服务定制情境下选项的战略呈现:呈现框架对消费者选择的影响

在服务定制情境下,企业可以采用两种不同方式让消费者定制服务包:呈现完整服务包让消费者从中删除不想要的业务(减法式);呈现基本服务包让消费者选择添加所需附加业务(加法式).本研究考察了这两种不同的选项呈现方式对消费者心理反应和选择行为的影响,分析了业务类型与呈现方式之间的交互作用,通过以移动通信服务为背景的实验发现:(1)相对于呈现基本服务包来让消费者进行"加法"定制来说,消费者在完整服务包基础上进行"减法"定制时会选择更多数量和更高总金额的附加服务;(2)选项呈现框架与业务类型之间具有显著的交互作用.相对于减法框架,在加法框架下,实用型业务会比享乐型业务更有可能被选择;而在减法框架下,享乐型业务会比实用型业务更有可能被选择;(3)在减法框架下,消费者的反应时间更长,感知到的决策乐趣更高,对决策结果更不易后悔.但是,两种框架下消费者的心理冲突和决策难度没有显著差别.基于上述研究发现,作者讨论了本研究的理论意义和应用价值,并围绕企业如何通过有效的服务业务组合和战略呈现来创造利润提出了管理建议.     

基于多模态化教学的学生多元识读能力实证研究

多模态化教学顺应时代发展的趋势,促使各类模态符号在意义构建过程中发挥重要的作用。以多模态理论为指导,以山东某本科高校2015年入学的134名本科生为对象,通过实证方法对比分析了学生多模态PPT演示教学与教师为主的传统PPT演示教学对学生英语学习成绩的影响。分析学生多模态PPT课件中的语类类型、语类结构、模态符号来了解他们多元识读能力现状,认为多模态PPT演示教学更能显著提高学生学习成绩,具有推广价值。学生的语言能力、知识面、信息技术处理能力影响其多元识读能力实际应用,教师需根据专业特点和实际英语水平对学生进行有效指导。     

Migration and stratification

Migration and stratification are increasingly intertwined. One day soon it will be impossible to understand one without the other. Both focus on life chances. Stratification is about differential life chances - who gets what and why - and migration is about improving life chances - getting more of the good things of life. To examine the interconnections of migration and stratification, we address a mix of old and new questions, carrying out analyses newly enabled by a unique new data set on recent legal immigrants to the United States (the New Immigrant Survey). We look at immigrant processing and lost documents, depression due to the visa process, presentation of self, the race-ethnic composition of an immigrant cohort (made possible by the data for the first time since 1961), black immigration from Africa and the Americas, skin color diversity among couples formed by US citizen sponsors and immigrant spouses, and English fluency among children age 8-12 and their immigrant parents. We find, inter alia, that children of previously illegal parents are especially more likely to be fluent in English, that native-born US citizen women tend to marry darker, that immigrant applicants who go through the visa process while already in the United States are more likely to have their documents lost and to suffer visa depression, and that immigration, by introducing accomplished black immigrants from Africa (notably via the visa lottery), threatens to overturn racial and skin color associations with skill. Our analyses show the mutual embeddedness of migration and stratification in the unfolding of the immigrants’ and their children’s life chances and the impacts on the stratification structure of the United States.     

从单纯表量到多元化表意--试论汉语历时发展中的"数量名"结构

"数量名"结构是汉语中最典型的表量短语结构。但在长期的语言发展过程中,在汉语特殊的语音形式和组织特点的条件下,这一结构形式的语义从初始的单纯表量走向了表意的多元化,其结构的内部关系也复杂多样起来,现已成为汉语中一种多功能的常规性句法结构。     

大学英语词汇教学中存在的问题及对策

本文列举了一些大学英语词汇教学中存在的问题,特别指出泛读中附带词汇学习的效率不尽人意,有待提高。并相应提出对策,比如基于“增添理论”下的词汇教学呈现操作模式等。     

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。     

The Effects of Interruptions,Task Complexity,and Information Presentation on Computer‐Supported Decision‐Making Performance

Interruptions are a frequent occurrence in the work life of most decision makers. This paper investigated the influence of interruptions on different types of decision‐making tasks and the ability of information presentation formats, an aspect of information systems design, to alleviate them. Results from the experimental study indicate that interruptions facilitate performance on simple tasks, while inhibiting performance on more complex tasks. Interruptions also influenced the relationship between information presentation format and the type of task performed: spatial presentation formats were able to mitigate the effects of interruptions while symbolic formats were not. The paper presents a broad conceptualization of interruptions and interprets the ramifications of the experimental findings within this conceptualization to develop a program for future research.