Exploring the effect of Starbucks' green marketing on consumers' purchase decisions from consumers’ perspective

This study contributes to current literature by constructing a model to evaluate how using green marketing to promote brand image affects consumers' purchase intentions. First, the decision-making trial and evaluation laboratory (DEMATEL) method was used to explore the mutual influence on evaluation indicators, and an influential network relation map (INRM) of indicators and sub-indicators was constructed based on the results. The DEMATEL method was then combined with the analytic network process to create a DANP method to calculate weights for each indicator and sub-indicator. A modified Vlse Kriterijumska Optimizacija Kompromisno Resenje (VIKOR) method was then employed to explore the comprehensive performance of each indicator and sub-indicator using empirical data. Finally, conclusions were summarised and suggestions were proposed. This study's findings can serve as a reference for firms seeking to improve the tangible effects of their green marketing strategies by stimulating consumers' purchase intentions.     

Which food delivery platforms are winning the restaurant food delivery wars? Analysis from a consumer perspective

The emergence of the COVID-19 pandemic dramatically lowered the foodservice industry's income overnight. Conversely, the practical measure of remaining at home to deal with the pandemic's impact has boosted the online food delivery business. In this study, a consumer perspective was adopted and an adapted version of the extended unified theory of acceptance and use of technology (UTAUT2) was used alongside multi-attribute decision-making methods (DEMATEL, DANP and modified VIKOR) to construct a model for evaluating and selecting a food delivery platform (FDP). The results of the INRM (influential network relation map) revealed that the first dimension to be improved upon and adjusted should be security, followed by effort expectancy, performance expectancy, social influence, facilitating conditions, hedonic motivation and habit. The DANP influential weights suggested that habits were the most important dimension, followed by hedonic motivation, while performance expectancy was the least important. According to the results of the gap analysis, the first dimension that required improvement was performance expectancy, followed by effort expectancy, facilitating conditions, security, social influence, habits and hedonic motivation. It is expected that the findings of this study can serve as a reference for consumers selecting FDPs to better satisfy their dining needs. The novel model is discussed in terms of theoretical, practical and managerial implications.     

Consumers' switching intention towards E-commerce platforms’ store-to-store pickup services: The application of the extended PPM model

The knowledge of the preference of innovative service consumers is crucial for e-commerce platforms to boost profit, gain a competitive advantage, and achieve remarkable growth. In this research, the consumer's viewpoint was applied. Furthermore, the extended Push-Pull-Mooring (PPM) model was integrated into the multi-attribute decision-making (MADM) approach to investigate the elements impacting the consumers' attempt of shifting to the store-to-store pickup service developed by e-commerce platforms. Besides, the development of the Decision-Making Trial and Evaluation Laboratory (DEMATEL) was for the investigation into the reciprocal effects of evaluation dimensions and factors and the development of an influential network relation map (NRM). The DEMATEL-based Analytic Network Process (DANP) was used to calculate the influential weights of these dimensions and factors. It could be seen from the NRM that the first dimension that required improvement and adjustment ought to begin with a push and subsequently a pull, mooring, switching intentions, and inertia. The influential weights from the DANP highlighted inertia as the most impactful dimension, with mooring coming in second. Meanwhile, push held the lowest significance. The next discussion focuses on the theoretical, managerial and practical implications.     

Factors influencing the consumers’ behavioural intention to use online food delivery service: Empirical evidence from Taiwan

Understanding consumer preferences is crucial in helping online food delivery services (OFDS) increase operating revenue and competitiveness while achieving sustainable development. Prior studies on OFDS employed qualitative research and methods for statistical analysis, but few researchers have discussed the importance of the primary factors influencing consumers' selection and intention of OFDS from multiple-attribute decision-making (MADM) perspective. Based on a consumer's perspective, the MADM techniques were utilised in this study to build an assessment model for consumers' selection of OFDS. First, to determine the relative weight of each evaluation criterion and dimension, the analytic hierarchy process (AHP) was utilised. Subsequently, the complex proportional assessment of alternatives (COPRAS) was utilised to analyse the feasible solutions. Lastly, the modified VlseKriterijumska Optimizacija I Kompromisno Resenje (VIKOR) was employed to discuss the performance gap between each evaluation dimension and criterion. The three methods helped identify the primary evaluation criteria and determine the rankings of feasible solutions and related performance gaps. The methods were used to conduct an empirical analysis of the data. Several conclusions and suggestions have been provided based on the findings. The findings are anticipated to serve as a reference for OFDS operators to learn from, allowing them to better understand consumers' demands and provide better service. Finally, theoretical and managerial implications are explored.     

我国商业银行利率博弈分析

利率是商业银行存贷业务的价格 ,随着利率市场化的逐步深化 ,我国商业银行无疑将会围绕利率展开存贷业务的竞争。从微观角度 ,运用博弈论的一些基本概念 ,同时通过修改传统的“折拗的需求曲线”模型 ,分析我国商业银行在各个时期利率竞争的态势及其影响。     

中国房地产行业盈余管理模型的构建及实证分析

本文研究中国上市房地产企业的盈余管理行为。本文发现，传统应计制下的盈余管理模型无法较好地拟合中国房地产行业盈余管理的特征。在关注房地产行业经营和财务处理方面特殊之处的基础上，通过详细分析预售制度和会计处理的特点，建立了以预收账款作为被解释变量的预收模型。运用该模型对房地产行业的盈余管理行为进行了检验．其检验效果和拟合优度要优于改进的修正琼斯模型。经过实证检验，认为上市房地产企业利用预收账款，存在微弱的正向盈余操纵。     

Does playing a video game really result in improvements in psychological well-being in the era of COVID-19?

This study examines the structural relationships between the perceived value dimensions of quality, emotional, price, and social, positive and negative emotions, psychological well-being, and loyalty in the video game context along with the moderating role of the perceived severity of COVID-19. This study collected data from 258 video game consumers in the United States via three waves of surveys. The findings of structural equation modeling revealed significant associations among the perceived value dimensions, emotions, psychological well-being, and loyalty. In addition, the moderating role of the perceived severity of COVID-19 showed that the impact of video game consumers' positive emotions on psychological well-being would be weaker with a high level of perception of the severity of COVID-19. Based on the empirical results, this research proposes theoretical (i.e., extension of the cognitive appraisal theory in a digital environment, and integration of the cognitive appraisal theory with the two-factor theory of motivation) and practical implications (i.e., how to increase levels of users’ psychological well-being and loyalty via video games) for the video game industry during and after the era of COVID-19.     

吸引外资与产业扶持政策的动态博弈分析

本文运用博弈论的方法,构造一个三阶段的完美动态博弈模型,利用该模型在引进外资与扶持产业之间找到一个纳什均衡,研究结果表明:我国应该加大市场整治力度,进一步改善投资整体环境,如市场准入、公平竞争、法制与产权保护、基础设施等,既适用于外资,也适用于内资。有了良好的投资环境,政府根本无须对外资实行减免税等特殊优惠政策。在这种环境下,中国可以同时刺激外资的流入与国内投资的增长。