网络口碑如何促进购买意愿？——基于消费者鼓舞的被调节中介模型

网络口碑引导了消费,然而对于网络口碑影响消费者心理和行为的机制研究仍缺乏明确结论。文章以消费者鼓舞为切入点,基于SOR理论和精细处理可能性模型,构建出一个有调节的中介模型,揭示了不同口碑成分对于消费者鼓舞和购买意愿的影响作用与中介机制,以及产品类型作为边界条件形成的差异。实证检验表明,网络口碑的偏向和评分对消费者鼓舞具有正向作用,但是网络口碑数量的影响却不显著。其次,消费者鼓舞在网络口碑对消费者购买意愿的影响中起到了中介作用。同时这种中介作用受到了产品类型的调节,相对非体验性产品而言,体验性产品的网络口碑会产生更强的消费者鼓舞与购买意愿,以及更强的中介作用。最后,实验结果检验和排除了信任对于消费者鼓舞的替代性解释。文章拓展了网络口碑的研究视角,为企业有针对性地完善口碑管理提供了理论基础和实践启示。     

A new approach to validate customer satisfaction multi-item measures: the case of shopping goods

In the field of marketing many objects of interest exist that are not directly observable, nevertheless they can be measured through multi-item measurement scales. These instruments are extremely useful and their importance requires accurate development and validation procedures. The traditional marketing literature highlights specific protocols along with statistical instruments and techniques to be used for achieving this goal. For example, correlation coefficients, univariate and multivariate analysis of variance and factorial analysis are widely employed with this purpose. However, these statistical tools are suitable for metric variables but they are adopted even when the nature of the observed variables is different, as it often occurs, since in many cases the items of which the scale is made up are ordinal. Latent class analysis takes explicitly into account the ordinal nature of the observed variables and also the fact that the object of interest is unobservable. The aim of this paper is to show how latent class analysis can improve the procedures for developing and validating a multi-item measurement scale for measuring customer satisfaction with reference to a shopping good, that is a good characterized by a high level of involvement and an emotional learning, linked to the lifestyle of the customer. The latent class approach explicitly considers both the ordinal nature of the observed variables and the fact that the construct to be measured is not directly observable. Applying appropriate latent class models, important features such as scale dimensionality, criterion and construct validity can be better assessed while evaluating the scale.     

基于物联网在线监测的景观项目雨洪 管理过程可视化与绩效评估

雨洪管理研究中，实地监测分析的准确性远高于模型模拟与水文计算，高精度监测数据可有效支撑景观项目雨洪管理过程还原及绩效评估。以清华大学胜因院为研究场地，利用无线传感网络(WSN)在线监测技术，通过系统设计组织多种传感器收集分钟级的降雨、树冠截留、土壤持水量、下渗、积水、溢流等雨洪管理数据。研究依据16场降雨数据，定量评估了场地树木冠层及终端雨水花园所发挥的径流削减作用，并分析指标相关性，可视化复杂的土壤水文过程。本研究提供的监测指标、系统及分析方法在景观项目雨洪管理监测中具有较强的推广性。     

The Social Network?: Nonprofit Constituent Engagement Through Social Media

Social media has become an important part of public relations for nonprofit organizations. Social media has the potential to engage stakeholders and constituents of nonprofit organizations. However, little scholarly attention has been focused on how users react to social media posts by nonprofit organizations. To enhance understanding of how organizational social media activity affects users’ engagement, this study examines Facebook and Twitter utilization and user response of nonprofit advocacy groups. The analysis reveals that users respond differently to stimuli across platforms.     

大数据背景下人才信用评估体系的构想和搭建

人才是21世纪乃至未来经济社会发展的第一动力。现如今,人才问题是关系到社会和企业生存和发展的重要因素,随着市场不断发展,需求不断前进,寻找人才变得迫不及待。在传统的人才筛选中,依赖的往往是人力资源管理者的主观感受来判定人才的信用及能力等。在阅读大量关于个人信用的相关文献后发现,目前的个人信用评估体系主要围绕着个人的消费、金融借贷展开,而系统、科学的对人才信用进行评估的几乎没有,大部分研究者主要围绕着用不同的方法对个人信用评价进行建模,来完善信用评价体系,同时还有部分学者针对个人信用评价体系的必要性和建议进行阐述,而完整地构建个人信用评价体系的却是凤毛麟角。本文旨在通过创建新型网络招聘平台收集人才数据,利用大数据、AI、区块链等新型技术构建人力资源领域中的人才信用评估体系,以期系统、科学地对人才信用进行评估,创造性地将人才信用评估用于不仅仅涵盖于金融借贷领域同时还用于人才管理及创业投资领域等,且丰富了信用评估模式及从不同的角度完善了社会信用评价体系的建设。     

督促司乘双方双重履约的博弈模型和奖惩机制

为了减少网约车平台在将订单派发给司机后司机与乘客违约的情况,有必要对司乘双方的行为进行一定约束.首先基于演化博弈理论构建网约车平台、司机和乘客的三方演化博弈模型,然后分析网约车平台、司机和乘客的演化路径及稳定策略,以及三方共同作用的演化策略的稳定性,最后通过算例仿真分析进行验证.结果显示,只有当网约车平台对司乘双方实施高强度的奖惩力度才能起到督促司乘双方选择履约策略的作用.     

The influence of in‐store personnel on online store value: An analogical transfer perspective

In today’s multichannel retail environment, consumers’ experiences in one channel influence their perceptions of another channel. Specifically, consumer evaluations of a firm’s online store have been found to be influenced by consumer interactions with the firm’s in‐store personnel. This paper is among the first to address this assumption and test it empirically. Drawing upon the analogical transfer paradigm, we propose hypotheses and accordingly model in‐store personnel’s competence and friendliness as determinants of online store usefulness, online store enjoyment, and online store value. Using consumer data collected from two Dutch multichannel retailers, we test this model with partial least squares modeling. The results provide clear support for the model and confirm that consumers may use characteristics of in‐store personnel as analogies when evaluating a firm’s online store. Implications for research and retail managers are discussed.     

Mobile advertising to Digital Natives: preferences on content,style, personalization,and functionality

Digital advertising is the fastest growing form of marketing. Within digital, mobile is the fastest growing medium. Mobile advertising occurs on any mobile device, such as smartphones and tablets. The upcoming generation of Digital Natives is especially prone to viewing mobile advertising. Digital Natives have grown up with digital communications; they use their smartphones to connect with the world and make purchases. Mobile advertising and Digital Natives are both new to the marketplace and, thus, research is scarce on both. This paper investigates the preferences of Digital Natives regarding mobile advertising. Several preferences were found and recommendations are provided.     

网络购物中商家道德问题分析

网络购物迅猛发展，购物中出现的描述产品不真实、售后服务缺乏保障、炒作信用虚假宣传等商家们的不道德问题已成为网络购物时人们最担心的事情，同时也阻碍了我国电子商务健康发展。所以必须提高商家诚信道德教育，完善相关法律法规建设，加强政府的引导和管理，推动我国网络购物健康持续发展。     

The effects of online negative word-of-mouth on dissatisfied customers: A frustration–aggression perspective

Conceptualizing how customers construe online negative word-of-mouth (nWOM) following failure experiences remains unsettled, leaving providers with inconclusive recovery strategy programmes. This empirical study recognizes online nWOM as a co-created encounter between the complainant (i.e., the initiator of the online nWOM) and the recipient (i.e., the consumer who engages with the online nWOM), examining their idiosyncrasies to discern their understanding of the experience. It introduces frustration–aggression theory to online WOM literature, recognizing that it can support a higher-order understanding of phenomena. Through phenomenological hermeneutics, interviews and focus groups, data were collected from millennials in Albania and Kosovo that provided accounts of nuanced and distinctive online nWOM realities. The emerged insights extended extant theory to a three-fold online nWOM typology (i.e., lenient online nWOM, moderate online nWOM and severe online nWOM) recognizing the negative impact customers have on a provider, which is controlled by frustration–aggression tags. Frustration–aggression variations across online nWOM led to the construct of three types of customers that engage in online nWOM, namely tolerable online nWOM customers, rigorous online nWOM customers and confrontational online nWOM customers. Findings culminated with satisfactory recovery strategies aligned to customer inferences regardless of the nWOM context.