基于顾客忠诚理论的团购营销策略研究

随着电子商务的快速发展,团购营销策略是基于顾客的忠诚而成功的。根据顾客忠诚理论,构建团购营销策略下顾客忠诚度影响因素模型。利用实证研究对团购营销策略下消费者忠诚度进行评估,结果显示:影响团购顾客忠诚的关键因素,包括服务人员的服务质量、企业形象和网站响应性等。     

IPO高抑价之谜：“租金分配观”还是“定价效率观”？——基于2005-2012年数据

对中国IPO极高的抑价现象存在两种不同的解释——“定价效率观”和“租金分配观”。以2005—2012年A股IPO公司作为样本,对这两种观点进行检验,结果表明：“租金分配观”只在2005-2008年成立,在2009-2012年不成立;“定价效率观”则能更好地解释2005年实施询价配售制度以来中国IPO抑价率的变化。     

Does Social Media Matter? Investigating the Effect of Social Media Features on Consumer Attitudes

The purpose of this study is to explore the impact of social media's features (i.e., entertainment, usefulness, informativeness and irritation) toward consumers’ attitude toward the brand. Subsequently, this study explores the impact of this attitude toward consumers’ brand loyalty, brand awareness and purchase intention. Data for this study was collected through a large public university in Australia. Paper surveys were distributed to students, their friends and members of their immediate families (N = 724). The findings show that entertainment feature has the strongest impact on consumers’ attitude toward the brand's social media use, followed by informativeness, usefulness and finally, irritation. Consumers’ attitude toward a brand's social media strongly influences consumer loyalty, awareness and purchase intention. The findings of this research provide some insights into the impact of different features of social media which will be useful for practitioners and academics interested in social media.     

我国现行粮食价格政策面临的问题与对策研究

我国现行粮食价格政策面临许多问题,应借鉴主要发达国家与地区对粮食价格干预政策的经验,完善粮食最低收购价格与种粮直接补贴政策,增加种粮农民收入,推进粮食产区新农村建设。     

图书馆区域联合招标采购研究

本文结合图书馆中文图书招标采购的经验,对图书馆中文图书区域性协作联合招标采购工作的可行性、优越性及应注意的问题等进行了探讨,使图书馆的招标工作更加完善,为中文图书采选工作提供更大的选择空间。     

机制设计视角的O2O模式科学性分析

O2O模式的升级与转型是目前电商行业的热点问题。运用机制设计理论,分析O2O不同经营类型的科学性,验证不同O2O类型与盈利模式间的关系。理论分析发现:相对于独立型与复合型团购,平台型团购能够较好地处理传统营销中买卖双方的信用关系,具有机制设计上的优势性。实证分析显示:平台型团购的盈利模式侧重于新型的增值业务收入,独立型与复合型团购侧重于商品的进销差价等传统盈利模式,消费者投诉绝大部分集中在独立型与复合型团购。     

政府购买公民社会组织居家养老服务研究——以南京市鼓楼区为例

本文以南京市鼓楼区向心贴心老年人服务中心购买居家养老服务为个案,以政府向公民社会组织购买公共服务过程中涉及的供给者、生产者与消费者的＂三元主体＂为理论分析框架,具体应用统计数据分析、问卷调查和访谈的经验性研究方法,深入地描述和分析政府购买公共服务的具体过程,进而总结经验与发现问题,并提出政策建议。     

Ethnic Identity in Advertising: A Review and Meta-Analysis

The corpus of research on ethnic identity in advertising indicates that (1) ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and (2) attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads. Individual studies often differ by measurement type (i.e., single-item measure versus multi-item scale), study design (i.e., experiment versus survey), and diversity of respondent sample. Seemingly, ethnic-identity effects are greater for studies that relied on single-item measures, experimental designs, and more diverse samples. Implications and future research directions are suggested.     

个人购汇影响因素及风险防范研究

近年来个人购汇交易量持续增长，对个人购汇的影响因素、存在风险及防控措施进行研究，对于完善个人外汇管理、维护国际收支平衡具有重要意义。文章基于山东省个人购汇数据，深入分析了需求、政策和汇率三方面对个人购汇的影响效果，对当前个人外汇管理中的潜在风险和监管难点进行了阐述，并针对存在问题提出了进一步完善管理的政策建议。     

Sports Marketing

Although text messaging as a communication tool in society is rampant, research on its effects within print advertisements is lacking. To help fill this void, we employ three between-subject experiments (i.e., Study 1: text message vs. no text message; Studies 2 and 3: text message vs. traditional language). We posit that using text message copy in print ads is a unique (as grounded in distinctiveness theory) and fitting (as grounded in communication trust theory) approach to commune with targeted viewers and, therefore, should lead to favorable advertising outcomes. The experimental results confirm this notion. For example, responses concerning ad novelty, attention toward the ad, attitude toward the ad, purchase intention, and perceived brand trust are more favorable toward the text message condition ads. Implications and directions for future text message-related research are discussed.