The Effects of the Facial Expression of Beneficiaries in Charity Appeals and Psychological Involvement on Donation Intentions

To increase the effectiveness of fundraising campaigns, many human‐need charities include pictures of beneficiaries in their ads. However, it is unclear when and why the facial expression of these beneficiaries (sad versus happy) may influence the effectiveness of charity ads. To answer these questions, an experiment was conducted to investigate the effect of the facial expression on donation intentions, while considering the moderating role of psychological involvement with charities. It found that psychological involvement with charities moderated the impact of the facial expression on donation intentions in that seeing a picture of a sad versus happy person increased intentions to give among participants with lower levels of psychological involvement, whereas the reverse was true for highly involved participants. The moderating effect of psychological involvement was fully explained by the perceived efficacy of one's donation. The findings not only contribute to our understanding of the effect of the facial expression of people pictured in charity appeals on donation behavior, but also suggest that nonprofits should tailor their ads to target potential donors with various levels of psychological involvement with charities.     

Hazards regression for freemium products and services: a competing risks approach

We propose a competing risks approach to analyse customer behaviours in freemium products and services. The event of interest is when a customer starts to pay for additional features or functionalities. The observation of such an event may be preempted by an event where the customer quits using the product before paying and consuming the additional features or functionalities. One such freemium service is the online game category. The Fine-Gray regression model was implemented for an online game player activity data to study how covariates affect the paying hazard. Some covariates are hypothesized to have different discrete effects at multiple change points. We extend the model to allow for possible change points in the analysis.     

对网络交际的思考

网络交际现今已经成为很多人生活的一部分,通过网络空间人们交流更加便捷,更加丰富。网络交际对我们的现实社会文化和人际交流有着深刻的影响和冲击。网络交际弱化了文化因素对交际主体角色的制约和影响;网络交际的开放性使不同文化的人更容易交流和相互认同,弱化了本土文化对人际交往的影响;网络交际形成的特殊文化,引起了文化的碰撞和交融;网络交际的不真实性加剧了人与人的信任危机;网络交际信息与真实信息的差异,及网络上对他人隐私的侵害给日常生活交际带来了不利的影响。     

网络游戏产业的发展与管理研究

网络游戏在中国发展大约只有七、八年时间,但其产值增长和社会影响都使人们不得不将它上升到了一个产业的高度去看待和研究。本文从我国网络游戏市场规模入手,对网络游戏的产业链、产业带动性、文化内涵等问题进行讨论,最后指出我国在网络游戏管理中应注意的若干问题并提出建议对策。     

网络教育中消除人际交互障碍的策略

首先从目前网络教育中人际交互现状的调查结果出发,分析了人际交互障碍的严重性及其研究的意义;然后从社会心理学的角度分析了网络教育中人际交互障碍的产生原因;最后针对网络教育的特点,给出了消除网络教育中人际交互障碍的部分策略,希望能够帮助网络学习者更快地适应网络学习过程.同时为提高网络教育的整体质量提供启发.     

Safeguarding young people from cyber pornography and cyber sexual predation: a major dilemma of the internet

Over the past 20 years, the internet has provided an expedient mode of communication and access to a wealth of information. The internet is a valuable tool; however, it can also be detrimental to the wellbeing of children due to numerous online hazards. There is the potential for children to be abused via cyberspace through online sexual solicitation and access to pornography. Indeed, the internet is replete with inappropriate material, including pornography, chatrooms with adult themes and access to instant messaging wherein others could misrepresent themselves. Because children are actively utilizing the internet where unknown others can have access to them or where they can be exposed to inappropriate sexual materials, they require safeguarding and education in safe internet use. The purpose of this article is to provide a discussion of how to safeguard children from and educate them about online sexual solicitation and pornography. We contend that society needs an overall conceptual shift in its attitude towards young people's internet use. Copyright © 2007 John Wiley & Sons, Ltd.     

本地市场游戏服务器需求量的确定方法

网络游戏近年飞速发展成为网络业三大(网上金融、网络教育、网络游戏)赢利且利润优厚的领域之一。游戏公司和运营商要正确地把握市场导向，需要对市场进行调查和系统化分析，以确定游戏服务器容量和需求。本文给出了基于相关影响因素确立服务器容量的一种决策模型，为商家正确把握市场动态提供了依据。     

从“暴走漫画”看视觉审美素养教育

以大学生网络漫画中流行的“暴走漫画”为切入点,在肯定网络美术作品用自主参与的草根式绘画语言反映学生心理与生活状态的同时,指出了由于大学生自身视觉审美素养不足而造成的在网络美术鉴赏与创作中亚审美流行、实践能力缺失、网络审美意识淡漠等问题。分析了在高校美术素质教育体系中建设网络美术鉴赏与实践类课程,在课堂中引导学生以高水准的鉴赏与创作能力参与网络美术传播的意义。     

负面网络消费者评论及商家回复对潜在消费者的影响

品牌归因与传播者归因对消费者购买意愿产生不同的影响.网络购物过程中高质量的负面消费者评论能够使潜在消费者产生较高水平的品牌归因,从而降低消费者的购买意愿.而商家针对高质量负面网络消费者评论的有效回复,可以取代负面评论而成为主导信息,降低消费者的品牌归因水平,进而提升购买意愿.网络消费者差评和商家回复同时存在时,针对一致性维度和区别性维度都可以使回复信息更加受到消费者的重视,从而作为潜在消费者信息处理过程的主导信息.同时,消费者的品牌归因水平还受到个人涉入度的影响.