It is particularly an issue in the honey market where consumers increasingly face media messages regarding threats to honey bee health, honey adulteration and health benefits of locally produced honey. Using auction experiments, this research evaluates consumer behaviour related to informational messages about honey that is produced locally, domestically and internationally. Results from 115 adult consumers show that consumers’ demand for honey varies significantly based on the geographic location of the honey’s production, product packaging and the information they have about the product. Consumers demonstrate greater demand for locally produced honey, especially when provided information about negative aspects of internationally produced honey that include adulteration. This shows that such negative media attention on specialty products offers small producers an opportunity to increase profitability by marketing themselves as a specialized niche alternative.     

A technology replacement model with variable market potential — An empirical study of CRT and LCD TV

The rapidly changing economic environment and increasingly fierce competition indicate that companies must innovate in both their products and marketing strategies if they are to continue to flourish. Specifically, the ability to accurately predict the demand for products is crucial when firms decide to allocate their resources, especially in the fast moving high technology industries, where there is very high investment in R&D and production facilities. This study establishes a forecast model for technology replacement based on the diffusion model with population growth used for the variable market potential. The proposed model is then applied to investigate the CRT and LCD TV market.The results suggest that the new model is more accurate than the constant market potential model in fitting and forecasting performance. Consumers who purchase a TV for the first time are likely more attracted to LCD TV rather than CRT TV. As for those individuals who already own a CRT TV, the attraction is not strong enough to encourage them to replace their current CRT TV with a new LCD TV. Moreover, it is noted that the falling price of LCD TV is an essential factor in encouraging purchases.     

Helping "light green" consumers walk the talk: Results of a behavioural intervention survey in the Swiss electricity market

While many consumer surveys show very positive attitudes towards renewable energy, the share of consumers actually purchasing green electricity is still in the single-digit percent range in most countries. What can be done to help consumers with positive attitudes towards green electricity to “walk the talk”, i.e. to behave consistently with their preferences? We developed a psychological model based on the theory of planned behaviour (TPB) to design a large-scale behavioural intervention survey with 1163 Swiss electricity consumers. Our results show that by providing information targeted at the key factors influencing the intention to purchase green electricity, namely attitudes towards purchase, social norms and perceived behavioural control, a significant increase in green electricity market share can be achieved. Our results show that price is not the only barrier to purchasing green electricity, and that information to increase the perceived benefit of buying green electricity as well as targeted communication to overcome inertia among retail electricity consumers are equally important factors.     

A reexamination of the “lemons” market when warranties are not prepurchase quality signals

It is well known that the Akerlof “lemons” problem may occur when sellers possess private information about product quality and that the use of warranties as prepurchase quality signals may mitigate both the informational asymmetry and the attendant market failure. There is, however, evidence suggesting that consumers rarely read and compare alternative warranties before reaching a purchase decision, which casts doubt on the role of warranties as prepurchase quality signals. This paper examines an environment in which the cost to consumers of interpreting warranty terms is prohibitively high so that warranties do not serve in a prepurchasing signalling capacity. Nonetheless, I find that firms will offer warranties in this environment and that the market outcome is often Pareto superior, and never Pareto inferior, to an equilibrium where warranties serve as prepurchase quality signals.     

PRODUCTS LIABILITY WHEN CONSUMERS VARY IN THEIR SUSCEPTIBILITY TO HARM AND MAY MISPERCEIVE RISK

This article examines products liability when consumers have private information about their susceptibilities to product‐related harm. In this case, it is efficient for consumers to self‐select their purchases, with those especially prone to harm refraining from purchase. Achieving this outcome requires consumers to bear their own harm, given that producers cannot observe consumer types. When consumers also misperceive risk, the problem becomes more complicated because accurate signaling of risk requires that firms bear liability. A trade‐off therefore emerges between imposing liability on firms versus consumers. This article characterizes the choice among liability rules in the presence of this trade‐off. (JEL K13, L15)     

Graded eco-labels: A demand-oriented approach to reduce pollution

Supplied oriented environmental policies are generally used in order to limit production related pollution. This fact is based on the hypothesis that consumers are not willing to sacrifice personal utility for a wider social gain. We suggest that widespread environmental concerns of consumers can be exploited to push producers along cleaner technological patterns. Our core assumption is that consumers would be ready to purchase cleaner products if the products' characteristics are not ‘too dissimilar’ to those of more polluting alternatives. However, due to a lack of information about non-observable product characteristics, this assumption on its own is not sufficient for ‘environmental friendly’ producers to become competitive. We show - by means of a simulation model - that only if consumers are provided with appropriate information on the greenness of products through adequate eco-labels (graded eco-labels), then producers will be pressed to implement innovations aimed at reducing the environmental impact of their products. Under two test settings - one without any certification and another with binary eco-labels - the model shows markets characterised by highly polluting technological patterns. Only in the presence of graded eco-labels, competition drives the market toward cleaner technological patterns.     

网购市场鱼龙混杂现象的经济学解释：基于二维不对称信息的视角

网络购物市场存在商品鱼龙混杂的典型现象：高价格的商品不一定高质量，低价格的商品也不一定低质量，表现出明显的信息不对称特征。文章基于网络购物市场所存在的两个维度不对称信息的特征事实，即厂商在产品质量与产品生产成本两个方面拥有私有信息，通过构建二维不对称信息的分析框架，从市场均衡的视角首次解释了上述现象的经济机理。分析表明，由于二维不对称信息的存在，消费者和厂商决策的互动过程使得市场上产品价格与质量不再具有单调递增关系，从而网络购物市场可能出现鱼龙混杂的市场均衡，文章证明了这一均衡在合理的条件下是存在的。文章通过比较静态分析考察了市场环境的变化如何影响商品质量的价格信号显示效率以及消费者购买行为，并考察了网络购物行业商家披露信息、消费者对于商家的反馈评分机制和保证退货等手段对于消除商品鱼龙混杂现象的有效性，为进一步规范发展我国网络购物行业提供了参考。     

Organic food consumption in Europe: International segmentation based on value system differences

In this paper, we analyze the market for organic products in eight European countries, based on differences in their respective value systems. With a significant sample of 8014 consumers, we first identify international segments in the European organic products market using the Values Theory. Then we apply the Theory of Planned Behavior to examine how European consumers use attitudes, subjective norms and perceived behavioral control to form their purchase intention for organic products. Results show that subjective norms are the main underlying factor driving consumer behavior concerning these products. This effect is higher for the group of countries whose citizens score higher on Schwartz's value scale. In this segment of countries, people are more likely to be affected by what others think, which means that the best approach is to increase social awareness of the relevance of purchasing organic products. Organic products represent a potentially profitable opportunity for companies with an international horizon. Results are also useful for consumers and public administrations.     

Consumer Information and Firm Pricing: Negative Externalities from Improved Information

We analyze the effect of consumer information on firm pricing in a model where consumers search for prices and matches with products. We consider two types of consumers. Uninformed consumers do not know in advance their match values with firms, whereas informed consumers do. Prices are lower the greater the proportion of uninformed consumers. Hence uninformed consumers exert a positive externality on the others, in contrast to standard results. This leads to socially excessive investment in gathering prior information when aggregate demand is price-sensitive.     

Where have all the flowers gone? Forecasting green trends in the automobile industry with a choice-based conjoint adoption model

With rising gas prices, global warming, and green thinking, all-electric vehicles are currently considered the automobile technology of the future. However, besides their advantages electric drive trains also exhibit several disadvantages. Moreover, history shows several failed attempts to establish electric vehicles. Thus, a reliable forecasting model is needed that predicts if the current trend is sustainable. We develop and empirically test a choice-based conjoint adoption model that uses individual-level preferences as a basis for prediction. Predictions are mapped to the time of the next planned purchase in order to establish the adoption process. The model extends existing research in several ways. First, no prior information, e.g., historical market data or a functional form of the adoption process, has to be integrated. Second, the model allows dynamic modifications of product specifications or competition at different points in time. Third, a no-choice option can be integrated so that a technology switch is not forced by the model itself and switching costs can be considered. The empirical results reveal different critical factors for the adoption of all-electric vehicles, such as purchase price, range, timing of the market entry, or environmental evolution, which could lead to a solid base of consumers preferring this option.     

Endogenous timing in the switching of technology with Marshallian externalities

We analyze endogenous timing in the switching of technology. Each user chooses when to purchase a new product which embodies new technologies characterized by Marshallian externalities. The technological switch occurs when a large number of users purchase new products. Under complete information, multiple market equilibria exist, and one of the equilibria in which technological switching occurs is efficient. However, if we introduce even a small amount of uncertainty, the switch is delayed in the unique equilibrium under perfect competition, resulting in a loss of social welfare. The market power of a monopolistic supplier of new products alleviates this inefficiency.     

QUALITY-ASSURING PRICE AND BREACH OF EXPRESS OR IMPLIED WARRANTY

If consumers cannot discern quality prior to purchase, firms may use both court enforcement and the market mechanism to assure quality. But the level of warranty protection that firms choose to offer depends on the efficiency of the market. As the ability of consumers to communicate information concerning quality among themselves (market efficiency) increases, the level of warranty protection that maximizes consumer surplus falls. In highly efficient markets, producers do not offer a warranty. Thus, courts should not imply a warranty if producers do not specify one. In addition, the level of warranty protection depends on the courts' ability to distinguish between producer and consumer moral hazard.     

Are experts better than potential users in predicting the uptake of an innovation? Extending the use of the Juster Scale

Are experts or potential users better at predicting the success of a new product? To explore this question we used an eleven-point probability scale, the Juster Scale, to ask various groups of people about their probability of taking up a new product and also their assessment of its chance of its success in the marketplace. Although this type of scale generally performs better than intention scales it tends to over-predict when used in a repertoire market and we examine its performance for a boundary condition of such a market. We also explored the use of the scale as a projective research tool which is a novel application. In this study the product was a new type of charity lottery. The study was undertaken in the month prior to the lottery closing and we subsequently knew the actual outcome. The Juster Scale generally performed poorly as a predictor in this context. The predictions from the experts were no more accurate than those of the general public but none had direct knowledge of an equivalent lottery. This exploratory study concluded that the actual behaviour of a sample of relevant consumers, where the product is available, is better for forecasting than asking for estimates of their potential behaviour, that is, behaviour predicts behaviour better than probabilities of behaviour.     

On the paradoxical case of a consumer-based environmental subsidy policy

We apply an environmentally differentiated duopoly model to the analysis of environmental policy involving consumer subsidies based on the emission levels of the products consumers purchase. More specifically, we consider the environmental and welfare effects of subsidizing consumers who purchase environmentally friendly goods in the case of a partially covered market with a Cournot duopoly. We show that, paradoxically, the subsidy policy degrades the environment, and that the optimal policy depends on the degree of marginal social valuation of environmental damage. That is, if the marginal social valuation of environmental damage is larger than a certain value, a consumer-based environmental subsidy policy is not socially optimal.     

Do Consumers Purchase Too Much Health Insurance? The Role of Market Power in Health‐Care Markets

Several authors have suggested that consumers purchase too much health insurance in private markets. We readdress this issue within a model that combines excess health‐care demand due to health insurance with market power due to monopolistic production of health‐care services. We evaluate the market equilibrium in terms of consumer welfare and social welfare. The consumer welfare criterion suggests that in the market equilibrium consumers in fact purchase too much health insurance coverage. The social welfare criterion, in contrast, suggests that because profits of the health‐care industry are properly accounted for, consumers should purchase more insurance coverage than they choose to do in the market equilibrium.     

从爱国消费到习惯形成:平台经济背景下电商中介效应对国货销售的影响研究

随着华为Mate60 Pro的回归,国内消费者对国货的热情再度被激发。与此同时,近年来各大电商平台上的国货销售量快速增长。国潮活动、网店预售和直播销售成为消费者购买国货的重要方式。然而,如何利用平台经济和电商的力量将消费热情转化为消费习惯,并促使消费者形成常态化的购买意愿,是亟需深入研究和探讨的课题。本研究采用扎根理论和偏最小二乘定量分析方法,验证了电商平台在促进国货消费习惯形成中的中介作用。研究认为,电商平台在开展国货销售活动时应更加注重以中国文化为基础,重点满足消费者对精神追求的需求。这一研究为未来的实践奠定了理论基础,同时也填补了相关研究的不足和空白。     

广告传播效果对消费行为的影响分析

广告作为传播消费信息的特殊形式,对消费者购买行为会产生很大的影响。现代市场营销认为,消费者是市场营销的中心,所有市场营销活动都要围绕消费者进行。广告是通过信息传播使消费者对广告主所宣传的产品产生预期的积极反应,从而影响消费者的购买行为。