消费行为学应用性教学模式改革

消费行为学课程是高校市场营销专业的一门专业基础平台课程,具有较强的实践性和应用性,仅靠传统课堂讲授的模式很难提高学生的实践能力。因此,必须改革传统的教学模式,突出其应用性的特点。应用性教学模式改革应从教学内容、教学方法、考评体系和教学质量评价展等方面进行全面的改革,以提高消费行为学的教学质量。     

21世纪我国电子信息资源需求及开发利用的走向

本文在阐述了我国电子信息资源开发利用必要性的基础上，又分别论述了我国在新世纪知识经济条件下电子信息资源需求的变革及其用户需求引动下我国电子信息资源开发利用的走向。     

试论李渔小说戏曲创作思想中的商业意识

李渔是清初著名的剧作家，戏曲理论家和小说家。他在小说戏曲创作思想上与众不同的一个方面就在于具有商业，尽管已有一些学者谈到过其作品的商业色彩，但我认为，他们的论述尚欠充分，本文试从以下三个方面进行论述：（1）质量（2）改革（3）消费者。     

Why McNemar's Procedure Needs to be Included in the Business Statistics Curriculum

In business research situations it is often of interest to examine the differences in the responses in repeated measurements of the same subjects or from among matched or paired subjects. A simple and useful procedure for comparing differences between proportions in two related samples was devised by McNemar (1947) nearly 60 years ago. Although the technique has enjoyed widespread usage in both behavioral and medical research, it has unfortunately not received proper attention in marketing, advertising, consumer research, public relations, operations management, or organizational behavior endeavors—disciplines wherein it is particularly desirable to evaluate the significance of changes in attitudes, opinions, or beliefs regarding some campaign or strategy. Perhaps the major reason for this obscurity is simply a general lack of awareness as to its value and practical power. The McNemar test is generally not currently being taught to business statistics students. It is the purpose of this article to demonstrate the usefulness and applicability of the McNemar procedure to these aforementioned disciplines so that it may be more appropriately employed as an important confirmatory data analysis tool within the basic business statistics curriculum.     

关于我国消费者协会完善的几点建议

对消费者的保护是一项复杂的系统工程,消费者社会组织在其中具有重要的作用。我国的消费者社会组织主要是中国消费者协会和地方各级消费者协会,自成立起为维护消费者权益做出积极的贡献。但是相比较而言,我国消费者协会的功能还具有很大的局限性,在组织机构设置、发挥教育消费者职能、为消费者寻求救济提供服务等方面都需要进一步改进。     

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.     

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.     

A comparative assessment of sentiment analysis and star ratings for consumer reviews

Electronic word of mouth (eWOM) is prominent and abundant in consumer domains. Both consumers and product/service providers need help in understanding and navigating the resulting information spaces, which are vast and dynamic. The general tone or polarity of reviews, blogs or tweets provides such help. In this paper, we explore the viability of automatic sentiment analysis (SA) for assessing the polarity of a product or a service review. To do so, we examine the potential of the major approaches to sentiment analysis, along with star ratings, in capturing the true sentiment of a review. We further model contextual factors (specifically, product type and review length) as two moderators affecting SA accuracy. The results of our analysis of 900 reviews suggest that different tools representing the main approaches to SA display differing levels of accuracy, yet overall, SA is very effective in detecting the underlying tone of the analyzed content, and can be used as a complement or an alternative to star ratings. The results further reveal that contextual factors such as product type and review length, play a role in affecting the ability of a technique to reflect the true sentiment of a review.     

Glory Out of Reflected Failure: The examination of how rivalry affects sport fans

Most studies on participant or fan rivalry have employed quantitative methods to investigate the phenomenon (Kilduff et al., 2010, Kimble and Cooper, 1992, Smith and Schwartz, 2003). The current study adds to the existing literature by using qualitative analysis to investigate the way fans make meaning of the rivalry. Intercollegiate football and men's basketball fans in the United States were interviewed about their perceptions of their favourite and rival teams, and the enjoyment they experienced when someone other than their favourite team defeated the identified rival. Social identity theory guided the investigation (Tajfel, 1974), and four themes were identified regarding fan reactions to rivalry: (1) socialisation, (2) in-group bias, (3) sense of satisfaction and (4) out-group indirect competition. Further, Glory Out of Reflected Failure (GORFing) extends research on disidentification (Elsbach & Bhattacharya, 2001), in-group bias (Tajfel, 1969, Turner, 1982), and schadenfreude (Heider, 1958) and asserts that fans will rejoice when their rival team has been defeated in indirect competition. Findings from the current study provide academics and administrators many avenues to further the understanding of fan social psychology and sport rivalry. Theoretical and practical implications of the current study along with areas for future research are presented.     

拉、派价格指数的平均数形式及其应用

测定大规模商品总体价格综合动态，要编制拉，派指数变形的平均数指数，消费价格指数按拉氏平均数形式编制的原理与方法。拉，派指数平均数形式怎样应用于空间指数的编制。