口碑信息与产品涉入对消费者品牌转换意愿影响的实证研究

本文探讨了口碑信息来源特性、消费者产品涉入程度以及产品涉入不同构面对消费者品牌转换意愿的影响。研究发现口碑信息来源特性和消费者产品涉入对消费者品牌转换意愿均有显著的正向影响,产品涉入的不同构面对消费者品牌转换意愿具有不同的影响。     

负面网络口碑对品牌忠诚影响因素的实证研究

研究负面网络口碑对品牌忠诚的影响因素,对于企业认识负面网络口碑,维护消费者对本品牌的忠诚有理论和实践意义。本文在对北京地区进行大样本调查的基础上,运用实证的研究方法分析了负面网络口碑对品牌忠诚的影响,指出负面网络口碑的数量、信息传送者与接收者关系强度与品牌忠诚不相关,而来源可靠性与品牌忠诚呈负相关。最后,本文给出了企业减少负面网络口碑对品牌忠诚影响的几点建议。     

网络口碑影响消费者品牌态度的机理与对策研究

网络口碑会影响消费者的品牌态度,进而影响消费的购买决策,故认识网络口碑影响消费者品牌态度的机理具有重要意义。本文首先分析消费者受网络口碑的来源可靠性、关系强度、口碑数量、专业性、信任、感知风险、声誉等因素的影响,进而影响到消费者品牌态度的机理。进而,本文总结出负面网络口碑对消费者品牌态度改变有显著影响、信任在网络口碑影响消费者品牌态度中起重要作用、不同消费者对网络口碑影响消费者品牌态度认识不同三条特征。针对机理分析,本文提出了企业应把握网络口碑的主动权、通过网下宣传配合或分化网络口碑、合理利用网络媒体渠道的对策建议。     

品牌个性、消费者真实自我与品牌态度

基于FCB Grid模型视角,运用实证分析的方法研究品牌个性与消费者真实自我对品牌态度的影响。研究发现,高涉入度/认知型和高涉入度/情感型品牌的品牌个性与真实自我概念一致的群体比不一致的群体具有更高的品牌态度,在此类品牌的塑造上考虑注入品牌个性的五个维度中的"智"和"雅"的个性特征,低涉入度/认知品牌未显示出显著的品牌个性,低涉入度/情感型品牌的一致群体与不一致群体均显示出显著的品牌个性。     

网购产品信息线索对消费者选择的影响分析

文章通过建立实证模型分析了电子商务环境下产品线索与消费者选择的相关性。 结果表明:商品价格和物流费用对消费者态度产生负向影响,商品销售量和物流正面评价对消费者态度产生正向影响;消费者态度对消费者选择起到中介作用,同时消费者态度对消费者选择产生正向影响;随着消费者对产品涉入度的提高,消费者选择会受到产品价格、产品品牌和产品销量的影响也就越大;消费者对产品的涉入度较低时,消费者选择更容易受到物流费用和物流评价的影响。     

涉入程度在品牌延伸评价中的影响效应

本文探讨了涉入度对品牌延伸评价体系中两个主要因素(原产品认知质量及原产品与延伸产品之间的相似度)的调节作用,结果表明:一方面,涉入度调节了原产品质量及相似度在消费者进行评价时的相对重要性地位。低涉入情境加强了原产品认知质量的影响效应,而高涉入情境加强了相似度的影响效应。另一方面,涉入通过改变消费者搜集及处理信息的方式影响其评价结果。在低涉入情境下,消费者的思维过程更符合情感迁移模式,认知相似度与延伸产品评价之间呈现一种正相关关系;在高涉入情境下,其思维过程更符合精细加工模式,认知相似度与延伸产品评价之间呈现一种倒U型关系。     

负面信息对消费者品牌态度的影响研究

本研究以大学生群体为研究对象,通过实验方法测量负面信息对品牌态度的影响。实验采用了2×2两因素实验设计,以自我建构、自我联结作为自变量,品牌态度作为因变量。通过研究得出以下结论:消费者的品牌态度极易受到负面信息的冲击,但当消费者与品牌之间形成了高的自我联结就能够淡化负面信息对品牌态度的影响;面对负面信息,消费者的自我建构对品牌态度起调节作用。     

负面信息对消费者态度影响的研究回顾与展望

企业产生的负面信息将对消费者态度产生重大影响,进而影响品牌和企业的发展。当面对品牌产生的负面信息时,是什么驱动着消费者的行为,又会对消费者的购买意愿产生什么影响值得我们深入探究。文章通过回顾和梳理负面信息的内涵和分类,负面信息对消费者态度的影响和调节机制,提出今后的研究方向,有望为国内学者开展相关研究提供参考和支持。     

品牌熟悉度和赞助方式对消费者响应的影响

文章通过研究了赞助事件中品牌熟悉度与赞助方式对消费者品牌态度与购买意愿的影响,得出以下结论：首先,与不赞助相比,品牌单独赞助时,消费者对低熟悉度赞助品牌的态度和购买意愿会显著提高,但对高熟悉度赞助品牌的态度和购买意愿则没有显著变化。其次,与单独赞助相比,当两个品牌共同赞助某一事件时,消费者对低熟悉度品牌的态度和购买意愿会显著降低;而对高熟悉度品牌的态度和购买意愿则没有显著影响。最后,文章为企业营销人员制定赞助策略提出一些有益的营销启示。     

网络口碑效应因人而异?——个体独特性需求在网络口碑影响消费决策中的作用

网络口碑是消费者网络购物的重要参考依据,口碑营销成为商家的重要战略。本文以可接近-可诊断理论为视角,围绕"网络口碑效应如何因人而异"这一问题,通过2(口碑信息含量)×2(口碑传播方向)×2(个体独特性需求)三因素被试间实验,考察了个体独特性需求、口碑信息含量和口碑方向在网络口碑影响消费者购买决策过程中所起的作用。结果发现:网络口碑的信息含量影响消费者的购买决策,高信息含量口碑对消费者购买决策的影响要显著高于低信息含量口碑对消费者购买决策的影响;负面口碑对购买决策的影响显著高于正面口碑的影响;低独特性需求消费者的购买决策比高独特性需求消费者的购买决策更易受低信息含量口碑的影响,低信息含量的负面口碑对高独特性需求消费者购买决策的影响显著高于低信息含量的正面口碑对高独特性需求消费者的影响。     

Brown＇s Blossom in Britain-China

The overall strategic relationship between U.K. and China is ＂better than ever＂, China- Britain relations have maintained good momentum, with increased high-level exchanges and the reinforcement of strategic mutual trust, with more room for growth in the future.     

Challenge and Opportunity Go Hand in Hand——What Global Economic Agitation Brings to the China's Economy?

Domino effects of the global finance agitation As the origin of the subprime crisis,US financial institutions lost USS45 billion last year,accounted for over half of the total US,EU & Japan loss.Since January 15th,Chtigroup released its financial statement of the 4th quarter,showing a net deficit of USS9.83 billion,which marked the hisoric high of its quarterly deficit.     

Sinosteel：Extraordinary Moves in Industry Chess

Among the Fortune 500 firms,more and more images from China emerge out.On the 2008 list,Sinosteel Corporation,a landmark group of China industries quietly squeezes into the candidate line.As the largest steel service ＆ trade enterprise,its sales reached at RMB 111.24 billion,with a year-on-year increase of 83.03 percent,and the profit grew by 180.03 percent.On the Sinosteel 2008 Work Meeting,the president Huang Tianwen uttered,＂In the coming year,we will work for US$20 billion sales,and look forward to getting a position in Fortune 500 firms for ourselves.＂     

Walk Through Unusual Five Years—— An Exhibitor＇s Canton Fair Course

When the 103rd Canton Fair is approaching, an old friend of Canton Fair, Li Ying from Jiangsu prov-ince recollected his past five years＇ experiences to the grand trade meeting. Each year is special, with some unforgettable memories colored by the year.     

Jean-Pierre Duprieu： Willing to Be A Legate of Sino-French Business

Estaing, former French president, Valery Giscard d＇Estaing attended Sino-French Economic Seminar held in Shanghai in early April and said that the world center has shifted from the west to the east with many European and US companies entering into Asia, and China has the ability to play an important role in the world stage. Estaing, naming himself＂French Confucian＂, then said in Chinese that a cook-group includes 10 people in ancient Chinese soldier system and the cook is in charge of cooking for them. And people who belong to the same cook are actually ＂Partners＂.     

China''''s Stock Market Wave

The annual meeting of the World Economy Forum was held in Davos,a little town in Switzerland,on January 23rd to the 27th this year,with the theme"the Power fo Collaborative Innovation",over 2500 celebrates from ture political and cconomic circles of more than 80 countries and challengred logether to talk about the future of the global economy in 2008,A Forum for the problems and challenges that face whole world,some of the keywords which drew attention during the event were:the U.S.subprime mortgage crisis,soaring energy prices,the economic slowdown in the U.S.ermerging economic bodies,authority funds and the general unpredictable nature of the global economy.     

Trade Promotion from Neighborhood

If you are considering to trade with companies in Japan or expanding your .business to Japan, we are ready to help from the very beginning.＂ You will find this greeting at the first sight on the Chinese website of Japan External Trade Organization （JETRO）. JETRO has committed itself in delivering highly efficient and quality services to meet the demand of internal and external customs including Japanese companies, hence winning a good reputation in the international trade arena. In recent years, with its priority in advancing business cooperation in South and East Asia, JETRO has made great achievement in promoting trade between China and Japan. Therefore, China＇s Foreign Trade interviewed Mr. Yoichi Maine, Deputy Director General of JETRO BEIJING.     

Auto Parts Market Potential Coming into Surface

Looking at the increasingly fierce competition in the world auto market. global automobile manufacturing industry, taking Europe, the U.S. and Japan as representatives, is gradually forming a new type of relationship, mutual cooperation between whole vehicle and parts manufacturers. We can clearly see that auto parts manufacturers have become independent from the whole vehicle manufacturing companies, which means that the former structure of auto industry has greatly changed, and a new relationship,     

Public Financial Expenditure——A Reflection of the Livelihood Improvement

In recent years.China's public finance put social construction high on the agenda and attaches more importance on livelihood insurance and improvement.The 2003-2007 public financial expenditure reflects a fact that the government isputting more emphasis on livelihood andissues concerning the people.     

Voices from the MPC and CPPCC

"Crucial for economic growth.energy utilization has its role in all economic sectors and every aspect of people's daily life.Now we are in dire need of a new profession,namely energy manager.We not only need to have passion and responsibility,but also a scientific approach to conserve energy and cut emissions.APpropriate legislation should be in place.and a special profession should be introduced to ensure the implementation of these laws and regulations."