企业环保主张对消费者绿色购买意愿的影响机制研究

在广告设计中如何使用环保主张是影响广告效果和公司声誉的一项重要决策。基于此,文章引入归因理论和精细加工可能性模型对企业环保主张的效果和发生机制进行分析。结果表明：相较于关联型环保主张,消费者面对实质型环保主张时的绿色购买意愿更高;消费者环境关注调节了环保主张对绿色购买意愿的影响,即相较于关联型（实质型）环保主张,高环境关注（低环境关注）的消费者面对实质型（关联型）环保主张时绿色购买意愿更强;同时消费者的CSR内部动机感知在环保主张对消费者绿色购买意愿的影响中起中介作用。文章丰富了绿色广告理论体系,为增强企业环保主张的说服效果提供了理论依据。     

旅游者恢复性环境感知与游后行为意向——影响机制和边界条件

游客恢复性环境感知作为联结旅游体验和健康的重要环节,是游客与旅游地环境交融形成的综合性体验,是游客管理研究的新视角,但游客恢复性环境感知对游后行为意向的积极效用还未得到深入理解。文章从注意恢复理论出发,应用Mehrabian-Rusell模型,探讨游客恢复性感知、满意度对游后行为意向的影响及游客涉入的调节作用。通过问卷调查收集数据,得到547个有效样本,使用结构方程建模。研究发现:游客功能类恢复性感知(一致性、新奇)正向影响情感类恢复性感知(迷人、兼容性、逃逸);兼容性比迷人对满意度的正向影响更大;新奇比逃逸对游后行为意向的正向影响更大;兼容性与满意度在\"一致性、新奇-游后行为意向\"的结构中有多重链式中介作用;迷人、兼容性对满意度的影响受游客涉入的正调节。游客恢复性感知对游后行为意向的影响过程表现为\"环境刺激认知-情感-意向\"三阶段传递机制。最后讨论了上述发现对目的地营销与管理的启示。     

基于游客感知的古北水镇存在的问题及对策研究

根据旅游地生命周期理论采用S曲线对古北水镇的未来发展进行预测,发现古北水镇的发展趋势并不乐观。通过分析网络评价文本并结合问卷调查两种方法探究游客感知下的古北水镇形象和其存在的问题。研究发现,古北水镇目前存在竞争优势不明显、商业化问题严重、旅游产品缺乏地方特色和基础配套设施亟待完善的问题,针对这些问题提出立足于文化底蕴打造竞争优势、降低商业化程度、开发创新性的文旅产品和完善基础设施的发展对策。     

To tell or not to tell? The roles of perceived norms and self‐consciousness in understanding consumers' willingness to recommend online secondhand apparel shopping

Secondhand apparel shopping resides in a domain characterized by used goods traditionally associated with financially marginalized consumers. Acknowledging the elusive psychological barriers associated with preowned apparel, this study explores mechanisms that facilitate consumers' willingness to recommend online secondhand apparel shopping. Results from three experimental studies and a cross‐sectional survey of online secondhand shoppers in the United States reveal that hedonic and ethical benefits influence recommendation behavior via perceived norms, whereas economic benefit directly influences consumers' willingness to recommend. Moderated mediation analyses further demonstrate that self‐consciousness alters the strength of the indirect effects, such that consumers with lower self‐consciousness displayed greater willingness to recommend compared to highly self‐conscious consumers. Findings contribute to a greater theoretical understanding of the roles perceived norms and self‐consciousness play in facilitating or inhibiting recommendation behavior in a context that implicitly involves self‐disclosure of one's secondhand purchase behavior. Managerial implications offer insights on salient benefits that can be leveraged to influence word‐of‐mouth recommendation.     

好口碑就有好印象吗?社交媒体中奢侈品牌口碑社会属性的负面效应

社交媒体中奢侈品牌口碑的社会属性较为凸显,口碑发布者的先赋地位会影响消费者对奢侈品牌的态度。先赋地位是指个体依赖于性别、原生家庭等先天资源所获得的社会地位。本研究从社会比较的视角,探究口碑发布者先赋地位逆转口碑效价法则的机理和边界,揭示出好口碑却带来坏印象的负面效应。研究结果表明,当口碑发布者具有先赋社会地位时,其正面口碑反而引发口碑接收者的恶意妒忌情绪,使接收者产生负面品牌态度。而且,当口碑接收者有较低社会流动性感知,或口碑内容具有较高品牌显著性时,口碑发布者先赋地位的负面效应更为凸显。本研究改变了社交媒体情境强化口碑效价法则的片面认知,在实践中有助于更深层次地理解社会阶层分化感知对消费者态度的影响,并为奢侈品牌的社交媒体营销提供管理建议。     

酒店员工满意度影响因素及其感知差异研究

本研究以上海酒店员工为样本,采用探索性因子分析法和单因素方差分析法对酒店员工满意度影响因素及其感知差异进行了实证研究。研究表明:薪资福利、个人发展、工作本身、上级领导、人际关系、管理体系、工作环境等因素对酒店员工满意度有显著影响,不同类型员工群体对各因素感知存在差异。     

Inflation Developments and Perceptions after the Euro Cash Changeover

Abstract. This paper analyses the evolution of inflation and of consumers' inflation perceptions in the aftermath of the euro cash changeover. It finds that the cross‐country variation of food product inflation was dependent on the complexity of conversion rates, with statistically significant and economically sizeable effects especially for low‐priced items sold in midpriced stores. The paper also shows that cross‐country differences in the mismatch of perceived and actual inflation were linked to differences in the complexity of conversion rates. These results are in line with theories of finite information‐processing capacities on the side of consumers.     

某车型后门框胶条和后侧窗玻璃质量改进

文章分析了上汽通用五菱汽车股份有限公司某款车的后门框胶条和后侧窗玻璃在开发过程中遇到的问题,并对其质量改进进行了总结。