消费者渠道迁徙行为研究评介与展望

消费者渠道迁徙行为是指消费者从在线(离线)渠道向离线(在线)渠道转移的过程。近年来,网络经济的发展使得消费渠道日益多样化,然而学术界对消费者渠道迁徙行为的研究还未给予足够的重视。本文围绕消费者渠道迁徙的概念、路径、影响因素,以及企业的相关营销策略等问题,梳理了相关研究成果,并在此基础上对未来的研究方向进行了展望

产品价格与消费者渠道迁徙路径之间的关系研究

借助于Multinomial Logistic回归模型,文章探讨了产品价格与消费者渠道迁徙路径之间的关系。实证结果发现,产品价格是引起消费者渠道迁徙路径发生改变的重要因素,这不仅可以说明产品价格能引起消费者对于信息搜索渠道和购买渠道的选择,还能反应中国消费者对于消费渠道选择的一种谨慎消费的态度,即为了规避风险,他们倾向于选择离线渠道作为购买高价格产品

工作设计对知识型员工和体力工作者的差异化影响:一个现场准实验研究

虽然泰勒主义似乎已被工作设计所替代,但是近来有些学者们注意到工作设计并未起到预期的效果。该研究旨在探讨工作类型作为一个重要的调节变量,影响着这两种观点的适用性。通过一个纵向现场准实验设计研究,结果证实了工作类型的调节作用,即工作丰富化对知识型员工和体力工作者工作产出的影响存在显著差异。这一结果表明,泰勒主义和工作设计思想并无优劣之分。该文的研究结果对人力资源管理实践的发展,具有一定的现实指导意义

自我效能感对渠道转换行为的作用机制——转换成本的中介作用

本文在问卷调查的基础上,通过bInAry lOgISTIC回归模型,探讨了消费者自我效能感对渠道转换行为的作用机制。实证研究结果发现:自我效能感和转换成本对渠道转换行为的主效应显著;转换成本对渠道转换行为的主效应显著;转换成本在自我效能感和渠道转换行为中发挥着中介作用。因此,企业在实践中应提高消费者的消费技能和信念,并通过多种方式来提高转换成本以促进渠道忠诚。教育部人文社科规划项目(11YJA630215

消费者渠道迁徙行为的定义及其结构维度

随着网络经济的来临,消费者渠道迁徙成为一个普遍的现象,由此也成为西方学者研究的一个热点。但是由于学者们对消费者渠道迁徙行为这一概念的定义不清以及缺乏理论基础,致使研究结论比较较零乱、割裂,缺乏系统性。因此,文章通过体验学习理论,从人物、事件、地点以及时间四个要素定义消费者渠道迁徙这一概念,分析探讨了消费者渠道迁徙行为的主体,客体,迁徙的层次和形式,并创造性的归纳出了消费者渠道迁徙行为的结构维度,以期为将来的研究提供理论基础及方法论指导

消费者信任修复研究评介及展望

信任修复是在信任衰退的情形下,信任违背方采取一定的修复方式,恢复和提升受害方对其可信赖性的感知水平,修复受害方的信任意愿,实现信任重建或信任水平上升的过程。金融危机以来层出不穷的企业信任危机事件极大地损害了消费者对企业的信任,在信任违背之后修复消费者的信任对企业来讲迫在眉睫。本文从信任修复的必要性、信任修复的影响因素、信任修复的策略以及信任修复的过程机制等方面批判性地梳理了国内外相关研究成果,并在此基础上指出了未来研究方向

Consumer Animosity,Self-efficacy and Willingness-to-visit:An Empirical Study on Young Outbound Tourism Market

国家间的争议和冲突通常会引起两国消费者的敌意情绪,并最终诉诸于消费者的抗议、抵制和拒绝购买来自敌意国的产品。旅游作为一种特殊而重要的产品形式,鲜有研究关注消费者敌意对旅游意愿的影响。该研究以216名中国青少年消费者为研究样本,引入自我效能作为中介变量和性别作为调节变量,探讨了消费者敌意对旅游意愿的影响及作用机制。结果表明:消费者敌意对中国青少年赴日旅游意愿具有显著的负向影响;自我效能在消费者敌意和旅游意愿的关系中起着中介作用;消费者敌意对自我效能的作用强度存在性别差异,男性青少年的消费者敌意对自我效能的影响程度更强。该研究对相关营销实践者、企业及政府部门在政策制定及危机公关时具有一定的启示。Disputes and conflicts between countries always result in sentiment of hostility among consumers in these countries,who will ultimately resort to consumer protests,boycotts,and resistance to purchases from the hostile nation. The sentiment of hostility among consumers,namely consumer animosity,is defined as"the remnants of antipathy related to previous or ongoing military,political,or economic event"and will influence"consumers' purchase behavior in the international marketplace"(see Klein et al.,1998,p. 90)". The impact of consumer animosity has been examined in many product categories,such as cars,laptops and so on,while few studies have involved in the place products or services,such as tourism. As a special and significant type of products/services,tourism plays an important role in national development and international exchanges. Tourism is,thus,becoming an increasingly popular in academic research topic. In cross-cultural consumer behavior research,however,few existing studies have focused on the impact of consumer animosity on willingness to visit the disliked country. The present research,therefore,aims to make up the insufficiencies found in the existing studies.In this article,based on a sample of 216 Chinese young consumers,we employed self-efficacy and gender as mediator and moderator respectively,to discuss the effect of consumer animosity on willingness to visit Japan. Firstly,we used AMOS 20.0 to conduct confirmatory factor analysis. The results showed good discriminant validity for the key four constructs of consumer animosity,selfefficacy,consumer gender and willingness- to- visit. Then we employed descriptive statistics analysis with SPSS 21 to test the means,standard deviations and correlations of main variables. Results indicated that consumer animosity was positively correlated with self-efficacy,consumer animosity was negatively correlated with willingness- to- visit,and self- efficacy was negatively correlated with willingness- to- visit as well. Furthermore,to test the hypotheses,hierarchical regression modeling was used. The results indicated that:(1) Chinese young consumer animosity negatively impacted on their willingness-to-visit Japan;(2) self-efficacy mediated the relationship between consumer animosity and willingness- to- visit;(3) consumer gender moderated the relationship of consumer animosity and selfefficacy,specifically,male consumer animosity has a greater influence on self-efficacy than female.Studying on Chinese young consumer animosity and their willingness to visit Japan,our research to some extent made up the insufficiencies of existing research. In this study,we introduced selfefficacy as mediator and gender as moderator,which can effectively describe the impact mechanism of consumer animosity on willingness- to- visit,and can comprehensively reflect the impact process and impact border of consumer animosity on willingness-to-visit. Additionally,the findings of present study have many implications for policy-making and crises containment public relations for related marketing practitioners,enterprises and government,especially for the transnational tourism enterprises and organizations. It is worth noting that the present study suffered from a number of limitations. For example,many measures adopted in our study were originally developed and used in the context of western culture,it is still questioned that these items are applicable to the context of Chinese culture. In previous studies these measures were mainly used to examine general consumer behavior,the appropriateness of these measures used on the behavior of young consumers requires future testing.国家自然科学基金面上项目“我国服务型组织中主动性氛围的内涵、形成机制与影响后果:一项多层次的研究”(71572164);; 教育部人文社会科学青年基金项目“在线消费渠道转换行为的研究:基于网络购物平台的分析”(13YJC630154)资助~

A Review of Research Context of Consumer Animosity and Future Prospects

消费者敌意是指消费者对特定的国家或地区持有的反感或憎恶情绪,且这种反感或憎恶主要源于国家或地区之间曾经发生或正在发生的军事冲突、经济摩擦、外交纠纷等事件。在当前国际经济往来日益密切的背景下,消费者敌意作为影响消费者产品原产国评价和购买决策的重要因素,受到越来越多研究者的关注。本文围绕消费者敌意的概念界定、维度和测量、引致因素以及影响结果等问题,梳理了相关研究成果,并在此基础上提出了未来的研究方向。Consumer animosity refers to antipathy to other countries showed by consumers which mainly stems from previous or ongoing military conflicts,economic friction,diplomatic disputes and other events.In the context of increasingly close international economic exchanges,consumer animosity as an important factor influencing the evaluation of countries of origin concerning products and purchase decisions has attracted more and more attention from scholars.Focusing on the topics of definition,dimensions,measurement,causes and consequences of consumer animosity,this paper reviews the relevant research achievements,and discusses the directions in future research.教育部人文社会科学研究项目《多渠道环境下的消费者渠道迁徙行为研究》(批准号:11YJA630215); 2012年福建省教育厅项目《营销3.0时代福建省消费者信任重塑与品牌提升问题研究

Consumer Cosmopolitanism: A Literature Review and Future Research Directions

消费者世界大同主义是指消费者在思想上具有开放性,对全球产品和服务的多元化持欣赏态度,并且愿意接纳来自不同国家的产品和服务的倾向。在当前全球化趋势不断增强,特别是在年轻一代成长为重要消费力量之后,消费者的价值观发生了深刻的变化,消费者世界大同主义对跨文化消费行为的影响也愈发显著。而现有的跨文化消费者行为学相关研究多聚焦于消费者对他国产品的保守态度,如消费者民族中心主义、消费者爱国主义、消费者敌意等。消费者世界大同主义则超越了社群及文化限制,对于消费者日趋频繁的跨国消费行为具有较好的解释力。本文对消费者世界大同主义相关研究进行了系统的综述,以期促进后续研究对跨文化消费者行为更加全面和深入的探讨。国家自然科学基金面上项目(71572164)；广东省哲学社会科学规划青年项目(GD16YGL05)；汕头大学国家基金培育项目(NFC16006)；汕头大学科研启动基金资助项目(STF16007)