The mediating role of mental imagery in mobile advertising

The future of communication and advertising is mobile. There is, however, little empirical evidence as to exactly how mobile advertising works. This research examines the role of mental imagery elicited by mobile advertising and its mediating effect on trust in the advertising message (ad trust) and purchase intention. Using a 2 × 2 factorial experimental design, we examined the influence of the type of message – SMS vs. MMS – and type of content – informational vs. transformational – on the three dimensions of mental imagery: vividness, quantity and elaboration. Results show a greater impact of MMS mobile ads and transformational ads on vividness and elaboration, while SMS mobile ads have a greater impact on the quantity dimension. The study also suggests that ad trust can be improved by enhancing the mental imagery elicited by mobile ads. Vivid and elaborate mental imagery mediates the effect of the type of ad on ad trust and exerts a positive influence on purchase intention. These findings have important implications for mobile advertisers since overcoming trust issues remains a major obstacle in the adoption of this medium. In addition, practical aspects of mobile ads’ conception and design are discussed and directions for future research are suggested.     

供应链结构化信任的“三驾马车”分析

建立信任是降低企业间交易成本的重要选项,供应链成员间的信任应该形成一个多元结合的结构化体系,以确保供应链真正长期有效协作。对于我国企业的供应链管理而言,美式的制度化信任、日式的集体性信任及中式的关系型信任是驱动供应链运作基于信任因素的不可或缺的三驾马车,并需要针对供应链协作实际情形,通过具体细化措施相应地强化制度信任、合理化集体信任以及规范化关系信任。     

广义Yetter—Drinfeld模上半单范畴的构造

设H是域k上的可换、诺特、半单、余半单的Hopf代数,且具有双射对极．考虑了其上YD（H）范畴的半单性,其中YD（H）是H上的广义Yetter—Drinfeld模范畴HYD^H（α,β）（其中α,β∈Autnopf（Hopf））的无交并．首先证明了YD（日）是一个对态射集封闭的范畴;然后利用有限生成投射模的性质和日的半单性,可得YD（H）是满足正合性条件的;进而由日是诺特、余半单的Hopf代数,得到YD（H）中的对象都可分解为单对象的直和．最终得到YD（H）是一个半单范畴．     

Walking the leadership tightrope: building community cohesiveness and social capital in schools in highly disadvantaged urban communities

School leaders in highly disadvantaged urban communities across the globe walk a tightrope, caught between the needs of communities and the requirements of national policies. This article aims to enrich our understanding of the potential of school–community relationships. It examines the policy discourse on urban schools and the practice of community leadership. The policy context is one of UK and international concerns about divisions in society and the rise of political extremism: concerns which, in the UK, have led to a policy focus on community cohesion. The article offers a conceptual framework—a theory of action—as a possible road map for school leaders to manage through this complex and evolving arena of policy and practice. The template— developed through earlier work on urban schools—is underpinned by a focus on trust (as the lubricant to link communities together) and social capital (as a way of harnessing the ‘social energy’ of communities for positive good). The template is tested against the leadership of two school principals in challenging contexts in London and Greater Manchester. The author concludes that there is potential for schools to create space for the voices of the marginalised and disenfranchised to be heard. This analysis will resonate with school leaders serving disadvantaged communities in many international contexts and signals a new departure for leadership.     

基于动态面板数据的中国农村居民消费的研究

本文通过构建农村居民消费与收入之间的动态面板数据模型,将全国30个省、市的数据分成低、中等、高收入三个阶层,利用1997～2011年的面板数据对三个阶层地区农村居民的消费进行实证分析。结果表明,全国不同收入地区的农村居民消费存在着一定程度的消费习惯;农村居民的家庭经营性收入和工资性收入对居民的消费支出起着决定性的作用,财产性收入和转移性收入在不同地区的农村居民消费中起着不同的作用。     

‘Being responsible’: students’ perspectives on trust,risk and work-based learning

Taking on responsibilities associated with a professional role is an important aspect of experiential learning for undergraduate students on work-based placements. However, responsibility is a complex concept that is connected to issues of trust and risk in the placement context. This paper presents students’ perspectives that illustrate that being given and taking responsibility can be empowering; conversely, being denied responsibility is disempowering. Through an exploration of the students’ experiences, the relationship between responsibility, opportunity, risk and trust is explored. The paper points to a strong indication that the extent to which students are allowed responsibility in the workplace appears to have a fundamental impact on their perceptions of personal efficacy and professional development.     

高阶非完整系统广义Tz énoff方程的Mei对称性导出的新守恒量

研究了高阶非完整系统广义Tzénoff方程的Mei对称性及其所导出的新守恒量,给出了这种新守恒量的函数表达式和导出这种守恒量的判据方程。该研究结果具有一般性,为探究任意阶非完整系统广义Tzénoff方程的守恒规律奠定了理论基础。     

Banach空间中一类广义均衡问题的收缩投影算法

在一致凸和一致光滑的Banach空间中,提出通过一种收缩投影算法来得到广义均衡问题解集EP,拟-φ-渐近非扩张算子的不动点集F(S)和极大单调算子T的零点解集T-10的公共解。在适当的条件下,证明了算法所产生的迭代序列强收敛于EP∩T-10∩F(S)中的某一点。     

An empirical investigation of mobile banking adoption: The effect of innovation attributes and knowledge-based trust

Rapid advances in mobile technologies and devices have made mobile banking increasingly important in mobile commerce and financial services. Using innovation diffusion theory and knowledge-based trust literature, this study develops a research model to examine the effect of innovation attributes (perceived relative advantage, ease of use and compatibility) and knowledge-based trust (perceived competence, benevolence and integrity) on attitude and behavioral intention about adopting (or continuing to use) mobile banking across potential and repeat customers. Based on a survey of 368 participants (177 for potential customers and 191 for repeat customers), this study uses a structural equation modeling approach to investigate the research model. The results indicate that perceived relative advantage, ease of use, compatibility, competence and integrity significantly influence attitude, which in turn lead to behavioral intention to adopt (or continue-to-use) mobile banking. Additionally, by using multi-group analysis with t-statistics, the results found that the antecedents of attitude toward mobile banking differ between potential and repeat customers. The implications for research and practice and future research directions are discussed.     

产业集群合作创新中信任关系的演化博弈分析

我国的产业集群内企业问信任水平不高,导致企业间的交易成本高,知识流动的速度慢,进而影响了集群的创新,制约了产业集群的发展.从博弈参与者的有限理性出发,分析了产业集群合作创新企业间信任关系的演化过程,建立了合作创新企业间信任关系的演化博弈模型,分析了信任关系的演化结果、演化路径.最后,根据博弈分析的结果,分别从降低合作创新风险系数、提高合作创新贴现因子和协同系数等方面对构建集群企业合作创新中的相互信任关系提出了建议.