从国外品牌手机的购买意愿看Fishbein模型的适用性以及文化适应的影响

Fishbein行为倾向模型认为消费者对于购买某种产品或品牌的态度以及从众心理会影响购买意愿,由于是基于西方消费者的产品购买行为发展而来,该模型在不同文化下的适用性一直是学术界关注的问题,外来文化会影响消费者对传统价值观的接受以及对产品品牌的选择,产生文化适应现象.对于中国年轻一代消费者,特别是大学生这个重要的消费群体来说,模型能否有效地解释其国外品牌手机的购买意愿,文化适应是否会影响其购买行为是本研究关注的问题.研究结果显示,模型可以解释大学生消费者对国外品牌手机的购买行为,但是在手机产品上的消费经验会对模型的适用性产生影响,而文化适应性也会直接影响购买意愿.     

企业履行社会责任对消费者的影响

近几年,对企业社会责任的研究已成为国内学者的一个研究热点。笔者通过对国内外学者研究结果的整理和归纳,建立了企业履行社会责任和消费者购买意愿的理论模型,同时将消费者对企业的信任和认同引入模型中,通过理论推导,得出企业履行社会责任会正向影响消费者的购买意愿及对企业的认同,得出企业在履行社会责任正向影响消费者的购买意愿时,消费者对企业的信任、认同会起到调节和中介的作用。     

中国情境下消费者CSR响应的群体细分及影响机理研究

根据消费者响应企业社会责任(Corporate Social Responsibility,CSR)行为的四个维度即关注、信任、企业评价和购买意愿,本研究将中国消费者细分为热情型(N=205)、现实型(N=182)和精明型(N=148)三类。进一步的研究表明,CSR对三类消费者购买意愿的影响机理存在差异。热情型消费者对企业CSR行为的购买支持主要源于内在的社会责任意识或价值观;现实型消费者在行为层面的CSR响应则主要源于经济理性(即将CSR看作企业和企业产品可靠性的信号),并且会呈现对比效应,即:在正面CSR信息的刺激下,对质量低或质量平平的产品反而会表现出更消极的购买意愿;精明型消费者在购买决策中不会考虑CSR因素。然而,不论对于何种类型的消费者群体,CSR均对消费者的企业评价具有积极影响。本研究旨在为企业CSR实践提供策略性的指导和建议。     

被迫好评情景下消费者后续行为意愿研究

在社交网络不断兴起的环境下，越来越多的企业试图以物质奖励促使消费者进行好评以实现口碑营销，物质奖励涉及赠品、现金、价格折扣等各种形式。企业激励口碑的活动是指一家企业对“消费者对消费者”沟通的主动管理，被广泛地应用于各类面向消费者的企业，而好评返利的口碑激励模式难免被框定于回避框架下，即消费者为了避免损失而不得不在线发布正面口碑，已有关于被动口碑传播的研究主要从积极方面探讨如何利用物质奖励促进口碑传播。 在已有研究的基础上补充物质奖励对消费者口碑影响的消极方面，以心理抗拒理论和认知一致性理论为基础，以被动口碑传播为研究视角，探讨消费者在被迫实施好评之后的后续行为意愿及其影响机制。在两个行为学实验中，分别选取在职学生和普通消费者为研究样本，通过SPSS软件进行方差分析、回归分析和Bootstrap中介效应分析。 研究结果表明，①在被迫好评的情景下，抗拒体验消极影响消费者的后续行为意愿，如降低未来的口碑推荐意愿、增加删去被迫评论意愿；②产品的实际体验与口碑内容的一致性感知积极影响后续行为意愿，这一过程受到抗拒体验的中介作用；③与抗拒特质较弱的消费者相比，抗拒特质较强的消费者更倾向于产生消极的后续行为意愿；④消费者的抗拒特质调节实际体验与口碑内容的一致性感知对后续行为意愿的影响，抗拒特质较强时一致性感知对后续行为意愿的影响较低。 研究结果为企业实施激励式口碑营销提供了理论指导，丰富和发展了口碑营销和心理抗拒理论。研究结论启示企业在使用好评返利的营销策略时，应当尽可能框定于“好评则得到”而非“不好评则损失”的框架下。如果产品或服务非常依赖于消费者的重复购买行为，那么被迫好评会消极影响消费者的整体满意度并抑制后续的购买行为。商家必须认识到被迫好评的消极影响，虽然产品或服务的积极体验可以有效抑制消费者产生消极的行为反应，但是却不会对所有消费者有效，比如那些抗拒特质较强的消费者。     

企业社会责任行为、产品价格对消费者购买意愿的影响研究

企业社会责任已经成为关乎我国经济和社会和谐发展的焦点之一,促进消费者与企业社会责任的良性互动成为值得研究的课题。采用情境模拟法测量消费者在不同类型企业社会责任行为刺激下的购买意愿,以及产品价格对这种购买意愿的调节作用。结果发现,消费者的态度受到价格的显著影响,但不同的消费者群对履行了基本层或高级层社会责任的企业的产品有不同的可接受溢价范围。     

中国背景下CSR与消费者购买意向关系的实证研究

当今,积极的社会责任行为已经成为企业获得消费者认同和创造竞争优势的重要来源.尽管现有研究已经证实,企业社会责任对消费者的购买意向确实存在显著影响,但是对企业社会责任在消费者层面的影响机制、消费者对企业社会责任的心理反应等方面的研究仍十分有限,对这些问题的实证研究则更是缺乏.本文试图构建一个包含企业社会责任行为、良好公司声誉、消费者企业认同和消费者购买意向在内的概念模型,并通过结构方程模型方法对模型进行实证检验,以探索企业社会责任对消费者购买意向产生影响的内在机理.研究结果表明,企业社会责任行为不仅对消费者购买意向产生直接的正向影响,还可以通过良好的公司声誉和消费者对公司的认同感对消费者购买意向产生间接的正向影响,而且,间接作用的强度要远远大于直接作用;公司声誉和消费者企业认同是企业社会责任行为对消费者购买意向起影响作用的中介变量.     

关于逆营销的效果研究:基于CLT理论的视角

由于消费快速增加而导致的环境恶化、资源加速消耗,以及人们健康水平降低等问题,使得以减少需求为目标的逆营销逐渐获得越来越多的重视。但逆营销能否成功的关键在于能否改变消费者的购买行为和企业的积极参与。本研究从解释水平理论的视角出发,通过实证研究探讨了逆营销对消费者购买、愿意支付价格、企业态度和再购买意愿的影响,结果显示逆营销信息解释水平和决策者心理距离之间的匹配对能否减少消费者购买有着显著影响,成功的逆营销虽然减少了消费者购买,但却提升了消费者的愿意支付价格、企业态度和再购买意愿,对企业的可持续发展具有突出的意义。     

“外察”与“内省”：环境威胁引发的绿色消费意愿研究——基于道德情绪的双路径模型

营销学者在探究绿色消费议题方面做了众多开创性工作,然而针对诱因不同的环境威胁是否及通过怎样的心理路径影响消费者绿色消费意愿的研究仍然匮乏。本文将环境威胁分为自然因素引发的环境威胁和人为因素引发的环境威胁两类,通过4组实验检验了两类环境威胁影响消费者绿色消费意愿的心理机制。研究结果证实了无论哪类环境威胁,都会对绿色产品购买行为产生积极影响,但不同类型的环境威胁会通过差异化认知过程和情绪反应影响绿色产品购买行为。当消费者面对自然因素引发的环境威胁时,其“外察”思维模式会起主导作用,此时敬畏感是促进绿色产品购买意愿的中介变量;当消费者面对人为因素引发的环境威胁时,其“内省”思维模式会起主导作用,此时内疚感是促进绿色产品购买意愿的中介变量。研究也证实了环境威胁对道德情绪的影响会受自然联结性和道德提升感的调节。     

社会化沟通对不满意消费者再次购买的影响研究

基于应对理论,采用结构方程实证研究了社会化商务中消费者从不满意到再次购买的行为规律.研究发现,负面情绪是不满意和应对行为之间重要的中介变量.负面情绪引发消费者在线沟通(如抱怨和寻求社会支持)和回避沟通(如心理疏离)等应对行为:抱怨对消费者再次购买意愿不显著;心理疏离对再次购买意愿有负面影响,故心理疏离有利于稳定消费者情绪而不利于再次购买;寻求社会支持对再次购买意愿有正面影响,故寻求社会支持能抵消负面情绪的部分消极作用,有利于再次购买.     

电子商务对消费者购买行为的影响分析

随着计算机网络技术的发展,电子商务逐步走进百姓生活,对消费者的购买行为产生影响。分析电子商务对消费者购买行为的影响,对企业在网络经济时代制定营销策略,获取竞争优势具有重要意义。本文分析了电子商务对消费者的购买行为特征、购买决策过程的影响。     

Reconciling Traditional Morality and the Morality of Competition

It is commonly believed that the moral norms of “everyday” or “traditional” morality apply uniformly in all business contexts. However, Joseph Heath has recently argued that this is not the case. According to Heath, the norms of everyday morality apply with respect to “administered” transactions but not “market” transactions. Market transactions are, he argues, governed by a distinct, “adversarial” morality. In this article, I argue that Heath's attempt to show that competitive contexts are governed by a distinct, adversarial morality does not succeed. I then undertake the task of showing that, contrary to what is commonly thought, competitive actions can be reconciled with the norms of traditional morality.     

Morality De-Kanted or the Biological Roots of Moral Behavior

The ethical and moral behavior of Homo sapiens is no longer the exclusive domain of religion and philosophy because we recognize that such behavior affects the reproductive success of individuals within the species. We are a social species and therefore our survival is influenced by our capacity for cooperation and our willingness to take risks for kin. Emotions, some of which are found in other species, help to mediate our altruistic behavior. The reproductive benefits of helping kin, especially offspring, are readily seen. Helping non-kin can be beneficial if individuals can differentiate between ‘reciprocators’ and ‘non-reciprocators’ and direct altruistic behavior toward reciprocators. Also, if third parties are favorably impressed by observing altruistic behavior, the rewards need not come from the recipient of the altruistic behavior. This revised version was published online in July 2006 with corrections to the Cover Date.     

Trust,Morality, and the Privatization of Water Services in Developing Countries

This article examines the business of water privatization and the ethics implied in the transformation of the water services sector in developing countries. Drawing on data derived from field visits and semi‐structured interviews held with members of government, nongovernmental organizations, and other stakeholders in one country undergoing transformation in this sector, Ghana, the article considers the ethical perspectives of the various involved stakeholders. The analysis draws on three perspectives—Gilligan's ethic of care, Rawls’ principles of justice, and virtue ethics—which together highlight the economic, class, and gender‐based dimensions of the privatization debate. Finding that endemic mistrust characterizes this debate, the article considers what is needed to re‐instill trust among stakeholders. Specific implications are provided for business leaders and government policymakers.     

把"重品行"落实到干部选拔任用工作中

品行,即人的道德情操,是人的思想品质、道德观念、文化素养和行为方式等在日常言行举止中的综合反映,也是一个人的世界观、人生观和价值观的外在表现.     

企业家道德发展阶段模型多案例探索研究

通过理论和实践研究提出了企业家道德发展四阶段理论,把企业家道德发展划分为道德失范性阶段、道德遵从性阶段、道德资本性阶段和道德皈依性阶段,并构建了企业家道德发展阶段模型。基于此探讨了企业家道德进化的方略问题。这有助于用动态发展的眼光看待企业家道德,从而指导企业家审视其道德状态,明确其道德修炼方向。     

Morality rebooted: Exploring simple fixes to our moral bugs

Ethics research developed partly in response to calls from organizations to understand and solve unethical behavior. We examine two approaches to mitigating unethical behavior: (1) values-oriented approaches that broadly appeal to individuals’ preferences to be more moral, and (2) structure-oriented approaches that redesign specific incentives, tasks, and decisions to reduce temptations to cheat in the environment. This paper explores how these approaches can change behavior. We argue that integrating both approaches while avoiding incompatible strategies can reduce the risk of adverse effects that arise from taking a single approach and leverage the strengths of both approaches.     

Asking Some Hard Questions About Citizenship, Morality and Identity

This paper calls into questions some assumptions about citizenship which are more or less taken for granted in academic, political and social contexts. Such assumptions include: That there is a clearly defined conceptual link between citizenship and the identity of citizens. That conceptions of citizenship ?C and, therefore, of citizenship education ?C inevitably vary from one cultural context to another; That the values underpinning citizenship are public or objective; and That the concept of citizenship has moral or ethical connotations which justify the inclusion of citizenship (or civics) education in school curricula; I argue that with respect to individuals, matters of identity are not directly tied to citizenship or to any other ??collectivist?? conception. Instead, these identity conditions are grounded in the actual concept of person, and are best construed in relational terms.     

试析长日入夜行中的疯癫与道德(英文)

It is also widely acknowledged that Long Day's Journey into Night,O'Neill's biographical play,not only expose the tangled relationship with love and hatred in the Tyrone's family,but also reflects family situation in the turning point of the 20th century,which can offer viewers plenty of inspirations to think.Owe to the value of the drama,a great many critics tend to study Long Day's Journey into Night from various perspectives of different theories.This work has never been analyzed from the perspective of Michel Foucault's theory.Thus,it is valuable to take a view at the whole drama in a unique angle-morality and madness,the theme of Michel Foucault's theory,which can reveal the original cause of the tangled relationship among family members.Morality and madness create a conflict of what it should be and what it actually is.The paper also provides a fresh view for a deeper analysis of the value on Eugene O'Neill's Long Day's Journey into Night.