Antecedents and outcomes of digital influencer endorsement: An exploratory study

The advertising and marketing literature have established that celebrity endorsements constitute an effective way to enhance attitudes toward brands and increase purchase intents. However, there are no relevant studies on digital influencers. This study addresses the research gap by examining the effect of digital influencers' attractiveness and the effect of the congruence between a digital influencer and a brand on consumer attitudes and purchase intentions. By applying structural equation modeling to a sample of 307 followers of digital influencers, a model was tested and group analysis was performed for two categories (“entertainment & video games” and “fashion & beauty”). The results show that both brand attitudes and purchase intentions are influenced by the digital influencer's attractiveness (which includes both likeability and familiarity) and by the congruence between the digital influencer and the brand. This study makes several contributions to both theory and practice, which are highlighted in this paper.     

The sweet smell of advertising: the essence of matching scents with other ad cues

New technologies enable practitioners to communicate scents in advertisements on various media. The current research examines the importance of matching scent cues to the advertised product, and the joint effect of scent and other cues such as colour on consumer responses to advertising. A 4 × 2 experimental design was conducted, where participants (N = 603) were presented with scented colour print advertisements. Three hierarchical responses were measured: emotional response, attitude, and purchase intention. Findings reveal that higher congruence between scent and the advertised product heightens positive consumer response. Furthermore, this research stresses the significant joint effect of scent and colour cues, and supports the incongruence approach, suggesting that combining scents that are poorly congruent with other sensory cues enhance consumer response. Practical and theoretical implications are discussed.     

高职学生英语学习心理分析

文章通过调查探讨了高职学生英语学习存在的问题,透过数据分析了问题存在的心理原因,并提出了改善措施,以期提高高职学生英语学习的质量。     

马克思的恋爱观--读马克思给拉法格的信

文章通过分析解读马克思写给拉法格的信，从三个方面向读者介绍了马克思的恋爱观：恋爱上既要慎重又要注意“求爱”方式；物质上既要无私奉献又要考虑必要的生活条件；先完善自己再谈恋爱婚姻。     

学习态度的改变及分析

学习态度是教育的成果之一,在当今教育由精英教育向大众教育的转变过程中日显重要。该文对学习效果及学习态度的转变的一些因子进行比较和分析,发现学生群体中态度的改变并非正态分布,而是呈锯齿型倾斜分布,在群体中的变化中有趋同性的特征,在此基础上,提出了高校要加强态度教育。     

新疆棉农对农业面源污染防治的态度和支付意愿研究

农业面源污染问题已经成为我国面临的最严重的环境污染问题之一,农户对农业面源污染防治的态度和支付意愿研究,对于政府制定相关政策措施意义重大。分别采用李克特五点量表、条件价值评估法、多元有序Logistic模型回归等方法对(1)棉农对农业面源污染防治的态度,(2)棉农对农业面源污染防治的支付意愿(WTP),(3)影响棉农支付意愿的社会经济因素进行研究。结果表明:新疆棉农对农业面源污染防治的态度非常积极,但是当与自身利益相冲突时,则趋向于以牺牲环境为代价;新疆每户棉农对农业面源污染防治的支付意愿是113.96元/年,49.64%的被调查者选择的支付区间是[12,60)元/年,累计百分比占70.65%;农户的教育水平和是否参加过农业专业合作组织是新疆农户农业面源污染防治支付意愿的主要影响因素。基于此,得出结论并提出相应的对策建议。     

解读“穷人思维”:贫困农户风险态度的影响因素分析——来自广西、贵州贫困山区入户实地实验的证据

采用入户实地实验的方式,从贫困农户风险态度的影响因素入手对"穷人思维"进行解读。在广西、贵州两个少数民族聚居乡（镇）进行的抽样调查和实验发现,贫农普遍厌恶风险,特别在面临可能的损失时风险厌恶程度显著上升,但也有部分风险偏好者,在面临可能的损失时却更为偏好风险;越是厌恶风险者获得的实验收益越低,相反越是偏好风险者获得的实验收益越高;配偶、母亲受教育水平的增加显著降低了贫农的风险厌恶程度;家庭承受的教育负担越重,贫农的风险厌恶程度越高。扶贫政策的开展和实施应考虑贫农的风险态度,完善针对风险偏好者的多样化的金融支持和针对风险厌恶者的低息金融扶持,能覆盖更广泛的贫农群体。长期来看,教育扶贫应当成为一项持续的重点扶贫政策,降低家庭教育负担、提高女性的受教育年限、加强成人继续教育培训都将产生长期、积极的显著影响。     

Planes,trains and wheelchairs in the bush: Attitudes of people with mobility-disabilities to enhanced motorised access in remote natural settings

Managers of remote and wilderness environments have been among the last to accommodate the needs of tourists with mobility-disabilities – partly because of the physical difficulties and expense of doing so, but also due to a wider desire and mandate to preserve the natural and wilderness character of such areas. This research explores the extent to which those with mobility-disabilities desire enhanced access to natural areas. Do they share the same desires and values with respect to wilderness and access as the able-bodied? This paper reports upon a survey of over 400 residents and tourists, some with mobility-disabilities and some able-bodied, and compares their attitudes with respect to the development of various forms of motorised access to wilderness environments. Significant differences were found between the two groups in terms of their desire for greater access and also in how they view the impacts of such development. The group with mobility-impairments expressed a stronger desire for enhanced access in such environments. The environmental values of both groups were also examined using the revised New Ecological Paradigm scale, however no significant differences were found between the groups. The implications for tourism providers and wilderness managers are discussed.     

Involvement theory in constructing bloggers' intention to purchase travel products

Blogs recently have demonstrated their enormous marketing potential, and more and more travel advertisements are being posted in blogs. In light of this observation, this study aims to provide insights into the structural relationship among travel bloggers' involvement level, the advertising effect from blog messages, and travel bloggers' intention to purchase travel products. A travel blogger's purchase intention model was constructed and empirically tested. A total of 900 questionnaires were distributed to identified travel bloggers; 398 valid responses were returned. The data were examined with Structural Equation Modelling (SEM). The results demonstrated the positive impact resulting from the ad effect as well as the ad effect on purchase intention, which could be verified in travel blog environments. It also indicated that high-involvement travel bloggers are more likely to form favourable impressions with regard to ads in travel blogs. Travel blogs play a positive role in the processing of ad messages; brand management is essential to business marketers since brand attitude is the most influential factor related to the ad effect on purchase intention. Meanwhile, while ad attitude is not significantly effective concerning purchase intention, it remains essential in forming brand attitudes. Several implications for posting advertisements in travel blogs will be discussed and suggested in this paper.     

Antecedents and consequences of knowledge sharing in international tourist hotels

The purpose of this empirical study is to investigate factors which influence knowledge sharing, organizational learning and effectiveness. Of self-completed questionnaires collected from international tourist hotels in Taiwan, 615 were usable for data analysis. The structural equation modeling results showed that leaders played the roles of mentor, facilitator and innovator, and nurtured a supportive environment at the levels of workgroup, immediate superior and organization. In addition, employees had a positive attitude towards learning and to sharing. All of these contributions facilitate transformation of collective individual knowledge to organizational knowledge, resulting in the advancement of organizational learning, and thus, greater organizational effectiveness.