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北大核心CSCDCSSCI

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.     

网络口碑对消费者在线行为的影响研究

本研究通过构建线性模型的方法,并采用来自大众点评的数据对模型进行估计发现,口碑数量、口碑评分和负面口碑均能够部分地影响消费者的在线行为,如页面浏览、页面收藏和签到。     

网络口碑对消费者产品态度的影响机理研究

针对网络口碑区别于传统口碑的主要特点,提出了网络口碑对消费者产品态度的影响机理,并以网络电影评论社区为研究背景,利用实验法对这一机理进行了实证检验。研究结果表明,网络口碑的论据质量和网络社区可靠性都会对消费者的产品态度产生正向影响,而且卷入度与网络口碑论据质量、网络社区可靠性分别具有显著的交互作用。     

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.     

网站生动性和互动性对消费者产品态度的影响——认知需求的调节效应研究

本文应用“精细加工可能性模型”,探讨网站生动性和互动性对消费者产品态度的影响,并考察认知需求对生动性、互动性影响效果的调节效应.实验结果表明,网站生动性和互动性都能使消费者产生更积极的产品态度.对认知需求不同的消费者,生动性和互动性的影响效果有显著差异:生动性对低认知需求消费者的产品态度影响更积极;而互动性对高认知需求消费者的产品态度影响更积极.     

口碑传播研究综述及其在网络环境下的研究初探

随着平民传播时代的到来,口碑传播研究再次兴起,尤其是电子口碑传播的研究,引起了实践界和理论界极大的关注。为此,从口碑传播的内涵、理论、主体、客体、效果、过程和研究方法等几个方面,通过对国内外有关经典口碑传播和电子口碑传播的研究进行系统性的梳理和评述,并在此基础上提出一个综合性理论框架解释电子口碑传播行为模式。     

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。     

网络口碑发布平台对消费者产品判断的影响研究——归因理论的视角

随着互联网快速对消费者生活的渗透,消费者行为越来越多地镶嵌于虚拟网络环境,网络信息对消费行为的影响在不断加强。从归因理论的视角、运用实验研究方法,探索网络口碑发布平台对消费者因果推断和产品判断的影响,并将网络口碑的性质作为调节变量,检验发布平台与性质的交互效应;最后探讨了营销信息通过网络传播的思路与策略。     

An experimental study of the value of information

The value that is placed on information by managers, who are the users of information systems, is an important construct in all aspects of systems design, development and evaluation. This study uses a multidimensional attribute approach to assess the value of information and reports on tests of hypotheses related to differences that have been assumed to exist among managers in various functional areas and at various hierarchical levels in a business firm. The results generally fail to confirm the existence of such differences.     

An experimental study of centralized information in a financial organization

An experiment involving a simulated financial lending organization was used to compare subjects' decisions regarding the degree to which the organization should be informationally centralized, with that of an optimal decision rule based on a normative model. Typically, subjects overdecentralized the information structure to process small loans, and overcentralized the information structure to process large loans. Both the theoretical and practical implications of these results are discussed.     

信息技术战略价值及实现机制的实证研究

为研究信息技术战略价值及其实现机制,基于企业资源观、竞争战略理论和核心能力理论,构建了信息技术资源、信息技术应用能力、战略层面的信息系统能力、环境动态性和企业绩效之间关系的研究模型,应用结构方程模型对233家中国企业的调查问卷进行数据分析和模型拟合.研究结果表明信息技术资源和信息技术应用能力都无法直接影响企业绩效,其战...     

金融契约与管理者激励——实验的证据

在实验的框架下分析了3种金融契约的激励约束功能.首先,根据金融契约内涵的现金流和控制权两种权利属性及其体现方式将金融契约激励约束效应划分为两类:即通过现金流权利属性体现的显性激励约束效应和通过控制权属性体现的隐性激励约束效应,在此基础上构建模型并运用实验研究方法实证检验了3种典型金融契约的激励约束效应及其差异.研究结果表明:权益契约的显性激励约束效应显著高于债务契约;相反,债务契约下通过控制权转移产生的隐性激励约束效应则显著高于权益契约;而可转债契约,则既能引发很高的投资者监督显性激励,又能对经营者产生很强的隐性激励约束效应.     

Leadership and change in the Tasmanian environment movement

Semi-structured interviews with key environmentalists conducted in 2002 suggest strategic decision makers, organisational spokespeople and Green politicians are key leaders of the Tasmanian environmental movement, although charismatic leadership persists following movement routinisation. Routinisation is associated with the rise of non-protest environmental movement organisations addressing mainstream issues such as soil erosion, while protest oriented organisations champion the protection of old growth forests. Disproportionate federal government funding of non-protest organisations underpins tensions between movement leaders. An environmental council representing the diverse interests of the groups and organisations comprising the movement mitigates tensions and strengthens leader integration. Entrenched leaders from the ‘baby boom’ generation hinder the rise of younger leaders. Leader mentoring schemes adopted by movement organisations offer a potential solution to leadership succession in a mature social movement.     

HR perceptions and the provision of workforce training in an AMT environment: An empirical study

Research literature indicates the importance of workforce development in the successful implementation of advanced manufacturing technologies (AMTs). However, the relationship between advanced technologies and workforce training is assumed to be a direct one with limited consideration provided to factors that may influence it. This study examines the impacts of environment and human resource (HR) manager perceptions on the provision of workforce development activities. A human-centered technology philosophy is proposed as a conceptual framework for examining the role of HR manager perceptions to mediate the relationship between AMTs and workforce development. Results from hierarchical regressions indicate that the perceptions of HR managers regarding technology-driven workforce need to explain a large portion of the variance for both individual and process development activities. Findings support that the managerial role of assessing workforce developmental needs from basic AMTs places HR managerial perceptions at the focal point of social–technical systems. The role of environmental uncertainty is also examined as a moderator of managerial perceptions of technology-driven needs in an AMT environment. The results suggest that environmental uncertainty did not moderate the relationship between HR perceptions as a predictor of workforce development activities. This could imply that HR managers may not consider critical external environment issues when making decisions of workforce development activities. The implications of these findings for HR perceptions in an AMT environment are discussed, and suggestions for future research are provided.     

好友推介激励机制中在线消费者依附模式研究

社会化网络的发展增加了人们在互联网上的好友资源,好友推介激励机制也具有了更多的推介对象.基于依附理论,将网络消费者进行分类,运用实验研究的方法探讨了好友推介激励机制情景下依附模式对推介双方行为模式,以及奖金分配方式公平性的影响.实验结果表明,依附回避,负向影响邀请者的出价和被邀请者的采纳;依附焦虑,正向影响邀请者的出价和被邀请者的采纳.为了达成成功的好友推介,商家应该依据消费者的依附模式设计好友推介激励机制.     

Competition,formal governance and trust in alliances: An experimental study

We study the role of alliance governance in the behavior of partners in alliances with different degrees of competition. Using data from a lab experiment on 1,009 alliances and 31,662 partners' choices, we explore whether and how alliances succeed in different competitive scenarios, contingent on the use of formal governance mechanisms (termination clauses) and the number of partners in the alliance. We find that trust, an informal governance mechanism, emerges as a complement to formal governance in order to establish success in our experimental alliances, especially when competition is high. In particular, we document the significance of “trust-building” in initial stages and “trust repair” in later stages of our experimental alliances.