一体化框架下郑汴旅游资源的整合

旅游资源整合是实现区域旅游资源市场价值和综合效益最大化的过程。文章通过郑州与开封旅游资源的互补性及其整合效应分析,提出了基于一体化的郑汴旅游资源整合思路,并在区域旅游营销创新、旅游业发展平台构建、旅游资源深度开发、区域旅游协作等方面上提出一体化框架下的郑汴旅游资源整合措施。     

Status reinforcing: Unintended rating bias on online shopping platforms

Online shopping platforms have gradually begun to use hierarchical loyalty programs to distinguish customers. Previous studies have focused mainly on the effect of such programs on loyalty and repurchase behavior, and little is known about how customer statuses in hierarchical loyalty programs affect their online product evaluations. Drawing on social status and social conformity theory, this study investigates the impact of customer status on the valence of online reviews. An instrumental variable is proposed to address the endogeneity issue. The results show that a customer's need for status leads to a negative rating bias when leaving online reviews. At the same time, people encounter social pressure from crowds. The need for social conformity can alleviate such rating bias. This study contributes to the understanding of the effect of social status on post-purchase behavior and provides practical implications for both managers and platforms.     

Does character's gender matter in inspirational brand story? Exploring the moderating effect of gender role conformity

Inspirational brand story is a widely used marketing strategy in brand building. However, few empirical studies have investigated the underlying mechanism and boundary conditions of a successful brand story strategy. The current study examined the influence of lead character's gender in inspirational brand story on consumer–brand identification based on the social identity theory, benevolent sexism, and gender schema theory. Results from two experiments demonstrated that the gender of inspirational brand stories has an impact on consumer brand identity through the mediation effect of sympathy. Compared with a male character, a female character elicits viewers' sympathy, which results in high brand identification. Such a gender effect is stronger when there is a high level of perceived gender role conformity. Theoretical and managerial implications are discussed.     

Social influence and stakeholder engagement behavior conformity,compliance, and reactance

Following the proliferation of customer engagement behavior research, rising interest is observed in marketing-based stakeholder engagement behavior, which covers any stakeholder's—including a customer's, employee's, firm's, supplier's, competitor's, and so forth—behavioral engagement in his/her role-related interactions, activities, and relationships. However, despite its importance, understanding of the stakeholder engagement behavior concept remains tenuous, is therefore addressed in this paper. We first conceptualize stakeholder engagement behavior as a stakeholder's behavioral manifestation toward his/her role-related interactions, activities, and relationships, followed by an exploration of the effect of influencor-exerted social influence on an influencee's stakeholder engagement behavior. We argue this effect to manifest as stakeholder engagement behavior conformity, -compliance, or -reactance, depending on the influencee's level of acceptance of the influencor's exerted influence. In turn, we propose stakeholder engagement behavior conformity, -compliance, and -reactance to yield cooperation, coopetition, or competition in the influencor/influencee relationship, respectively, as depicted in a conceptual model and an associated set of propositions. By investigating the interface of social influence, stakeholder engagement behavior, and its prevailing relational consequences (i.e., cooperation, coopetition, and competition), our analyses offer novel theoretical acumen and actionable managerial insight.     

认知偏差对农户宅基地退出意愿的影响——基于广东省880个样本农户的实证研究

研究目的：基于前景理论分析认知偏差对农户宅基地退出意愿的影响机理，利用广东省880份调查数据进行实证检验，以期引导农户自愿有偿退出，提升政策实施成效，推进宅基地制度改革。研究方法：问卷调查法、二元Logistic回归模型。研究结果：（1）信息认知偏差以1%的统计水平显著影响退出意愿，回归系数为-1.830，其中负面经验锚定和高价格锚定显著抑制农户退出意愿；（2）群体认知偏差以1%的统计水平显著影响退出意愿，回归系数为-1.336，农户正面从众程度越高，退出意愿越强；（3）功能认知偏差以1%的统计水平显著负向影响退出意愿，回归系数为-0.782，高程度的保障、经济、心理功能感知显著降低农户退出意愿。研究结论：由于存在锚定、从众、禀赋效应，农户在宅基地退出行为决策中易形成信息、群体、功能认知偏差，最终影响其退出意愿。据此，增强农户宅基地退出意愿重点要从削弱负面经验锚定的抑制作用、发挥正面从众心理的促进作用、减轻禀赋效应和高价格锚定的负面影响三方面着手，加强信息化的基层动员宣传力度，发挥正向化的群体规范引导效用，制定多元化的退出补偿标准体系。