消费者对网络商店选择意向和行为的影响因素研究?

近年来加入网购的消费者规模不断增长,他们如何选择下单网店是网络商店关心的主要问题。由回归分析可知,感知信息质量、感知服务质量和感知系统质量均正向影响消费者对网店的选择意向,而选择意向又会影响他们实际的选择行为。当消费者具有较高的感知安全和感知便利时,网店质量对选择意向的影响会增强。感知安全和感知便利对选择意向和实际选择行为有调节作用。     

Predicting Tourists' Intention to Try Local Cuisine Using a Modified Theory of Reasoned Action: The Case of New Orleans

The purpose of the present study was to examine the utility of the modified theory of reasoned action (TRA) in predicting tourists' behavioral intention to try the local cuisine in New Orleans. The results indicated that the proposed model had strong predictive ability regarding tourists' intention to try the local cuisine. Attitude and past behavior were significant predictors of tourists' behavioral intention. In addition, the interdependence between attitudinal and normative components was partly supported. Gender had a significant moderating role in the relationships between attitude/past behavior and behavioral intention to experience the local cuisine. Theoretical and practical implications of the findings are discussed.     

转换成本与用户重复使用意愿研究

大量管理研究证明用户满意度对其使用意愿和行为有重大作用,然而管理实践表明满意度对用户重复使用意愿的影响力趋于下降,而转换成本的作用日渐显现。本文采用问卷调查的研究方法,选取调查了337位即时通讯软件用户,并使用SPSS17.0和AMOA18.0对数据进行结构方程分析。结果表明相关经验和在线关怀的作用得到了全面验证,转换成本的影响因素对其影响的效果存在显著差异,且不同的转换成本类型对用户重复使用意愿的作用不同,程序转换成本和关系转换成本的作用显著。     

Sexual Behavior and References in Program Promotions Aired During Sweeps and Nonsweeps Periods

A content analysis of on-air progmm promotions ap- pearing on the ABC, CBS, NBC and Fox networks was conducted to ascertain the degree to which promotional spots contain sexual acts or language, and whether the networks increase their use of sexual images and words in promos aired during sweeps. A total of 171 hours of prime time programming were videotaped over a three- month period in the fall of 1990. A total of 1,705 promotional spots were present between and within the programs. Analyses revealed that one in five promotions contained sexual acts or references. The most commonly-occurring sexual incident was kissing. An average of one verbal or visual instance of intercourse occurred every three hours. Depictions of or comments about sexual responsibility includ- ing STDs and pregnancy prevention were rarely in evidence. There were more sexual incidents per hour in nonsweeps promotions than in promotions aired during sweeps. Sex was more prevalent in promo- tions for dramas and movies, and NBC program advertisements were the most sex-laden.     

Pull-and-suck effects in Taiwan mobile phone subscribers switching intentions

This paper uses a binary logit model to investigate the factors that influence subscribers to stay or migrate based on the competitive nature of Taiwan's mobile phone industry and subscribers' habit formation regarding service providers. The results show that subscribers' satisfaction, switching costs, and habit strength negatively influence switching intentions, constituting a sucking effect that motivates subscribers to stay with their original providers. Alternative attractiveness, on the other hand, positively influences switching intentions, comprising a pulling effect that encourages subscribers to migrate to other providers. In spite of the promotional benefits offered by new service providers, Taiwanese mobile phone subscribers generally remain with their original providers. For instance, when subscribers perceive that there are no significant influences between service satisfaction and switching costs associated with different providers, what encourages subscribers to stay with their original providers is habit strength. Oftentimes, it is difficult for subscribers with strong habits to be attracted by promotions offered by alternative service providers. Because the concepts of suck-and-pull effects or habit-and-competition forces are infrequently studied, this paper explores these concepts and attempts to fill the void.     

网络口碑诉求方式和传播方向对消费者购买意愿的影响

通过对400位有网络购物经验的高校学生进行实验研究,采用2×2组间因子设计,运用描述性统计分析、方差分析方法,验证了不同的网络口碑诉求方式和网络口碑传播方向对消费者购买意愿的影响机理。结果表明:在社交网站中,感性诉求方式的网络口碑信息的效果优于理性诉求方式;正向的网络口碑信息对消费者的购买意愿具有积极的推动作用。     

Virtual test-driving: The impact of simulated products on purchase intention

This paper studies a number of key determinants of users׳ experience and engagement when driving a simulated car model, the outcome of this engagement in relation to enjoyment and satisfaction and the role of user satisfaction in purchasing the actual product. We test a holistic model using an experimental quantitative approach. Our analysis suggests that hedonic experience may create higher levels of engagement among users of the simulated car. Enjoyment and engagement were found to positively influence user satisfaction while driving the simulated car. In turn, user satisfaction with the simulated car was found to positively influence purchasing intention for the actual car. Our work has shown how a simulation based on widely available technologies can provide a foundation for the development of a relationship between a user and the simulated product. Consequently, our research findings have significant theoretical and practical implications beyond the auto-manufacturing industry, as experiencing simulated products can play an important role in the context of electronic commerce. This is especially true given the increasingly important role ‘experience’ plays in electronic marketing.     

Antecedents of revisit intention

Revisit intention has been regarded as an extension of satisfaction rather than an initiator of revisit decisionmaking process. Some other independent variables, related to perceived quality of performance during onsite and post-purchase periods as well as the destination’s distinctive nature, may contribute to revisit likelihood. This study explores antecedents of this intention based on literature reviews and examines their significance based on the results of 2000–2003 surveys of pleasure tourists in Hong Kong. Research findings reveal that perceived attractiveness, rather than overall satisfaction, is the most important indicator. Managerial and theoretical implications are also discussed.