快速消费品重复购买意向影响因素的实证研究

本文基于I MI消费行为与生活形态统计年鉴的研究结果,运用联合分析对消费者进行快速消费品重复购买的影响因素进行了研究。然后从购买行为差异的角度通过聚类分析将消费者分成三类。最后对不同类型的消费者在背景信息和品牌认知情况两个方面的差异进行比较,并对研究结果的营销启示进行了讨论。     

快速消费品重复购买意向影响因素的实证研究

本文基于IMI消费行为与生活形态统计年鉴的研究结果,运用联合分析对消费者进行快速消费品重复购买的影响因素进行了研究.然后从购买行为差异的角度通过聚类分析将消费者分成三类.最后对不同类型的消费者在背景信息和品牌认知情况两个方面的差异进行比较,并对研究结果的营销启示进行了讨论.     

消费者与组织购买行为的比较研究

消费者购买行为是消费者为满足个人或家庭生活需要而发生的购买商品的决策或行动，组织购买行为是组织与组织之间的营销活动。组织购买与消费者购买有着较大的差异，因规模远比后者大而对市场经济的作用巨大，在市场营销理论中也占看重要的地位。对消费者与组织购买行为进行比较研究，对组织购买决策模型加以对比分析，有助于更好地理解组织购买活动与购买决策过程。     

网络消费者购买行为研究

电子商务市场与传统实体市场存在着很大差异 ,导致了网络消费者购买行为与传统的消费者购买行为较大的差异 ,本文对引起这些差异的因素及其影响进行了分析 ,有助于网络零售商制定适合于网络销售的营销战略和营销工具。     

网络消费者购买行为研究

电子商务市场与传统实体市场存在着很大差异,导致了网络消费者购买行为与传统的消费者购买行为较大的差异,本文对引起这些差异的因素及其影响进行了分析,有助于网络零售商制定适合于网络销售的营销战略和营销工具。     

网络零售业中消费者购买意愿的影响因素研究——基于PLS—SEM方法对交易成本的分析

交易成本是影响消费者购买意愿的重要因素。本文以交易成本作为研究视角,首先回顾了网络零售行业中基于此视角的相关研究。在此基础上,建立网络零售业中消费者购买意愿及其影响因素的相关研究假设,运用PLS—SEM模型的研究方法,采用问卷调研获取数据,对网络零售业中消费者购买意愿的影响因素进行了实证分析。研究表明,消费者的交易成本显著的影响其最终购买意愿,购买频率和网络零售商的不确定性通过影响交易成本,对购买意愿产生显著的影响。     

信息框架和调节导向对冲动购买行为的影响

采用情景模拟法考察两种不同目标导向的消费者面对两种不同的信息框架时冲动性购买行为的差异。采用方差分析对数据进行处理,结果发现:在调节匹配的情况下,消费者冲动性购买程度更高;时间框架存在干扰效果,在天时间框架情形下,无论被试是否存在匹配效应,都会有较高的冲动性购买行为。     

体育赞助对消费者购买意向影响的实证研究——来自中国高校在校生的数据

本文在文献回顾的基础上尝试采用实证方法探索体育赞助对消费者(学生)购买意向的影响.对3种运动饮料类产品和3种运动服饰类产品的研究表明,体育赞助对消费者(学生)购买意向会产生积极作用,但是由于消费者的品牌偏好和价格敏感性等所存在的差异,因此并不是越喜爱体育运动的消费者越是倾向于购买体育赞助多的企业的产品.     

绿色产品购买意向的影响机制:基于消费者创新性视角

基于消费者创新性理论,引入消费者创新性、社会价值和环境知识三个变量,构建不同环境知识下的消费者创新性—绿色产品购买意向模型,以研究消费者的绿色产品购买意向,并对784个消费者样本进行实证检验.结果表明:消费者创新性对绿色产品购买意向具有正向影响,对社会价值具有正向影响;社会价值对绿色产品购买意向具有正向影响,并在消费者创新性和绿色产品购买意向中起部分中介作用;环境知识在消费者创新性、社会价值与绿色产品购买意向的关系中起负向的可调节中介作用.了解消费者创新性对绿色产品购买意向的影响机理与路径,能为提升消费者参与环保行为的意愿和能力、增强其对绿色产品购买意向进而增进厂商营销效益带来有益启示.     

中国传统文化价值观对环保行为的影响——基于消费者绿色产品购买行为

为了探索中国传统的文化价值观对消费者环保行为的影响,文章研究消费者的依存型自我建构与其绿色产品购买行为之间的相互关系。依存型自我建构是一种将自己的态度和行动建立在其他关系人的思想、情感和行动基础之上的自我;而绿色产品购买行为是消费者购买原料、生产过程、使用和报废后处理等都有利于生态环境保护的产品的行为。文章采用AMOS17.0软件,以871份问卷数据为样本对它们的影响关系进行了检验,研究结果表明,消费者的依存型自我建构对其绿色购买行为具有显著的影响。这一研究结果不但说明中国传统文化价值对消费者的环保行为具有一定影响,而且为绿色营销的市场瞄准和定位提供了新的依据,企业可以根据消费者的依存型自我建构找到绿色产品的主要顾客群,并针对顾客群的依存型自我建构特征设计和推广产品品牌和企业形象。     

Anticipation of injurious consumption outcomes and its impact on consumer attributions of blame

The role of expectations in consumer evaluation of outcomes is widely applied in the study of consumers’ postpurchase evaluations. However, the evaluative consequence of relatively unexpected outcomes has received little attention. This study discusses the importance of infrequently occurring negative outcomes in consumer evaluations and then tests the role of their foreseeability in an attributional model. Results suggest that the extent to which a consumer anticipates negative product use outcomes plays an important role in mediating attributions for that outcome to the marketer. Specifically, the model results address determinants of consumer attributions of blame for negative consumption outcomes. Factors such as promoting safety, using warning labels, and providing service as well as consumer risk aversion, product experience, and perceived product danger influence blame both directly and indirectly through the extent to which an unlikely negative outcome is anticipated. His expertise is in the area of product safety and consumer reactions to negative information. His research has appeared in theJournal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Consumer Affairs, Advances in Consumer Research, and numerous other national and regional publications. His expertise is in the area of consumers’ affective reactions and research methodology. His work has appeared in theJournal of Consumer Research, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Business Research, Advances in Consumer Research, and numerous other professional outlets. Her academic interests are focused on consumer behavior and retailing, and she has been recognized with both college and university teaching awards in these areas. Her research has appeared in theJournal of Consumer Satisfaction/Dissatisfaction and Complaining Behavior, Advances in Consumer Research, The Cutting Edge, and numerous other national and regional publications.     

Customer loyalty: Toward an integrated conceptual framework

Customer loyalty is viewed as the strength of the relationship between an individual’s relative attitude and repeat patronage. The relationship is seen as mediated by social norms and situational factors. Cognitive, affective, and conative antecedents of relative attitude are identified as contributing to loyalty, along with motivational, perceptual, and behavioral consequences. Implications for research and for the management of loyalty are derived. His research interests include consumer decision making, information processing, and consumer loyalty. He has published in theJournal of Consumer Research andAdvances in Consumer Research. His research interests are consumer information processing, persuasion cues in advertising, and international marketing. His articles have appeared in theJournal of Consumer Research, Journal of Marketing Research, Journal of Consumer Psychology, andCanadian Journal of Administrative Sciences as well as in a number of conference proceedings.     

消费信贷的发展现状及促进建议——以陕西省为例

消费信贷是当今世界各国促进信用消费的主要形式,对经济增长具有积极意义。后金融危机时代,我国经济发展速度稳步上升,发展个人消费信贷是保持经济继续平稳较快发展的重要途径。本文在阐述消费信贷理论的基础上,对陕西消费信贷的现状和存在的问题进行分析,在借鉴美国消费信贷的经验及启示的基础上,有针对性地提出进一步发展消费信贷的对策和建议。     

The role of rationalization in consumer decision processes: A revisionist approach to consumer behavior

Consumer behavior theory, as it has largely evolved from economics with its rigid adherence to marginal utility theory, suggests that consumers are highly rational and that they basically strive to maximize utility or satisfaction by the careful rationing of resources. In this paper, the typical assumptions in consumer decision process models are reviewed and analyzed, the empirical evidence supporting the models of the rational consumer is challenged, the concept of rationalization is developed and the existential support for the concept is examined, the role and significance of alternative ego state on consumer decision processes are explained and finally, the rudiments of a revisionist approach to consumer behavior are advanced. An earlier draft of this paper entitled “Consumer Decision Processes: The Role and Influence of Rationalization” was presented at the annual meeting of The American Psychological Association Division 23 in 1977. The author was assisted in the preparation and development of this earlier draft by Dr. Chem Narayana. This assistance is herewith acknowledged.     

我国有关部委保护各自领域消费者的制度框架和执行体系

根据《中华人民共和国消费者权益保护法》,消费者和经营者发生消费者权益争议后,可以通过下列途径解决:①与经营者协商和解;②请求消费者协会调解;③向有关行政部门申诉;④根据与经营者达成的仲裁协议提请仲裁机构仲裁;⑤向人民法院提起诉讼。本文是中国人民银行西安分行《金融消费者权益保护》研究报告的一部分,总结了工信部、国家民用航空局、国家邮政局、国家质监总局等有关部委保护消费者的制度框架和投诉处理体系,这些做法和经验对金融领域的消费者保护具有一定的借鉴作用。     

可持续性感知能否激发消费者的共享参与意愿？

根据基于信任的消费者决策模型和创新搜寻理论,构建了一个有调节的中介模型,实证解析消费者可持续性感知对共享参与意愿的影响机理以及消费者信任中介作用的边界条件。通过调查问卷收集样本数据,运用结构方程模型进行实证分析,得到以下研究结论:经济可持续性感知和社会可持续性感知以及消费者信任是影响消费者共享参与意愿的关键因素,并对共享参与意愿有直接影响;消费者信任在经济可持续性感知与共享参与意愿之间,以及社会可持续性感知与共享参与意愿之间有中介作用;消费者创新搜寻会削弱消费者信任的中介作用,但消费者信任在共享经济下的重要性得到进一步确认。研究结论揭示了共享经济可持续性影响消费者共享参与意愿的复杂机制,为共享经济平台企业实施可持续发展战略和差异化营销策略提供了理论和实践启示。     

Hispanic values and subcultural research

Consumer research on Hispanics in the United States has been based on presumable cultural differences between Hispanics and non-Hispanics. This article investigates the cultural differences hypothesis by testing for cultural value orientations among Hispanics and Whites, using the Rokeach paradigm. Because values are central to culture, they represent a critical test of this hypothesis. The findings point out differences in values between Hispanics and Whites, which may have important consumer behavior implications.     

A desires congruency model of consumer satisfaction

The disconfirmation of expectations model has been increasingly criticized in recent years and, as a result, standards other than expectations have been suggested. The present research proposes consumer desires, based on means-end theory, as the comparison standard. Results of an experiment show that the extent to which performance is congruent with desires is a powerful antecedent to satisfaction, while the effect of disconfirmation of expectations is nonsignificant. He received his Ph.D. from Indiana University. His research interests include consumer satisfaction/dissatisfaction, service quality, and issues involving consumer knowledge. His work has appeared in the Journal of Consumer Research and the Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. He received his Ph.D. from Carnegie-Mellon University. His articles have appeared in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and several other journals. He is currently a member of the Editorial Review Board of the Journal of Consumer Psychology and served for several years as a member of the Editorial Review Board of the Journal of Consumer Research.     

Consumer ecological concern and adaptive behavior

Consumer concern with the environmental problems and the related adaptive behavior have been investigated. For purposes of analysis the respondents are categorized into high concern and low concern groups on the basis of the degree of concern expressed by the respondents. Differences between the groups were analyzed in relation to the following consumer response variables: (1) attitudes towards pollution control; (2) pollution related message recalls; (3) believability of corporate pollution related advertisements; (4) purchase intentions of non-polluting products under different conditions of adaptive behavior; (5) willingness to make monetary and convenience sacrifice in buying non-polluting products; and (6) non-polluting product purchase recalls. Data analysis leads to the following conclusions: respondents in general do not consider that the dangers of pollution are exaggerated; respondents in both the groups expressed more willingness to adapt or change their behavior in situations involving socio-psychological, convenience and economic variables than product quality variable; and the two groups significantly differed with regard to the number of non-polluting product purchases recalled.     

我国居民消费不足的原因分析及政策建议

居民消费需求是拉动经济持续稳定增长的重要因素,然而我国却面临着居民消费率持续降低的严重问题。本文分析了我国目前居民消费需求的现状及对我国经济发展造成的不利影响,在此基础上分析了造成居民消费需求不足的原因,并给对了针对性的政策建议。