结构方程模型森林康养消费需求因素分析

以计划行为理论为基础进行设计问卷,结合实地调研与在线问卷调查数据,运用结构方程模型研究现阶段中国居民森林康养消费需求的影响机制。结果表明:中国森林康养产业普及程度较浅,深度的森林康养内容认知与发展进展很浅薄;森林康养消费需求会促使居民的消费行为,而态度、知觉控制会显著正向影响居民的消费需求,态度、规范与知觉控制之间影响显著。因此,应设计多层次森林康养产品,鼓励森林康养养老,助力脱贫攻坚;提升居民参与森林康养的客观能力,奠定消费战略的基础;研究康养理论,推行康养理念,设计康养服务产品;政企协力推进,构建政-企-森-居-社会协调发展新模式,以便促进森林康养良好发展。     

Examining Chinese College Students’ Intention to Travel to Japan Using the Extended Theory of Planned Behavior: Testing Destination Image and the Mediating Role of Travel Constraints

Understanding the decision-making process and predicting travel behavior are critical for destination tourism marketers. This study develops and tests a structural equation model using the extended Theory of Planned Behavior (TPB) to explain Chinese college students’ intention to travel to Japan. Ten hypotheses were proposed regarding the relationships between destination image, travel constraints, and the original TPB constructs. The results of structural analyses reveal that the extended TPB has better predictive power for travel intention to Japan than the original one. Attitude is found to have the greatest impact on intention to travel to Japan. The mediating role of travel constraints shows a significantly negative effect on the relationships between the predictors and travel intention except for the relationship between perceived behavioral control and travel intention. The results of this study can help improve marketing promotions and the development of more effective destination positioning strategies for Japanese inbound tourism.     

Determinants of the intention to participate in firm-hosted online travel communities and effects on consumer behavioral intentions

The increasing presence of firm-hosted online travel communities is motivating significant changes in the travel industry. This study attempts to explain consumers’ intentions to participate in such communities, and other consumer behavioral intentions, on the basis of a model that integrates the Theory of Planned Behavior, the Technology Acceptance Model, and Social Identity Theory. In addition, this research investigates the link between the intention to participate in a community and two behavioral intentions that may benefit the host firm: the intention to use the firm’s products/services and the intention to recommend the host firm. The results reveal that the chosen theories provide an appropriate framework for explaining the intention to participate; this intention in turn has a positive effect on the two other behavioral intentions. On the basis of the results, the authors propose some key conclusions and managerial implications.     

A comparison of competing theoretical models for understanding acceptance behavior of information systems in upscale hotels

This study investigated which intention-based model, namely: (1) the technology acceptance model (TAM; Model 1); (2) the theory of planned behavior (TPB; Model 2); and (3) the decomposed TPB (DTPB; Model 3) is best for predicting and explaining employees’ behavioral intention to use hotel information system (HIS). Data were obtained from employees of 13 upscale hotels in Jeju, South Korea, and structural equation modeling (SEM) was employed to examine and compare the three competing theoretical models (CTMs) in terms of overall model fit, explanatory power, and paths significance. The findings of this study revealed that if the key objective is to predict behavioral intention to use HIS, the TAM is preferable. However, if the key objective is to explain behavioral intention to use HIS, the DTPB is preferable.     

Understanding Motivations and Acceptance of Location-Based Services

Location-based services (LBS) provide new opportunities for consumer convenience, just-in-time access to information, and services based upon the context of one’s location. Using a hotel/resort industry context, this study examines the impacts of LBS usage motivations on customers’ intentions and the moderating effects of age, gender, and experience on the relationships between motivations and intentions. Confirmatory factor analysis and structural equation modeling were used to analyze data collected from 398 hotel/resort customers owning smartphones. The results reveal the importance of utilitarian and social values in a customer’s adoption of LBS. This study provides practical significance to hospitality operators looking to deploy this type of technology to enhance the guest experience and revenue generating opportunities.     

环境规制下养殖户的环境投入行为研究*——基于双栏模型的实证分析

[目的]畜禽养殖业的快速发展导致了环境负外部性扩大,畜禽养殖污染问题推动了环境规制政策体系的完善;日趋严厉的环境规制下,养殖户的环境投入行为对畜禽养殖的环境治理具有重要意义。[方法]文章在归纳和完善了TPB理论及MOA模型的基础上,运用江苏、河北、山东3省的401个蛋鸡养殖户的整周期生产数据,采用双栏模型从环境投入意愿及投入程度两阶段,实证分析了环境规制下养殖户的风险认知及环境投入能力对其环境投入的影响程度及差异。[结果]实证结果表明,规制强度、养殖户的环境污染认知和投入能力对环境投入行为有显著的正向促进作用,但规制成本认知对环境投入行为呈现出倒"U"型的影响。[结论]政府应加强对养殖户环境风险认知的塑造,制定出差异化的规制政策,提升规制政策的监管效率,积极促进养殖户的环评申报工作。政府还应发展多维度粪污处理合作模式,降低养殖户的环境投入风险和成本。     

Clean labeling: Is it about the presence of benefits or the absence of detriments? Consumer response to personal care claims

The personal care industry is gradually shifting its promises toward health and environment-based messages, promoting either the addition of beneficial ingredients or processes or the removal of potentially deleterious additives or procedures. However, prior research has failed to encapsulate and organize the plethora of claims and to link consumer concerns, knowledge, and the influence of prosocial norms to attitude and purchase intention. This study examines the impact of absence- and presence-framed claims referring either to health or environmental friendliness on attitude and behavioral intention toward personal care products. It also explores differences in consumer profiles (concerning health, the environment, appearance, peer pressure, or disparate levels of front-of-package literacy). Using a framework based on Ajzen (1985) theory of planned behavior enriched with variables such as personal altruistic and egoistic concerns, claim credibility, and attitude, this study shows the superiority of absence-versus presence-framed claims for health and environment-based messages. Both claims pertaining to the environment and to health generate a positive attitude and are powerful in further converting it into buying intention.