智能手机品牌形象对消费者购买行为影响的实证研究

依据贝尔品牌形象测度模型,在南京市的五个城区做了智能手机品牌形象对消费者购买行为影响的问卷调查。研究结果表明智能手机品牌形象中品牌表现、品牌个性、公司形象的三个维度对消费者购买意愿都具有正向影响,可以看出品牌形象的构建非常重要。要构建清晰的品牌形象,企业应从产品和服务层面、企业层面和使用者层面塑造协调一致的品牌形象。     

谁为消费者把关

"吃荤怕激素,吃素的怕毒素,喝饮料怕色素,能吃什么心中没数".这是现今消费者面对不能把握的食品问题发现的感叹.     

谁来影响闽南语区域的消费者

福建的广告与福人的广告 “我们是一家很小的广告公司,处在前进中的摸索阶段。我们的客户集中于全国范围,并没有特别针对福建本地。我们想用人们心灵深处共通的感受去打动消费者,至于福建文化特色在我们的广告中没有太多的体现。”“福建广告公司没有太大的亮点,虽然我们也在福建,但很少关注过本地的文化特色”,这是一位全国知名的福建广告人——他的作品在各类大赛中屡获大奖——对福建广告业的印象,同时也表示出自身的谦虚与低调。     

出口退税新政策将会影响谁？

10月14日，《财政部、国家税务总局关于调整出口退税率的通知》正式出台，主要内容包括：自2004年1月1日起，无论任何企业以何种贸易方式出口货物均执行新的出口退税率。调整后的出口退税率分为17％、13％、11％、8％、5％。按现行出口结构，出口退税率的平均水平降低了3个百分点左右。     

消费者的选择

据奥美今年4月份发布的一份调研报告．55％的受访者声称“方便”是他们做出购买决策的主要因素,因此环保可能为他们带来不方便;同时,53％的受访者认为绿色产品在中国市场价格偏高。     

消费者超市选择的影响因素研究

随着我国零售业的逐步开放,超市间竞争越来越激烈。研究消费者超市购物选择的影响因素具有重要的现实意义。本文调查发现,消费者选择超市时考虑的因素主要有:商品质量、服务态度、商品价格、商品品种齐全度、超市舒适度等;而且不同性别、年龄、收入水平、学历的消费者在选择超市时对以上因素的关注程度并不完全一样。结合以上结论,我们还为不同规模的超市经营分别提供了相关建议。     

消费者网络店铺选择影响因素分析

网络店铺随着互联网普及率得到了迅速的扩张,本文在总结相关文献的基础上,构建了以顾客感知价值为中介变量的消费者网络店铺选择影响因素模型,并提出了网络店铺提升竞争优势的对策及建议。     

谁让目标消费者心动

议题设置理论是传播学中一个重要的学说,本文从评价联想M365网站的广告入,进一步分析议题设置论在广告中的运用方式,并提出在广告传播活动中运用核理论应特别注意的问题。     

消费者个人信息谁来保护

绝大多数消费在提供个人信息时,没有主动了解商家对信息的使用范围,也没有意识到应对商家使用自己的信息进行权利约束。2019年6月13日,四川省宜宾市市场监管局接到群众举报,反映喻某等人非法收集消费者个人信息。     

Measuring What Really Matters to Consumers

Virtually every major interest group except consumers has developed a ranking system or report card that can be used to galvanize the public and pressure policy makers for change. This article discusses the potential value of consumer‐relevant indices that permit international comparisons and addresses some of the challenges to constructing these measures.     

Sex Appeal in Advertising: What Consumers Think

This study examined consumers’ attitude toward the use of sexual content in advertisements among there different cultural groups; i.e., individualistic sample (White American), collectivistic sample (US temporal visitors from Asia), and acculturation sample (Asian immigrants). Sixty participants were asked about cultural acceptability of sexual content ads and the favorable attitude toward those ads by using Q-methodology. Asian participants reported less cultural acceptability for sexuality, than either Asian American or North American participants. The findings also revealed that North Americans are more likely to prefer the use of sexual content in advertisement than Asians. Asian-American participants agreed with North American participants in regard to sexually explicit advertising. Implications and limitations were discussed.     

What Will Consumers Pay for Social Product Features?

The importance of ethical consumerism to many companies worldwide has increased dramatically in recent years. Ethical consumerism encompasses the importance of non-traditional and social components of a company's products and business process to strategic success – such as environmental protectionism, child labor practices and so on. The present paper utilizes a random utility theoretic experimental design to provide estimates of the relative value selected consumers place on the social features of products.     

Factors Determining Credit Worthiness of Low Income Consumers

The purpose of this study was to identify variables that can be used in granting credit to low income consumers. Credit behavior, as exemplified by loan repayment, was examined with respect to economic, demographic, and socioeconomic characteristics of borrowers from a credit union that had been established to serve low income people in Columbus, Ohio. Findings indicate that early warning signals—default and delinquency—are given by borrowers when a loan is going bad. Consumer education and financial counseling might help eliminate this problem.     

浅议消费者对公司治理的影响

作为利益相关者之一的消费者与公司治理相互影响，消费者通过产品市场对公司治理发挥重要作用，这种作用依赖于消费者权益保护的状况，而消费者参与公司治理又是有效保障消费者权益的重要途径。鉴此，本文针对我国现状提出了应完善公司治理机制和信息披露机制以发展消费者参与公司治理的思路。     

An Examination of Sales Promotion Programs in Hong Kong: What the Retailers Offer and What the Consumers Prefer

This study gives an insight into the retailer's capability of managing sales promotion by examining the sales promotion programs offered by Hong Kong cosmetic and toiletry retailers and the consumers’ preferences. The results indicate that instant-reward programs are popular among retailers and preferred by consumers. The results also show that the preferences for sales promotion programs are dependent upon consumers’ demographic and sociocultural characteristics. Implications for advertisers designing and communicating sales promotions are offered.     

Organic as a Heuristic Cue: What Spanish Consumers Mean by Organic Foods

One of the strategies employed by companies to differentiate themselves from others, in the food market, has been to market organic products according to the assumption that environmental values are an important influence on people's behavior. However, studies of the behavior of organic food consumers show that there is some debate on this subject. Although some studies associate organic food consumption with motives and attitudes in which the environment plays a predominant role, a greater number conclude that the motives for consuming this type of food are basically egoistic (related to health, food safety, or the quality or flavor of the food). This can lead to problems in deciding the central thrust of the marketing strategy. The purpose of this paper is to analyze the meaning and interpretations placed on the term “organic,” and how they are integrated, as a way to explain consumption behavior. Qualitative research methods were adopted for this purpose. Four focus group sessions with different sociodemographic profiles, held in the cities of Madrid and Seville, in Spain, displayed two evident paradoxes, which could indicate that environmental motives are not important for consumers in this market. It is concluded that the term “organic” plays an important role as a heuristic cue to superiority, irrespective of the consumer's knowledge about the real features of organic food. Three alternative models are presented to explain consumer behavior. These results could be useful to food companies, largely in connection with positioning this type of product and with their communications policy.     

Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions

Nearly all studies of consumers’ willingness to engage in ethical or socially responsible purchasing behavior is based on unconstrained survey response methods. In the present article we ask the question of how well does asking consumers the extent to which they care about a specific social or ethical issue relate to how they would behave in a more constrained environment where there is no socially acceptable response. The results of a comparison between traditional survey questions of “intention to purchase” and estimates of individuals willingness-to-pay for social attributes in products reveal that simple survey questions are too “noisy” to provide operationally meaningful information and overstate intentions to a considerable extent. Pat Auger is Associate Professor at the Melbourne Business School. Timothy M. Devinney is Professor and Professorial Research Fellow at the Australian Graduate School of Management.     

Whether and to What Extent Consumers Demand Fair Pricing Behavior for Its Own Sake

This article contributes to scholarly understanding of the significance of procedural fairness in pricing contexts. It has been widely recognized that price fairness judgments concern both the outcome (fair price) and the procedure leading to the outcome (fair pricing). However, extant research has traditionally viewed procedural fairness as a means to outcome fairness. According to this instrumental view, procedural fairness is a component or antecedent of outcome fairness, but has no direct effects on consumers’ responses to prices. Building on the relational perspective on fairness, we develop and test a model of price procedural fairness as an end in itself. In three lab studies, we show that (1) when information regarding outcome (an unfavorable price difference) and procedure (the pricing practice underlying the price difference) is available simultaneously and unambiguously, procedural fairness has direct and stronger effects than outcome fairness on consumers’ responses and (2) procedural fairness mediates the effects of pricing practices on these responses. In all three studies, adding procedural fairness as a direct predictor of consumers’ responses increases the explanatory power of a model of price fairness significantly. Our model can explain peculiar real-world cases in which consumers reacted very strongly over relatively small price differences. The research findings point to the significance of the non-instrumental aspect of consumer’s demand for ethical (fair pricing) behavior and the need for companies to assess the fairness of their pricing practices from the consumer perspective.