网络环境下的消费者态度转变——基于在线口碑信息框架交互作用的实验研究

关于在线口碑的影响问题,以往研究者已从不同的角度给出不同的解释.但是,他们的研究结论并不一致且忽视两个问题:消费者接收在线口碑之前的初始态度会影响对信息的过滤;产品销量并不等价于消费者态度.本研究尝试从态度改变的角度研究在线口碑如何影响消费者决策这一问题,考虑初始态度和认知需求的调节作用,将产品属性作为实验控制变量,归纳不同类型消费者的有效在线口碑信息框架类型.最后,提出一个消费者分类及其信息传播策略矩阵,为企业销售方的信息传播管理提供参考.主要结论有:自我强化型应定期进行正面要点信息沟通;理性说服型可进行正面要点信息改变初始期望,同时控制负面信息的扩散;摇摆不定型可根据产品属性采用不同的信息表述方式;消极排斥型应选择减少投入.     

正面网络口碑对消费者绿色消费意向的影响机制研究

绿色消费是一种强调可持续发展的消费行为，促进绿色消费是消费领域的一场深刻变革。网络口碑(E-WOM)是一种强大的信息传播方式，是消费者做出决策前的重要参考依据。积极正面的网络口碑能够促进消费者产生绿色消费意向，进而激发和释放绿色消费需求。为探究正面网络口碑如何对消费者绿色消费意向产生影响，文章以计划行为理论为基础，构建了影响机制模型，通过问卷调查的方式收集数据，采用回归方法进行实证分析。研究结果表明：正面网络口碑对消费者绿色消费意向具有显著正向影响；正面网络口碑对消费者绿色消费态度、绿色消费主观规范、绿色消费知觉行为控制均具有正向影响作用；消费者绿色消费态度、绿色消费主观规范、绿色消费知觉行为控制在正面网络口碑与绿色消费意向二者关系中均起着中介作用。研究结论有助于企业合理管理网络口碑，发挥口碑营销优势，促进绿色产品营销。     

在线消费行为的感知风险研究

消费者在线购物的低参与度已经引起了国内外学者的广泛关注,感知风险理论的引入对于解释网上购买行为作出了有力的解释,但大部分学者在研究感知风险时更多的是从消费者行为学角度关注消费者所感受到的全部的感知风险,而忽略了在线交易这种方式的特殊性,在线交易只不过是传统的线下交易的一种有益的补充,消费者在线购物时不可避免地要将在线购物和线下购物相比较。因此本文着重从电子商务与线下交易方式的不同之处,分析消费者在选择在线交易所感知到的风险因素,力求更贴合实际地解释消费者在线购物参与度低的影响因素。     

矛盾消费者的态度更容易受外界影响吗——不同态度成份的变化差异性研究

已有的研究指出,消费者的态度是二元化矛盾的,但是关于矛盾消费者态度的改变存在争议,主流观点认为高矛盾消费者更容易被说服发生态度改变,但也有研究指出低矛盾消费者反而态度更容易被改变.本文认为,态度是由不同的维度构成,矛盾性程度不同的消费者在各维度上的表现存在差异,以往争议的原因是没有对此进行区分研究.通过两阶段的实验研究我们发现,高矛盾消费者的情感态度容易被改变,而认知态度和意动态度相对较为稳定,而低矛盾消费者态度变化趋势则相反,而且这种态度变化差异不受外界信息类型影响.此研究对于指导企业制定传播方案和应对矛盾消费都具有参考意义.     

表情符号多余吗?——表情符号对在线产品评论感知有用性的影响研究

本文探索了积极表情符号对在线产品评论感知有用性的影响。研究发现：(1)积极表情符号会提高评论的感知有用性；(2)感知温暖中介了积极表情符号对评论感知有用性的影响；(3)消费者的认知风格、产品类型与评论信息类型均调节了中介路径“表情符号→感知温暖→感知有用性”。在第三点中，研究发现对于视觉型认知风格的消费者中介路径显著，但对于言语型认知风格的消费者不显著；对于实用型产品中介路径显著，但对于享乐型产品不显著；对于客观事实型评论，中介路径在实用型产品的情境中显著，却在享乐型产品的情境中不显著，但对于主观评价型评论中介路径均不显著。这些研究结论对进一步厘清以往表情符号对消费者影响的矛盾结论，丰富表情符号营销、口碑等领域的研究，完善刻板印象内容模型与信息源可信度理论等具有重要的理论意义，而且对于企业与网络平台正确设计与引导消费者在口碑信息中使用表情符号以及企业从口碑信息中获取消费者对产品态度的准确信息具有重要的实践意义。     

B2C电子商务中基于D-S证据融合理论的推荐信任评价模型

B2C电子商务中成熟消费者推荐是增强新消费者信任的重要渠道.基于证据融合理论,提出一种B2C电子商务中的推荐信任评价模型,从消费者、商品、服务商及其网站、技术和人文环境等方面多视角地分析B2C电子商务中的在线感知信任影响因素,由在线感知信任影响因素建立成熟消费者的个体信任评价指标;对于一个新消费者,根据他熟悉的多个成熟消费者的个体信任评价,基于D-S证据融合理论,提出由多个成熟消费者的信任评价融合而成的推荐信任评价模型,将提出的推荐信任评价模型应用于实际B2C在线购物推荐信任评价.实验结果表明,该模型可以有效地描述新消费者的推荐信任评价过程.     

矛盾性追加评论对感知有用性的影响效应研究

 随着在线评论机制的完善，各大网络购物平台设置了追加评论的功能，消费者可在初次评论后一定时间段内针对同一产品再次评论。目前追加评论逐渐引起学者们的广泛关注，已有关于含追加的在线评论研究中，大多是针对含追加评论与未追加评论之间、含追加评论中一致性追加评论与矛盾性追加评论之间的感知有用性差异进行比较研究，较少研究分析矛盾性追加评论之间，即初次评论与追加评论情感方向不一致的情况下含追加评论的感知有用性差异。        将矛盾性追加评论分为初次评论为正、追加评论为负和初次评论为负、追加评论为正两种情况，基于归因理论和精细加工可能性模型的视角，探讨矛盾性追加评论对感知有用性差异的影响效应以及不同产品卷入度对矛盾性追加评论感知有用性差异的调节作用。实验均以大学生为样本，从天猫商城真实的评论环境中获取的在线追加评论作为实验数据，采用曼-惠特尼秩和检验和Wilcoxon符号秩检验两种非参数检验方法进行数据分析。        研究结果表明，①在矛盾性追加评论中，初次评论为正、追加评论为负的含追加评论感知有用性显著高于初次评论为负、追加评论为正的在线评论；②产品卷入度对矛盾性追加评论感知有用性差异具有调节作用，对于高卷入度产品而言，正-负追加组和负-正追加组感知有用性差异显著；对于低卷入度产品而言，这种差异不显著。        从理论上讲，研究结论进一步完善了含追加在线评论的研究框架，并引入了产品卷入度这一调节变量，解释了人们对矛盾性信息感知的差异。研究结论还具有一定的实践指导意义，由于消费者更加关注正-负追加组的在线评论，企业应采取措施降低负面追加评论对产品的影响。     

基于透镜模型的在线口碑传播的有效性研究

  当前国内外研究多数探讨在线口碑传播的动机、效果和影响因素等，而这些探讨是基于在线口碑传播接收者可以有效接收口碑发送者信息假设基础上的，如果假设不成立，那么针对接收者的研究也就难以成立，因此研究在线口碑传播的有效性这一问题十分有必要。         无论从口碑发送者的传播目的，还是从口碑接收者的感知能力的角度看，在线口碑传播的有效性取决于诸多不确定因素。基于BRUNSWIK透镜模型理论，建立在线口碑传播模型，探讨在模型的编码、传播、解码过程中，在线口碑接收者能否有效感知到发送者想要传播的态度和情绪。同时，提出自动文本分析方法产生的语言指标简化近端线索和远端线索的识别。基于在线口碑传播模型及其简化模型提出相关假设，通过问卷调查获得口碑发送者和接收者的实验数据，并运用自动文本分析方法将口碑发送者的评论生成语言指标，利用Spss和Lisrel进行统计分析和模型修正。         研究结果表明，在线口碑发送者的传播目的可以有效地被接收者感知，且显著影响接收者的态度、情绪和购买意愿，但口碑接收者对感知积极情绪持谨慎态度；确定了在有效在线口碑传播过程中发送者的远端线索和接收者的近端线索，得出9个可靠的传播线索；语言指标比星级评价能更好地解释在线口碑参与者的态度和情绪；初步证明语言指标可以代替远端线索和近端线索，利用自动文本分析方法可以简化对在线口碑参与者的态度和情绪的预测。         传播线索可以提高产品或服务质量，与星级评价相比，更要注意文本评论的重要影响，可利用文本分析方法监测在线口碑状态，以了解产品或服务的质量水平，研究结果对企业实践具有一定的指导意义。     

参考组与时间压力影响下在线消费者对主动式推荐的心理抗拒及接受意愿分析

电子商务中的主动推荐会干扰消费者的在线购物进程,根据心理抗拒理论,不恰当的主动推荐会威胁消费者购物的感知自由,从而引起他们的心理抗拒反应,这影响了消费者对推荐的接受程度乃至整个电子商务网站的满意度。本文结合强迫性感受理论和操纵意图推断理论,通过情境实验分析了推荐信息的参考组以及消费者的感知时间压力对在线推荐中消费者心理抗拒反应及其接受主动式推荐意愿的影响。实证研究发现,参考组和时间压力显著影响消费者对于推荐的强迫性感受和操纵意图推断,进而影响消费者对推荐内容的接受程度。本文的研究成果有助于电子商务网站以恰当的方式提供主动式推荐服务,降低消费者的心理抗拒反应,最终取得改善消费者购物体验与提高电子商务业绩的双赢效果。     

如何削弱网络口碑离散对购买意愿的负面影响: 口碑分布呈现方式的讨论

网络口碑离散反映了已有评论者有关产品态度褒贬不一的程度,这种不确定性风险的传达将对消费者的购买意愿带来负面影响。本文基于已有网络口碑离散归因选择模型结论,结合双系统理论补充了分析式系统对有关口碑离散积极归因选择的促进作用,运用元认知理论检验了我国现行主流网络平台典型的三种口碑分布呈现方式对有关口碑离散积极归因选择的调节作用。本文通过2个眼动实验,共计329名被试的实证分析发现:(1)分析式系统的激活可以有效促使消费者做出有关口碑离散积极的归因选择;(2)当口碑分布呈现方式为适度复杂时,分析式系统的激活将有利于消费者在有关口碑离散的综合判断归因中做出了积极的归因选择;但并不是所有能引起信息不流畅性感知的口碑分布呈现方式都能显著影响分析式系统激活与有关网络口碑离散的积极归因选择间的关系,当口碑分布呈现方式带来的认知负荷未满足消费者的认知需要(简单呈现方式)或者超过了消费者的承载上限(非常复杂呈现方式)时,分析式系统的激活均对有关网络口碑离散积极的归因选择无显著影响,最终无法起到削弱网络口碑离散负面影响的作用(3)即使在引入平均星级水平和产品属性的讨论后,上述研究结论仍成立。本文研究结论不仅补充了网络口碑离散负面影响的削弱机制及削弱策略,而且对营销者进行网络口碑管理提供了具体且可行的参考。     

Power,authority and legitimacy

Management, human resources, organization, control, leadership, etc., all seem to be just so many euphemisms for power, and this suggests a discourse of management and organization that calls things by their proper name. This paper on the contrary stresses the need to resolve the concept of ‘power’ itself into more differentiated notions, and proposes that clarification may be derived from distinctions once explicit in the vocabulary of Classical antiquity, but lost in modern European languages. It argues that nothing but confusion in thinking about organizations, management and legitimation can result from the failure to recognize that the phenomena this vocabulary identifies and distinguishes are irreducibly different.     

Defining Spirituality of Work

There is a current surge of writings on spirituality and related topics. For instance, Woodward (1997) has pointed out that since Thomas Moore's publication of Care of the Soul in 1994 there have been nearly 800books published with the word soul in the title. These run all the way from Chicken Soup for theWoman's Soul (Canfield et al., 1996) to A Guide to Liberating YourSoul (Barrett, 1995). Spirituality of work is a big part of this surge. Definitionsof spirituality of work seem to vary widely. Bowman (1998, p. 8) in his `reviewof the phenomenon of spirituality of work' found `Definitions of the term spirituality in the context of the Spirituality of Work troublesome and particularly subjective. Many writers do not even attempt definitions.' The purpose of this article is to review the concept of spirituality of work in its historical and current use and to propose a comprehensive definition.     

WebStress: a web interface to explore a multidatabase bibliographic corpus on occupational stress

A bibliographic study on a multidisciplinary subject, such as occupational stress, requires a multidatabase query facility. Given this, we searched eight databases belonging to different fields (medicine, psychology, etc.) and from different countries. Thus, more than 26000 references on occupational stress were gathered. A bibliographic corpus of this sort is unusable because of the heterogeneous format of the records and the number of duplicate entries. Considering the limitations of commercial programs, we have developed a system, called WebStress, for reformatting the data and removing duplicates. The huge number of references and the research needs of updating and searching have necessitated the addition of several other functions to WebStress. Therefore WebStress comprises a web interface that makes it possible to search the corpus with advanced features (using clustering, a specialized thesaurus on stress and Boolean queries). In addition to the usual bibliographic queries on a specific database such as Medline, WebStress provides bibliometric analysis of the corpus, which might contribute to a detailed analysis on occupational stress in order to highlight the networks of researchers and to find the main topics studied in this area. WebStress is not yet available to researchers in general. It is being further developed, and also permission needs to be obtained from the eight commercial bibliographic databases that it consults.     

A new lease for life? The return of vitalism in management and organization studies

This paper starts from a growing interest in the concept of concern, lived experience or “inhabiting” as part of the so-called “affective turn”. My main argument is that the notion of concern cannot be thought or understood without the concept of life. The concept of life, however, is somewhat of a taboo topic in the social sciences. I hold, nevertheless, that in order to reflect on their assumptions and to define concern for their own studies, scholars need to think about life and make a choice regarding the various approaches that can be taken. I therefore present and compare four vitalist approaches: romanticism and Lebensphilosophie, vitalism as ethos and pathos, neuroecosociality as well as vitalism as becoming.     

Effects of the implementation of information technology on employees' strain and job satisfaction: a context-dependent approach

The effects on staff of the implementation of new office information technology were investigated in ten companies in Vienna using a longitudinal design. Strain and satisfaction of 331 employees (implementation sample: n = 212; control sample: n = 119) were measured at five points in time over a period of 22 months. The study is based on a context-dependent approach. Personal factors (individual differences, external load) were assessed by questionnaires, and situational factors (job design, implementation content and implementation context) by objective measures. The impact of these factors on employees' strain responses was tested using structural equation modelling (SEM). While the implementation of new technology as such made no significant contribution to the explanation of strain variables, a reasonable model fit was achieved when implementation characteristics were taken into account. The data suggest that negative effects of implementations must be expected if (1) adaptational demands do not include the enhancement of employee qualifications, (2) character-based user interfaces are not replaced, and (3) employees have few or no opportunities to participate in the implementation process.     

Consequences of work-family conflict on employee well-being over time

The effects of work-family conflict on the well-being of a diverse sample of 342 non-professional employees from the greater Los Angeles area were examined. Data were collected at two points in time, and a rigorous research design was employed. The effects of self-report bias were considered by controlling for social desirability bias, and by collecting two sources of data (i.e. self-reports and co-workers reports). The results revealed that work-family conflict predicted employee well-being over and above social desirability bias. In addition, analyses were consistent when both self-reports and co-workers reports were utilized. Finally, work-family conflict was a longitudinal predictor of employee's positive well-being. Both cross-sectional and longitudinal analyses were consistent across self-reports and co-worker reports.     

Policy Goals for Health and Safety

Health management and safety regulation are separate disciplines but share the aim to extend expectancy of life in good health. The need to improve cost-effectiveness calls for their co-ordinated management according to a unified rationale. Three guiding principles of accountability, demonstrable net benefit and a uniform measure of performance, have been laid out in Canada by the Joint Committee on Health and Safety. They call for open accounting in terms of (health-related quality-adjusted) life expectancy. The principles are utilitarian in format but, it is argued, inequity is naturally diminished in the process of optimizing cost-effectiveness through maximum marginal returns. Comments are made on practical implementation. The need for public consent in practice calls for two additional principles reflecting fair procedure and sovereignty of the citizens. It is concluded that public health and safety measures should be surveyed, documented for cost-effectiveness and prioritized for improvement.     

The impact of a participatory organizational intervention on job stress in community health care institutions

The aim of the present study was to investigate the effect of a short-term participatory intervention in health care institutions in Norway on workers' control, other job characteristics, job stress, subjective health and job satisfaction. Participants (including managers and supervisors) were randomly allocated to intervention groups and to a control group. Actions to solve problems based on the employees' own perceptions of the main problems were seen as the key motivators for organizational improvement and increased control at the task and office level in the work situation. The main stressors identified by the participants in this study were lack of information, communication and respect between professions, as well as the need for professional and personal development. The participatory intervention had a positive, but limited effect on work-related stress, job characteristics, learning climate and management style, and seemed to have started a beneficial change process. There were no negative short-term effects on work-related stress and job demands. Organizational interventions may be a potential training ground for acquiring participatory skills and resources, and if sustained after the intervention period, they can have long-term effects on problem solving, job stress and employee satisfaction.     

Circadian Rhythm and the Business Person

Each human being has an internal timekeeping mechanism. To date, over 100 so-called circadian rhythms have been detected. Perhaps the most significant is body temperature. There is an apparent connection between this rhythm and the efficiency with which we do things in the course of the working day. Within individuals, patterns have been discovered which give credence to the popular notions of a morning or an afternoon person, and so on. Our memory changes from morning to afternoon: short-term memory is stronger in the morning, and long-term memory stronger in the afternoon; in schools, morning students have higher grades than students who have other time-of-day preferences. Therefore, a strong case can be made in support of flexible time schedules. It is reported that productivity went up on the introduction of such a scheme. Employee stress has been seen to decline also. When flextime was offered, parents with small children took advantage of the benefit as well as unmarried employees. The only drawback is ensuring that, with so many individual variations in preferences, the needs of the company are fully met. If such a scheme can be devised, however, the research suggests that productivity and efficiency will increase.