生活方式、消费者创新性与新产品购买行为的关系

本文在文献研究的基础上归纳出描述和测量生活方式的四个主要维度:时尚意识、领导意识、价格意识和怀旧意识。基于1006位重庆消费者的问卷调查所得数据,检验生活方式、消费者创新性和新产品购买行为三者的关系,发现生活方式能显著地影响消费者创新性,而消费者创新性对新产品购买行为有显著的促进作用,消费者创新性在生活方式与新产品购买行为的关系中起完全中介作用。     

西方对外直接投资理论的演进及评述

对外直接投资反映了一个经济体中某一居民实体(直接投资者)在另一经济体的某一企业(直接投资企业)中获得永久利益的目的,同时这种永久利益意味着直接投资者和直接投资企业之间存在着一种长期的关系以及对该企业的管理产生了重大影响。西方学者对该问题的研究主要按照三条路径演进:渐进的演化路径、间断的演化路径和经过临界点的演化路径。本文主要将西方对外直接投资理论中目前引用率较高的观点分别按照其演进方式进行归纳、介绍和评价,认为有必要在学习西方对外直接投资理论的基础上,结合我国的经济实践,建立适合中国国情的对外直接投资理论。     

Strategies to offset dissatisfactory product performance: The role of post-purchase marketing

This research examines the role of post-purchase recovery initiatives in offsetting the negative effect of a dissatisfactory product experience. Experiment 1 explores the effect of counterfactual thinking, a mental simulation process of reflecting upon past events and generating alternative possible outcomes, on product evaluations after an individual experiences a negative purchase outcome. Experiment 2 builds on these findings and shows how customer surveys can be used as tactical tools to boost post-purchase product evaluations. The results indicate that post-purchase marketing efforts, such as customer surveys, can engage consumers in counterfactual thinking and positively affect their product evaluations.     

To Justify or Not to Justify: The Role of Anticipated Regret on Consumers’ Decisions to Upgrade Technological Innovations

Prior research suggests that adoption decisions are primarily based on product features and experiential opportunities, like trial and observation. Our research follows inquiries that identify anticipated regret (AR) as an emotion integral to consumer decision making. Prior research and current retailing practice assume that AR can be alleviated by compelling product attribute-based rationales for immediate purchase. These rationales often take the form of direct attribute comparisons between the current best and the future technologies. Counter-intuitively, we find that giving consumers attribute-based justifications for immediate purchase produces a uniform level of AR and purchase delay regardless of the perceived rate of innovation (PRI). However, under conditions of low PRI and no justification, AR decreases significantly. A clear implication of our findings is that firms marketing current technology should not rush to provide consumers with justifications for immediate upgrade since such communications will remind consumers of what they might miss if they adopt now, resulting in increased AR and purchase delays. Instead, we suggest that retailers focus promotional efforts on highlighting the hedonic benefits consumers experience by adopting today.     

消费者创新性的结构测量及对创新性行为的影响

现有文献比较全面地揭示了消费者创新性与新产品创新性行为之间的多重关系,并探讨了这些关系产生的条件和机制。但绝大多数的理论和经验研究都将消费者创新性视为一个单维构念来进行操作性界定和测量,很少有研究去探索其内在结构并在此基础上检验每个维度与新产品创新性行为之间的关系。文章旨在探讨消费者创新性的结构维度并在此基础上观察不同类型的消费者创新性对创新性行为的影响。结论表明,消费者创新性是一个包括感知创新性和认知创新性的双维构念;作为整体的消费者创新性与新产品采用行为并没有显著的相关性,只有认知创新性才与新产品的采用行为正向相关,而感知创新性只与新产品的创新性信息搜寻正向相关。上述结论为消费者创新性提供了一个新的认识,也为今后学者从该角度来研究有关消费者创新性的其他问题提供了变量测量的工具,而且还为新产品的营销实践提供了新的管理启示。     

Strategies to reduce product proliferation

Major problems associated with product proliferation include higher production, inventory, and record-keeping costs; increased expenses associated with trade promotions and slotting fees; added consumer confusion and stress; and increased susceptibility to stockouts. This article describes how a firm can limit product proliferation without incurring reduced sales or lowering consumer loyalty. An effective product proliferation reduction program needs to be based on several principles: resisting the temptation of asking consumers if a greater assortment is required; classifying goods into consumer behavior-based tiers; using interfunctional product pruning teams; practicing mass customization, where appropriate; placing absolute limits on product choice; and implementing effective strategies for product pruning.     

The different roles of product originality and usefulness in generating word-of-mouth

This paper explores how the dimensions of new products, specifically, the originality and usefulness of the products, influence word-of-mouth (WOM). In four studies, using lab and field setups, we find that originality and usefulness have different effects on WOM. We show that consumers spread more WOM about original products, but the valence of what they say depends on the usefulness of the product. Therefore, originality enhances the effect of usefulness such that consumers spread relatively more and more positively valenced WOM about original and useful products compared to less original but equally useful products. Conversely, consumers spread more and more negatively valenced WOM about original products that are not useful compared to less original products with the same level of low usefulness. The results indicate that product originality should be managed carefully when developing and positioning new products. Although originality increases buzz, it might lead to negatively valenced WOM when the usefulness of the product is perceived to be low.     

我国农产品市场体系发展存在的主要问题及对策探析

"农业是国民经济的基础",提高我国农业的竞争力对我国农业现代化与农业可持续发展是息息相关的。本文从我国农产品市场发展中存在的问题入手,对问题产生的原因进行了深入细致的分析,并结合国外发展农产品在市场的成功经验,提出我国农产品市场的发展对策。     

东亚与欧盟区域的产品需求结构与贸易模式

东亚和欧盟分别表现为外需主导型和内需主导型的贸易模式。两种不同的贸易模式对经济发展产生着不同的影响。由于东亚区域对外部最终产品市场的严重依赖,所以,后危机时代下,东亚贸易模式转型的必要性更加明显。但是,东亚贸易模式的转型将是一个长期的过程,而中国将在这个过程中发挥重要的作用。     

论WTO规则约束下地方政府在外贸领域的自主创新促进政策

为了鼓励出口企业自主创新,特殊经济区的地方政府可对国家没有实行全额出口退税但具有中国专利、已登记作品版权或自有出口商标的产品实行出口货物增值税未退进项税额地方财政部分返还政策,沿海经济发达地区的地方政府可对出口产品实行受托设计项目营业税地方财政减半返还政策和免费提供海外市场自主知识产权覆盖公共服务政策。