扩大咸阳农村消费需求的对策研究

当前促进国民经济增长最有效、最直接的方法是扩大内需。在我国,农村人口众多,消费需求潜力巨大,大力拓展农村消费市场是非常必要的。我们通过走访农户、发放调查问卷等方式对咸阳农村居民的消费需求作了调查,透过农村消费需求的现状,对制约当前咸阳农民消费需求扩大的原因进行剖析,提出了相应的解决对策。     

我国民营企业买壳动机研究

该文以2004年至2006年期间发生的民营企业买壳上市的案例为对象,研究我国民营企业买壳上市的动机,研究发现买壳后的资产重组与民营企业买壳绩效显著正相关,我国民营企业买壳上市更多是协同动机而非掏空动机!     

The Effects of Idealized Advertising Imagery on Social Comparisons,Psychological and Emotional Outcomes,and Consumer Vulnerability: A Conceptual Model

This article integrates marketing and social psychology theories and findings into a conceptual model that describes the conditions for which idealized advertising images induce positive (or negative) consumer outcomes. Extending Bessenoff's moderated mediation model, the authors propose that: (1) effect of social comparison on the relationship between exposure to idealized advertising images and psychological/emotional outcomes will be moderated by internalization of ideals and self-discrepancy; (2) effect of psychological/emotional outcomes on the relationship between social comparison and consumer vulnerability will be moderated by attainability of ideals; and (3) product claims should moderate the relationship between psychological and emotional outcomes and consumer vulnerability.     

Consumer‐generated media and product labelling: designed in California,assembled in China

Product country‐of‐origin labelling is an important extrinsic cue for consumers about a product's attributes. In a globalized world where products components and parts originate from multiple countries, companies have resorted to inventive country‐of‐origin labelling. The objective then of this paper is to better understand consumers' evaluation of products that have inventive country‐of‐origin labelling (i.e. Designed in California, Assembled in China). Exploratory qualitative data were collected from consumer‐generated media (36 weblogs) using Nielsen's Research BlogPulse tool. A grounded theory analysis revealed that four key themes emerged from the data that related to confusion about the labelling strategy, strong symbolic and emotional ties to country‐of‐origin, and the importance of country‐of‐origin as a quality signal.     

Understanding Customers' Intention to Seek for a Better Deal in Electronic Marketplace: The Role of Tolerance for Sacrifice Gap

ABSTRACT

Online consumers make frequent use of the Internet to search for product and price information. In this study, an online model is proposed and empirically tested in investigating the role of tolerance for sacrifice gap in understanding customers' intention to seek for a better deal. Data was collected through an online survey. Structural equation modeling was employed to test hypotheses. The results show that tolerance for sacrifice gap was not only a strong predictor of intention for continuing search but also itself being related to consumer product knowledge, perceived control, and consumer product involvement. Direct relationship between another construct “perceived reduction in sacrifice gap” and “intention to seek for a better deal” was also found. Theoretical and managerial implications are discussed.     

Managing the Real Estate Salesforce Through Career Stages

Rcsearchers have identified four career stages hat employees pass through: exploration, establishmcnt, maintenance, and disengagcrnent. This study explored the impact of real estate salespeople's career stages on attitudes toward their jobs and perfor- mance. The sample consisted of 241 full-time real estate salespeople in Missouri. The results of this study showed that Ule lowest levels of organizational commitment, job involvement, perceived job chal- lenge, and job satisfaction were found for real estate salespeople in the exploration stage and the disengagement stage of their careers. Real estate salespeople in the exploration stage had lower job perfor- mance than did real estate salespeople in the other career stages. Suggestions for motivating salespeople in a service industry are provided.     

Consumer Readings of Green Appeals in Advertisements

This study evaluates consumers’ interpretation of green advertisements. The overarching theme that surfaced from the findings was that of “convenience.” The themes brought out by respondents of “not compromising your lifestyle,” a “simple-fix,” and a “collective participation/minor changes” all reiterated the theme of convenience. This suggests that the environmental initiatives of many companies/brands are focusing on minor green activities rather than sustainable activities. Additionally, all advertisements alluded to anthropocentric considerations, a human-centered system of values that regards nature as subject to the demands of human-utility, as opposed to ecocentric considerations that provide a non-contingent basis for protecting the natural world.     

Sex Appeal in Advertising: What Consumers Think

This study examined consumers’ attitude toward the use of sexual content in advertisements among there different cultural groups; i.e., individualistic sample (White American), collectivistic sample (US temporal visitors from Asia), and acculturation sample (Asian immigrants). Sixty participants were asked about cultural acceptability of sexual content ads and the favorable attitude toward those ads by using Q-methodology. Asian participants reported less cultural acceptability for sexuality, than either Asian American or North American participants. The findings also revealed that North Americans are more likely to prefer the use of sexual content in advertisement than Asians. Asian-American participants agreed with North American participants in regard to sexually explicit advertising. Implications and limitations were discussed.     

Do Brands Serve as Reliable Signals of Nutritional Quality? The Case of Breakfast Cereals

Organic and national brand manufacturers position their offerings as nutritious meals for adults and children. Do these brands serve as reliable signals of nutritional quality? To find an answer, this study analyzed a very popular, ready-to-eat breakfast cereal food category based on all the available data from 2011 (324 offerings) from a large UK grocery comparison website, mysupermarket.co.uk. The study shows that it is possible to find store and basic brand offerings that are almost identical to national brand offerings, but much cheaper and with less sugar (the main concern in cereal). Hedonic price regression analysis further confirms that brand and size explain most of cereal’s price variability, regardless of nutritional quality. The findings also reveal that low-sugar cereals are hard to find regardless of price, and almost all cereals targeted at children have high levels of sugar. A replication study (337 offerings in 2012) revealed that, on average, cereal sugar levels and prices increased, while nutritional value decreased.