政府公职人员微博接受意愿的影响因素研究

对政府公职人员微博接受意愿的影响因素进行实证研究,结果表明：政府公职人员的微博接受意愿会受到主观人文认知和客观技术环境两个层面的影响;感知风险对于微博接受意愿的负向影响最为显著;绩效期望、付出期望、便利条件、信任网络、社会影响这些要素对微博接受意愿均存在显著正向影响。     

名人代言目的地对旅游者态度和行为的影响

聘请名人担任形象代言人逐渐成为一种流行的目的地营销策略,但旅游学界对名人代言的研究才刚刚起步。采用准实验设计研究方法,以大学生为样本收集数据,使用结构方程模型检验了名人代言的主流范式“一致性假说”在旅游研究领域的适用性。研究发现：①名人/目的地一致性通过名人可信度影响旅游者的目的地态度和旅游意向,即旅游者感知到名人形象与目的地形象越一致,他们对该名人担任代言人的信任度就越高,进而就会对其代言的目的地形成好感并产生较强的旅游意向;②名人/自我一致性通过名人认同影响旅游者的目的地态度和旅游意向,即旅游者感知到名人形象与自我形象越相似,他们对该名人的认同度就越高,因而对其代言的目的地就会产生较好的态度和较强的旅游意向。     

球迷忠诚对俱乐部赞助商品牌信任及 购买意向影响研究

采用文献资料法、问卷调查法、数理统计法和逻辑分析法,以巴塞罗那足球俱乐部为例探讨球迷忠诚对俱乐部赞助商品牌信任及购买意向的影响。认为,态度忠诚对行为忠诚有直接的正向影响;球迷的态度忠诚和行为忠诚对赞助认知有直接的正向影响;行为忠诚对购买意向的直接正向影响效果不显著,态度忠诚和赞助认知对品牌信任有直接的正向影响;球迷忠诚对购买意向的直接正向影响效果不显著,赞助认知对购买意向有直接的正向影响。     

农户农地转出意愿与转出行为的差异分析

基于改进的计划行为理论,结合安徽省郎溪县实地调查数据,实证分析农地流转过程中农户农地转出意愿与转出行为的差异及其原因,以期为促进农地有序流转,提高农地流转效率提供参考。研究结果表明：①农户农地转出意愿是理想状态下的选择,主要受行为态度、主观规范和知觉控制影响;而转出行为是现实状态下的决定,主要受行为态度和知觉控制影响;②农地流转后转入户毁约弃耕、承包地被过度利用或撂荒等风险严重阻滞了农户农地转出意愿向转出行为顺利转化,是导致意愿与行为相悖离的关键因素。因此,要想切实提高农地流转效率,必须为年龄偏大的农户提供就业培训,为其增加稳定的非农就业机会;加强农地流转相关政策的宣传和引导,增强农户流转意识;慎重对待农地流转可能带来的各类隐性风险,严防毁约弃耕、不合理的土地利用行为以及大规模囤地、撂荒等现象的发生。     

S-O-R视角下社会化商务意愿的实证研究

为了深入揭示社会化商务用户行为的内在机理,以S-O-R模型为基础,构建理论模型,以探讨人际互动、社会支持对信任及其社会化商务意愿的影响。通过问卷方式搜集339份有效样本,并采用结构方程模型进行数据分析。结果显示,基于能力、诚实与善意的信任均显著影响社会化商务用户的购物意愿和分享意愿;感知专业性显著影响基于能力、善意和诚实的信任,而感知相似性则显著影响基于能力和善意的信任。此外,信息支持显著影响基于能力和善意的信任,而情感支持显著影响基于能力的信任。     

基于S-O-R框架的政府数据开放平台用户持续使用意愿研究

基于S-O-R框架,探讨了用户政府数据开放平台获取政府开放数据的持续使用意愿问题。以S-O-R为研究框架,融入"心流体验",研究政府数据开放平台的功能和社会属性,以及心流条件因素,共同作用于心流体验,最终影响用户的持续使用意愿的传导机制与路径过程,然后通过实证研究验证模型的合理性,最后得出结论：政府数据开放平台环境刺激和心流条件因素通过用户心流体验正向影响用户持续使用意愿。     

UTAUT模型在国内IT/IS采纳实证研究中的应用现状分析

[目的/意义]对UTAUT模型在国内IT/IS采纳中的应用现状进行归纳总结,指出UTAUT模型应用中存在的不足、发现可能的发展趋势,以期启发国内应用UTAUT模型进行IT/IS采纳的未来研究。[方法/过程]选用中国知网学术期刊数据库,以UTAUT为检索词进行全文检索,采用文献计量法和内容分析法从研究主题、理论或模型应用方式、调查对象、采纳行为影响因素4个方面对筛选出的实证研究文献进行归纳整理总结。[结果/结论]国内应用UTAUT模型进行IT/IS采纳研究主要围绕互联网+"X"、移动服务领域展开,大部分文献通过扩展UTAUT模型方式,以学生为调查对象借助结构方程模型进行分析,实证研究中萃取的影响因素除UTAUT模型常规变量外,更多关注的是风险、成本、信任。UTAUT模型应用方式主要分为：单一模型、模型扩展、模型组合、模型整合4种方式;按影响因素属性不同可以分为：技术因素、经济因素、个人因素、环境因素和质量因素;按影响因素的作用原理分为：直接因素、间接因素、两栖性因素、调节变量。最后,对未来研究提出一些建议。     

Physical education teaching as a caring act—techniques of bodily touch and the paradox of caring

In this article, we investigate ‘no touch policies’ as a practical teacher concern that includes the body as a location, a source and a means in educational activity. We argue that to understand issues regarding physical touch within school practice we must conceive it as deeply associated with specific teaching techniques. Thus, the didactical challenge is not found in argumentations about the pro and cons of physical touch, but through analysis of how teachers handle student interaction and teaching intentions.

We consider teaching as a caring profession. Caring, as a practical teacher concern, requires wisdom regarding the right time to use bodily touch and to refrain from such use. This wisdom involves the ability to discern people’s needs, desires, interests and purposes in particular situations and act appropriately. From a body pedagogical perspective we approach intergenerational touch not only as a discursive and power-related question but as an essential tension in the intersection of the; ambiguity attendant to any intentional act such as teaching, the conflict between the ethics of care and the ethics of justice, and finally, the paradox of caring.

We draw on interviews with PE-teachers in Swedish primary, secondary and upper-secondary schools and analyses of a collection of techniques of bodily touch that are established and practiced with specific pedagogical purposes. The results shows PE teacher’s competence in handling different functions of intergenerational touch in relation to three different techniques of bodily touch; (1) Security touch, which is characterized by intentions to handle the fragile; (2) Denoting touch, which is characterized by intentions to handle learning content and (3) Relational touch, which is characterized by caring intentions. Each of these is of importance for the teachers in carrying out their call to teach and each of these relies on professional assessments whether or not it meets its intended purpose.     

The role of consequences of moral action in maximizing moral elevation

Moral elevation is described as a state of positive emotion that includes uplifting feelings, positive views of humanity and a desire to be a better person. Numerous empirical studies have demonstrated that elevation has powerful effects on people’s moral intention and behavior. The next step is to investigate how to maximize the emotion of elevation. According to the evolution of moral elevation research and the theory of moral disgust, we hypothesized that the consequences of moral action would influence moral elevation. The results of two studies in the present research (Study 1: N = 122, average age = 36.96 years; Study 2: N = 232, average age = 23.93 years) demonstrated that moral acts with good consequences were more effective in inducing moral elevation than moral acts with bad consequences. The implications for research and practice are discussed.     

虚拟社区用户知识付费意愿实证研究

[目的/意义]探索虚拟社区用户知识付费意愿的影响因素,有助于更加深入了解用户在虚拟社区中的知识付费行为,帮助内容创作者和虚拟平台运营商洞悉用户需求,为提高知识服务质量和优化资源配置提供参考。[方法/过程]基于感知价值理论,对虚拟社区用户知识付费行为进行研究,构建知识付费的结构方程模型,揭示影响用户知识付费的关键因素及其机理;采用问卷调查法,搜集321份有效样本数据,在此基础上,利用偏最小二乘结构方程模型方法分析数据。[结果/结论]虚拟社区用户的感知价值显著正向影响其付费意愿;感知利得（感知有用性、感知信任）显著正向影响感知价值,感知利失（感知风险、感知成本）显著负向影响感知价值,且感知价值在感知利得和感知利失对用户付费意愿起到了完全中介作用;口碑负向调节感知价值对付费意愿的影响。