消费者创新性对顾客忠诚的影响

近年来,随着买方市场特征的日益显著,企业竞争策略开始从单纯的争夺顾客向保留顾客转变。鉴于当前消费者创新性对顾客忠诚的重要作用,研究消费者创新性对顾客忠诚的影响,对于我们更好地认识顾客忠诚形成机制并指导顾客关系管理实践具有十分重要的意义。基于消费者视角,借助计划理论与调节聚焦理论探讨消费者创新性对顾客忠诚影响的内在机理可以发现,消费者创新性对顾客忠诚具有负向影响,且这种负向效应不受顾客满意度水平高低影响。同时,消费者创新性对顾客忠诚两个维度的影响存在差异,即消费者创新性负向影响行为忠诚,而对态度忠诚并无显著影响。考虑到消费者创新性对顾客忠诚及其具体维度的影响,为更好地进行企业顾客关系管理,必须关注目标顾客消费者创新性程度,特别是重视目标市场中消费者创新性程度较高的那部分顾客。企业在追求顾客忠诚时,不能仅仅关注顾客满意,还要充分认识消费者创新性对顾客忠诚的负向影响,将注意力转向企业外部,关注消费者创新性程度,采取适当的营销策略合理防止消费者创新性程度较高的顾客发生购买行为转移。     

顾客参与创新:第三方消费者对产品创新性的感知

作为顾客参与创新的目标消费群体,第三方消费者如何评价顾客参与创新的成果具有重要的意义。文章通过社会认知理论的视角探讨了顾客参与创新对第三方消费者的影响。通过三组实验发现,顾客参与创新会显著促进第三方消费者对产品创新性的感知,这种创新性感知受到第三方消费者对参与创新顾客身份认同的中介作用。同时,第三方消费者与参与创新顾客的关系紧密性以及参与创新过程的透明度会调节顾客参与创新与身份认同感之间的关系,进而影响第三方消费者对顾客参与创新成果感知创新性的评价。其中,第三方消费者与参与创新顾客的关系紧密性越强,其对参与创新顾客的身份认同度越高;顾客参与创新过程的透明度越高,第三方消费者对参与创新顾客的身份认同感越高。     

基于消费者创新性的市场细分研究

消费者创新性不仅与营销理论相关,与营销实践也密不可分.产品创新成功与否的标准归根到底要取决于消费者是否接受这些创新.本文通过对重庆市主城区消费者的实地调查,以消费者创新性为细分变量,运用价值观和生活方式细分途径,将消费者划分为创新采用者、早期采用者、早期大众、晚期大众和落后采用者五个细分市场,并运用价值观和生活方式变量、行为变量和人口统计变量对细分市场的轮廓进行描述.     

基于CSR的消费者质量感知及信任对消费者支持的影响北大核心CSSCI

对现代企业而言,履行社会责任是企业实现可持续发展目标的重要手段,企业如何通过履行社会责任获得消费者支持是一项极具研究价值的课题。文章基于企业社会责任视角,采用分层回归方法对消费者质量感知、信任与消费者支持之间的关系进行深入研究。研究结果表明,消费者信任对消费者支持的正向影响作用非常显著,企业社会责任联想对消费者信任和消费者支持的关系具有显著调节作用,企业社会责任的利己感知动机在消费者信任与消费者支持的关系上具有负向调节作用。因此,企业为更好地通过履行社会责任,赢得消费者支持,实现社会与企业的双赢,必须做到以下两点:一是赢得消费者信任,这是企业获得消费者支持的前提;二是积极且不求回报地履行社会责任,这是企业获得消费者支持的关键。     

消费者的创新性对网上购买创意产品意向的影响——以时装为例

随着创意产业和网上购物的迅速发展,对于电子商务从业者来说,理解和预测哪些消费者通过这种新的购物渠道来购买创意产品（例如,时装）显得尤为重要。文章基于技术接受模型,引入消费者的创新性（互联网创新性和产品创新性）作为自变量,构建新的模型,并进行实证研究。研究表明,互联网创新性比产品创新性更能影响网上购买创意产品的态度和行为意向,消费者的产品创新性对消费者感知网上购买创意产品有用没有显著影响。     

基于消费者隐性需求的企业营销创新研究

依据消费者对需求的信息认知度和价值感知度,消费者隐性需求可分为意识半隐性需求、结构半隐性需求和完全隐性需求.文章指出,感知缺陷、知觉选择、知觉解释以及认知能力等因素导致了消费者隐性需求的产生.消费者的隐性需求只有转化为显性需求,才能为消费者自身所察觉,并对企业的各种信息刺激产生反应,最终产生消费动力,进而形成消费意愿.消费者隐性需求的特点决定了企业只有改变传统的营销模式,通过不断创新营销策略,才能够真正地挖掘出消费者的隐性需求,从而为消费者创造更大的价值.     

创新营销提升消费者的“空气”认知

作为新产品,空气净化器在中国的市场前景广阔,但消费者认知不足是导致销售增长缓慢的主要原因。本文运用营销学中关于消费者教育和消费者认知的理论,结合作者在推广空气净化器过程中探索出的一些成功经验,认为企业只有采用创新性的营销手段引导和教育消费者提高空气认知,才能充分挖掘潜在的消费需求,实现自身的发展。     

感知品牌创新性的理论研究综述

消费者感知创新的研究逐渐兴起,在产品层面和企业层面已进行了许多研究,品牌层面的相关研究较少,国内的相关研究尚未出现。品牌创新感知是消费者对品牌的产品创新、创造力和未来在一定市场中的潜在持续创新活动的感知。品牌创新感知与产品创新、企业创新感知的含义既相互联系又相互区别,有更广泛的内涵。基于消费者感知品牌创新的定义而与其他重要概念进行了辨析,对感知品牌创新的影响作用的现有成果进行了简要回顾,结合目前研究现状指出了未的来研究思路和方向。     

探究消费者行为对寿险产品创新的影响

我国人寿保险行业发展速度惊人,但密度和深度与经济发展水平较高的国家相比,可谓霄壤之别.虽说基于人口大国的优势,潜在市场大,但实际对寿险的消费情况却不及预期.因此,我们需要对寿险产品进行创新,使之进一步普及,尤其是从居民的消费行为对寿险发展影响的方向入手.通过取其精华,自我升华;多方位开发,加大消费密度;保障为主的稳健发展模式,分步骤、有重点地推进投资类寿险产品发展;完善寿险监管机制和产品创新机制等方式对我国寿险进行创新.     

An Empirical Study on the Factors Affecting Online Shopping Behavior of Millennial Consumers

The online market in India is growing at an exponential rate, predominantly driven by the massive and extensive promotional activities. This strategy may not be appreciable in the long run, hence a real value addition is essential, which is explored through this study. The main objective of this research is to study about the determinants that are affecting the online purchasing behavior of millennial consumers. Conceptual framework, which consists of four factors that may induce online purchase behavior among millennial consumers: consumer innovativeness, perceived benefits, perceived risks, attitude and intention. The population of the study is from the millennial customer’s segment of Chennai metro, Tamil Nadu, India, and the study used systematic random sampling. The statistical tools applied are chi-square, ANOVA, correlation, multiple regression, and factor analysis. From the outcomes of this study, factors influencing online purchase are analyzed, and suggestive strategies for online companies are recommended.     

Consumer Self-Confidence in Wine Consumers: The Role of Knowledge-Based Factors

This study uses the Wine Self-Confidence Scale (WSCS) with a sample of 297 customers of ABC Fine Wine and Spirits, a Florida-based retailer, to examine aspects of self-confidence in wine purchasing. The results indicate that two knowledge-based self-confidence factors (information knowledge and persuasion knowledge) were predominant for these consumers. The study showed strong support for the WSCS, which was developed as a measure of self-confidence in wine buying by Olsen, Thompson, and Clarke (2003) and how these relate to reliance on personal experience.     

我国城镇消费者有机农产品消费行为分析

目前,国际市场对有机农产品需求不断提高,营养、安全与价格在我国消费者购买评价有机农产品时居于重要地位。基于对北京、武汉消费者的调查,本文统计评价了我国消费者对有机农产品的认知水平,并对有机农产品消费行为及其影响决策因素进行了分析,发现我国消费者对有机农产品的整体认知水平偏低,这是导致我国有机农产品购买水平不高的重要因素。     

Consumer Primacy on Campus: A Look at the Perceptions of Navajo and Anglo Consumers

ABSTRACT

A comparison was made between 152 Navajo students and 245 Anglo students regarding their perceptions of the educational product. Based upon focus group outcomes, nine elements were used to represent the educational product in the analyses. The elements were conceptualized using the Marketing Lens Model. Four hypotheses were developed and tested. Significant cultural differences were found for the following elements of the educational product: importance ratings among educational attributes, anticipated preparation after graduation, and satisfaction with the educational product. Results are discussed and managerial implications for university administrators are offered.     

Ethical Decision-Making by Consumers: The Roles of Product Harm and Consumer Vulnerability

The primary purpose of this study was to examine the effects of perceptions of product harm and consumer vulnerability on ethical evaluations of target marketing strategies. We first established whether subjects are able to accurately judge the harmfulness of a product through labeling alone, and whether they could differentiate consumers who were more or less vulnerable. The results suggest that without the presence of a prime, subjects who depended on implicit memory or guess were able to detect differences in “sin” and “non-sin” products and consumer vulnerability, but were far less likely to be able to distinguish among high and low levels of product harm and consumer vulnerability. The inability to accurately identify high and low levels of product harm and consumer vulnerability impacted their perceptions of the ethicality of target marketing strategies, such that only four out of 18 target marketing strategies were judged as unethical. Thus, our findings contradict previous research that found subjects judged many more of the integrated strategies as unethical [Smith and Cooper-Martin, J Market 61(1997) 1]. Our results suggest that assessing ethical evaluations of strategies varying in product harm, and consumer vulnerability may only be relevant if consumers can accurately identify product harm.     

The Role of Identity Salience in the Effects of Corporate Social Responsibility on Consumer Behavior

Based on the assumption that consumers will reward firms for their support of social programs, many organizations have adopted corporate social responsibility (CSR) practices. Drawing on social identity theory, a model of influence of CSR on loyalty is developed and tested using a sample of real consumers. Results demonstrate that CSR initiatives are linked to stronger loyalty both because the consumer develops a more positive company evaluation, and because one identifies more strongly with the company. Moreover, identity salience is shown to play a crucial role in the influence of CSR initiatives on consumer loyalty when this influence occurs through consumer-company identification. A strong identifier is not necessarily in a constant state of salience, but activating identity salience of a particular consumer social identity (a company) will affect consumer reactions to product stimuli, increasing consumer loyalty.     

基于现代女性视角的消费行为研究

众所周知,当今世界女性消费者已经成为市场上的消费主力军,在购买活动中起着举足轻重的作用。女性的社会消费在当前的消费大潮中正在从温饱型消费向发展型、享受型消费发生着根本性变化。女性作为社会消费的一个特殊群体,有着不同于社会其他消费群体的消费心理和消费行为,其随着社会的发展而发生了重大变化,表现出更趋于个性化和高级化等多方面特点。在目前大部分市场处于饱和、竞争空前激烈的情况下,认真研究并探索现代女性独特消费心理特点以及消费行为的变化,能够为企业制定有效地营销策略,提供有益的建议,成为市场上最具潜力的竞争企业。     

品牌形象对消费者行为倾向影响的实证研究

本文认为,品牌形象影响并决定着人们的购买和消费行为,独特的品牌形象可以帮助企业确立品牌定位,阻止品牌竞争,改善品牌的市场表现。品牌形象由品牌表现、品牌个性、公司形象三个维度构成,三者不存在层级关系。其中,品牌表现是影响消费者行为倾向的主要因素;品牌个性影响消费者行为倾向,但影响程度较弱;公司形象通过品牌表现和品牌个性间接影响消费者行为倾向,对消费者行为倾向无显著影响。文章提出,企业可以通过三种品牌形象进行品牌定位,即品牌功能属性定位、品牌个性定位、公司形象定位,品牌形象管理即企业进行品牌定位的过程。对于中国企业来讲,品牌个性和公司形象的定位更值得关注。开发独特的品牌形象,建立吸引人的差异化的品牌形象的品牌战略,加强企业品牌形象的推广,是提高顾客忠诚度的根本途径。     

中国消费品出口贸易规模与结构分析

20世纪90年代以来,我国消费品出口贸易迅速发展,占全部出口贸易值的比重持续上升,目前已超过60％,在出口贸易中占有重要地位。今后,中国消费品出口贸易规模将稳步扩大,但占全部出口商品的比重将有所下降;消费类电子电器等资本技术密集型消费品占全部出口消费品的比重继续上升,其他劳动密集型消费品所占比重继续下降,中国消费品出口贸易结构继续优化。