病毒性营销策略在网络营销中的应用

病毒性营销策略作为一种网络营销方法已被众多企业接受并实践。它的低成本给企业带来丰厚的收益,但同时实施 过程中也隐藏着风险。文章从病毒性营销策略的涵义入手,在分析了具体的实施工具后,阐述了整个实施过程以及可能的风险 与一些技巧,最后用具体的案例说明如何在网络营销中成功地实施病毒性营销策略。     

保险行业口碑营销策略研究

保险行业的特殊性注定了与口碑营销模式的契合度,本文在分析了保险产品的特殊性以及口碑传播的特点的基础上,结合传播学的“5W”模式,提出了保险行业口碑营销的模型,并提出了相应的策略.     

漳村煤矿深孔预裂爆破增透技术的应用研究

针对漳村煤矿2306工作面低透气性煤层抽采瓦斯效率低,耗工误时等问题,提出了利用深孔预裂爆破增透技术,增加煤体透气性,提高瓦斯抽采量的措施。主要探究了深孔预裂爆破增透的作用机理,以现场矿井实际应用的煤层、爆破和炸药参数为基础,对煤层深孔预裂爆破利用三维数值模拟方法进行研究。数值模拟分析得到了2306工作面瓦斯巷煤层的松动爆破半径为4m,为深孔预裂爆破试验的钻孔布置提供了理论依据;在2306工作面瓦斯巷内进行了深孔裂爆破试验,现场考察了深孔预裂爆破增透试验瓦斯抽采效果,平均瓦斯浓度较比较孔抽采瓦斯浓度提高2~4倍,平均瓦斯抽采纯量较比较孔抽采瓦斯纯量提高2~5倍,提高了煤层瓦斯抽采率,缩短了煤层预抽时间,具有显著的经济与社会效益。     

A comparison principle between rough and non-rough Heston models—with applications to the volatility surface

We present a number of related comparison results, which allow one to compare moment explosion times, moment generating functions and critical moments between rough and non-rough Heston models of stochastic volatility. All results are based on a comparison principle for certain non-linear Volterra integral equations. Our upper bound for the moment explosion time is different from the bound introduced by Gerhold, Gerstenecker and Pinter [Moment explosions in the rough Heston model. Decisions in Economics and Finance, 2019, 42, 575–608] and tighter for typical parameter values. The results can be directly transferred to a comparison principle for the asymptotic slope of implied variance between rough and non-rough Heston models. This principle shows that the ratio of implied variance slopes in the rough versus non-rough Heston model increases at least with power-law behavior for small maturities.     

Repurchase intent antecedents of a competitive brand in the smartphones segment

This research has analyzed the influence of perceived value, affective commitment, normative commitment and positive word of mouth as antecedents of repurchase intention of smartphones of a particular brand. The analysis of the results was made by means of multivariate statistics, applying Structural Equation Modeling technique. The sample consisted of 283 valid cases. The results showed that perceived value positively influences the affective commitment and normative commitment; perceived value by customers does not positively influences positive word of mouth; affective commitment positively influences positive word of mouth; affective commitment positively influences repurchase intention; normative commitment positively influences repurchase intention; and positive word of mouth positively influences repurchase intention of a product of the same brand.     

How do electronic word of mouth practices contribute to mobile banking adoption?

Mobile banking (m-banking) is the fastest growing and most cost-effective channel for delivering banking services. Electronic word of mouth (eWOM) plays a crucial role in the success of e-commerce. Therefore, the main purpose of this study is to investigate a comprehensive moderated mediated mechanism for enhancing m-banking adoption behavior through positive eWOM triggers using the elaboration likelihood model (ELM). Argument Quality, valence, consistency and volume were considered eWOM triggers, and the conceptual model also included initial trust in m-banking as a mediator and consumer involvement in m-banking as a moderator. A total of 1153 useable surveys completed by the Indian users of social networking websites were used for analysis. The findings showed that of the triggers, argument quality, valence, and consistency enhance intention to adopt m-banking. These effects were mediated by initial trust in m-banking. The mediation effects of initial trust between valence – Intention varied between high and low consumer involvement in m-banking. These findings make several contributions to the literature on marketing communication, particularly to eWOM research and ELM theory. Practically, this study provides several recommendations to banks about how to use positive eWOM for motivating consumers to adopt m-banking.     

浅谈地域性建筑创作

信息大爆炸的时代,带来新的材料、新的结构、新的技术,同时也带来了对传统地域性建筑的冲击,通过对地域建筑创作因素的探索,结合时代特征创造出具有生命活力的地域性建筑。     

顾客口碑价值之形成机理及其计量模型优化

从社会影响视角,推导出顾客口碑价值形成机理的概念模型,提出相应研究假设;采用问卷调查法,通过现场调查,收集到591份有效样本数据,以检验研究假设。实证结果表明：顾客口碑推荐对被推荐者和推荐者自身的购买行为具有不同的作用机制;并且,顾客口碑推荐均能促使被推荐者和推荐者为企业带来隐性收益(顾客成本和溢价能力的下降)和显性收益(顾客购买额的增加)。在实证研究基础上,进一步优化顾客口碑价值计量模型,并探讨研究结论的管理启示。     

中国顾客抱怨行为的文化成因及“疗法”研究

文化背景影响顾客抱怨行为。中国传统文化背景下的顾客在经历产品或服务失败之后,倾向于将其归因为"缘分"、运气等不可控因素,不满意程度较低;而重视面子和讲求中庸等观念使得他们往往不愿意直接向企业投诉;集体主义和人与人之间互相依赖的价值导向则使得他们可能会进行大量负面口碑宣传。因此,企业需要认真审视这些行为表现及其文化成因,采取相应措施,鼓励顾客直接向企业投诉;管理顾客负面口碑;同时,还需开发测量中国顾客满意度的新标准。     

The Perceptions of Consumers Regarding Online Retailers’ Ethics and Their Relationship with Consumers’ General Internet Expertise and Word of Mouth: A Preliminary Analysis

Ethical concerns of Internet users continue to rise. Accordingly, several scholars have called for systematic empirical research to address these issues. This study examines the conceptualization and measurement of consumers’ perceptions regarding the ethics of online retailers (CPEOR). Also, this research represents a first step into the analysis of the relationship between CPEOR, consumers’ general Internet expertise and reported positive word of mouth (WOM). Results, from a convenience sample of 357 online shoppers, suggest that CPEOR can be operationalized as a second-order construct composed of four dimensions: security, privacy, fulfillment, and non-deception. Our findings also indicate that consumers’ general Internet expertise significantly improves CPEOR and CPEOR are strongly predictive of consumers’ WOM. Managerial and research implications are offered.