消费者对产品评价影响因素之研究——品牌形象与知觉风险所扮演的中介角色

消费者对产品之概念,经常因个人之人格特质、习惯、偏好及受环境的影响,产生极大的差异化,且随着产品不断创新,使消费者对产品属性逐渐产生信息不对称之情形,故在选购产品时无法有明确的标的做为参考之依据,因而往往受到外部线索或外在刺激之影响进行购买行为。以往研究外部线索的相关议题中,皆只谈到单一外部线索或两种外部线索对产品评价进行讨论,因此本研究将过去学者所提到之外部线索加以整合形成概念性架构,加以探讨外部线索对消费者购买行为之影响。本研究共发放350份问卷,有效回收问卷253份,利用结构方程模式(SEM)以验证性因素分析检验各构面之效度,检定结果各构面均具有足够的收敛效度与区别效度,并进一步验证整体模式配适度,验证结果显示整体模式配适标准达检定水平,表示本研究的理论模型可获得支持,且代言人可信度、享乐主义、促销活动、品牌形象等外部线索对产品评价皆有正向显著的影响,分析结果亦显示品牌形象对享乐主义与产品评价之间具有中介效果,及知觉风险对品牌形象与产品评价之间亦具有中介效果,更凸显了品牌形象与知觉风险所扮演的重要角色。另外,从本研究发现,消费者在搜寻外部线索时,品牌形象在消费者心中占了相当重要的地位,过去惯用的营销手法...     

物流诚信管理研究

阐述了物流诚信的内涵及其重要性，分析了我国物流业诚信缺失的种种表现及产生的原因，从物流企业的内外部环境及货主方面提出了应对物流诚信缺失的对策。     

"Is It Commercially Irresponsible to Trust?"

This paper considers a recent U.K. legal dispute where a supplier sued a large organization, which had been a long-term customer, for breach of implied contract. It uses this case to discuss aspects of the nature of trust between organizations. The discussion encompasses a consideration of the distinction between trust and reliability; and, why the concept of blanket trust is not helpful. In conclusion, by contrasting business-to-business and personal relationships, the paper suggests that firms in their relationships with other institutions should never follow an unquestioning form of strong trust.     

C2C电子商务交易的信住分析——交易平台对信任形成的重要作用

21世纪初,电子商务随着 Internet 的延伸而不断发展。在经历了互联网泡沫后,电子商务逐渐脱去了冲动、豪华的外衣,步入务实阶段。然而他仍没有摆脱网络本身虚拟的特性,使许多交易者在虚幻的网络世界中望而却步,信任问题逐渐制约了人们参与到电子商务中的积极性,尤其是在 C2C 电子商务市场逐渐发展兴旺的今天。本文通过引用前人的经典理论与对现实 C2C 市场的分析,认为,在法律、基础设施等一定的条件下,更易于形成品牌的电子商务交易平台的提供者在人们的"信任"中有着至关重要的作用,可以通过技术的利用,通过认证方式的完备,通过信任评价体系的完善,通过有效的支付保证,促进诚信的互联网文化的形成。     

From Impartial Advocates to Political Agents: Role Switching and Trustworthiness in Consultancy

Consultancy firms inform, advise, implement and mediate in their own interests and in the interests of their clients. We can only guess if their work is also in the interest of the public. There is no critical and systematical assessment of the behavior of consultancy firms. What roles do consultancy firms chose? And what arguments do they use? In the nineties the international consultancy firm Hill &; Knowlton took on two assignments that showed a remarkable difference in the required role the firm had to play. In the first role the firm acted as an impartial advocate, in the second role the firm acted as a political agent. An analysis of the argumentation for both roles shows us the familair short-sighted choice for the annual turnover at the cost of internal and external trustworthiness. In this decade consultancy firms will need to develop ethical assessments that meet more professional standards.     

使用深度学习的社交物联网信任预测模型

社交物联网是社交网络概念在物联网中整合后兴起的一个蓬勃发展的研究领域。提出了一种适用于社交物联网网络的改进型节点级信任模型,并通过与其他信任模型的对比仿真实验证明在恶意节点的攻击下,提出的模型拥有更好的稳定性和适用性,总体波动较小。同时,针对实际社交物联网网络中新加入网络的陌生节点可能遇到的网络延迟影响信任值评估的问题,在改进型节点级信任模型的基础上进一步使用了深度学习模型对其进行信任值预测。仿真证明,使用深度学习预测后模型的系统性能明显优于不使用深度学习的模型,成功交互率提升约1.8%。     

论中国市场经营主体信用缺失的原因及对策

造成我国市场经营主体信用缺失的原因不仅是道德范畴的问题,而且涉及经济转型、政治体制改革、法制建设和传统文化缺陷等深层次的问题。因此,解决我国目前市场经营主体信用缺失的问题要在建立符合社会主义市场经济的道德规范并坚持长期不懈的道德教化的同时,通过加快经济和政     

How credibility affects eWOM reading: The influences of expertise,trustworthiness, and similarity on utilitarian and social functions

In online information settings, a few people tend to contribute, while the majority of people consume. For this latter group of readers, electronic word of mouth (eWOM) provides information about products or service experiences that rarely are available from manufacturer-controlled sources, which makes this source of information especially helpful. In turn, eWOM influences readers' attitudes, intentions, and behavior. Manufacturers also hope to monitor and positively influence eWOM content, such as by supporting and building brand communities. But eWOM readers might doubt the credibility of information if it is mostly positive, and the usefulness of eWOM information depends on its credibility. This study offers an empirical and theoretical validation of how specific utilitarian and social functions of eWOM affect attitudes toward and intentions to read eWOM. In particular, trustworthiness is the most important credibility dimension; it affects both functions. Perceived expertise also enhances the utilitarian while similarity improves the social function of eWOM.     

To Trust or Not to Trust? Consumer Responses to Cause-Related Marketing

Abstract

The purpose of this study is to understand if company trustworthiness and the type of cause-related marketing (CRM) campaigns (strategic vs. tactical) affect purchase intention and company image of a yogurt producer, under the control of socially responsible consumer behavior, general trust, income, attitude toward the CRM campaign, and initial company image. The study applies a quantitative (experimentation) research to test the proposed model. MANCOVA was applied with data obtained from 600 respondents who were selected by a two-stage cluster sampling method. The research model is partially supported. Company trustworthiness and CRM type are found to affect only company image and without any interaction effect. Being a highly trustworthy company applying a CRM campaign has more positive influence on company image than a less trustworthy one. Additionally, a strategic CRM campaign creates more positive influence on company image than a tactical one. The findings are further deliberated with the managers of the two selected companies with focus group discussions.     

Trust over time in exchange relationships: Meta‐analysis and theory

A common premise in prior research is that trust increases over time in relationships. Through a meta‐analysis of 39 studies, we find that the bivariate correlation between trust and relationship duration (1) is on average positive and small, and (2) varies significantly across studies indicating the presence of unobserved moderators. We therefore build a theoretical framework to specify four different mechanisms—initial bias correction, change in relationship value, identification, and trust‐based selection—that may affect the development of trust. We then argue that the relative strength of these mechanisms should influence whether trust increases, remains constant, or decreases over time. © 2013 The Authors. Strategic Management Journal published by John Wiley & Sons Ltd.