基于非线性效应的第三方支付平台兼容性研究

本文在设定网络外部性效用为符合梅特卡夫法则的非线性函数条件下,构建双寡头支付平台兼容和不兼容两种情况下的优化模型,探讨双寡头支付平台的兼容性策略选择问题。研究发现,规模对称的双寡头支付平台兼容之后,两家支付平台的利润、消费者效用及社会福利均会增加;银联成立后中国工商银行的银行卡业务利润得以提升也验证了模型结果。建议政府借鉴银联的成功经验,使银联在线成为各支付平台的聚合型平台,提高第三方支付清算系统的效率。     

Factors influencing customer engagement with branded content in the social network sites of integrated resorts

The integrated resorts rely on social network sites (SNSs) for content marketing, while one of the main purposes of content marketing is customer engagement that will leverage the impact of branded content. This study investigates the factors influencing customer engagement with brand posts of integrated resorts on the SNSs. The findings highlight the important influence of both media-type and content-type factors on the level of customer engagement in SNSs of integrated resorts. This study provides practical implications for integrated resorts to develop SNS online content marketing strategy.     

感知购物环境对旅游者购物行为的影响机制研究——旅游者购物情绪的媒介作用

在相关研究的基础上,本文运用结构方程建模方法建立了感知购物环境对旅游者购物行为的全影响和间接影响模型,通过对两个模型的对比分析,发现了感知购物环境影响旅游者购物行为的路径机制,即感知购物环境对旅游者购物行为的影响是通过改变旅游者的购物情绪而实现的,旅游者购物情绪在环境→情绪→行为这一路径中起到非常重要的媒介作用。最后,本文提出了管理建议。     

国外网络旅游信息搜寻研究进展与启示

文章通过对国外近15年来相关文献的分析,发现国外关于网络旅游信息搜寻的研究起步较早,研究视角较宽泛,理论研究与方法应用较为成熟。研究重点主要集中在网络旅游信息需求与搜寻动机、搜寻内容偏好、搜寻行为特征、搜寻者特性和网络旅游信息源等5个方面。研究方法上,注重定性与定量方法的有机结合,并借助先进的网络软件和技术,研究结论更具科学性和说服力。最后,基于国外研究现状,展望未来研究方向,以期为国内相关研究与实践提供借鉴。     

基于用户关注的房地产特征价格模型构建研究——以合肥市为例

特征价格模型是房地产研究中常用的经典模型,其特征指标往往基于研究者过往经验及偏好来选取,对购房者情感偏好考虑不足。基于房地产网络平台上丰富的在线用户评论,挖掘其所隐含的购房者情感偏好,建立体现用户关注的房地产特征价格模型,并以合肥市为例,采集148组楼盘数据进行实证研究。结果表明,“区位”“户型”“装修”“生活配套”“物业质量”“绿化环境”“交通”“学区”为购房者显著偏好的房地产特征指标,而依据这些特征指标构建的房地产特征价格模型能够合理地评估房地产特征属性的隐含价格,具有良好的拟合度和较高的解释能力。     

略论网络社区营销的实施策略

网络社区的蓬勃发展推动了网络社区营销的深入开展。网络社区营销活动具有精准性、互动性、成长性、软性营销的特点。企业可以借助网络社区开展市场调查,传播促销信息,实施活动营销,塑造品牌形象。网络社区营销还可以帮助企业强化危机管控,管理公共关系。     

Effects of Picture Presentations on Customers' Behavioral Intentions on the Web

SUMMARY

As the Web is becoming a major communication channel to bridge hotels and customers, great marketing efforts have been made to attract new customers and repeat business. A wide variety of studies have been conducted to identify factors that could affect customers' purchase behavior on the Web. Little research, however, has been documented that assessed the effects different pictures presented on the Web had on customers' online purchase behavior. Based on the content analyses with 203 existing hotel Websites, this study examined the potential effects of Website format, Website contents, and Website realism on customers' behavioral intentions. Results indicate that the content and realism of picture presentations are important predictors of customers' attitudes toward the Website. The attitudes appear to be a strong predictor of behavioral intentions on the Web. Suggestions and implications are included for the lodging industry and future research.     

Rewarding customers who keep a product: How reinforcement affects customers' product return decision in online retailing

A lenient product return policy represents the status quo of current return management practice in online retailing because it increases customers' order tendency. However, at the same time, many customers tend to return products under this policy, which incurs considerable costs for retailers. The present research introduces a keep reward (i.e., providing incentives to keep a product) as a new promotion strategy to improve the conventional lenient policy. Drawing on operant conditioning, the authors propose and test the reinforcing effect of a keep reward on customers' keep decision, compared to the conventional lenient policy. Results of a qualitative pilot study suggest that a keep reward is generally feasible in online retailing practice, especially in the low‐ to mid‐price segment and with rewards that are linked to future purchases. Two experimental studies verify the positive effect of a keep reward. Study 1 shows that it substantially increases keep intention compared to a conventional lenient policy. Study 2 shows that the effect on keep intention is moderated by customers' online shopping frequency, and this moderating effect is mediated by repurchase intention. In particular, the keep reward is most effective among frequent shoppers because they are more inclined to repurchase and thus, benefit from the reward. In summary, both studies support the keep reward as a valuable add‐on to the conventional lenient policy because order intention remains comparably high, while keep intention is higher. Theoretical implications and recommendations for online retailers on how to implement a keep reward in different industries are discussed.     

The effect of human image in B2C website design: an eye-tracking study

On B2C shopping websites, effective visual designs can bring about consumers’ positive emotional experience. From this perspective, this article developed a research model to explore the impact of human image as a visual element on consumers’ online shopping emotions and subsequent attitudes towards websites. This study conducted an eye-tracking experiment to collect both eye movement data and questionnaire data to test the research model. Questionnaire data analysis showed that product pictures combined with human image induced positive emotions among participants, thus promoting their attitudes towards online shopping websites. Specifically, product pictures with human image first produced higher levels of image appeal and perceived social presence, thus stimulating higher levels of enjoyment and subsequent positive attitudes towards the websites. Moreover, a moderating effect of product type was demonstrated on the relationship between the presence of human image and the level of image appeal. Specifically, human image significantly increased the level of image appeal when integrated in entertainment product pictures while this relationship was not significant in terms of utilitarian products. Eye-tracking data analysis further supported these results and provided plausible explanations. The presence of human image significantly increased the pupil size of participants regardless of product types. For entertainment products, participants paid more attention to product pictures integrated with human image whereas for utilitarian products more attention was paid to functional information of products than to product pictures no matter whether or not integrated with human image.     

金融业信息安全风险及应对措施

以金融业信息安全及面临的数据大集中、网上银行、安全管理的风险为切入点,结合银行业信息安全工作的实际情况,提出可行的措施建议。