我国首部互联网定向广告用户信息使用规范行业标准发布

正我国第一部规范互联网定向广告用户信息行为的行业标准——《中国互联网定向广告用户信息保护行业框架标准》(以下简称《框架标准》)于日前正式发布。它是在中国广告协会网络互动分会的主持下,包括主流互联网企业、广告公司、第三方公司、广告主等在内的多方积极倡导和参与下完成的,是在自     

投资者认知、特有风险与股票回报

院文章通过验证投资者认知假设的有关理论预期：投资者认知水平越高，股票预期回报越低；公司特有风险越高，投资者认知对股票预期回报的负向作用越强；我们得到结论：市场层面，提高投资者认知，降低投资者不完全信息水平，对股票市场的健康发展有益；降低投资者掌握信息不完全水平的政策，在以中小股东为主体的中国股票市场会有明显的利好效果。研究还发现，机构投资者认知效应与市场投资者认知效应存在差异，表明市场加大引入机构投资者力度的同时，需要关注中小投资者对信息的需求。     

网络广告在产品营销中的价值分析

随着互联网的蓬勃发展,网络媒介在经济社会发展的各个领域中占据了日益重要的地位,网络广告以网络为载体,也随之越来越受到人们的关注与重视。网络广告是广告的形式之一,具备与其它广告形式相同的目的、特点等,在网络媒介中起到沟通信息的作用,同时可以促进销售,扩大企业销售量,在产品销售过程中逐渐起到显著作用。     

网络广告在产品营销中的价值分析

随着互联网的蓬勃发展，网络媒介在经济社会发展的各个领域中占据了日益重要的地位，网络广告以网络为载体，也随之越来越受到人们的关注与重视。网络广告是广告的形式之一，具备与其它广告形式相同的目的、特点等，在网络媒介中起到沟通信息的作用，同时可以促进销售，扩大企业销售量，在产品销售过程中逐渐起到显著作用。     

广告信息对仿冒奢侈品购买意愿的影响研究

本研究采用实验的方法挖掘广告调节聚焦信息对消费者非欺诈性仿冒奢侈品购买意愿的影响机理。研究结果表明，奢侈品广告信息对消费者仿冒奢侈品购买意愿的影响受消费者自尊水平的调节：对于高自尊的消费者，当广告信息为预防聚焦时，其仿冒奢侈品的购买意愿更低；对于低自尊的消费者，广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。广告信息对消费者仿冒奢侈品购买意愿的影响还受消费者从众倾向的调节：对于低从众倾向的消费者，当广告信息为预防聚焦时，其仿冒奢侈品的购买意愿更低；对于高从众倾向的消费者，广告调节聚焦信息对其仿冒奢侈品购买意愿的影响不显著。     

用户对网络视频情景短剧广告回避行为影响因素研究——基于心理抗拒的视角

本文以一种新型的视频广告——情景短剧广告为研究对象,从心理抗拒理论的角度出发,构建网络视频用户对情景短剧广告躲避行为影响因素的理论模型,并利用结构方程进行实证分析。结果表明:用户对网络视频情景短剧广告的回避行为主要受心理抗拒的影响;信息暴露程度、感知风险和感知目标障碍正向影响心理抗拒。因此,可通过对网络视频情景短剧广告出现位置的改进,提升用户的观看效果;改进情景短剧广告在剧集中出现的频率和长度,以符合用户的体验需求;从产品类型的角度,选择更贴近用户的产品类型。     

江苏农村居民移动广告使用行为影响因素研究

移动智能设备的普及化催生了移动广告系统,使得农村居民广告浏览行为发生显著变化.本文以江苏省农村居民移动广告行为偏好为研究对象,探讨移动广告行为偏好影响因素,实证结果表明娱乐性、资讯性、可信性、隐私关注和用户态度对江苏农村居民移动广告实际使用行为具有显著的影响.     

基于用户隐私保护行为模型的互联网企业营销策略研究

互联网用户隐私保护问题如今已经成为人们关注的焦点,本文借鉴网络隐私保护行为模型,采用问卷调查收集数据,运用结构方程模型对影响用户网络隐私保护行为的因素进行实证分析,并根据分析结果为互联网业务服务商提出有针对性的营销策略,以更好的满足用户需求。     

视频形式的网购展示界面对点击意愿的影响研究

主要研究消费者进行网络购物时,在有明确购物意图的前提下,视频形式的展示界面对点击意愿的影响。通过两组实验表明,相比于传统静态图片展示界面,视频形式的展示界面对消费者的点击意愿具有正向促进作用,而且认知系统响应水平在其中起到中介作用。从产品属性和消费者特征角度进一步展开研究,最终发现产品类型和消费者说服知识水平在其中起到调节作用。研究既丰富了视频展示界面相关理论研究的内容,也对实践中的商家采取何种展示策略提供了参考依据,同时探讨了未来进一步开展研究的方向。     

支付宝用户蚂蚁借呗平台使用意愿影响原因的实证研究

随着国内互联网行业的飞速发展,网络上各种信贷平台应运而生,其中具有代表性的便是阿里巴巴旗下的蚂蚁借呗平台。蚂蚁借呗作为国内使用人数最多的金融现金贷产品,相较于其他的信贷平台具有更为全面的综合评价信用机制——芝麻信用评分,评分越高借贷额度也就越高。论文在分析支付宝用户对蚂蚁借呗平台使用意愿的基础上,对其产生原因进行归纳总结。     

共享经济下基于消费者行为决策视角的消费者参与协同消费意愿研究

论文基于消费者行为决策视角开展调查研究,分析消费者参与协同消费的意愿及相关影响因素。结果表明,消费者普遍看好协同消费模式的发展前景,对该模式的接受意愿较高。感知易用性、感知经济性、感知愉悦性是影响协同消费接受意愿的驱动因素,而感知风险能够消极影响消费者对协同消费模式的接受意愿。其中,担心个人信息泄露的隐私风险影响最大,而与支付相关的财务风险的影响相对较低。     

Micro- and small-sized enterprises’ willingness to borrow via internet financial services during coronavirus disease 2019

This paper explores the relationships among micro- and small-sized enterprises’ (MSEs) willingness to borrow from internet financial services (IFS) and the related impacts of coronavirus disease 2019 (COVID-19) and then analyses the mediating effects of their beliefs on the advantages and disadvantages of IFS. We further analyse the differences produced by the moderator effects of MSEs’ enterprise variables (sector, operating years, entrepreneur's education, profit margin, and employee number) on the above relationships. We collected 632 valid reports by developing an online questionnaire in China and employing judgement sampling of MSEs with fewer than 50 employees and annual operating income less than RMB 5 million. Then, we analysed the findings with partial least squares structural equation modelling. The results show that COVID-19 significantly impacted most Chinese MSEs and that most Chinese MSEs tend to borrow via IFS, but the amount and period of MSEs’ willingness to borrow should not be affected by the impacts of COVID-19 on MSEs. Rather, the explanation concerns the greater unfamiliarity or uncertainty concerning IFSs relative to traditional financial instruments. Moreover, MSEs' understanding of IFS's advantages and disadvantages has significant adverse mediating effects on the relationship between MSEs' willingness to borrow via IFS and the impacts of COVID-19. Furthermore, the enterprise variables of MSEs, namely, their industry type, entrepreneur’s education, number of employees, profit margin, and operating years, have significant moderating effects on these relationships. The results have implications for the government’s comprehensive supervision system for IFS risks, IFS firms’ enterprise performance, risk survey, and information disclosure systems, and the development of customer-specific and easy-to-use marketing strategies for IFS firms.

     

To Disclose or Not to Disclose? An Investigation of the Antecedents and Effects of Open Book Accounting

Open book accounting (OBA) is the regular disclosure of management accounting information beyond corporate borders. Prior contributions have mainly concentrated on identifying its antecedents in individual or small numbers of organizations with exploratory cases. My paper responds to the call to investigate OBA on a wider empirical basis and focuses simultaneously on the explanatory variables of OBA and its influence on both financial and non-financial performance. I thus also explore the mediating role of OBA in linking key antecedents and performance within a unified theoretical framework. I empirically test my model using survey data from a sample of European companies, which are then analyzed through structural equation modeling. My findings indicate that the extent of OBA use is explained by a firm’s willingness to work together with its counterparts in the long run, that is, a relational factor, and the presence of sophisticated cost accounting systems, that is, a technical prerequisite. My evidence also suggests a positive association between OBA and firm performance. Additionally, I find that OBA is a partial mediator that explains how a firm’s long-term commitment to its external partners and the sophistication of its cost accounting system may become associated with performance.     

消费情感对感知风险和行为意向的影响

随着信息经济的迅猛发展,网络环境下的消费者行为越来越被广大的商家和学者所关注。本文探讨顾客消费情感与感知风险和行为意向的关系。在文献研究的基础上,提出了概念模型,并通过对旅游电子商务网站作实证调查,运用结构方程模型分析等分析方法,对这个模型进行了实证检验,得出以下结论：1、正面消费情感对感知风险有显著的负向影响;负面消费情感对感知风险有显著的正向影响;2、正面消费情感对行为意向有显著的正向影响,负面消费情感对行为意向有显著的负向影响;3、感知风险对行为意向有显著的负向影响。     

顾客感知风险对网络零售商惠顾意愿影响实证研究

感知风险是影响顾客对网络零售商惠顾意愿的重要因素。在研究文献和访谈基础上,通过问卷调查,量化分析了顾客感知风险对网络零售商惠顾意愿的影响机理。研究结果表明:网站因素、顾客因素和网络零售商因素对网购感知风险具有差异化影响;产品风险、隐私风险、经济风险、配送风险、服务风险和心理风险对网络零售商惠顾意愿具有显著影响,呈负相关关系。     

从网络传播的特征看网络游戏广告的发展契机

随着互联网的普及,网民的数量激增,而网络游戏玩家的数量也随之急速壮大。基于网络游戏用户的数量日益庞大,以网络游戏为媒体平台的网络游戏广告得以借势而发并成为一个新的研究热点。但作为新兴的广告形式,有关网络游戏广告方面的研究还相对较少。本文将结合网络传播自身特点来探讨其为网络游戏广告带来的发展契机。     

Online privacy and security practices of the 100 largest US nonprofit organizations

• Although online consumer privacy has been an important issue in the commercial realm for more than a decade, nonprofit organizations (NPOs, or nonprofits, for short) have just begun to address the topic recently. No published scholarly research has examined the online information practices of the largest NPOs with regard to privacy and security issues. The absence of data leaves one unable to empirically gauge the extent of NPO compliance with the Federal Trade Commissions (FTCs) suggested information practices. Such an investigation would be useful not only to US nonprofits but also non‐US nonprofits that are reaching US donors via their web sites.
• This study examines the online information practices of The Nonprofit Times 100 web sites and compares their practices to that of their commercial counterparts. The NPO web sites were found to collect just as much, and in some cases even more, personally identifying information as the commercial sites. The NPO web sites were more likely to display a privacy disclosure and privacy seal. Of critical concern, and not assessed in the commercial samples, is that nearly all of the NPO sites post personally identifying information (of individuals who are not employees).
• The current study provides benchmarks useful for assessing security issues pertaining to the collection, use, and even posting of personal information for NPO web sites. It also proposes actions for improving online security and privacy with the hope of encouraging more discussion of these important issues within the NPO community.

Copyright © 2008 John Wiley & Sons, Ltd.     

Extending lead-user theory to online brand communities: The case of the community Ducati

While research on user innovations within communities exists mainly in offline contexts, few studies have attempted to define the profile of lead users in online (or virtual) communities, and even fewer have been conducted in the specific context of online brand communities, formed by people with a “common interest in a brand,” in its evolution and in the discourse about it. This study focuses on innovative activities within the Ducati Motor online community. The research reveals the following characteristics as crucial factors for the identification of lead users in online brand communities: willingness to collaborate, product knowledge and strategic alignment with the brand identity. Our sample consists of 2071 messages posted by 572 Ducati Motor virtual community members in a specific blog developed by Ducati Motor with the purpose of involving members in a collaborative innovation process that took nearly 14 months. Several implications for scholars and new product development managers are discussed.     

You care about me,but can I count on you? Applying a psychological contract perspective to investigate what makes employees willing to be internally employable

Abstract

For this study, we adopted a psychological contract-based perspective to investigate whether the fulfillment of perceived developmental promises made to employees is positively related to their willingness to accept internal job-related changes when needed by the organization, a construct we refer to as the willingness to be internally employable. We also examined the role played by line managers in facilitating employees’ willingness to be internally employable by fulfilling perceived developmental promises. We tested our conceptual model with data collected from ninety-eight recently hired employees in a Norwegian organization under an initiative emphasizing employee development. We found that developmental promise fulfillment is more important for employees’ willingness to be internally employable in this context than any perceived provision of developmental inducements in isolation. Further, we found that employee perceptions of the developmental support provided by their line manager related positively to their willingness to be internally employable by way of developmental promise fulfillment; however, this was not the case with perceived developmental inducements. Our findings support the importance of developmental promise fulfillment in fostering employee willingness to be internally employable and the critical role played by line managers in fulfilling developmental promises that employees believe have been made by their organization.     

C2C网络购物偏好影响因素实证分析

随着网民数量的规模性增长与国民经济的稳步提升,以B2B和网购为主要代表的电子商务产业为我国的国内生产总值作出了可观贡献。探索在C2C网店购物中的消费者偏好是衡量影响网购过程的主要方式。商品的可信度、商家的信用依赖度以及商品的辅助信息是决定C2C过程中消费者偏好的重要影响因素。