美国购物中心的兴盛与"大众高消费"

购物中心是现代社会的产物,它的兴盛与"大众高消费"时期的到来和人们消费水平、消费观念、消费方式、消费习惯的巨变是分不开的.20世纪20年代,美国经济的发展已经进入"大众高消费"时期,购物中心的兴盛,适应了这个时期美国大众的消费水平,并引导美国大众的消费更趋科学化、多样化.购物中心已与大众的日常生活紧密相连,它是美国商业经济发展的亮点,为美国现代社会的商业经济繁荣作出了突出的贡献.研究美国购物中心兴盛的背景与影响,以及它与"大众高消费"的关系,对研究中国购物中心能否成为中国"大众高消费"时期商业经济发展的新亮点战略有启示作用.     

Consumer Evaluations of Food Risk Management Quality in Europe

In developing and implementing appropriate food risk management strategies, it is important to understand how consumers evaluate the quality of food risk management practices. The aim of this study is to model the underlying psychological factors influencing consumer evaluations of food risk management quality using structural equation modeling techniques (SEM), and to examine the extent to which the influence of these factors is country-specific (comparing respondents from Denmark, Germany, Greece, Slovenia, and the United Kingdom). A survey was developed to model the factors that drive consumer evaluations of food risk management practices and their relative importance (n= 2,533 total respondents). The measurement scales included in the structural model were configurally and metrically invariant across countries. Results show that some factors appear to drive perceptions of effective food risk management in all the countries studied, such as proactive consumer protection, which was positively related to consumers' evaluation of food risk management quality, while opaque and reactive risk management was negatively related to perceived food risk management quality. Other factors appeared to apply only in certain countries. For example, skepticism in risk assessment and communication practices was negatively related to food risk management quality, particularly so in the UK. Expertise of food risk managers appeared to be a key factor in consumers' evaluation of food risk management quality in some countries. However, trust in the honesty of food risk managers did not have a significant effect on food risk management quality. From the results, policy implications for food risk management are discussed and important directions for future research are identified.     

对绿色消费者生活方式特征的研究

绿色消费热的兴起使得国外众多学者开始关注绿色营销,尤其是上世纪90年代的前半期,众多文献对绿色营销涉及的各方面进行深入了研究。国外许多研究证明人口统计特征难以作为绿色消费者的市场细分变量。本文试图从生活方式方面进行探索,以获得对中国绿色消费者的一些认识,帮助中国营销者更好地进行绿色营销沟通。本文首先对有关绿色营销、绿色消费者和生活方式等的文献进行回顾,然后介绍了研究方法和数据分析,最后对结论及其意义和研究局限进行讨论。     

品牌敏感:消费者品牌行为研究的一个新课题

品牌在消费者购买决策过程中所占据的地位反映了消费者对品牌的敏感程度。品牌敏感与品牌权益既有差别,也有联系。本文通过模型构建阐明了品牌敏感的概念并提出其解释因素,实地调查和假设验证留待下一步研究。     

基于消费者需求与信息搜寻过程的新二维营销战略模型及验证

本项研究从消费者需求与消费者信息搜寻两个维度，将产品市场分为易识常用品市场、易识高档品市场、难识常用品市场、难识高档品市场。基于每一类产品的特征，我们提出不同产品市场的营销战略假设，然后在国内选择五个案例，对我们提出的营销战略假设进行了验证。     

Evaluating Consumer Preferences for Existing Multiattribute Products: A Non-Metric Approach

A model evaluating consumer preferences for multiattribute products is derived. The model possesses the following features: (1) the method works for existing products; (2) the input data require only overall product rankings and attribute rankings; (3) the distribution of part worths (utility) for particular attributes is derived and used to judge the trade-offs among different attributes; (4) the procedure can be implemented with existing software; and (5) the attributes do not need to be quantifiable.     

Determining Uses and Gratifications for the Internet

Uses and gratifications (U&G) is a media use paradigm from mass communications research that guides the assessment of consumer motivations for media usage and access. It has been used previously in research and decision making related to the promotion of emerging radio and television media. Recent adaptations of U&G research to the Internet are incomplete and have not identified important new Internet‐specific gratifications. This paper empirically derives dimensions of consumer Internet use and usage gratifications among customers of a prominent Internet Service Provider (ISP). Results describe three key dimensions related to consumer use of the Internet, including process and content gratifications as previously found in studies of television, as well as an entirely new social gratification that is unique to Internet use. All three dimensions of gratification are relevant to managing the Internet as a commercial medium, and measures developed from the gratification profiles identified here can serve as trait‐valid scales in future Internet and e‐commerce research.     

Product Positioning and Pricing Under Production Cost Considerations*

A framework in a competitive environment is proposed that incorporates production cost and economies of scale in the problem of positioning a product for a market segment. The model facilitates the existence of a Nash equilibrium in prices and product positions. As such, firms can simultaneously choose prices and product positions for the segment. This result improves the traditional theory on equilibria points in prices and product positions where firms choose their product positions first and then set their prices. A sensitivity analysis demonstrates the effects of changes in the unit savings derived from economies of scale or the cost of furnishing a product with its attributes by one firm on the product positions, prices, and profits of all competing firms. More important, the paper examines the effect on prices and profits of competing firms when one of the firms repositions its product closer to the segment's ideal point. It is shown that under certain conditions, the profit of a firm may actually decrease as it redesigns its product closer to the segment's ideal point. These conditions assist management to identify the product design beyond which enhancements of the product would lead to lower profits because of increasing production costs. It is also shown that the price of this firm increases. Past research supports the idea that positioning a brand closer to the ideal point, given fixed product positions of competing firms, would lead to greater buyer preferences and eventually higher profits. The price and profits of the competing firm may increase or decrease. Conditions are derived under which a movement towards the segment's ideal point by one firm would lead to higher profits by the competing firm.     

Changing your role models: Social learning and the Engel curve

By relating Engel curves and social learning, we explain the existence of differently shaped Engel curves—an interesting phenomenon in the theory of demand. A formal approach to cultural learning within a population of consumers accounts for some cognitive foundations of these demand patterns. We find that a changing influence of an individual's role models due to her increasing income, which entails new reference groups providing social identity, leads to the diffusion of new consumption behaviors. Thereby, the resulting Engel curves’ shape depends on the underlying learning dynamics. The approach contributes to an explanation of structural change and economic development.     

Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention

The body of research showing the positive effects of corporate social responsibility (CSR) on consumer behavior has been growing steadily. However, previous studies have not characterized corporate behaviors in terms of their perception by consumers as significant CSR and researchers have paid little attention to consumers’ understanding of this notion of CSR. The present study explores the relationship between consumer awareness of CSR activities and their purchase intentions. This study employs a questionnaire survey involving Korean consumers. For the analysis, measurement scales for CSR activities and consumers’ purchase intention scales are respectively developed. From the results it is found that there is a significant positive relationship between these two parameters. This study finds out as CSR activities corporate social contribution and local community contribution affect consumers’ purchase intention while corporate environmental protection and contribution have no effects on consumers’ purchase intention.