超市消费者购物行为理论研究

本文以理论研究的方法探讨了超市消费者在不同形态超市购物行为中三个重要的内容——择店行为、消费额度、消费频次。提出了购物效用在消费者购物行为中所起的作用以及择店行为、消费额度和消费频次之间的关系。经研究表明,不同形态超市为消费者带来的效用不同,这种效用的差别是影响消费者购物行为的关键因素。     

从海尔看中国企业的服务营销

现代社会企业间竞争日趋激烈,在如此残酷的生存压力中,如何才能让自己的企业不在这激烈的竞争中成为别人的垫脚石。服务营销对企业来说有多大的意义,怎样用正确的服务营销让企业得以更好的发展?企业强大竞争力的根本取决于有没有高质量的服务,有没有忠诚的客户,竞争的胜利者将是那些理解顾客需要,做好营销服务的企业。本文对我国企业服务营销存在的一系列问题进行分析,并在理解服务营销的基本概念上,通过海尔服务营销的成功来探讨中国企业提升服务营销能力的手段和途径。     

Authentic British food products: a review of consumer perceptions

Historically, soil, land, climatic constraints and individuals’ skills all contributed to the characteristics of regional food. Food, however, is also subject to the influences of colonialism, immigration, cultural exchange, international trade, improved distribution and technology. British food is constantly evolving in order to fulfil the demands of each generation. Thus, the concept of an authentic British food product is becoming increasingly unclear. This paper therefore addresses what today British consumers actually perceive to be authentic British foods. Results of an exploratory qualitative study are reviewed. Five focus groups were conducted with individuals responsible for half or more of their household’s shopping. The groups incorporated consumers with a range of demographic and economic characteristics. The data gathered from the focus groups revealed that British perceptions of authenticity relate to both artisan as well mass‐produced, branded products. In addition, five dimensions affecting consumer perceptions of an authentic British food product were identified, including: uniqueness to Britain, a cultural or traditional association with Britain, characteristics of the production process, the presence of an authority and specific extrinsic characteristics of the product. The findings have implications for product differentiation and communication, for producers and retailers and also for independent trade associations.     

Marketing “Gamer Foods”: Qualitative Insights into Responsible Strategy Development

The purpose of this article is to explore the video-gaming experience as a novel consumption occasion for snack foods and to provide insights into responsible marketing strategy development. Consumers' desired food product attributes, their motivating conditions to snack while gaming, and the environment in which this takes place are explored qualitatively through 14 in-depth interviews and 10 separate points of field observation. The findings indicate certain unhealthy food products are valued during the occasion for their social hedonic appeal but also for the basic function of fuelling long marathons of concentration and competition. Results are used to inform strategic considerations which are presented using the traditional marketing mix framework of product, promotion, price, and place of distribution. Therein, management is cautioned toward the obesogenic elements of the consumption occasion and this is a critical consideration throughout. Management is strongly advised to develop and promote healthier snacks as part of facilitating an enabling environment for sustainable food choices.     

The impact of perceived security and consumer innovativeness on e-loyalty in online travel shopping

ABSTRACT

This study investigates the impacts of perceived security and consumer innovativeness on online travel shopping. A survey questionnaire was used to collect data and a total of 283 questionnaires were used for data analysis. The mechanism of perceived security and consumer innovativeness was then identified. The study results indicate that: (1) higher perceived security increases the perception of website image and trust; (2) consumers with a higher level of innovativeness tend to trust travel websites; (3) website image has a mediating effect between perceived security and trust; and (4) trust has a mediating effect between website image and e-loyalty.     

The influence of religious commitment on consumer perceptions of closed-on-Sunday policies: an exploratory study of Chick-fil-A in the southern United States

Many businesses operate long hours that often include nights and weekends to accommodate consumers. However, a few businesses maintain a closed-on-Sunday policy and do so while still operating successfully although closed-on-Sunday policies mean forgoing potential sales hours. As most Christian faiths consider the Sabbath as a day of rest, an oft-used rationalization for the success of businesses maintaining this policy is that they must be supported by consumers with strong religious beliefs, who appreciate the message sent by the company and as a result perceive the company favorably. The purpose of this paper was to investigate whether consumers' religious commitment influences their ethical judgment of a company's closed-on-Sunday policy and to determine whether this ethical judgment impacts a company's corporate or brand image and consumer loyalty intentions. The results suggest that consumers with higher levels of intra-personal religious commitment are more likely to hold favorable ethical judgments of closed-on-Sunday corporate policies. In addition, favorable ethical judgments of closed-on-Sunday corporate policies are likely to positively influence corporate image. A more positive corporate image ultimately results in higher consumer loyalty intentions.