The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust

The online merchant of an e-marketplace consists of an intermediary, providing the market infrastructure, and the community of sellers conducting business within that infrastructure. Typically, consumers willingly buy from unknown sellers within an e-marketplace, despite the apparent risk, since they trust the institutional mechanisms furnished by the relatively well-known intermediary. Consumers’ trust in one component of the e-marketplace merchant may not only affect their trust in the other, but also influence the way consumers make online purchases. This paper explores the impact of trust on consumer behavior in e-marketplaces. An empirical study has been conducted to accomplish our research objectives, using a questionnaire survey of 222 active e-marketplace shoppers in Korea. The results reveal that consumer trust in an intermediary has a strong influence upon both attitudinal loyalty and purchase intentions, although consumer trust in the community of sellers has no significant effect on the two constructs representing consumer behavior. In addition, it was found that trust is transferred from an intermediary to the community of sellers, implying that the trustworthiness of the intermediary plays a critical role in determining the extent to which consumers trust and accept the sellers in the e-marketplace. This paper offers some implications from the findings of the research.     

Eye tracking technology to audit google analytics: Analysing digital consumer shopping journey in fashion m-retail

Rapid changes in digital consumer behaviour, influenced by exponential adoption of smartphones, require timely and sophisticated responses from retailers to these consumer needs. With a growing amount of big data available, fashion retailers need to innovate and develop more sophisticated analytics for new consumer behaviours such as m-commerce. This research has considered how Google Analytics data can be applied to develop customer journey maps to understand digital consumer behaviour. A multi-method research design was used, incorporating an innovative mobile eye tracking technology and mobile fashion consumer data from Google Analytics. Digital customers’ shopping journeys on the fashion retailer’s website were mapped using data sourced from eye tracking and Google Analytics, gathered in parallel. The comparison of these shopping journeys allowed a critical evaluation of the precision and usefulness of the Google Analytics database. Google Analytics tracked only half of the digital users’ activities, whereas eye tracking data documented digital consumers’ interaction with all elements of the fashion retailer’s website. The conclusion reached is that eye tracking can be used to audit the Google Analytics database for potential gaps in data and also to inform and improve marketing decision-making.     

The dual concept of consumer value in social media brand community: A trust transfer perspective

Companies are increasingly relying on social media brand communities to interact with consumers and achieve business values. Thus, it is essential to understand how companies can extract value from consumers in social media brand communities. We develop a model clarifying the dual concept of consumer value and illustrating how consumer-perceived value can be transformed into consumer-generated value from a trust transfer perspective. Specifically, we identify three types of consumer-perceived value: utilitarian, hedonic, and social. We capture consumer-generated value in terms of purchase intention and social media word of mouth. Using a two-wave survey, our results strongly support the research model. Specifically, the three types of consumer-perceived values positively affect consumer trust in social media brand communities, which in turn leads to trust in brand and in social media and, thereafter, consumers’ subsequent social media word of mouth and purchase intentions. Our study makes several contributions to the strategic information systems literature concerning leveraging social media brand communities into business strategies. Theoretically, our study expands the understanding of the dual concept of consumer value in social media brand communities through the trust transfer theory. Practically, our study delivers insights for companies into how social media brand communities can be used as a strategic tool for achieving business values.     

文化研究视野下的成人消费教育研究

成人教育是在消费资本主义的环境中存在的。传统的成人消费教育普遍关注消费技巧,因而被置于社会、政治和文化领域之外。从文化研究的视野解读消费教育,可以发现,消费教育是一种政治领域。不同内容消费教育下的成人会对消费文化产生不同的态度。从文化研究的视野审视消费教育,为丰富成人教育的内涵和功能提供了可能。     

对我国“山寨产品”的现状反思及对策建议

在“山寨产业”盛行的今天,面对具有我国本土特色的新兴产业,在消费者权益受到侵扰的情况下,积极寻求改善这一现状的措施是必要的,模糊的法律界定和众说纷纭的“山寨”生存权争议,让消费者陷入了无所适从的尴尬境地,冲淡了消费者依法维护权益的消费意识,自觉与不自觉地接受着“山寨”的侵扰.积极反思我国“山寨产业”的现状,寻求令该产业有序发展的对策是当务之急.     

(Re)Viewing Reviews: Effects of Emotionality and Valence on Credibility Perceptions in Online Consumer Reviews

This study examines credibility perceptions in online consumer reviews. Specifically, this work investigates the effects of review emotionality (high vs. low), review valence (positive vs. negative), and individuals’ need for affect on source credibility and information credibility. In an online experiment, U.S. adults (N = 327) viewed a product review from Amazon.com varied across four experimental conditions. Results indicate that high-emotionality reviews are perceived as lower in source and information credibility compared to low-emotionality reviews. A moderated mediation model was tested with the source credibility dimensions as possible mediators of information credibility and need for affect as a moderator for the effects of review emotionality. The effects of emotionality on information credibility were significantly mediated by source trustworthiness, and this mediation was moderated by participants’ need for affect, with the credibility-hampering effects of emotionality found only among participants with low and moderate levels of need for affect.     

论消费需求对中晚唐文人词发展的意义

文人词之所以在中晚唐能走向兴盛,与外部因素的强力推动有很大的关系.中晚唐时期畸形繁华的城市生活,强烈刺激着歌唱艺术的消费;词的多样化传播方式和渠道也拉动了其消费的增长;广泛的消费群体多样化的消费方式需要有大量的作品不断产生,因此,日益增长的歌唱艺术消费的需要为文人词的创作提供了广阔的舞台,加速了词体兴盛的进程.     

基于碳转移的部门碳分配研究

通过IOA分析碳排放在产业间的转移特征,分别从生产者原则及消费者原则研究各部门的碳排放,并通过ZSG-DEA对各部门的碳排放权进行分配,以实现帕累托最优时的最优碳配置。结果发现,两个原则下的碳分配情况存在很大的差异。因此,必须把握两种原则的异质性以实现"共同但有差异"的减排目标。     

广州市游泳场馆消费群体的现状调查

通过对广州市游泳馆消费群体的人口统计变数（包括性别、年龄、学历、职业结构）及参与目的和参与行为（参与的目的、频率、时间和地点选择）基本特征的研究,可以帮助经营者分析市场,进行合理的市场定位,有针对性地制定市场动作策略,完善经营服务,提高经营质量。