我国电子商务中手机支付的产业发展初探

电子商务自出现以来发展势头强劲,网络购物的用户不断增长。与此同时,电子支付工具也得到快速发展,在智能手机出现后,由于手机用户的广泛性,手机移动支付将成为未来发展的主流趋势,具有更广阔的市场。手机支付方便快捷,但是作为一种网络支付方式,却受制于通信网络、标准化和安全性等问题。手机支付产业的良性发展需要政府、金融机构、电信运营商与其它相关机构协作,建立移动支付产业链,为手机用户提供规范安全的支付环境。     

移动通信信号自动调制识别的谱相关方法

一些不同的数字调制信号有着相同或相近的功率谱密度,但它们的谱相关函数却有明显区别。平稳的噪声和干扰的谱相关为零。利用谱相关函数的这些性质可以识别出噪声中的调制信号。本文提出了一种用于移动通信信号自动调制识别的谱相关算法,该方法可以识别各种主要无线系统和标准所采用的调制类型。     

一种新型有源滤波器谐波电流检测方法研究

文章首先介绍了独立电源系统的特点,并阐述了独立电源系统有源滤波器谐波和无功电流的补偿原理。而后,根据独立电源系统的特点,提出了一种新型的谐波电流检测方法,通过与传统的瞬时无功功率理论和快速傅里叶变换提取谐波方法相比,该方法计算简单、准确度好、实现方便,具有较大的优越性,并在实际的有源滤波器装置中得到了较好的应用,表明该方法是正确和有效的。     

移动商务身份认证评价体系的设计

移动商务身份认证机制的评价方法主要为安全性证明的形式化分析方法和单一指标比较的系统仿真方法,缺乏对认证机制性能的整体评价。移动商务身份认证评价体系必须满足移动商务身份认证的特点,即体现对移动商务特性及身份认证效果的检验。本文首先分析移动商务身份认证机制的应用现状和主要评价方法的不足,接着从安全性、适用性和成熟性设计移动商务身份认证评价体系的总体架构,最后逐层细化探讨了其各指标的选取。     

Digital marketing communication in global marketplaces: A review of extant research,future directions,and potential approaches

Digital marketing communication, that is, communication through digital or electronic media among businesses and consumers, is growing rapidly, especially during the COVID-19 era. We propose a framework for analyzing digital marketing communication along four major dyads, business-to-consumer (B2C), business-to-business (B2B), consumer-to-consumer (C2C), and consumer-to-business (C2B). We review and summarize, for researchers and practitioners, the literature during 2000–2021 in these dyads along four major components: goals; channels, media, and platforms; content; and responses. We find that extant research in digital marketing communication pertains mostly to a specific, national level rather than a global level, despite the porousness of national boundaries for digital marketing. We derive important insights, identify key research gaps and questions in each of the dyads along these dimensions. We suggest approaches to address these research questions under three major components: substantive issues, data, and methods. These approaches can offer the insights that managers need to better formulate digital marketing strategies in local and global contexts.     

The effect of shopping goals and in-store mobile device use on purchase outcomes in brick-and-mortar stores

The present study examines the effect of using a mobile device on search and evaluation by a shopper in a brick-and-mortar store. A conceptual model that proposes inter-relationships between shopping goals, the amount and type of in-store mobile device use, and purchase outcomes is developed. Data from a national quota sample of 1034 mobile shoppers is used to test hypotheses derived from the proposed model. The findings provide several new insights into the impact of in-store mobile device use on the consumer decision journey in a brick-and-mortar store. Depending upon the shopping goals of the consumer, the use of a mobile device by shoppers in a brick-and-mortar store can either decrease or increase search, lead to more deferred purchases or in-store-now purchases, and more online or physical store purchases. The study is among the first to model the pathway to purchase for mobile device assisted shoppers in brick-and-mortar stores.     

The impact of customised mobile marketing on passenger shopping behaviour in the airport terminal

With growing popularity of mobile devices, digital marketing strategies are increasingly important for modern airports. This paper studied context-aware mobile marketing strategies in the airport retail environment. An on-site mobile marketing experiment was conducted at a partner airport to explore how preference and/or location-based mobile coupons could affect passengers’ retail behaviour. Results show that retail shopping became more efficient (less browsing time) with mobile marketing influence, but not necessarily more effective (not higher spending amount). Randomly pushed mobile marketing information is effective in keeping passengers in shops for longer but context-aware mobile marketing is more effective in increasing spending amount.     

Luxury fashion brand customers’ perceptions of mobile marketing: Evidence of multiple communications and marketing channels

Previous studies have addressed some of the issues of customers' perceptions of mobile marketing, particularly the affordances of multiple communications and channels. Despite a proliferation of studies in this field, the theoretical exploration of luxury fashion customers' perceptions of multiple mobile communications and marketing channels remains at an exploratory stage. Drawing on the elaboration likelihood model and a social constructivist perspective, the current study conducted 37 in-depth interviews with Generation Z mobile luxury customers. We specifically examined how customers' emotionally and cognitively based perceptions emerge as they navigate multiple mobile marketing channels and message communications. Our model conceptualizes four elements of customers' perceptions of their mobile marketing journey that can drive mobile customer engagement and acquisition behavior. The integrative model opens up interesting avenues for further research on mobile marketing and luxury fashion consumers’ perceptions of the effects of multiple communications and marketing channels.     

Preventing Customer Churn in the Mobile Telecommunication Industry: Is Mobile Money Usage the Missing Link?

The paper examines the influence of mobile money usage on customer continuance intention (CCI). The study conveniently sampled 507 mobile money users to test the research model using PLS-SEM. Satisfaction, trust and active usage of mobile money were found to influence CCI. Active usage of mobile money was also confirmed as a mediator in the relationship between satisfaction and trust, on customer continuance. The study thus validated a theoretical model of customer continuance intention as it relates to mobile money usage. It has also provided a new perspective on managing customer churn in an emerging market.     

小仰角下移动卫星通信性能的改善及仿真

移动卫星通信系统为功率受限系统,相对地面移动通信而言,其链路余量较小,而且由于多径及遮蔽效应,当系统工作在小仰角时,其信号衰落可达到30dB,这对系统的设计提出了严峻的挑战。本文研究了信道编码和交织技术在移动卫星通信系统中的应用。通过仿真,得到了应用该技术对不同仰角特别是小仰角条件下系统性能的改善程度。同时,在研究信道相关的基础上,给出了交织相关参数的设计准则。