针对大学生网购利与弊的相关调查研究

二十一世纪,在经济全球化的大背景下,电子商务蓬勃发展,而网购这一新型消费模式自从出现以来便迅速被人们所接受和青睐。大学生作为年轻一代的消费群体代表,已然成为网购消费的主力军。然而,网购作为方便、快捷、实惠的代名词的同时,我们也不能忽视它所存在的一些敝处。我们针对北京、上海邵分在校大学生的网购情况进行问卷调查,并选取一些有代表性的样本进行访谈,将结果进行数据分析并以图表的形式展现。我们希望通过此次的调查,了解大学生对网购的真实看法,对网购的利弊进行全面细致的分析,并提出有建设性的建议,提醒大家在享受网购快捷便利服务的同时,应加强对网购弊端的客观认识,从而达到对“网购族”的警示和指导意义。     

Conflicting attitudes and scepticism towards online shopping: the role of experience

Researchers typically study how levels of risk perception about online shopping affect whether and how consumers use the channel to buy products. In this paper, we propose to study how different types of attitudes towards online shopping are formed when consumers consider both the benefit and the risk of using the Internet to do their shopping. We consider the possibility that general types of attitudes are formed when consumers' perception of the risk and the benefit of using online shopping conflict. We pay particular attention to the concept of online shopping scepticism where consumers may fully realize the benefit of using the Internet to do their shopping, but also express a certain level of concern about the risk of using that channel. In the risk literature, researchers have shown that experience and increased exposure to a particular technology usually involves the accumulation of more and better knowledge that in turn may lead to a reduction in the perception of the risks involved. In this research, we also explore the role of experience in the context of consumers' intention to use online shopping. More specifically, we postulate that online shopping experience has a direct effect as well as an indirect effect on the intention to use online shopping. Experience with online shopping directly increases the consumer's intention to use the Internet to buy products but it also reduces the degree of scepticism and risk aversion, and that in turn, also increases the intention to use online shopping.     

Increasing online sales by facilitating spillover shopping

The Internet can serve dual roles as a source of information and a shopping channel for consumers. As a source of information, it competes with traditional sources such as print and direct mail. As a shopping channel, it competes with traditional shopping formats such as brick-and-mortar retailing and catalogs. There is little research as yet, however, regarding how the use of the online channel for information can affect its use for purchasing products. Our research is aimed at filling this gap in the literature, i.e., of examining if and how the use of the Internet as a source of information can affect consumers’ willingness to shop online. We use an integrated modeling framework that simultaneously models consumers’ choice of a shopping channel from three options – brick and mortar, catalog and online – and a source of information from three options as well: newspapers and magazines, direct mail, and online.     

我国网络购物乱象的经济学分析

网络购物产业在我国发展迅猛,具有广阔的市场前景。但同时网络购物乱象丛生,诸如商品质量、诚信缺失等问题损害了消费者权益,也成为抑制网络购物产业快速健康发展的桎梏,引发社会普遍关注。本文运用经济学理论分析网络购物乱象背后的经济原因,并据此提出化解网络购物乱象、促进产业健康发展的政策建议。     

Determinants of online food purchasing: The impact of socio-demographic and situational factors

The amount of food sold online is increasing, but it accounts for a small share of total e-commerce. In this study, we investigate the factors that influence individuals' likelihood to buy food online. Applying a logit model to a sample of 34,488 respondents who participated in the Italian National Institute of Statistics multipurpose survey ‘Aspects of Italian Daily Life’, we explore the effects of socio-demographics and situational factors. We found that the food-online consumer is likely to be a young, well-educated, female, living in a small family, with a very good or adequate overall economic condition. Among situational factors, working time, being obese, having health problems, and practising a sport regularly positively affect the probability to buy food online. Surprisingly, distance from brick-and-mortar stores and car possession are not predictors of online shopping. These findings can support marketers and retailers in defining their marketing strategies and enhance the knowledge of this emerging food market.     

An exploratory investigation of problematic online auction behaviors: Experiences of eBay users

eBay hosts more than 12.5 million auctions per day in more than 1000 categories across 28 global markets and attracts more than 43 million unique visitors per month. This paper explores online auction users problematic behaviors that could potentially lead to an addiction. Specifically, we examine the following research questions: what consumer behaviors could be construed as problematic and potentially addictive; do these behaviors generally reflect the core components of addiction; and what are the implications for online auction retailers, managers, and society? Using qualitative methods, the authors identify four key themes that capture problematic behaviors that could lead to online auction addiction. These themes include psychological distress; habitual usage; negative consequences; and dependence, withdrawal and self-regulation.     

Online Purchase Paths and Conversion Dynamics across Multiple Websites

Low transportation costs online allow shoppers to visit multiple e-commerce sites for a purchase decision. This research investigates online shoppers’ visit and purchase behaviors across competing websites. To consider that shoppers’ longitudinal cross-site visit data may consist of several unobserved shopping episodes, we propose a modeling approach to probabilistically clustering and relating online visits to latent shopping episodes, based on the temporal patterns of the visit events. The inferences are then used to examine shoppers’ visit-to-purchase behavior across websites. Using Internet clickstream data on individual-level browsing and transaction records at major air travel sites, we find that online shoppers’ cross-site visit patterns tend to be clustered and the purchase propensity is significantly higher at later visits within a visit cluster, compared to earlier visits. As our results suggest the possibility that visit clusters can serve as a reasonable proxy for shopping episodes, we look further into shoppers’ website choice and purchase behaviors within a cluster. We discuss how the cluster-based analysis can help managers tailor online marketing and advertising strategies based on shoppers’ cross-site visit and purchase patterns.     

Consumer perceptions of online shopping environments: A gestalt approach

Although Web pages and sites consist of a multitude of individual cues, this paper argues that marketers need a gestalt approach to understand how consumers perceive online shopping environments. Following a systematic review of the literature on categorizations of online shopping environments, this paper develops and tests a gestalt model of consumer perceptions of online shopping environments. The model shows that consumers perceive online shopping environments in terms of their sense‐making and exploratory potential. It encompasses perceptions at the level of both individual pages and the experience consisting of the navigation through a succession of pages accessed during one visit. It also accounts for the informational needs all shoppers possess, reflected in the central role of information in online shopping environments. The model confirms the importance of the three main categories investigated in the literature (ease of understanding, informativeness, and involving qualities), but provides a theoretically grounded explanation of how consumers perceive online shopping environments holistically. It can form a basis from which to envisage organismic and behavioral responses. ©2010 Wiley Periodicals, Inc.     

上海高校大学生网购行为发展研究

网购是时下最时尚、最便捷的消费方式,因其"省时、省心、省力、省钱"的特点,吸引了越来越多的年轻人加入网购大军并从中受惠。本文以上海在校大学生为例,围绕大学生的网购特征、网购需求及网购中的问题等进行实地调研分析,并在此基础上,针对网购行业的制度不完善、缺乏监管、卖家素质较低等问题提出相应的对策。     

浅析我国手机网络购物发展中的问题及改善建议

经过长期发展,我国的网络购物市场已逐渐成熟,并已经成为我国经济发展的重要增长点。手机作为我国网民的第一大上网终端,它与电子商务的结合将为网络经济市场带来新的变革。但目前我国手机网络购物的发展还存在着一些亟待解决的问题,需要通过扩大网络覆盖面、提高速度、降低资费、保障手机支付安全等方式来推进我国手机网络购物市场的健康发展。     

What Would Confucius Do? – Confucian Ethics and Self-Regulation in Management

We examined Confucian moral philosophy, primarily the Analects, to determine how Confucian ethics could help managers regulate their own behavior (self-regulation) to maintain an ethical standard of practice. We found that some Confucian virtues relevant to self-regulation are common to Western concepts of management ethics such as benevolence, righteousness, wisdom, and trustworthiness. Some are relatively unique, such as ritual propriety and filial piety. We identify seven Confucian principles and discuss how they apply to achieving ethical self-regulation in management. In addition, we examined some of the unique Confucian practices to achieve self-regulation including ritual and music. We balanced the framework by exploring the potential problems in applying Confucian principles to develop ethical self-regulation including whistle blowing. Confucian moral philosophy offers an indigenous Chinese theoretical framework for developing ethical self-regulation in managers. This is relevant for managers and those who relate to managers in Confucian-oriented societies, such as China, Korea, Japan, and Singapore. We recommend further research to examine if the application of the Confucian practices outlined here actually work in regulating the ethical behavior of managers in modern organizations.     

Consumer Perceptions of Privacy and Security Risks for Online Shopping

Government and industry organizations have declared information privacy and security to be major obstacles in the development of consumer‐related e‐commerce. Risk perceptions regarding Internet privacy and security have been identified as issues for both new and experienced users of Internet technology. This paper explores risk perceptions among consumers of varying levels of Internet experience and how these perceptions relate to online shopping activity. Findings provide evidence of hypothesized relationships among consumers’ levels of Internet experience, the use of alternate remote purchasing methods (such as telephone and mail‐order shopping), the perceived risks of online shopping, and online purchasing activity. Implications for online commerce and consumer welfare are discussed.     

Mobile shopping intensity: Consumer demographics and motivations

PurposeTo investigate how consumer demographics and motivations may influence their mobile shopping intensity.Design/methodology/approachAn online survey was developed to collect data using SurveyMonkey's online shopper panel. The final sample consisted of 937 mobile shoppers. Linear regression analysis was performed to test the hypotheses.FindingsConsumers' education and income levels significantly increase their number of mobile purchases, their frequency of purchases, and the amount of money spent on mobile purchases. Males have been found to spend more on mobile shopping than females, while younger people made more mobile purchases than older people. This study also identifies six types of motivations that drive consumers’ mobile shopping intensity, including convenience seeking, bargain hunting, enjoyment seeking, perceived usefulness, ease of use, and innovativeness.Research limitations/implicationsFuture research may examine additional motivational measures and situational factors and conduct cross-cultural studies.Practical implicationsFindings from this study can help businesses develop their mobile shopping strategies.Originality/valueThis is the first study to investigate how consumer demographics and motivations may influence their mobile shopping intensity.     

Online shopping continuance after COVID-19: A comparison of Canada,Germany and the United States

The COVID-19 pandemic brought about an increase in online shopping because of government-imposed restrictions and consumer anxiety over the potential health risk associated with in-store shopping. By end of 2021, many health concerns had been alleviated through efforts such as vaccinations and reductions in hospitalizations in certain countries. Some governments started to relax their restrictions and consumers started to return to in-store shopping, creating the possibility that the volume of online shopping would decrease once stores reopened. However, consumers may continue to shop online more than they did prior to the pandemic because of their experience during the lockdown. This study seeks to understand the factors that explain the potential of online shopping continuance. A novel model is constructed by extending ES-QUAL, and adding hedonic motivation, social shopping and health susceptibility as mediators. Empirical data is collected from Canada, Germany and the US. We find that convenience and efficiency, as well as security for some females, are important factors contributing to online shopping's perceived usefulness and, ultimately, intentions to continue shopping online. In addition, creating an enjoyable online shopping experience adds to these continuance intentions.     

How do customers meet their needs in in-store and online fashion shopping? A comparative study based on the jobs-to-be-done theory

Understanding customer needs is key for fashion retailers to stay competitive and innovative. Surprisingly, however, extant literature mainly explores customer needs in terms of a garment and its attributes rather than viewing shopping as a problem-solving process to meet customer needs. Moreover, these studies fail to address how customers meet their needs in-store (ISFR) and online fashion retailing (OFR). To fill this research gap, we empirically investigate customers' personal and social needs and how they can be met through the jobs-to-be-done theory. Findings reveal that, beyond the purchase of a garment, customer needs can be fulfilled through different ways, such as smart technology or a person's high interaction with social others in ISFR and the online shop experience or a social linkage without social interaction in OFR. Additionally, our findings offer potential service innovations for fashion retailing managers.     

Brand Attitudes and Search Engine Queries

Search engines record the queries that users submit, including a large number of queries that include brand names. This data holds promise for assessing brand health. However, before adopting brand search volume as a brand metric, marketers should understand how brand search relates to traditional survey-based measures of brand attitudes, which have been shown to be predictive of sales. We investigate the relationship between brand attitudes and search engine queries using a unique micro-level data set collected from a panel of Google users who agreed to allow us to track their individual brand search behavior over eight weeks and link this search history to their responses to a brand attitude survey. Focusing on the smartphone and automotive markets, we find that users who are actively shopping in a category are more likely to search for any brand. Further, as users move from being aware of a brand to intending to purchase a brand, they are increasingly more likely to search for that brand, with the greatest gains as customers go from recognition to familiarity and from familiarity to consideration. Additionally, users that own and use a particular automotive or smartphone brand are much more likely to search for that brand, even when they are not in market suggesting that a substantial volume of brand search in these categories is not related to shopping or product search. We discuss the implications of these findings for assessing brand health from search data.     

Hedonic and utilitarian use of user-generated content on online shopping websites

The Internet has made it possible for consumers to share reviews, opinions, and thoughts about products and services on online shopping websites. This user-generated content (UGC), which can be considered to be part of social commerce, is likely to influence other consumers’ attitudes toward a product and subsequent purchase intentions. The purpose of this study was to investigate two major uses of UGC: hedonic and utilitarian, and how they impact purchase intentions, along with users’ trust for different types of comments and reviews. Also investigated are associations between hedonic use, utilitarian use, and trust, with purchase behavior at online shopping websites. Results of this study will add to the domain knowledge related to marketing and how it impacts consumer psychology and behavior. From a practitioner perspective, marketers need to understand the impact of UGC so they can monitor this method of marketing communication as it can impact trust and purchase intentions.     

Electronic Commerce Encourages Differentiation

Abstract

This paper explores why and how ecommerce firms differentiate their products and services. Consumers who shop online are able to do quick and easy comparison shopping, including shopping in an active market for used goods. Since online product search and price comparisons are faster, easier, and involve fewer shopping costs, firms who sell online must differentiate their products and services to a greater extent than those who do not sell online. These product and service differentiations may be certified and rated by host shopping sites and by outside ratings companies.     

小组工作对青少年网瘾治疗的有效性探索

青少年是充满朝气的一代,是祖国的未来,可是,网络却让无数的青少年深陷其中,甚至无法自拔,最终陷入了网瘾的深渊。通过青少年网瘾问题产生的原因和小组工作介入的重要性来设计小组方案,进而探索小组工作在解决青少年网瘾问题中的有效性。     

高教园区创建师生包裹快递集散中心研究

高校作为人群集中且都是已具备网上购物和需求的一个重要的群体(年轻教师与各高校学生),使得这一群体的快递业务量不断增加。在高教园区创建面向师生的包裹快递集散中心,应注意选址、整合附近资源,注意服务内容、集散中心业务拓展及经营权归属等问题。