品牌、认证与产地效应——基于消费者对含有不同属性奶粉的偏好分析

以婴幼儿配方奶粉为例,运用联合分析方法研究了品牌、有机认证标签、产地和价格等质量信息属性对消费者偏好的影响。结果表明,产地成为决定消费者偏好的首要属性,而有机认证标签的重要性已超过品牌;消费者更偏好来自国外,尤其是发达国家的产品;企业应准确把握消费者属性偏好的特征与规律,合理安排质量信息传递渠道与交流途径。     

Source preferences in the context of seeking problem-specific information

The study focuses on the ways in which people define their source preferences in the context of seeking problem-specific information for non-work purposes. The conceptual framework draws on two major concepts, that is, information source horizon and information pathways. The former denotes the ways information sources are mapped in preference order in an imaginary field, while information pathways refers to the sequences in which sources placed on the information source horizon are actually used. The empirical part of the study draws on semi-structured interviews with 18 individuals active in environmental issues. Human sources and the Internet were preferred most strongly in seeking for problem-based information. The major source preferences were content of information, and availability and accessibility. Usability of information sources and user characteristics were mentioned less frequently as preference criteria. Typically, information pathways consisted of the use of 3–4 sources. On average, human and networked sources were favored in the early phases of information seeking. Printed media such as magazines and organizational sources were often used to complement information received from human sources and the Internet. However, the source preferences varied considerably, depending on the requirements of the problem at hand.     

Preference access of users' cancer risk perception using disease-specific online medical inquiry texts

Substantial real cases can be formed in current online medical platforms, constituting potentially rich commercial medical value. In order to obtain the value, it is necessary to mine the preference for user perceived cancer risk in online medical platforms. However, user preference in the platforms varies with medical inquiry text environments, and a user's disease-specific online medical inquiry text environment would also affect his/her behavioral decisions in real time. In this sense, considering the inner relations between different contexts and user preferences under different diseases-specific inquiry text environments and integrating early cancer texts will facilitate the exploration on the law of preference for user perceived cancer risk. Therefore, in this paper, the matrix decomposition and Labeled-LDA models are expanded to propose a context-based method to access the preference for user perceived cancer risk. Firstly, modeling on the relationship between user preferences and information in multi-dimensional context is carried out, and the universal method of integrating multi-dimensional contextual information with user preferences is analyzed. Moreover, more accurate user references were obtained under the multi-dimensional text space and multi-dimensional disease space. Secondly, the similarity relationships between all disease-specific online medical inquiries and early cancer texts are used to obtain user perceived cancer risk, thus knowing the online medical inquiry texts of user cognized diseases and perceiving the cancer risk. Lastly, by accessing the user preferences under different disease topics and user perceived cancer risk in multi-dimensional contexts, the preference for user perceived cancer risk is obtained in a more accurate way. Based on the large-volume real-world dataset, the relationship between each context and user preferences is assessed, and it is concluded that the method proposed in this paper is superior to MF-LDA method in obtaining the preference for user perceived cancer risk. This indicates that the proposed method not only expresses user perceived risk, but also clearly expresses the characteristics of user's preference. Furthermore, it is verified that the integration of context with early cancer text and the establishment of user preference model are feasible and effective.     

Understanding the effects of physical experience and information integration on consumer use of online to offline commerce

Online to Offline (O2O) commerce commands intense attention from both academic and practical fields, but the unique features of O2O commerce and how these features affect consumer use of O2O commerce remain unclear. Based on an analysis of the features of O2O commerce, we build a research model integrating perceived value theory and the technology acceptance model to examine the influence of the features of O2O commerce on consumer use intention. The research model is tested with data collected from a field survey using structural equation modelling. Two crucial features of O2O commerce, namely, “physical experience” and “integration of online and offline information”, are shown to exert significant impacts on consumer use intention via the classic core constructs of perceived benefit, perceived usefulness, and perceived value. The findings validate the two features’ impact on consumer use of O2O commerce via both technological and economic attributes. The implications for merchants’ and platforms’ operation in O2O commerce are discussed.     

基于异质性偏好的中国城镇居民消费结构研究

对消费者行为的传统研究是建立在"代表者行为"假设基础上的。它的一个明显特征是消费者偏好是同质的。但这与现实不符。为了能更准确地刻画不同特征的消费者偏好,本研究根据 Jorgenson(1982)的异质性消费加总理论,建立了中国的异质性偏好消费模型,并在此基础上深入研究了不同人口特征的中国城镇居民的消费结构。     

Investigating consumers’ online social shopping intention: An information processing perspective

Online social media is transforming the way customers communicate and exchange product information with others. Consumers increasingly rely on the opinions and recommendations from social media members when making purchasing decisions. However, information received from social media may have different meanings and social implications for consumers. Based on the theory of informational social influence and heuristic-systematic model (HSM), we develop a model to understand the relative importance of informational social influence, normative social influence, and perceived information quality on the consumer’s social shopping intention under different levels of product involvement. The results of the structural equation modeling (SEM) using a sample of 503 consumers in the Facebook brand fan pages indicate that social influences have a greater impact on the consumer’s social shopping intention than perceived information quality. Three social interactional factors (perceived similarity, familiarity, and expertise) have a positive effect on social shopping intention via the mediation of informational, normative social influence and perceive information quality. The multiple-group analysis suggests that high product-involved consumers are motivated to exert more cognitive effort to evaluate the product information. In contrast, low product-involved consumers are more susceptible to informational social influence. We draw on these findings to offer implications for researchers and practitioners.     

Intention to disclose personal information via mobile applications: A privacy calculus perspective

This study aimed to investigate the issue of consumer intention to disclose personal information via mobile applications (apps). Drawing on the literature of privacy calculus theory, this research examined the factors that influence the trade-off decision of receiving perceived benefits and being penalized with perceived risks through the calculus lens. In particular, two paths of the direct effects on perceived benefits and risks that induce the ultimate intention to disclose personal information via mobile apps were proposed and empirically tested. The analysis showed that self-presentation and personalized services positively influence consumers’ perceived benefits, which in turn positively affects the intention to disclose personal information. Perceived severity and perceived control serve as the direct antecedents of perceived risks that negatively affect the intention of consumers to disclose personal information. Compared with the perceived risks, the perceived benefits more strongly influence the intention to disclose personal information. This study extends the literature on privacy concerns to consumer intention to disclose personal information by theoretically developing and empirically testing four hypotheses in a research model. Results were validated in the mobile context, and implications and discussions were presented.     

制造业集群供应链内企业协同低碳创新行为演化——考虑环境规制与合作契约双重约束

鉴于当前在探讨制造业集群供应链上供应商与制造商协同低碳创新的行为演化时，将政府环境规制、链内企业合作契约及消费者绿色偏好3类因素同时纳入同一分析框架的研究还较为欠缺，为进一步促进我国制造业集群的绿色化转型，聚焦于集群供应链内供应商企业与制造商企业组成的二级结构，将政府行为、链内契约以及消费者反馈作为企业低碳创新策略选择影响因素，构建博弈模型分析双方的长期最优均衡策略，并通过案例数值仿真分析讨论关键参数对博弈系统演化路径的影响。结果发现：当供应商企业与制造商企业分别进行低碳创新后，消费者支付意愿增值、博弈企业双方共同低碳创新与单方企业低碳创新产生的收益增幅之差、碳税抵扣额、对方违约罚金这四者之和大于企业低碳创新研发净支出时，博弈双方的长期均衡策略均为{低碳创新}；当企业低碳创新研发净支出越低、违约处罚越高、消费者绿色偏好越强时，企业越倾向于选择{低碳创新}均衡策略；碳税税率变化对企业的均衡策略影响不显著。据此，提出制定科学的环境规制政策、构建合理的链内合作契约、着力培养消费者绿色偏好等对策建议。     

How perceived value drives the use of mobile financial services apps

Mobile information services have revolutionized business models and service delivery methods by facilitating consumer access to information and order placement via mobile apps. In developed markets, mobile banking (m-banking) and mobile payment (m-payment) applications have replaced text-based mobile services. However, extant research has not addressed these mobile financial services apps (MFSAs) adequately from the perspective of consumer behavior. Thus, the present study developed and tested a series of hypotheses related to the antecedents of perceived value of MFSA use; it also examined how such use affects the development of customers’ overall relationships with banks. Our hypotheses were tested using two samples (N = 992; N = 524) comprising different types of MFSA end-users in one of the leading countries in digital banking, Finland. The results supported most of the hypotheses and revealed that self-congruence and new product novelty are the principal drivers of perceived MFSA value. In addition, the findings show that the perceived value of MFSAs yields strong positive effects on customers’ overall satisfaction and commitment to their bank. The present study’s key managerial implication is that banks’ investments in developing MFSAs result in improved relationships with customers and increased business.     

Fields and pathways: Contrasting or complementary views of information seeking

This research contrasts two different conceptions, fields and pathways, of individual information behavior in context. These different approaches imply different relationships between actors and their information environments and, thus, encapsulate different views of the relationship between individual actions and contexts. We discuss these different theoretical views, then empirically compare and contrast them. The operationalization of these conceptions is based on different analytic treatments of the same raw data: a battery of three questions based on respondent’s unaided recall of the sources they would consult for information on inherited cancers, a particularly rich information seeking problem. These operationalizations are then analyzed in a nomological network of related concepts drawn from an omnibus survey of 882 adults. The results indicated four clusters for fields and 16 different pathways, indicating increased fragmentation of information environments, with different underlying logics and active ingredients, although the use of the Internet appears to be an emerging common theme. The analysis of the nomological network suggests that both approaches may have applications for particular problems. In the implications, we compare and contrast these approaches, discussing their significance for future methodological, analytical, and theoretical developments.     

移动互联网背景下消费者搜索在线信息行为的实证分析

在线信息已经成为消费者了解产品的主要信息来源。以移动互联网为背景,将在线信息分为卖方主导信息、买方主导信息和第三方主导信息3类,研究不同类型在线信息对消费者感知的影响,构建了消费者搜索在线信息过程模型。研究表明,卖方主导信息能够最大程度上满足消费者的消费信息需求,买方主导信息被消费者用以判断卖方主导信息的风险性,而第三方主导信息则对买卖双方主导信息提供辅助判断作用。     

社会化媒体环境下消费者持续信息共享意愿影响因素实证研究——基于信息搜寻和信息分享的同步视角

【目的/意义】社会化媒体是消费者信息共享的重要平台,探讨影响消费者持续信息共享的因素有助于社会化媒体管理者制定出更符合消费需求的针对性策略。【方法/过程】将信息共享意愿划分为信息搜寻意愿和信息分享意愿两个方面,同时从两个维度系统探索社会化媒体环境下消费者持续信息共享意愿的影响因素及作用机理。采用网络调查方法收集309份有效问卷,运用偏最小二乘法对研究模型和假设进行验证。【结果/结论】感知有用性对信息搜寻满意度、自我效能对信息分享满意度有正向影响,感知易用性对信息搜寻满意度和信息分享满意度有正向影响;信息搜寻满意度正向影响持续搜寻意愿,信息分享满意度正向影响持续分享意愿;挣面子倾向对持续信息搜寻和信息分享意愿有正向影响,而护面子倾向的影响正好相反。此外,持续信息搜寻意愿正向影响消费者持续信息分享意愿。     

OK computer: Worker perceptions of algorithmic recruitment

We provide evidence on how workers on an online platform perceive algorithmic versus human recruitment through two incentivized experiments designed to elicit willingness to pay for human or algorithmic evaluation. In particular, we test how information on workers’ performance affects their recruiter choice and whether the algorithmic recruiter is perceived as more or less gender-biased than the human one. We find that workers do perceive human and algorithmic evaluation differently, even though both recruiters are given the same inputs in our controlled setting. Specifically, human recruiters are perceived to be more error-prone evaluators and place more weight on personal characteristics, whereas algorithmic recruiters are seen as placing more weight on task performance. Consistent with these perceptions, workers with good task performance relative to others prefer algorithmic evaluation, whereas those with lower task performance prefer human evaluation. We also find suggestive evidence that perceived differences in gender bias drive preferences for human versus algorithmic recruitment.     

The impact of social media on consumer acculturation: Current challenges,opportunities, and an agenda for research and practice

The concept of acculturation has been based on the assumption of an adaptation process, whereby immigrants lose aspects of their heritage cultures in favour of aspects of a host culture (i.e. assimilation). Past research has shown that acculturation preferences result in various possibilities and influence consumption behaviour. However, the impact of social media on consumer acculturation is underexplored, although the social purpose and information sharing online is utilized for a variety of social purposes. Recent studies have shown the transformation from an offline to an online context, in which social networks play an integral part in immigrants’ communications, relationships and connections. This study merges the views from a number of leading contributors to highlight significant opportunities and challenges for future consumer acculturation research influenced by social media. The research provides insights into the impact of social media on consumer acculturation.     

非授权信息使用与信息脆弱性、转换行为的关系研究——隐私保护措施的调节作用

基于企业非授权信息使用在手机购物APP情境下对消费者的影响,根据收集的269份消费者问卷,对提出的概念模型与研究假设进行检验.研究结果显示,非授权信息使用会增加消费者感知的信息脆弱性,而信息脆弱性则会促进消费者的转换行为;另外,信息设置有效性和信息政策有效性都可以减弱信息脆弱性与转换行为之间的正向关系.研究不仅促进相关...     

The path to mobile shopping compatibility

The mobile technology involves an unexplored world of doing business and consumer behavioral change that constitutes a revolution in the application of technologies to marketing. A key factor in the adoption of mobile commerce is the compatibility that the consumer perceives with his/her life. Given that the research on compatibility with mobile purchases made so far treats it as an antecedent of adoption, this pioneer research studies the influencing role of two more personal factors (self-efficacy and innovativeness) and two factors more related to the shopping (involvement and perceived entertainment). The model was tested using PLS with information from 583 Mexican mobile buyers. Our results show a positive effect of innovativeness, involvement and perceived entertainment on compatibility. On the contrary, self-efficacy does not seem to influence the perception of compatibility of mobile shopping with consumer life. This work has important implications for the practice of professionals dedicated to mobile commerce.     

电子商务平台消费者绿色产品评论信息采纳意愿研究

【目的/意义】在线评论在消费者购买决策中的重要性日益凸显,探索电商平台消费者绿色产品在线评论信息采纳的影响因素,为进一步挖掘在线评论的商业价值、促进绿色产品的消费提供参考。【方法/过程】以TAM和ELM为理论基础,结合社会环境因素和消费者个体特质因素,构建电商平台消费者绿色产品在线评论信息采纳意愿的影响因素模型,运用结构方程模型进行实证检验。【结果/结论】结果表明评论质量和社会影响均对感知评论有用性产生正向影响,评论源可信度与感知评论有用性的关系不显著,感知评论有用性和社会影响又对评论采纳意愿产生正向影响,产品卷入度会调节消费者评论有用性的感知,而专业知识未能起到调节作用。     

The efficiency of mobile media richness across different stages of online consumer behavior

The popularity of mobile devices has ushered in the prosperity of mobile commerce, yet research on mobile advertising and mobile marketing remains scant. Marketing ads possessing higher media richness generally have a positive effect on consumer decision-making, because rich media conveys more information, but mobile ads with richer media imply higher costs for both the marketer and the audience. The limitations of mobile devices have further highlighted the difficulty of mobile advertising and the issue of advertising costs. Selecting which media to deliver the appropriate information is the latest research trend, but few studies have applied the media richness theory to explain mobile ads’ effect on consumer behavior. This research thus explores the impact of media richness on consumer behavior at different AISAS (attention, interest, search, action, and share) stages, adopting experimental research, convenient sampling, and online questionnaire to collect data. From a total of 424 valid questionnaires, we find that media richness has a greater influence on the three early stages of AIS while having a lower impact on the later stages of AS. This research thus suggests that firms employing mobile ads should choose high richness media for those potential customers who are at the early stage of consumer behavior (AIS). For those who at the later stage (AS), it is good enough for marketers to utilize medium richness mobile ads. Following this suggestion, marketers can place mobile ads more precisely, thus improving the likelihood of a reduction in advertising costs for both the marketer and audience. As mobile ads with high media richness are more effective for high perceived risk products, firms need to use high richness media when they are promoting high perceived risk products even when potential consumers are at the later stage of AS. This research contributes to marketers dedicated to using a mobile advertisement strategy and helps refine both online consumer behavior and the media richness theory when including the context of mobile commerce.     

网络环境下感知风险、信任对消费者购物意愿的影响研究

感知风险是影响消费者购买行为和决策过程的重要因素,也是消费者行为研究的重要内容,而消费者对网上购物的感知风险更成为促进消费者网上购物的关键。在信任模型的基础上,首先对感知风险理论进行了总结回顾,梳理了以往感知风险理论研究的维度。在分析网络环境下信任、消费者感知风险、购物意愿三者关系的基础上,提出信任是感知风险的前因变量;感知易用性和信任共同影响感知有用性,进而影响购买态度和意愿;同时信任对购买态度有直接影响。基于此提出了网上消费者购买意愿模型,并对今后的研究方向作了展望。     

小企业集群创新网络的知识溢出效应分析

本文从网络观研究了小企业集群及其创新网络的基本内涵和结构，从集群整体和集群成员两个方面揭示了小企业集群创新网络产生和创新网络中知识溢出的经济性和存在意义，分析了集群知识溢出的途径和影响因素，以及知识溢出的动态控制机制。