A NOTE ON PRICING OF PRODUCT QUALITY FOR STATUS CONCERNS

The paper analyses the optimal pricing of the product quality scheme when concerns for relative standing exist among consumers. We demonstrate that if the proportion of high‐value consumers is over (respectively, under) 1/2 of the total consumers, a firm has an incentive to select a large (respectively, small) quality gap among products. Therefore, there exists a cut‐off level for status concerns, which eliminates quality differences, and the firm assigns the same quality to all the consumers. These results indicate that consumers’ qualities will reflect distortions at the top and bottom. Accordingly, the firm's profit depends on which consumer category is larger.     

产品设计专业中《设计图学》教学研究与实践

本文由艺术设计类中产品设计专业的设计图学现教学中存在的问题入手，探索该课程的体系结构、教学模式，着重阐述了谊门课程在教学改革中的思路、方法及具体措施。从激发学生学习兴趣、完善教学内容、改善教学方法及手段等方面进行改革，从而提高艺术设计类学生学习设计图学的积极性、主动性、创造性。为培养产品设计人才提供有效的途径。     

中美产品责任惩罚性赔偿制度构成要件的比较

我国《侵权责任法》首次规定产品责任惩罚性赔偿,但存在主观要件过严、举证难、赔偿责任及数额不具体等问题。应借鉴美国相关法律,予以完善。     

后税费时代的农村公共产品供给机制创新——基于政府、市场与村民自治组织的分工与合作

全面取消农业税后,农村的部分公共产品供给陷入了困境。农村公共产品缺乏的主要原因是供给机制的缺失,其中重要的因素是农村公共产品供给责任不清以及供给模式单一。本文从政府、市场与村民自治组织的分工与合作的角度阐述了如何清楚划分各级政府在农村公共产品供给中的职责和范围以及如何将私人部门和非营利性组织引入到农村公共产品供给中来,实现政府和市场的合作。     

The Practicality of Super Bowl Advertising for New Products and Companies

Abstract

Companies that advertise during the Super Bowl can reach 40 million U.S. households with a 30-second commercial spot, but the cost can exceed $2 million. This research examines Nielsen television ratings and expenses for related commercial spots and suggests that the Super Bowl is not always the best site for introducing new companies or products to the marketplace. ANOVA test results indicate that younger companies may better affect purchase decisions by advertising more frequently during less expensive programming slots.     

Convenience,Price, Product

Abstract

This study examines the factors motivating consumers' purchases of specialty food and beverage products via the Internet. While convenience is often cited as a motivating factor, price and product selection have also been identified. This study considered convenience in terms of time, space, and effort. It also identifies several specific sub-categories for price and products. Among respondents who had made a recent online purchase, convenience-related issues were most frequently cited as being relevant to the purchase decision. Product-related factors were important for nearly one-third of the respondents. Price was of relatively little importance.     

Advertainment

Abstract

This essay explores the issues implicated by entertainment vehicles created solely to spotlight specific advertisers. From the contemporary exemplar of this paradigm in the highly successful 1990-1998 “Sophisticated Taste” campaign for Taster's Choice(r) instant coffee, in which viewers watched the sparks fly between the characters of Tony and Sharon in a continuing series of ads that functioned as television programming across multiple media platforms, to the most recent incarnation in advergames, online computer games that promote brands, this study considers the nature and implications of perhaps the ultimate evolution of product placement and blurring of the lines between entertainment and commercial persuasion.     

Keep it vague? New product preannouncement,regulatory focus,and word-of-mouth

This paper aims to examine the interaction between firm's new product preannouncement (NPP) strategies and consumers' regulatory foci on their WOM intention and the underlying mechanisms. In three experiments, we find that (1) the promotion-focused (prevention-focused) consumers have higher WOM intentions for vague (specific) NPP; (2) curiosity (outcome expectancy) mediates the effects of the NPP strategies on WOM intention for promotion-focused (prevention-focused) consumers; and (3) brand familiarity plays a moderating role, such that the interaction effect between NPP strategy and regulatory focus on consumers' WOM intention holds for a low-familiarity brand only. Our research contributes to a better understanding of NPP strategies and provides actionable strategic support for firms to conduct NPP.     

Increase hedonic products purchase intention through livestreaming: The mediating effects of mental imagery quality and customer trust

Although online retailing is applying livestreaming to promote both hedonic and utilitarian products, the differential effectiveness of utilizing this tool across the two types of products is still unclear. With an online experiment, the study found that livestreaming (vs. traditional e-commerce) is more effective in boosting hedonic products while making no difference in increasing purchase intentions of utilitarian products. By running a moderated serial mediation analysis, the research also demonstrated the underlying mechanism that livestreaming could significantly enhance mental imagery quality and customer trust in hedonic rather than utilitarian products. Therefore, our research has discovered an important boundary condition for the livestreaming effect and also the mechanism for the success of utilizing livestreaming to boost hedonic products. Considering the indiscriminate use of livestreaming regardless of product types and the huge amounts of resources required to sustain livestreaming, the study not only provides a theoretical glimpse of where livestreaming is more effective and why, but also practical insights as to how to apply livestreaming to different types of products and how to leverage mental imagery and customer trust to achieve business growth in an online retailing context.     

产品多样性对RCEP成员出口贸易的影响研究

2020年签署的RCEP是全球规模最大的自由贸易协定,其成员国的要素差异和产品多样性将在一定程度上推进贸易发展。本文利用生物多样性的概念计算2000-2019年RCEP成员国的产品多样性,并建立多元回归模型研究产品多样性对出口贸易的影响。结果表明:产品多样性对出口额有着负向抑制作用,这种抑制作用在非东盟国家更为显著。进一步的分析表明,由于各国专业于生产某类产品,导致产品多样性下降,但专业化又推动出口贸易的发展,从而使两者负相关。基于此,本文提出了创新贸易方式,打造对外贸易新高地,推动产业链价值链合作等促进RCEP成员国贸易发展的对策建议。