Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services

Reducing social uncertainty—understanding, predicting, and controlling the behavior of other people—is a central motivating force of human behavior. When rules and customs are not sufficient, people rely on trust and familiarity as primary mechanisms to reduce social uncertainty. The relative paucity of regulations and customs on the Internet makes consumer familiarity and trust especially important in the case of e-Commerce. Yet the lack of an interpersonal exchange and the one-time nature of the typical business transaction on the Internet make this kind of consumer trust unique, because trust relates to other people and is nourished through interactions with them.This study validates a four-dimensional scale of trust in the context of e-Products and revalidates it in the context of e-Services. The study then shows the influence of social presence on these dimensions of this trust, especially benevolence, and its ultimate contribution to online purchase intentions.     

电子化供应链管理实施方法研究

首先总结e化供应链的特征,分析了e化供应链与传统供应链的区别,然后对e化供应链管理的实施模式进行了总结、分析和对比,在此基础上提出了基于Web Service的e化供应链的一体化解决方案,最后对基于该方案的e化供应链的实施过程进行了论述。     

推进我国跨境电商与制造业集群协同发展的几点思考

在“互联网+”和“一带一路”背景下,跨境电商与制造业集群不仅要成就自身发展,更要实现协同发展。通过对产业集群及升级、跨境电商和协同演化等现有理论研究进行梳理总结,深度剖析我国跨境电商和制造业集群发展现状,论证两者协同发展的必要性,并有针对性地提出推进我国跨境电商与制造业集群协同发展的对策建议:着力加大政府部门扶持保障能力;增强电商与制造业企业的创新能力;壮大港航物流支付主体支撑能力。     

地缘商会“嵌入式”发展的内在动力与路径研究——广东省湖北商会的个案分析

地缘商会因其乡情文化符号、民企聚合体、自治等特点而成为独具中国特色的社会组织,并双向嵌入在所在地与乡籍地社会环境中发展。基于对广东省湖北商会的个案分析,发现服务会员、抱团互助从而填补市场与政府对民企造成的夹缝是其“嵌入式”发展的内在动力。同时,分析在两地空间结构限定下特定的历史、文化的冲突与融合,经济发展的特殊需求以及政治生态与政策设计限定的独特的发展路径,主要包括：短暂发展史中面对问题及时调整与迅速规模化;从依赖乡土精神聚合到强调制度化、品牌化建设的组织文化发展之路;专业主义指导下全方位服务路径;基于政治符号、示范标杆和招商桥梁打造而构成的政商多中心网络合作治理之道。     

Strategic Design Responsiveness: An Empirical Analysis of US Retail Store Networks

This study uses a service operations management (SOM) strategy lens to investigate chain store retailers' strategic design responsiveness (SDR)—a term that captures the degree to which retailers dynamically coordinate investments in human and structural capital with the complexity of their service and product offerings. Labor force and physical capital are respectively used as proxies for investments in human capital and structural capital, whereas gross margins are proxies for product/service offering complexity. Consequently, SDR broadly reflects three salient complementary choices of SOM design strategy. We test the effects of “brick and mortar” chain store retailers' SDR on current and future firm performance using publically available panel data collected from Compustat and the University of Michigan American Customer Satisfaction Index databases for the period 1996–2011. We find that retailers that fail to keep pace with investments in both structural and human capital exhibit short‐term financial benefits, but have worse ongoing operational performance. These findings corroborate the importance of managers strategically maintaining the complementarity of design‐related choices for improving and maintaining business performance.     

Bounding Optimal Expected Revenues for Assortment Optimization under Mixtures of Multinomial Logits

We consider assortment problems under a mixture of multinomial logit models. There is a fixed revenue associated with each product. There are multiple customer types. Customers of different types choose according to different multinomial logit models whose parameters depend on the type of the customer. The goal is to find a set of products to offer so as to maximize the expected revenue obtained over all customer types. This assortment problem under the multinomial logit model with multiple customer types is NP‐complete. Although there are heuristics to find good assortments, it is difficult to verify the optimality gap of the heuristics. In this study, motivated by the difficulty of finding optimal solutions and verifying the optimality gap of heuristics, we develop an approach to construct an upper bound on the optimal expected revenue. Our approach can quickly provide upper bounds and these upper bounds can be quite tight. In our computational experiments, over a large set of randomly generated problem instances, the upper bounds provided by our approach deviate from the optimal expected revenues by 0.15% on average and by less than one percent in the worst case. By using our upper bounds, we are able to verify the optimality gaps of a greedy heuristic accurately, even when optimal solutions are not available.     

零售商店绿色实践对顾客公民行为的影响研究

随着绿色发展成为国家战略,零售商店开展绿色实践是大势所趋,不仅对整个社会的绿色发展至关重要,也会对零售商店竞争力提升产生重要影响.然而,现今有关零售商店绿色实践方面的研究仍处于起步阶段,关于零售商店绿色实践对顾客公民行为影响的研究更为鲜见.文章根据亲社会行为理论、社会认同理论和精细加工理论构建零售商店绿色实践对顾客公民行为影响的概念模型,采用情境实验法进行实证检验.研究结果表明:零售商店的三类绿色实践均显著影响顾客公民行为,这种影响一方面是直接的,另一方面是通过顾客—商店认同间接作用于顾客公民行为,即顾客—商店认同在零售商店的三类绿色实践对顾客公民行为的影响路径中均起部分中介作用;顾客自我提升动机在零售商店的三类绿色实践对顾客—商店认同、顾客公民行为的影响路径中均具有正向调节作用.     

资源禀赋、电商认知与家庭农场主电子商务采纳行为

基于河北、江西和云南3省893个家庭农场调研数据,研究了资源禀赋、电商认知、政府扶持对家庭农场主电子商务采纳行为的影响机理。结果表明:资源禀赋中的家庭农场主受教育程度、电商培训和农产品特色明显程度对其电子商务行为采纳及采纳程度有显著正向影响;年龄、注册品牌、绿色或有机认证、产品深加工对采纳程度有显著正向影响;组织化和电商认知对电子商务采纳行为有显著正向影响;政府扶持对电子商务行为采纳具有显著正向影响,且对资源禀赋、电商认知 电子商务行为采纳及采纳程度关系中有正向调节效应。在此基础上,提出培育农产品电商品牌,提升农场主电商运营能力,创新电商经营模式和提高家庭农场组织化程度等建议。     

基于钻石模型的重庆自贸区跨境电商创新发展的路径研究

重庆自贸区跨境电商在推进重庆建设内陆国际物流中心、内陆服务贸易中心、内陆功能性金融中心中起到了重要作用。运用波特钻石模型对重庆自贸区跨境电商进行分析，从生产要素、需求条件、相关与支持产业、竞争对手、发展机会、政府作用六个方面，构建模型分析各种影响因素，研究重庆自贸区跨境电商的现状及比较优势，提出创新发展的路径。     

论电子商务法的功能等同原则

通过对电子商务法功能等同原则基本内涵的剖析以及国际国内电子商务法对功能等同原则的体现，阐述了为什么只有电子商务法领域才有功能等同原则、功能等同原则是如何与其它原则一同构成电子商务法基本原则体系的、功能等同原则对立法和司法实践具有什么指导意义，并最终得出功能等同原则不应该长久地作为电子商务法的基本原则的结论。