Are conservative approaches to new product selling a blessing in disguise?

A new product’s success in the marketplace largely depends on salesforce actions. Many B2B salespeople display conservatism when confronted with new products in their portfolio, such that they maximize their efforts to sell existing products before engaging in efforts to sell the new product. So far, it is unclear whether this conservative selling behavior (CSB) is harmful to new product selling performance, and how this behavior can be managed. Building on perceived risk processing theory, and employing multi-level structural equation modeling on a multi-source dataset, the authors empirically substantiate that salespeople’s CSB makes their effort to sell new products more effective. Remarkably, such effort is then valued less by sales managers. The authors also find that CSB is a result of a risk assessment and evaluation process, in which internal marketing efforts (i.e., providing salespeople with information on the new product) determine the weight of perceived performance risk (i.e., new product radicalness), social risk (i.e., managerial new product orientation), and financial risk (i.e., long-term rewards). Managers looking to control the levels of CSB in their salesforce should carefully align their information support activities with the perceived risk dimensions of the new product selling situation.     

Impact of country-of-origin cues on consumer judgments in multi-cue situations: a covariance analysis

The effect of country-of-origin labelling on consumers’ assessments of product quality, risk to purchase, perceived value and likelihood of purchasing was tested experimentally in a multi-product, multi-cue setting. Country-of-origin information was found to be more important in affecting product quality assessments than were price and brand information. Price was important in value assessment while brand was significant in a few product specific cases. Age, education, sex, and perceptions of ability to judge products were variously related to consumers’ ratings of quality, risk, value and likelihood of purchase especially when the product was more complex and difficult to judge. However, much of the variation in consumer judgments was not accounted for by the variables employed in this study, suggesting that future research should include more detailed studies of information processing whereby intrinsic and extrinsic product cues and a wide range of consumer characteristics are taken into consideration.     

Influence of catalog vs. store shopping and prior satisfaction on perceived risk

This paper presents the results of a study which examines the overall amount and types of risk consumers perceive when purchasing the same products by direct mail as compared to retail stores. The effect of prior catalog shopping experience on perceived risk is also examined. The results indicate that despite the gains achieved by the direct mail industry, consumers continue to perceive this shopping mode as being significantly more risky. Differences were also found with respect to the individual types of risk perceived. A significant relationship between perceived risk and the satisfaction/dissatisfaction derived from prior catalog purchase experience was also identified.     

度假酒店顾客信息搜寻行为影响因素研究

度假酒店产品的特殊性决定了顾客在其购买决策过程中会表现出不同于实物产品购买的信息搜寻行为。在文献综述的基础上,提出了度假酒店顾客信息搜寻行为影响因素模型,并通过网络调研和实地调研收集了334份有效问卷,利用SPSS 17.0和AMOS 17.0进行统计分析,验证了研究假设,修正了研究模型,并得出了以下主要结论：影响度假酒店顾客信息搜寻行为的主要因素为搜寻态度、卷入程度、感知收益,而产品知识、搜寻成本、感知风险对顾客信息搜寻行为的影响不显著;不同的顾客群体在信息源的选择上存在不同的偏好。     

会计准则变迁降低了信息风险吗——来自中国证券市场的经验证据

以2001～2007年我国A股上市公司数据为样本,以应计质量作为信息风险的代理变量,从外部制度环境的角度研究了2006年会计制度变迁对于信息风险的影响,并从内部所有权安排的角度剖析了国有、民营企业信息风险存在巨大差异的原因。研究结果表明,总体来看,2007年新准则实施后,上市公司的信息风险有了显著增加;民营上市公司的信息风险高于国有上市公司,并且这种差异随着会计准则的实施而增大。     

银行个人理财客户识别矩阵构建及实证研究——基于感知利益与感知风险权衡的视角

银行个人理财客户的购买决策建立在对理财产品整体评估的基础上。本文对感知价值的内涵进行理论拓展与创新,提出银行个人理财客户对理财产品的感知价值是感知利益与感知风险的权衡,并归纳了感知利益与感知风险的构成维度。根据感知利益与感知风险水平差异对个人理财客户类型进行识别,通过实证研究检验了整体及各客户类型感知利益与感知风险对感知价值及购买意愿的综合影响效应。     

The impact of services versus goods on consumers’ assessment of perceived risk and variability

With the development of service marketing concepts comes the need to test theory against consumer behavior. This study examines differences in perceived risk and variability between services and goods. In a controlled experiment whereby product stimuli were objectively placed along a goods-services continuum, data from consumers was collected focusing on six types of perceived risk and product variability. The findings of the study provide evidence that services evoke heightened risk and product variability perceptions.     

The influence of type of advertisement,price, and source credibility on perceived quality

There are numerous multiple-cue studies of the impact of price and/or other cues on perceived quality. However, there is virtually no reported empirical evidence that identifies the impact of comparative advertising on perceived quality. This paper reports the results of an experiment that examined the impact of type of advertisement (i.e., direct-comparative and non-comparative), price, and source credibility on perceived quality of a new brand. Results suggest that a direct-comparative advertisement has a more positive effect on perceived quality of a new brand than a noncomparative advertisement. In addition, an interaction effect of price and source credibility on perceived quality was found.     

The influence of the amount and type of information on individuals’ perception of legal services

The study examines the impact of different amounts and types of infomation on individuals’ perception of attorneys. Utilizing the concept of perceived risk, an experiment was conducted to test various communication strategies. The results, in part, confirm the “word-of-mouth is best” strategy adhered to by many attorneys. The study also sheds light on the impact of legal service advertising on indivduals.     

An integrated framework for the conceptualization of consumers’ perceived-risk processing

Research on risk is built on a complex array of diverse and sometimes inconsistent definitions, constructs, models, and outcomes. This study examines various literatures to formulate an integrated framework for the conceptualization of perceived-risk processing. The framework specifies three phases (framing, assessment, and evaluation) and their accompanying outcomes of risk attention, perceived risk, and risk-taking propensity. Explicit linkages are specified between situational and individual characteristics. Perceived-risk evaluation is identified as concepturally distinct from assessment of perceived risk, and the construct of risk-taking propensity is separated from those of risk affinity and perceived risk. The framework further presents points of intersection between the literatures on perceived risk and the literatures on consumer decision-making, information search, and satisfaction. Finally, it serves as an anchor for framing future research to promote conceptual and methodological consistency, and to guide progress in directions that are consistent with some leading edge paradigms outside of marketing. Margy P. Conchar (concharm@mail.ecu.edu; Ph.D., University of Georgia) is an assistant professor at East Carolina University. Her research focuses on consumer behavior and advertising. Her work in consumer behavior concentrates on risk, motives, and optimal consumption experience. Her research in advertising focuses on the interface between advertising and finance, accounting, or economics. She has previously published in the proceedings of the Academy of Marketing Science, the Association for Consumer Research, the American Marketing Association of Educators, and the Society for Marketing Advances. George M. Zinkhan (gzinkhan@terry.uga.edu; Ph.D., University of Michigan) is the Coca-Cola Company Chair of Marketing at the University of Georgia. His major research interests include advertising, promotion, e-commerce, and knowledge development. Two of his recent coauthored books includeConsumers (2004, McGraw-Hill) andElectronic Commerce: A Strategic Perspective (2000, Dryden). Cara Peters (petersc@winthrop.edu; Ph.D., University of Nebraska) is an assistant professor at Winthrop University. Her research lies in the general areas of consumer behavior and e-commerce. Primarily using mixed methods, she examines risky consumer behaviors as they relate to sociology and psychology. She has published in theJournal of Consumer Psychology andConsumption, Markets, and Culture, among other journals. Sergio Olavarrieta (solavar@negocios.uchile.cl; Ph.D., University of Georgia) is an assistant professor at Universidad de Chile, Santiago, Chile. He is assistant dean of undergraduate programs at the School of Business and Economics at the University of Chile. His research focuses on branding and marketing strategy. He has previously published in theJournal of Strategic Marketing and theInternational Journal of Product Distribution and Logistics Management.     

关系营销对电子零件交易信任的影响

以关系质量作为中间变量,讨论顾客的信任、承诺、满意与关系营销之间的关联性,关系质量与顾客忠诚之闻的关联性和关系营销对电子渠道产业的顾客忠诚的影响,实证研究得出互动关系、专业知识和顾客知觉支持都显著影响关系质量。     

Developing a deeper understanding of post-purchase perceived risk and behavioral intentions in a service setting

Researchers and service providers have realized that a disproportionate share of a firm’s sales and profits come from a relatively small number of loyal customers that repeatedly purchase the firm’s services. In many service settings, such as health care, repeated interactions between the service provider and the client are necessary for service delivery. While service quality is certainly important, it is also important that customers’ perceptions of perceived risk are taken into account and that customers perceive a degree of control over the services provided. We develop a conceptual model of linkages between the physical environment of the service, perceived control over the service and service quality and, demonstrate through two empirical studies, how these factors affect perceived risk and post-purchase behavioral intentions. Both studies were conducted in health care settings. In the first study, we collected data using a mail survey of 192 patients after their treatment from a regional hospital. In the second study, survey data were collected from 101 patients of a specialized clinic providing alternative therapies within a major hospital. Our results provide confirmation that the favorable physical environment of the service setting enhances perceived control and perceptions of service quality. Moreover, perceived control and perceived quality of the service provider reduces post-purchase perceived risk. Finally, post-purchase perceived risk reduces behavioral intentions, while perceived quality of the service provider enhances behavioral intentions. Authors contributed equally to the research.     

旅行社电子服务质量对旅游者购买意愿的影响研究——感知价值的中介作用

使用结构方程模型分析了旅行社电子服务质量对网站使用者感知价值和购买意愿的影响,研究发现,电子服务质量对网站使用者的感知价值及其未来的网络购买意愿均有显著的正向影响,但不同质量维度的影响不同。其中,网站效率、信息保护和易于联系3个维度对感知价值的影响达到了显著性水平;系统应用维度对感知价值的影响虽不显著,但对购买意愿有显著的直接影响;信息保护和易于联系两个维度虽对购买意愿没有显著的直接影响,但通过影响感知价值对其产生间接影响;网站效率对购买意愿的影响最为显著,不仅有直接影响还通过感知价值对其产生间接影响;网站使用者的感知价值部分中介了旅行社电子服务质量对其网络购买意愿的影响。     

Exploring impulse buying in services: toward an integrative framework

Prior research on impulse buying focuses mostly on goods, ignoring its incidence in services despite growing evidence about the prevalence of impulsive behaviors across diverse consumption contexts. This paper introduces an integrative conceptual framework to study impulse buying in both goods and services by using perceived risk as a focal construct in the impulse buying process and reports findings from two empirical studies. The first study uses a mall-intercept survey to show that perceived risk is lower and likelihood of impulse buying is greater for services with higher tangible (vs. intangible) attributes and higher search (vs. experience and credence) properties. The second study uses a lab-experiment to show significant differences in the influence of three relevant consumer traits (consumer impulsiveness, optimum stimulation level, and self-monitoring) on the level of perceived risk and impulsiveness in purchase decisions for six different services with varying levels of attributes (tangible vs. intangible) and evaluation properties (search, experience, and credence). Overall, the two studies provide substantial evidence of the presence of impulse buying in services and useful insights for researchers and services marketers.     

在线旅行预订感知风险的实证研究

以旅游者在线旅行预订酒店为例,研究旅游者对在线旅行预订的感知风险。在对22个原始变量进行因子分析后,得出6个主要的影响因子：经济风险、功能风险、时间风险、隐私风险、社会风险、服务风险,同时根据其重要性对各因子进行了排序。然后将人口统计变量和在线旅行预订经验分别与6个主因子进行相关分析,研究发现,上述变量与感知风险的部分维度有着不同方向的显著影响。     

感知价格影响公众乘坐高铁出行意向的机制研究

在高铁客运日渐普及,但高铁票价仍饱受争议的背景下,本文在构建行为意向模型的基础上,使用结构方程模型法,探讨感知价格影响公众乘坐高铁出行意向的机制。实证分析表明,公众乘坐高铁出行意向的形成规律表现为"感知质量→感知价值→满意度→乘坐意向",或"感知质量→满意度→乘坐意向"。感知价格对上述规律的影响表现在两个方面:第一,作为前置变量,感知价格不仅直接抑制了公众乘坐高铁出行的意向,还通过抑制感知价值间接影响了乘坐意向,而且感知价格对感知价值的抑制作用要大于感知质量的促进作用;第二,作为调节变量,感知价格影响了感知价值对满意度、满意度对乘坐意向作用的强度。这一结论对于理解感知价格作用于行为意向的机制、优化高铁的运营管理具有一定的启示。     

财务报告舞弊行政处罚与可感知审计质量

以2001年至2008年间非金融类、非外资类正常交易A股公司为研究样本,考察财务报告舞弊行政处罚是否传递了可感知审计质量信息,实证研究结果表明：投资者总体上并不认可财务报告舞弊行政处罚传递了可感知审计质量信息,仅当投资者观察到反映坏消息的审计意见（如审计师出具非标审计意见、审计意见未改善等）和反映审计师声誉信息（如审计师受到行政处罚）的情况下,投资者才认为财务报告舞弊行政处罚传递了可感知审计质量信息。     

旅游电子商务网站服务质量的感知实证分析：基于大学生视角——以携程旅行网（www.ctrip.com）为例

电子商务网站质量评估是网站评估研究的重要内容,主要集中于3个研究视角：技术手段、专家调查和用户感知,其中建立电子商务网站感知质量模型和量表成为研究的热点和前沿。综述前人研究成果,以携程旅行网为例,针对在校大学生展开问卷调查,通过SPSS12.0统计软件,运用因子分析法和回归分析法,建立网站整体服务质量感知的回归模型,研究发现,在线服务对网站整体服务质量感知影响最显著,成为网站感知质量的首要影响变量。     

基于风险因子和AHP的财政风险非参数预警系统构建与实证分析

以风险因子法和层次分析方法(AHP)作为非参数模型预警方法,从预警指标体系的设立、预警指标数据的指数化处理、权重的确定、风险评价函数的建立以及预警信号系统的设计等五个方面构建我国财政风险非参数预警系统.运用该系统对我国财政风险进行实证分析,结果表明,虽然1998年～2008年间我国财政总体风险处于“轻警”状态,但进入2...     

听者的角色及意义建构

外语听力理解过程本质上是听者利用已有的背景知识同文本信息积极互动、建构意义的过程。在此过程中,语境是必不可少的重要因素,主导着语言的运用。文章从交际框架理论和语境理论结合的新视角探讨听力教学中听者的角色及意义建构,听者运用交际框架和他本人所感知的交际角色在具体的语境中来实现意义的构建,对大学英语听力教学有着重要的启示。