THE LAST MILE: AN EXAMINATION OF EFFECTS OF ONLINE RETAIL DELIVERY STRATEGIES ON CONSUMERS

The Internet has increased the level of importance of the end‐consumer market to transportation carriers. In two between subject experiments, carrier disclosure on retail merchant websites is examined as a strategic differentiation strategy. Predictions are offered concerning effects of carrier disclosure strategies on product delivery‐related expectations, consumer attitudes, and intentions to purchase a product online. Results from Study 1 reveal significant differences between disclosure and nondisclosure of the carrier for numerous product delivery‐related variables, as well as many differences between the six carriers examined in this first study. Study 2 extends these findings by showing that providing consumers with a choice of carrier leads to increased levels of satisfaction with the online experience and greater willingness to buy, relative to nondisclosure and disclosure strategies.     

转基因标签的消费者维度思考

本文从消费者角度分析了现行转基因标签政策实施过程中存在的成本转移、道德风险等等被忽视的问题．并以我国包装大豆色拉油市场为例，利用垂直差别化模型对加贴转基因标签前后消费者经济福利进行了比较。     

基于时空路径的城市绿地享用公平性 研究——以成都市新、旧城区为例

从时空间行为视角切入，采用居民活动日志搜集成都市新、旧城区的绿地使用者时空路径数据集，辨识不同时间预算人群的潜在可用绿地分布及人群特征，并通过构建绿地时空享用量模型，从时空制约角度对成都市新、旧城区的绿地享用公平性展开分析。研究结果显示：1)成都市新、旧城区的绿地享用格局在辐射范围、享用强度和人群绿地享用时间预算方面具有时空间分异特征；2)日常出行链中固定性活动占比会对人群绿地享用时间预算产生影响；3)随个体时间预算不断被固定性活动所挤占，长距离通勤加班族、担负接送小孩上学的上班族等时间短缺型群体的绿地享用机会被深度制约，日益成为潜在的绿地享用弱势群体，在时间短缺型群体的潜在活动路径范围内增加绿地供给，有利于提高此类人群享用绿地的机会，从而提高片区的整体绿地享用公平性。     

消费信贷与社会信用体系建设探讨

对于如何建立社会信用制度体系，加速消费信贷的发展，仁者见仁，智者见智，本文就如何构建我国信用体制，并以次促进消费信贷的发展进行理论性研究和探讨。     

Testing separability of public consumption in household decisions

In this paper we propose a sequential strategy, based on the microeconomic approach of the demand theory, in order to test for separability between private and public consumption. The aim of the present work is to verify, using a conditional almost ideal demand system, whether the different components of public consumption exert conditioning effects on the allocative structure of private spending. The empirical estimation of the model and the separability tests are developed for both a demand system in five functional categories of private spending, and for a demand system in six categories, where the private expenditures on those goods and services which can also be offered by the public sector are enclosed in a single functional category. The results of the separability tests, obtained using UK data for the 1974–2000 period, show that public individual consumption plays an important role in modifying consumer choices, while public collective consumption does not affect private consumption behaviours. The relationships between the different components of private spending and public individual consumption are both of substitutability and complementarity; in particular, we find that public individual consumption and the corresponding private expenditures on ‘Health, education, recreation and social protection’ are complements.     

How virtual brand community traces may increase fan engagement in brand pages

Brand pages in social media are a great way to foster consumer gathering around a brand, but it can be challenging to keep fans engaged and coming back to see updated content. Brands with millions of fans on Facebook have seen organic reach fall below 2% of their base. In this article, we describe how the creation of virtual brand communities can help brand managers increase fan engagement. We suggest the steps, conditions, advantages, and limitations involved in nurturing a brand page as an online social gathering that assumes some of the characteristics of a virtual brand community. The results of our study show that a brand page can have some of the characteristics of a virtual brand community—topical information exchange, identity communication, and establishment and internalization of cultural norms. We also show the importance of having celebrities among fans in order to foster social interactions and legitimate social practices on brand pages.     

Consumer cooperatives as an alternative form of governance: The case of the broadband industry

With a growing number of consumer cooperatives in non-agrarian industries such as energy and broadband, there is a need to better understand their emergence as a viable form of governance. In this context, the paper uses Mikami’s (2010) model on consumer cooperatives to explain their emergence as a result of their ability to generate additional equity financing through the membership market. It focuses on the motivations of consumers to financially contribute to a cooperative by examining the risks and benefits associated with the investment. Based on a survey of 759 consumers, it links their motivations for joining a cooperative to different forms of risks and benefits associated with the investment. It shows that the risks related to cost sharing and switching costs are important determinants for consumers. Other factors that affected the likelihood of joining a cooperative were expected benefits with respect to user network externalities and infrastructure gains.     

A neural network based price sensitive recommender model to predict customer choices based on price effect

The impact of price and price changes should not be ignored while designing algorithms for predicting customer choice. Consumer preferences should be modeled with consideration of price effects. Businesses need to consider for efficient prediction of an individual's purchase behaviour. Personalized recommendation systems have been studied with machine learning algorithms. However, the price-aware personalized recommendation has received little attention. In this paper, we attempt to capture insightful economic results considered in the marketing and economics disciplines by employing modern machine learning architecture for predicting customer choice in a large-scale supermarket context. We extract personalized price sensitivities and examine their importance in consumer behaviour. The employed data collected from a supermarket chain in Germany consists of implicit feedback based on customer-product interactions and the price of every interaction. We propose a two-pathway matrix factorization (2way-MF) model that is price-aware and tries to memorize customer-product interaction's implicit feedback. The proposed models achieve better model performance than standard Matrix Factorization models widely used in the industry. The approach was re-validated with data from supermarket chain in Taiwan. Other industries can adopt the proposed framework of modeling customer's preferences based on price sensitivity. We suggest that further research and analyses could help understand the cross-price elasticities.     

Refining e-shoppers’ perceived risks: Development and validation of new measurement scale

Due to the rapid expansion of perceived e-shopping risks, and highly isolated and inconsistent presentation of literature about this concept, understanding e-shopper's behavior has become more difficult. In this regard, this study brings together different views, evidences and facts about perceived e-shopping risks from both scholars and practitioners of South-East Asian and Western countries. It then interprets the information in the form of a new scale which offers more adequacy, assemblage and uniformity than the existing models of perceived risks of e-shoppers. The new scale of construct has 11 dimensions comprising a pool of 38 items, which has been empirically validated through the data collected from 537 Malaysian e-shoppers. The dimensions are: high price risk, deception risk, transaction failure risk, dissimilar product risk, incapable service risk, illegitimate product risk, isolation risk, unease risk, displeasure risk, prior-purchase time delays risk, and post-purchase time delays risk. The theoretical and managerial implications and research limitations have also been discussed.