消费者—品牌关系维系:基于心理契约的研究

心理契约概念最初是用来描述雇员与雇主的工作关系,但它现已一般化地用来描述许多关系.实践证明消费者--品牌关系中也存在心理契约(消费者对品牌所承诺的义务或责任的感知或信念),消费者心理契约内容包括交易心理契约和关系心理契约.品牌关系中消费者心理契约的违背将对品牌关系产生重大破坏,对心理契约的违背,消费者将采取断裂、抱怨、沉默、破坏等行为.     

论品牌竞争力的来源及其形成过程

品牌的本质是企业与消费者之间的无形契约,品牌反映的关系是企业与消费者之间的契约关系。本文从竞争力的经济学解释入手,分析并指出品牌差别优势是品牌竞争力的源泉,要素优势转化是品牌差别优势形成的关键,顾客感知是品牌优势通向品牌竞争力的桥梁。     

医患心理契约期望感知差异与医患关系研究

改革开放以来,我国在医疗卫生行业的发展取得了巨大成就,但随着医疗卫生体制改革的持续深化,出现了较多问题与矛盾,医患纠纷是诸多问题与矛盾的表现形式之一.本文采用文献研究和问卷调查方法提炼出患方心理契约的三个维度,测量了患方对心理契约的期望与感知差异,探讨了医患关系改善策略,拓展了患方心理契约的研究视角.研究发现,在患方对医方达成的心理契约各个维度中期望和感知的程度存在差别,患方心理契约期望远高于心理契约感知程度,患方更加看重医方对心理契约中即时责任的履行.针对患方侧重的不同加以考虑和重视,提出建议和改善措施,以期对医患关系实施“心”调节,保证医患心理契约关系的和谐发展.     

品牌契约的基础、构成及治理研究

品牌契约建立的基础是消费者对品牌的信任,品牌契约由非正式的品牌契约、正式的品牌契约以及品牌契约的实施机制所构成。品牌可以被看成是体现消费者与企业之间互为委托—代理关系的不完全契约,拥有完全信息的一方拥有剩余权,才能起到激励作用。企业只有做到在满足消费者需求的基础上持续地创造出相对于竞争对手更优的消费者价值,才能确保品牌契约的稳定。     

顾客心理契约违背效应研究--基于对顾客抱怨行为影响的实证分析

近些年,营销领域中作为顾客和企业之间的隐性契约,顾客心理契约受到越来越多的重视。顾客心理契约是指顾客与企业交易过程中,对自身与企业之间互惠的责任和义务的感知和信念,顾客心理契约违背是顾客感知企业单方面未履行应该承担的责任和义务,并产生情感反应。由于顾客心理契约违背发生频繁,并且给企业带来无形的损失,成为该领域中研究的热点。文章在顾客心理契约违背和抱怨行为影响因素相关研究文献基础上,提出顾客性别、顾客对自身义务的感知和行业在顾客心理契约违背和顾客抱怨行为关系上起调节作用。通过餐饮业和银行业的实证研究,首先验证了顾客心理契约违背对顾客直接抱怨、私下抱怨和转换意向有影响,然后验证了顾客对自身义务的感知和行业对上述关系起调节作用,性别的调节作用未得到验证。     

员工个体特征与心理契约感知的关系研究

文章在界定心理契约感知概念和阐述员工个体特征变量对心理契约感知变量影响的相关文献的基础上提出了七个相关假设,通过在全国10多个省份、100多家企业开展的大范围问卷调查,科学筛选出有效答卷并汇总数据,运用SPSS和AMOS等软件进行数据统计分析,探讨了知识员工个体特征对其心理契约感知的影响。实证研究发现,性别、学历、司龄、行业属性和单位性质对心理契约感知没有显著性影响,年龄和职位对心理契约感知有显著性影响,特别是,员工职位层次越高其心理契约感知状况就越好。文章分析了假设检验的结论,提出了如何提升员工交易责任感知、成就责任感知和关系责任感知水平的管理建议,为企业通过改善人力资源管理实践活动,提升员工心理契约感知水平提供了参考。     

非品牌信息微博的影响边界与作用机制——基于心理抗拒理论的视角

以往对微博内容的研究往往建立在IPA框架、互动风格框架和ICA框架之上,鲜有人专门涉足非品牌信息微博这一类别,已有零散研究也多关注其对消费者互动的影响,忽略了对消费者品牌态度等品牌资产的作用机制.通过1个预实验和3组正式实验,探讨了非品牌信息微博作用于消费者感知的心理机制及其在社交网络内容策略中的使用边界.实验结论显示:非品牌信息微博能缓解消费者的抗拒心理,提供更高的感知自由度和微博账号态度,并最终提升品牌态度.同时,消费者调节定向模式对这一作用过程有调节作用.研究结论有助于企业合理规划和管理非品牌信息内容,同时拓展和丰富了品牌微博的研究范围与成果.     

基于感知的自有品牌消费者行为研究

本文从消费者感知的角度对自有品牌消费者行为进行了研究,全面分析了影响自有品牌消费者行为的各个感知因素,包括商店感知形象、感知质量、感知价格和感知风险等。研究发现,以上4个感知维度与自有品牌消费者行为之间存在较强的相关关系。     

产品伤害危机下消费者与品牌关系再续机制

在产品伤害危机下,品牌与消费者的关系再续经历了从反省、补偿、沟通、接受到恢复的动态过程。消费者与品牌关系再续实质是利益机制和情感机制的共同作用的结果。利益机制是品牌方通过补偿投入和吸引投入,弥补消费者的危机损失,带给消费者促销利益,消费者受到品牌感知利益的吸引而与品牌恢复交易关系。在品牌关系再续的利益机制中,感知风险、感知损失和品牌比较起着调节作用。品牌关系再续的情感机制是品牌方通过补偿投入和情感投入,使消费者对补偿感到满意和恢复品牌信任,从而修复品牌情感,实现关系再续。在品牌关系再续的情感机制中,补偿期望、公平性和责任归因发挥着调节作用。     

基于心理契约违背的顾客行为

基于营销学领域的心理契约理论,界定了顾客心理契约违背的内涵。以餐饮业为例,实证检验了顾客心理契约违背与顾客感知自身义务、抱怨行为倾向和转换意向之间的关系。研究结果表明:顾客心理契约违背对顾客的自身义务感知、直接抱怨倾向、间接抱怨倾向、私下抱怨倾向、第三方抱怨和转换意向等具有负向影响。     

John Stuart Mill's Theory Of Justice

John Stuart Mill has traditionally been portrayed as self-contradictory and failing to construct a unified social theory. Recent scholarship, however, has challenged this view, finding Mill's work to be creatively synthetic in bridging the antinomies inherent in liberal democratic thought. This revisionist interpretation of Mill is advanced by an understanding of his theory of justice and its role in shaping his policy positions on issues such as welfare, education, voting rights, property rights, taxation, government intervention, and the future of capitalism.     

A Rich Vein for “Reality Mining”北大核心CSSCISSCI

Arik Hesseldahl In the aftermath of the September 11 attacks, U.S. officials quickly turned their attention to other potential targets, including California's Golden Gate Bridge. What would happen if terrorists took down the bridge between San Francisco and Marin County? How much of the region would be affected and for how long?     

John Stuart Mill's Theories of Wealth and Income Distribution

Although he was much influenced by David Ricardo when he wrote the classical part of his Principles , John Stuart Mill was not a Ricardian when he penned his theories of wealth and distribution. They are based on a triple foundation. First, a belief that economics is a moral discipline. Second a theory of custom-driven human behavior. Third, an empirically formed conviction that the institutions of state, education and business cooperate to structure the distribution of income. On the basis of these presuppositions, Mill formulated 1) an institutional theory of the formation of human and non-human wealth and 2) an even more institutional theory of distribution demonstrating how the aforementioned institutions malignantly skew the distribution of income to the advantage of the propertied classes and to the extreme disadvantage of the working class. As a social economist, Mill recommended institutional reforms designed to eradicate the poverty of the working class.     

中国养活自己能力的长期预测:技术和政策分析

中国拥有世界五分之一强的人口 ,收入又在迅速增长。因此 ,国际上很自然地会考虑或推测她在今后的几十年是否有能力养活自己。中国的人口预计将从 2 0 0 0年的 1 2 8亿增长到 2 0 2 0年的 1 4 6亿 ,和 2 0 3 0年的 1 4 9亿。与此同时 ,人均收入的增长将导致对家畜和鱼类产品更大的需求 ,因而对饲料的需求也将有很大的增长     

Toward a Phylogenetic Reconstruction of Organizational Life

Synopsis Classification is an important activity that facilitates theory development in many academic disciplines. Scholars in fields such as organizational science, management science and economics and have long recognized that classification offers an approach for ordering and understanding the diversity of organizational taxa (groups of one or more similar organizational entities). However, even the most prominent organizational classifications have limited utility, as they tend to be shaped by a specific research bias, inadequate units of analysis and a standard neoclassical economic view that does not naturally accommodate the disequilibrium dynamics of modern competition. The result is a relatively large number of individual and unconnected organizational classifications, which tend to ignore the processes of change responsible for organizational diversity. Collectively they fail to provide any sort of universal system for ordering, compiling and presenting knowledge on organizational diversity. This paper has two purposes. First, it reviews the general status of the major theoretical approaches to biological and organizational classification and compares the methods and resulting classifications derived from each approach. Definitions of key terms and a discussion on the three principal schools of biological classification (evolutionary systematics, phenetics and cladistics) are included in this review. Second, this paper aims to encourage critical thinking and debate about the use of the cladistic classification approach for inferring and representing the historical relationships underpinning organizational diversity. This involves examining the feasibility of applying the logic of common ancestry to populations of organizations. Consequently, this paper is exploratory and preparatory in style, with illustrations and assertions concerning the study and classification of organizational diversity.     

Information infrastructure: Who builds broadband networks?

This paper examines the essential difference between the U.S. and Japan, when one considers information infrastructure. There are seven perception gaps between the U.S. and Japan concerning Information Infrastructure policies. These gaps must be understood in order to compare the countries' governmental policies in this area. In looking at the present circumstances, the essential question to answer concerns who is to build, own and operate the network(s) of the infrastructure. Liberalization is certain to be a central factor in the ongoing telecommunications debates. Now that customers have had a taste of the liberalized market-place, the movement toward more open markets will be difficult to stop. When considering options, it is necessary to pay close attention to standardized network access and the increasingly important role software plays. These issues are causing us to take a new approach to the traditional role played by regulators. They also force a closer look at the appropriate structure of utility companies. This paper addresses the above issues in hopes of stimulating dialog on the new telecommunications infrastructure paradigm.     

Nonlinearity in Stock Exchange Markets: The Case of Bist 100 Indices

In this paper,using data for the Bist 100 index,we investigate the presence of nonlinearities by employing several nonlinearity tests.The Brock,Dechert,and Sche...     

Solidified Branding Function: How the Urban Brand Affects a Small Town’s Development? Case Study of Wangqingtuo,Tianjin, China

Chinese small towns are usually developed with single core industry,and the urban brand is the identity of a town that formed with the development of its indust...     

海岛地区产业演替及资源基础分析--以舟山群岛为例

改革开放以来,舟山市产业构成发生了显著变化,其经济发展过程可以划分为三个阶段。1992年前,是以产业结构渔业占绝对地位的单一结构阶段;1993—1998年,以旅游业为主的第三产业快速发展阶段;上世纪末以来,又进入了新一轮的经济发展时期,即工业产值比重快速增加阶段。根据海岛的自然资源基础和特点,在新世纪的经济发展过程中,舟山市应定位为生态型的港口旅游城市。以港口及临港工业为主导,以海岛旅游和海洋经济为特色,大力发展第二产业和第三产业。海岛地区的主导产业应体现海岛资源优势及区位优势,以集群性环保型产业为主。同时由于海岛地区淡水资源缺乏,主导产业也应着重选择低耗水型产业。