Examining the relationships between online store atmospheric color,flow experience and consumer behavior

Although atmospherics and flow experience are widely studied, the relationship between online store atmospheric cues and flow experience has received a little attention. Furthermore, there is a lack of published results about the role of atmospheric color in creating flow. Using the Stimulus – Organism – Response model and the theory of optimal experience of flow, this study investigated the impact of online store background color on the achievement of flow and its effects on online consumer behavior. In this study, an online experiment was conducted to investigate the effects of a warm hue – yellow versus a cool hue – blue of the background and used a self-administered online survey for data collection. The results underscore the important role online store color plays in creating the flow experience and revealed that blue hue induces more flow than yellow. The two dimensions of flow (perceived enjoyment and concentration) have direct and mediating effects on purchase intention and revisit intention. Concentration, but not enjoyment, has direct and mediating effects on the number of viewed pages and time spent per visit. This research enhances our understanding of the relationship between online store atmospheric color and flow and highlights the role of flow as an extension of SOR model applied online. Other theoretical and managerial implications of the results are discussed. Finally, suggestions regarding future research are presented.     

示范性双语案例式互动教学模式研究——以《组织行为学》为例的理论框架与验证设计

双语教学是我国高等教育与国际接轨的必然趋势,也是当前高等教学改革的热点和重点之一。目前,我国有许多高校已开展全英语教学实践,进行了有益的探索,在取得一定经验的同时,也存在各种问题。本研究按照知识体系特点,根据Michael H.Long等西方学者的互动假说,对本科《组织行为学》示范性双语案例式互动教学模式,在理论设计、教学实践以及效果测试等方面进行了探讨和研究,并提出相关建议。     

优势使用何以促进员工创新？和谐式激情与平台型领导的作用

基于自我决定理论,采用三阶段追踪调查数据,构建并验证优势使用对员工创新行为的影响机制,考察和谐式激情的中介作用以及平台型领导的调节作用。通过对341份有效问卷的统计分析发现,和谐式激情在优势使用影响员工创新行为的过程中发挥部分中介作用;平台型领导不仅正向调节优势使用对员工和谐式激情的正向影响,而且正向调节优势使用通过和谐式激情影响员工创新行为的间接效应。     

创新支持感对来华境外人才创新行为的影响——创新网络嵌入的中介作用

由于兼具创新要素集成、知识流动和共享、竞争合作创新氛围等工具性、情感性创新支持制度功能,创新网络嵌入成为继股权激励保健化趋势后异质性人力资本的一种有效激励模式。运用创新网络和网络嵌入理论,对来自高新技术产业开发区、科技企业孵化器、留学人员创业园等创新网络的315份有效问卷样本进行统计分析,探究工具性、情感性创新支持感对来华境外人才创新行为的影响及作用机理,阐释网络嵌入的中介效应。研究结果表明：情感性创新支持感对来华境外人才创新行为具有显著正向影响,但工具性创新支持感呈现保健化趋势;情感性创新支持感对结构嵌入、关系嵌入均具有显著正向影响,而工具性创新支持感仅对关系嵌入具有显著正向影响;结构嵌入在情感性创新支持感与创新行为间发挥部分中介作用,而关系嵌入不起作用。     

论“互惠性”假设对“经济人”假设的非理性冲击——基于委托代理模型的分析

互惠性偏好是行为经济理论中的一个重要研究领域,对传统的理性＂经济人＂假设提出了现实性的挑战。借助于激励理论中的委托--代理模型,通过互惠性假设下与＂经济人＂假设下的博弈均衡解的对比分析可知,新古典体系中的最优契约均衡存在着帕累托改进的可能。互惠性行为下的经济收益可以大于自利性行为下的经济收益,经济个体可以通过经济行为的调整与分配机制的变更来获取更大的利益,并促进组织利益、群体利益与社会利益的扩张。研究表明,长期在经济理论中居于主导地位＂经济人＂假设在现代经济社会中的实践性日渐衰退,包括＂互惠性＂假设在内的非理性假设存在着较高的现实意义。互惠性理论的提出不仅动摇了传统经济理论的基础,也促进了管理理论与管理行为的变革。互惠性理论从一个侧面为行为经济学提供了坚实的理论基础,巩固了行为经济学在现代经济理论中的卓越性地位。     

投资者非理性假设下公司金融决策前沿理论评述

随着行为金融理论的逐步发展,市场错误定价的稳定存在已经得到越来越多学者的认可。本文对行为公司金融理论中投资者非理性范式下的前沿理论进行了综述,从投资和融资决策两个方面分析了面对错误时的外部市场定价行为,以及理性的财务决策者如何利用这种市场无效率来为长期股东获利,或迎合非理性投资者预期来实现自己的短期目标。     

Chinese dietary culture influences consumers' intention to use imported soy‐based dietary supplements: an application of the theory of planned behaviour

The over‐saturated dietary supplement (DS) market in developed countries such as the US spurs the need for foreign market expansion, and the Chinese market provides a great potential for the foreign soy‐based DS industry. This study examined Chinese consumers' intention to use imported (US‐made US‐brand) soy‐based DS based on the Theory of Planned Behavior (TPB). Two alternative models were also examined in which Chinese dietary culture variables, including soyfoods favourability and dining‐out sociability, as well as their interactions with attitudes, were integrated into the TPB model. A cross‐sectional, self‐administered survey was conducted with a sample of 215 subjects (137 females; 78 males) in Shanghai, China. The TPB variables attitude, subjective norm, perceived behaviour control and behavioural intention, as well as the Chinese dietary culture variables: soyfoods favourability and dine‐out sociability were measured. Multiple linear regressions were used to analyze the three models. The statistical results indicated that all three models were statistically significant to predict intention (Model 1: R² = 0.473, P < 0.001; Model 2: R² = 0.505, P < 0.001; Model 3: R² = 0.525, P < 0.001). The results also showed that attitude, perceived behavioural control, and dine‐out sociability were significant (positive) determinants of intention. Soyfoods favourability acted a significant (negative) moderator of the relationship between attitude and intention. Subjective norm had no significant impact on intention. In conclusion, the TPB model was useful to predict Chinese consumers' intention to use imported soy‐based DS, but not all the TPB components weighed significantly in exploring DS consumption in China. The selected Chinese dietary culture variables were much more important predictors than subjective norm. This study makes a significant contribution in the application of the TPB model and in market strategy development for imported dietary supplements in China.     

商业银行国家助学贷款之风险分析

文章着重论述了国家助学贷款的信贷风险问题,指出国家助学贷款是一种财政贴息无担保的信用贷款,是一项公共政策;提出防范助学贷款的信贷风险,需要构建以国家征信体系为基础的社会诚信环境,完善全国性的个人征信信息系统,大力推广生源地贷款,创建助学贷款的风险管理系统。     

西安市《第三套全国中小学生系列广播体操》实施情况的调查分析

《第三套全国中小学生系列广播体操》于2008年9月开始在全国推广,通过对西安市中小学校《第三套全国中小学生系列广播体操》实施情况的分析,指出西安市中小学校《第三套全国中小学生系列广播体操》实施的成功所在;同时分析影响《第三套全国中小学生系列广播体操》实施所存在的一些问题,为更好的促进本套操的实施提出建议性对策。     

浅谈高校辅导员如何做好学生管理工作

随着教育体制的深入改革与开展,高等院校在校学生人数增长迅速。辅导员是学生班级和校方之间联系的桥梁,同时也是整个班级管理的教育者和指导者,班级管理在学校教育教学中有着举足轻重的地位。