场景化架构零售商业模式研究

文章在对场景理论进行回顾的基础上，确立了场景化架构的三要素：空间、产品和消费者，刻画了场景化架构的架构属性：空间的审美性、产品作为场景文化价值载体的媒介性、消费者对场景传达的文化价值的认同性，构建了场景化架构零售商业模式的理论模型。实证研究表明场景化架构理论模型各变量具有很好的聚合效度和区别效度，也验证了新颖性和互补性在场景化架构对体验价值创造影响的中介作用。文章的主要贡献在于提出了场景化架构这一构念，并构建了场景化架构零售商业模式的理论模型，探索和验证了该商业模式实现价值创造的内在机理，同时验证了在以往实证研究中对商业模式价值属性讨论极少的互补性是一个重要的中介变量。     

Validating the international tourist role scale

This study was designed to validate the international tourist role scale and the three dimensions it revealed. The purpose of this attitudinal scale was to measure the tourist role typology. United States adult outbound tourists flying with 11 major airlines returned useful questionnaires. This study validated the role scale as a reliable one that properly identified three conceptual dimensions of international tourist typology and successfully provided measures of tourists’ novelty-seeking preferences on the three dimensions. The study demonstrated, however, that the scale would measure the novelty-seeking preferences of international tourists more effectively if it were supplemented by other measures.     

A preliminary examination of the relationship between consumer attitude towards space travel and the development of innovative space tourism technology

With increasing global competition in service sectors, innovative technologies have radically changed the tourism industry, and to be successful innovative products/services must have clear, significant points of difference that are related to needs in the market place. Furthermore, changes in consumer perceptions that emanate from an innovation are central to its effective product and service design. Although for most of us space travel is still a faraway dream, it is in fact a future probability that will increasingly attract travellers who seek new vacation experiences, and as a result, sustain academic interest. Thus, in initiating space tourism for the purposes of recreation, leisure and knowledge enhancement, a preliminary estimation of potential global demand characteristics that are specific to consumer innovators for space travel needs to be undertaken prior to promotion of research and development. In this context, this paper investigates both consumer attitudes towards space travel by analysing the components of motivated consumer innovativeness and the interest that potential consumers have in developing space tourism technology innovations within Taiwan. Consumer innovativeness is complex and comprised four innovativeness types, namely, social, functional, hedonic and cognitive. As product/service innovation development has been relatively unexplored in the mature industry of tourism, many business managers would welcome an understanding of which vacation travellers are most likely to be the earliest buyers of such an exciting new product. With data collected from a sample of 354 Taiwanese, this research uses mediated regression to examine the influence of the four types of consumer innovativeness on consumer's attitudes and acceptance of a space tourism technology innovation, and the mediating role perceived novelty plays in the relationship. The findings indicate that only hedonic and social innovativeness are associated with improved consumer attitude and that novelty partially mediates the relationship for those two types of consumer innovativeness. The implications for theory and practice are discussed. Limitations and directions for future research are also addressed.     

先易后难?机会新颖性、有用性和创业者机会开发时机选择

创业是面向未来的活动,创业者如何选择创业机会开发时机是个有意义的问题.本文通过整合机会的评价维度,围绕创新性刻画机会特征,基于识解水平理论视角,通过对364名商科学生和228名创业者的两次问卷式实验,分别探究机会特征与创业者近期、远期开发意向之间的关系.结果显示,机会的新颖性和有用性会显著增加创业者的机会开发意向,但二者对应的时间距离不同:有用性对于创业者近期开发意向作用要大于新颖性,而对于远期机会开发意向新颖性的重要性要高于有用性.同时,创业者的决策逻辑会影响这一关系:效果推理能够强化新颖性对近期机会开发意向的影响,因果推理能够弱化新颖性与远期机会开发意向的关系.本文的研究结论补充了创业领域中的时间维度研究,加深了对创业者心理过程的理解,对创业者规避时间决策偏差有一定的指导作用.     

求实、求新、求深——理论课教学的基本要求

文章结合自己的教学实践 ,认为理论课的教学改革应从三方面努力 :求实 ,是上好课的基础 ;求新 ,是上好课的关键 ;求深 ,是上好课的保证。     

Consumer perceptions of higher and lower-level designed store environments

The role and influence of esthetics in the consumption of store environments remains poorly understood. Little is known about how esthetics propose substantial or adjunctive roles in consumers’ store experiences. The aim of this paper is to examine consumer perceptions of store design-architecture in high and low-level design contexts. Building on the esthetics, and environmental psychology literatures, our findings confirm consumers’ determinations of perceptual differences in the esthetic content contained in presented store environmental stimuli. Latent means comparisons confirm consumers’ perceptions of the presence of a high-level design in one fast-fashion store with a low-level design of a second store of the same retailer using a Confirmatory Factor Analysis. The results demonstrate the reliability and validity of the proposed constructs in confirming the presence of higher and low-levels of design. This research, thus, expands on the extant number of store specification and response constructs and prospectively opens up new lines of store environments research.     

Perceived product creativity and mental contrasting: Desired future on consumers’ product replacement decisions

Consumers often imagine what it would be like to own a new product. Does engaging in such thoughts on desired future impact consumers’ purchase intentions, and if so, what is the underlying process? This study sets out to investigate the posed questions by assessing self‐regulatory strategies consumers employ upon pondering on a desired future. Based on Oettingen’s fantasy realization model, the authors take a comparative approach of two modes on desired future—mental contrasting and indulging—en route to purchase intentions. In mental contrasting, an individual juxtaposes a desired future with his/her present reality, whereas, indulging is simply envisioning a desired future. Contingent upon the perceived likelihood of fantasy realization, consumers in the mental‐contrasting condition adjust their level—that is, high (low) for high (low) feasibility case—in goal commitment as well as in energization to achieve the desired future. In contrast, consumers in the indulging condition engage in moderate level of goal commitment—irrespective of the likelihood of fantasy realization. In a series of experiments, this study scrutinizes the fantasy realization model in context of attribute alignability/nonalignability, uncertainty in attribute meaningfulness and novelty, technological and psychological obsolescence en route to affecting the consumers’ product purchase/upgrade intentions. Conceptually, this study is the first to adapt the fantasy realization model to the marketing context, and the authors provide managerial implications of their key findings.     

Combinations of technology in US patents, 1926–2009: a weakening base for future innovation?

In combinatorial models of innovations, new technologies are built from combinations of pre-existing technological components. Researchers learn which components work well together by observing previously successful combinations and the pool of ideas can be ‘fished out’, i.e. exhausted, if it is not ‘restocked’ by the discovery of novel connections. We first show US patents have made increasingly less novel connections among technological constituents since the 1950s, and that the number of technological fields to which these connections are applicable has stopped growing since the 1980s. We then estimate the parameters of an ideas production function, and find parameter estimates consistent with technology fields being fished out if not continually restocked by the discovery of novel connections between technological components. We use the ideas production function to estimate the number of new patent applications induced by each patent granted between 1926 and 2001, and show this number has trended downward since the 1940s.     

Is newest always best? Firm-level evidence to challenge a focus on high-capability technological (product or process) innovation

This paper sets out to address a gap in the empirical literature on the importance of ‘low-capability’ innovation for firms. The study is framed around discussion of the conceptual bias that remains in policy and academic literature towards a narrow subset of technological (product or process) innovation labelled ‘high-capability’ innovation in this paper. The paper argues that this bias influences the public and business community's understanding of the term ‘innovation’ and has implications for innovation measurement, research, policy and strategy. The study uses data from an economy-wide, regional innovation survey based on the Oslo manual, and includes 648 innovative firms covering all industry sectors. The paper combines elements of both subject and object approaches to innovation measurement, using data from an open-ended survey question to explore the alignment between what firms report as their ‘most important innovation’ (MII) and firm capabilities for introducing ‘high-capability’ technological innovation. Results show that a substantial share of firms report an MII that is a ‘low-capability’ innovation, including those firms with high R&D intensity, those with novel technological innovation, and firms in more innovative sectors of manufacturing and knowledge intensive business services. The paper discusses the implications of this result for future innovation measurement and research.     

How to inspire users in virtual travel communities: The effect of activity novelty on users’ willingness to co-create

Virtual travel community managers tend to incorporate a degree of novelty within activity design to foster interaction between users. Little is known of how users respond to these novel activities. Based on customer inspiration theory, this research investigated the mechanisms of activity novelty on users' willingness to co-create and the moderating effect of user regulatory focus and activity goal attainability. Results of three scenario-based experiments revealed that activity novelty positively influenced users’ willingness to co-create via user inspiration. Promotion-focused users were more inspired by novel activities and in turn had a higher willingness to co-create than those were prevention-focused. When activity goal attainability was high (vs. low), the positive effect of activity novelty on inspiration was attenuated. We present the theoretical and practical implications of activity design within virtual travel communities.