略论网络社区营销的实施策略

网络社区的蓬勃发展推动了网络社区营销的深入开展。网络社区营销活动具有精准性、互动性、成长性、软性营销的特点。企业可以借助网络社区开展市场调查,传播促销信息,实施活动营销,塑造品牌形象。网络社区营销还可以帮助企业强化危机管控,管理公共关系。     

Effects of Picture Presentations on Customers' Behavioral Intentions on the Web

SUMMARY

As the Web is becoming a major communication channel to bridge hotels and customers, great marketing efforts have been made to attract new customers and repeat business. A wide variety of studies have been conducted to identify factors that could affect customers' purchase behavior on the Web. Little research, however, has been documented that assessed the effects different pictures presented on the Web had on customers' online purchase behavior. Based on the content analyses with 203 existing hotel Websites, this study examined the potential effects of Website format, Website contents, and Website realism on customers' behavioral intentions. Results indicate that the content and realism of picture presentations are important predictors of customers' attitudes toward the Website. The attitudes appear to be a strong predictor of behavioral intentions on the Web. Suggestions and implications are included for the lodging industry and future research.     

Rewarding customers who keep a product: How reinforcement affects customers' product return decision in online retailing

A lenient product return policy represents the status quo of current return management practice in online retailing because it increases customers' order tendency. However, at the same time, many customers tend to return products under this policy, which incurs considerable costs for retailers. The present research introduces a keep reward (i.e., providing incentives to keep a product) as a new promotion strategy to improve the conventional lenient policy. Drawing on operant conditioning, the authors propose and test the reinforcing effect of a keep reward on customers' keep decision, compared to the conventional lenient policy. Results of a qualitative pilot study suggest that a keep reward is generally feasible in online retailing practice, especially in the low‐ to mid‐price segment and with rewards that are linked to future purchases. Two experimental studies verify the positive effect of a keep reward. Study 1 shows that it substantially increases keep intention compared to a conventional lenient policy. Study 2 shows that the effect on keep intention is moderated by customers' online shopping frequency, and this moderating effect is mediated by repurchase intention. In particular, the keep reward is most effective among frequent shoppers because they are more inclined to repurchase and thus, benefit from the reward. In summary, both studies support the keep reward as a valuable add‐on to the conventional lenient policy because order intention remains comparably high, while keep intention is higher. Theoretical implications and recommendations for online retailers on how to implement a keep reward in different industries are discussed.     

The effect of human image in B2C website design: an eye-tracking study

On B2C shopping websites, effective visual designs can bring about consumers’ positive emotional experience. From this perspective, this article developed a research model to explore the impact of human image as a visual element on consumers’ online shopping emotions and subsequent attitudes towards websites. This study conducted an eye-tracking experiment to collect both eye movement data and questionnaire data to test the research model. Questionnaire data analysis showed that product pictures combined with human image induced positive emotions among participants, thus promoting their attitudes towards online shopping websites. Specifically, product pictures with human image first produced higher levels of image appeal and perceived social presence, thus stimulating higher levels of enjoyment and subsequent positive attitudes towards the websites. Moreover, a moderating effect of product type was demonstrated on the relationship between the presence of human image and the level of image appeal. Specifically, human image significantly increased the level of image appeal when integrated in entertainment product pictures while this relationship was not significant in terms of utilitarian products. Eye-tracking data analysis further supported these results and provided plausible explanations. The presence of human image significantly increased the pupil size of participants regardless of product types. For entertainment products, participants paid more attention to product pictures integrated with human image whereas for utilitarian products more attention was paid to functional information of products than to product pictures no matter whether or not integrated with human image.     

金融业信息安全风险及应对措施

以金融业信息安全及面临的数据大集中、网上银行、安全管理的风险为切入点,结合银行业信息安全工作的实际情况,提出可行的措施建议。     

简析网上银行的法律问题

本文立足于我国网上银行运营的实际情况,以现行法律规范为基础,针对网上银行交易和网上银行监管所涉及的法律问题进行分析。     

How Safe Are the Harbors?

Abstract

With the growth of e-commerce has come the need for businesses to provide protection of personal, private data collected from internet users and consumers. The United States has favored a policy of industry self-regulation, while the European Union (EU) has responded to its consumer demands for privacy protection regulations and enforcement. Faced with the critical need for a middle ground, the US has proposed “Safe Harbor Privacy Principles” as a means of compromise with the EU. This article explores the market context of the Safe Harbor Principles, the European reaction, and the probable impact on businesses.     

在线旅行预订感知风险的实证研究

以旅游者在线旅行预订酒店为例,研究旅游者对在线旅行预订的感知风险。在对22个原始变量进行因子分析后,得出6个主要的影响因子：经济风险、功能风险、时间风险、隐私风险、社会风险、服务风险,同时根据其重要性对各因子进行了排序。然后将人口统计变量和在线旅行预订经验分别与6个主因子进行相关分析,研究发现,上述变量与感知风险的部分维度有着不同方向的显著影响。     

地方新建本科院校体育、艺术类学生英语自主学习能力培养研究

随着地方新建本科院校招生规模逐年扩大,体育、艺术类学生的招生量也在不断地增加。作为大学英语教学的对象,体育、艺术类学生是一个特殊的学生群体,他们普遍存在着英语基础差、学习自主性程度和水平不高、学习策略水平不高等特点。文章旨在通过行动研究的方法为体育、艺术类学生的大学英语教学提供一个课内外相结合的自主学习教学模式,以期提高学生的英语学习效率。     

常州市高星级酒店网络团购营销调查研究

网络团购是起源于美国Group-on公司的一种新的商业模式,它是SNS平台和电子商务的结合体.常州市开展团购营销酒店集中在市区;四星、五星以及准五星酒店从不同战略出发均推出了网络团购产品;在团购产品类别方面,消费者和酒店在团购产品选择上有较大区别;不同团购平台的平均每期成交量也迥然不同;不同产品类别的在线天数从5天到45天不等.酒店网络团购营销根据酒店战略发展需求制定团购目标;根据市场需求推出产品;根据产品选择团购平台;调整团购营销策略,同时要做好团购客户管理.