时间间隔何时能够提高在线评论的有用性感知——基于归因理论的视角

文章从归因理论的视角出发,探索了购买与评论间的时间间隔与产品类型（物质性产品Vs体验性产品）如何相互作用以影响评论的有用性感知。通过将产品分为物质性产品和体验性产品,文章运用实验检验了时间间隔对不同产品类型的评论影响作用产生的不同作用。结果表明,对于体验型产品来说,时间间隔近（Vs远）可以提高评论的有用性感知;而对于物质型产品来说,时间间隔近（Vs远）可以降低评论的有用性感知。除此之外,实验结果也证实归因倾向中介于时间间隔与评论有用性感知。但是时间间隔对评论有用性的影响还会受到评论效价的调节,时间间隔只会改变正面评论的有用性感知,但是并不能显著影响负面评论。研究结论有助于深入理解阅读者对在线评论的有用性判断的反应,并为在线零售商提供了一个更好利用和维护在线产品评论提高新的视角。     

电子商务在线评论有用性影响因素研究

本文分别从评论者属性和评论自身属性两个角度展开实证研究,引入产品类型作为调节变量,深入探讨在线评论有用性的主要影响因素和影响作用,以及在不同类型产品中的影响效应差异。并通过京东商城上的两种类型的产品评论来对模型中的各变量进行操作化定义,使用SPSS等统计软件进行变量的相关性分析和多元线性回归分析。发现,来自发评者和评论自身的诸多属性对在线评论有用性水平具有显著的影响作用,并且在不同类型产品中存在显著差异。     

在线评论对新产品扩散的影响研究——在线评论的重要性及影响力

随着互联网技术渐渐融入人们的日常生活,人们逐渐习惯了网上购物方式,针对产品相关信息与用户体验进行分享与交流,其中,在线评论成为影响人们购买决策的关键因素之一。在线评论可以从消费者角度提供产品相关信息,从已经购买商品的买家中了解到商品的外在与实际应用中的优点与不足,通过大众评论,来降低对商品的不确定性,并且从评论中得到自己所需要的信息,因此影响着消费者的最终购买决策,进而对新产品的扩散过程产生重要的影响。如何根据在线评论的影响制定有限的营销策略是公司推出新产品或新服务所需要考虑的重要问题之一。     

负面评论对消费者购买意愿的影响机制研究 ——基于双系统模型

负面评论体现现实消费者对产品的消极评价,直接影响潜在消费者的购买意愿和行为.本文基于启发—系统式模型,通过眼球追踪技术和行为实验讨论了负面评论发布者信用等级、呈现方式与离散情绪对购买意愿的作用机制.结果表明:发布者信用等级对购买意愿不存在显著影响,消费者对信用等级信息不敏感.呈现方式与离散情绪交互影响购买意愿,负面评论为纯文字形式时,失望嵌入式评论降低购买意愿的程度强于愤怒嵌入式评论;负面评论为图文结合形式时,愤怒嵌入式评论降低购买意愿的程度强于失望嵌入式评论,评论有用性在上述关系中起中介作用.研究结论对电商企业进行在线评论管理提供了有益参考.     

商品在线评论对网购冲动消费影响的实证研究

本文使用Logit模型分析商品在线评论对网购时冲动消费的影响,包括评论的类型、数量等因素,同时加入"每月平均网购花费"这一变量消除由缺省变量造成的内生性问题,并考虑"评论是否影响消费决策"这一变量的调节作用。实证结果表明,对于认为在线评论会影响消费决策的人群,更有可能产生冲动消费,并且对好评和差评的敏感程度都显著影响其冲动消费行为,敏感程度越高,冲动消费的概率越高。     

基于信息传播视角的在线评论有用性影响因素研究

在线评论的本质属性是信息的传播,旨在影响消费者的思想和行为。基于信息传播的要素和相关理论,借鉴国内外研究成果,从信源、信宿、讯息、媒介和反馈五个维度提出15个在线评论有用性的影响因素。在此基础上,利用解释结构模型对要素之间的逻辑关系和层级进行分析,研究发现在线评论有用性的根本影响因素是评论者的特征,而阅读者特征和评论文本是直接影响因素。     

拌和机搅拌时间对混凝土均匀性的影响

混凝土强度的均匀性和色差等问题的一个主要原因就是拌合物的均匀性不足,拌合能够充分均匀,与拌合时间的关系较大,现有的相关规范中对于拌合时间的规定基本沿用了早期规范的控制要求,随着高性能混凝土技术发展,特别是大掺量的矿物外加剂的使用,导致现有的拌合时间规定无法满足混凝土均匀性的控制要求.,因此,本文通过研究不同搅拌时间对不同等级混凝土含气量、坍落度、粗骨料相对误差,砂浆密度相对误差等方面影响,最终确定合理的搅拌时间及各项指标相对误差控制范围.     

在线评论对“为他人购物”消费者购买意愿的影响研究——时间距离和社会距离的调节

本文以为他人购物的消费者为研究对象,研究不同时间距离和社会距离下,在线评论对此类消费者购买意愿的影响。最终发现：不同时间距离和社会距离下,为他人购物的消费者会受到不同类型在线评论的影响,近时间距离和近社会距离下,为他人购物的消费者的购买意愿更会受到表达商品功能性价值的在线评论的影响;远时间距离和远社会距离下,为他人购物的消费者的购买意愿更会受到表达商品情感性价值的在线评论的影响。     

The Role of Emotions for the Perceived Usefulness in Online Customer Reviews

Online customer reviews often express emotions. This can enable marketers to analyze the textual content of online reviews with the aim to understand the role of emotions and how they can affect other customers. In this paper, we present an approach to extracting emotion content from online reviews in order to measure the importance of various emotion dimensions within different product categories. The approach uses an emotion lexicon to extract emotion terms, while it also builds a classification model to measure the importance of emotion dimensions based on the quality of reviews. Review quality is measured based on the usefulness of online customer reviews, which are perceived and evaluated by other customers through their helpfulness ratings. This approach allows the identification of emotion dimensions that characterize qualitative reviews. The empirical evaluation in our study suggests that trust, joy, and anticipation are the most decisive emotion dimensions, although substantial variance across product categories can also be detected. Additionally, we compared two contrasting emotion dictionaries. One lexicon was crowd-funded and contained a large vocabulary, whereas the other was more focused and smaller, since it was created word-wise by an expert. Our empirical findings indicate that the crowd-funded solution outperforms its smaller counterpart in terms of classification precision. The main implication of this study is that it adds an emotional perspective to the broad set of existing tools that marketers employ to analyzing online reviews. Our contributions are: i) we are the first to analyze emotions' role in online customer reviews; ii) we demonstrate how to develop a big data model such as this, without external assistance; iii) we show how to interpret the results of the created model; and iv) we show which dictionary to prefer when creating the model.     

感知质量和感知风险对自有品牌购买意向的影响

在中国,品牌名称和价格能够影响消费者对于自有品牌的感知质量和感知风险,进而影响其购买意向,其中品牌名称的影响要大于价格的影响。零售商在市场策略上,应该更加注重品牌建设,以提高消费者的购买欲望,而不是单纯依靠低价竞争。但是,价格和品牌名称只是最重要的外部因素,未来的研究可以综合考虑更多的外部因素。     

The Impact of Career Capital on Expatriates' Perceived Marketability

We examine how the development of three types of career capital (knowing how, knowing whom, and knowing why) during an international assignment affects the perceived marketability of organizational expatriates. Using the perceived marketability perspective and long‐term follow‐up data, we show that knowing how is seen as the most transferable type of career capital, while the development of other aspects of career capital has little impact on perceived marketability. We also show that career capital development is more recognized in the external market than by current employers. Our findings expand our understanding of long‐term career marketability among people who have completed international assignments. © 2015 Wiley Periodicals, Inc.     

不同产品感知风险的实证研究

信息不充分性是感知风险的直接来源,若要研究不同产品的感知风险,就应把信息不充分性作为中介变量。本文把信息和产品划分为多种类型,建立了产品、信息和感知风险的一般结构关系模型,根据分类选择了4种产品进行了实证分析。研究表明,在不同产品购买中消费者对不同信息的关注程度,以及不同信息的不充分性对感知风险的影响存在显著差别。     

The Impact of Perceived Expectations and Uncertainty on Firm Investment

This paper analyses the (differential) impact of perceived expectations and uncertainty on investment spending in small and large firms. We analyse two types of investment, viz. aggregate investment and investment in energy-saving technologies, using Dutch firm level data. The results show that expectations and uncertainty about input- and output prices and domestic demand have substantial but different effects on investment spending in firms of different sizes. Furthermore, we find evidence, at least for small firms, that there are important differences between the effects of uncertainty about input and output variables.     

The Perceived Impact of Information Technology on Salespeople's Relational Competencies

Abstract

Cross-cultural service research is an important topic with a rich array of empirical evidence for differences in customer perceptions, attitudes and behaviours. However, the extant literature is almost exclusively focused on differences between cultures at each end of the diversity spectrum (most commonly East vs. West). Contemporary researchers have observed that existing studies fail to acknowledge the substantially greater levels of intra-cluster variation that exist. A cultural cluster is a group of countries that reflect values, attitudes and beliefs stemming from a common cultural ancestry. This seems surprising given the anecdotal evidence and stereotypes that are portrayed in popular culture, media and art. One area where intra-cluster variation may be evident is consumer complaint behaviour and in particular within the Anglo-cultural cluster in countries. A cultural cluster is a group of countries that reflect values, attitudes and beliefs stemming from a common cultural ancestry. The aim of this study is therefore to explore and elucidate the nature of differences in consumer complaint behaviour between cultures traditionally conceived and operationalised as identical. This study presents a qualitative study of 60 in-depth interviews with consumers in the United Kingdom and Australia and identifies differences in complaining styles, parental influence and the conceptualisation of complaining.     

入世5周年对我国工业制成品国际竞争力的影响分析

2006年12月11日,是我国加入世贸组织5周年纪念日。回望这5年,入世给我国的经济带来了深刻的影响,我国对外贸易快速增长,融入世界经济的步伐不断加快,使得我国企业参与到更加激烈的国际竞争中。本文利用最新的进出口数据,对我国工业制成品的国际竞争力在入世5周年后的现状以及与入世前相比发生了怎样的变化做了对比分析。结果表明,加入世贸组织促进了我国工业制成品国际竞争力的提升。     

顾客体验对感知价值和顾客忠诚的影响

顾客体验、感知价值和顾客忠诚相关理论皆为比较成熟的理论,顾客体验对感知价值、顾客忠诚具有重要影响。现将顾客体验相关理论研究拓展至共享单车领域,同时对其提出合理化建议和针对性改进意见,结果表明此研究丰富了顾客体验维度理论,对共享单车企业的管理具有相关借鉴意义。     

The Impact of Environmental Uncertainty Perceptions,Decision-Maker Characteristics and Work Environment Characteristics on the Perceived Usefulness of Marketing Information Systems (MkIS): A Conceptual Framework

This paper discusses potential relationships between contextual factors and Marketing Information Systems (MkIS) design. MkIS design is defined in terms of the perceived usefulness of several information characteristics, which may be associated with a marketing information system. The paper suggests that MkIS design research should consider a range of contextual variables drawn from the organisational behaviour, behavioural decision-making and personality/cognitive psychology literatures. Drawing on empirical results from three sets of literature and from studies of information systems design (particularly management and accounting information systems design), the authors present a framework for exploring the design of a MkIS.