网络购物情境下的羊群效应:内涵、影响因素与机制

羊群效应是指在一个群体(羊群)内不需要中心化协调仅仅通过学习和模仿,个体之间观念或行为表现出的一致性程度。互联网环境下人际网络更广、信息传播力更强,也更容易促发消费者羊群效应。网络购物情境下的羊群效应从整体水平上可以分作8种羊群模式,而在个体水平上则表现为口碑效应和跟随效应两种形式。网络购物羊群效应的形成受到诸如电商因素、消费者因素、产品因素以及营销因素等方面的影响。而网络购物羊群效应的发生机制则包括了心理机制和神经机制两个层面。未来研究需要关注该效应的抑制因素、丰富该效应的发生机制及其跨文化的差异等。     

消费者一定偏爱“笑脸”吗?产品外观中的表情元素对消费者的影响

表情是产品拟人化外观设计中重要元素。产品正面或负面的拟人化“表情” (表达正面或负面情感的表情)会影响到消费者对产品的感知。人际交往相关理论验证了正面表情对消费者的积极影响, 并认为负面表情不利于消费者与产品的互动。但是在现实市场中我们却看到, 消费者有时却更喜爱展现负面表情的产品, 营销领域的产品拟人化研究鲜有关注到产品表情的错位影响。具体而言, 在拟人化营销研究领域, 以下三个研究问题尚待探讨: 产品表情有怎样的具体体现及市场效用; 产品表情对消费者行为和态度影响的心理机制为何; 以及来自于消费者特质和产品因素的调节效应。回答以上问题能够进一步拓展和丰富营销领域的拟人化理论, 同时也将从实践上为产品外观设计提供建议和指导。     

信任,网络购物感知质量与购买决策的中间因素

由于网络购物有别于传统的线下消费具有虚拟性的特点,因而其消费者在对产品的感知质量也不同于现实生活中的消费感知。消费者网络购物形成的商品感知质量具有不确定性,这种不确定性是由网络产品的无法预知性所引发的。所以,在网络消费中消费者对商家、产品的信任便对最后的购买行为产生了重要的影响。而消费者的信任来源于商家、消费者本身以及消费环境等3方面。因而,为保证消费行为的顺利完成,商家、消费者以及在环境的建设上也就需要做出相应的改进。     

自我建构对口碑两极分化产品偏好的影响及作用机制

口碑两极分化的产品, 指那些被许多消费者评价好的同时又被其他许多消费者评价不好的产品。随着个性化消费时代的到来, 满足个性化需求的产品遭受褒贬不一的口碑越来越普遍。当面临口碑两极分化的产品, 消费者如何认知? 哪些因素会影响消费者对口碑两极分化产品的偏好? 其中间机制与边界条件是什么? 回答这些问题对企业有效开展营销具有重要意义。口碑两极分化会提高消费者的购物风险感知, 引发“冲突”联想, 同时还可能使得消费者对目标产品产生感知独特性。这些特征契合了自我建构理论中独立型自我建构与依存型自我建构个体在独特性需求、冲突解决风格与调节定向方面的行为差异, 因而自我建构是影响口碑两极分化产品偏好的重要前因变量, 且独特性需求、冲突解决风格与调节定向是三条中介路径。购物风险水平、购物任务情境、消费场合公开性以及产品类型是以上中介效应的边界条件。     

感知易用性会影响网络游戏中虚拟商品的使用意愿么?——感知有用性和玩家神经质的作用

基于技术接受模型考察了网络游戏中虚拟商品感知易用性对其使用意愿的影响,以及感知有用性、玩家神经质在其中的作用。采用虚拟商品使用意愿问卷、感知易用性问卷、感知有用性问卷和大五人格量表神经质分量表对559名有过网络游戏经验的大学生进行调查。结果显示:(1)虚拟商品的感知易用性可显著正向预测使用意愿;感知有用性在两者间起中介作用;(2)虚拟商品感知有用性的中介作用受到玩家神经质的调节:对于低神经质的玩家,该间接效应显著;而对于高神经质的玩家,该间接效应不显著。     

消费行为领域中的调节定向

调节定向理论(Higgins,1997)超越传统享乐主义动机,区分出“促进”和“预防”两种调节性动机系统,近年已成为消费行为领域的研究热点之一.调节定向影响着消费者购物决策整个过程,受被试因素(文化背景、自我建构)、刺激因素(信息框架、解释水平、非言语线索、商品属性)和情境因素(决策时间距离、任务操纵)的影响,通过直接作用、调节关联效应和调节匹配效应三种途径决定信息的说服效果,并且受到精细加工可能性的调节.管理者应特别注意具体营销情境中的调节定向,合理利用调节匹配效应.未来研究应关注调节投入理论、调节定向的前因变量以及同网络购物情境相结合,并探索如何削弱预防定向对营销的不利影响.     

拥挤影响消费者情绪和购物反应的元分析

拥挤是由社会(人群)运动空间和物理空间受限引发的一种主观感受和客观状态。随着消费者所处的环境越来越拥挤, 近些年来消费者行为领域对拥挤的关注逐渐增多, 但目前的研究结论并不一致。本文通过元分析方法获得了38个研究、81个样本的149个效应值, 分别探讨了两类拥挤对消费者情绪和购物反应(趋近型购物反应与回避型购物反应)的影响, 并尝试找出以往研究结果表现出异质性的原因。从情绪层面来看, 社会拥挤正向影响消费者的消极情绪, 负向影响自主感知; 空间拥挤负向影响消费者积极情绪, 正向影响消极情绪。从购物反应层面来看, 社会拥挤会显著增强消费者的趋近型购物反应(ρ = 0.208, N = 28624), 增加风险规避, 并负向影响消费者的购物态度和意愿(ρ = -0.135, N = 10094); 空间拥挤对消费者趋近型购物反应的影响并不显著, 但能负向影响回避型购物反应(ρ = -0.409, N = 3223)。进一步的调节分析发现, 购物环境类型、研究情境的真实性、是否为学生样本、以及样本来源于西方国家还是东方国家等能够调节拥挤对消费者部分情绪和购物反应的影响。本文最后讨论了研究结果, 并对管理实践和未来研究提供了建议。     

旅游商品多语言包装策略的作用机制和影响效果——基于选择通达模型的视角

多语言包装策略被广泛应用于促进旅游商品的销售。然而, 现有研究仅从消费者感知视角出发, 难以揭示多语言线索的复杂效应。本研究基于选择通达模型, 主要探讨(1)多语言包装策略导致消费者推断旅游商品是针对某类群体(即对比效应)还是广泛模糊的“国际市场” (即同化效应)的作用机制; (2)多语言包装策略对旅游商品购买决策的影响机制。本研究有助于扩展旅游商品和包装语言的相关研究, 为旅游商品营销提供重要参考。     

污染效应在消费者行为领域的表现及其心理机制

随着健康问题越来越受到消费者的重视, 学者们对污染效应的研究和兴趣也与日俱增, 特别是在消费者的感知和偏好方面。在消费者行为研究中, 污染效应是指消费者会降低对他人接触过产品的感知价值。本研究主要回顾了在消费行为中污染效应的定义和特性, 然后从接触因素、位置因素、产品因素和社会因素等方面来探讨污染效应的前因, 并进一步归纳了污染效应对消费者行为的消极影响和积极影响。最后, 探讨了污染效应的理论基础和边界条件。在此基础上, 对污染效应在消费者行为领域的未来研究方向进行了展望。     

消费者基于选择集的情境效应

消费者基于选择集的情境效应颠覆了传统的理性选择理论,表明了情境对消费者偏好和选择的系统性影响。情境效应主要的类型有吸引效应和折衷效应。情境效应具有感知偏差、风险和负面情绪规避以及信息推理等方面的内在机理。选择集结构和特征及消费者等因素都对情境效应产生影响,而情境效应会影响消费者偏好的构建。未来情境效应研究将会向复杂属性组合、复杂购买情境和新情境效应的发现等方面拓展。     

Buying cars online: the adoption of the web for high‐involvement,high‐cost purchases

This research explores the adoption of the Web throughout the buying process within high‐value, high‐involvement product categories (the car sector). Diffusion of innovations (Rogers, 1983) and innovation resistance Ram and Sheth (1989) theories are utilised and found to be useful. The research is exploratory, based on eight qualitative, semi‐structured individual interviews with potential car buyers. Findings indicate that there is resistance to adopting online car purchase overall, but relative advantage is recognised at the early, information seeking stages. Consumers use the Web to improve the balance of power between themselves and car salespeople. Innovation resistance during later stages, result from the need for personal experience of the product prior to purchase, ie test driving, as well as the uncertainty regarding after‐sales support. Further resistance comes from a reluctance to give up the social aspects of car buying and a perceived inability to negotiate with websites. It is suggested that organisations operating in these markets should focus Web activities on information provision, or opt for a hybrid strategy using both online and offline channels. Copyright © 2002 Henry Stewart Publications.     

A Social Learning Perspective on Sales Technology Usage: Preliminary Evidence from an Emerging Economy

Drawing on social learning theory, we examine how the perceived technological savvy of a salesperson’s manager, coworkers, and competitors affects sales technology usage behavior. Data were drawn from a major retail bank in Nigeria, Africa. Analyses of data from relationship managers confirm predictions that while perceived coworker savvy directly influences technology usage, the influence of managers’ and competitors’ perceived savvy is mediated. Perceived manager savvy influences usage by increasing feelings of monitoring and the level of perceived coworker savvy. Similarly, perceived competitor savvy influences usage by increasing perceived manager and coworker savvy. We also confirm that usage of sales technology has a positive influence on salesperson performance.     

产品销量和推荐数对网络消费决策的影响:价格的调节效应

基于目标感染理论,探究了产品销量和产品推荐数对大学生网络消费决策的影响,并进一步探究了产品价格在大学生网络消费决策中的调节作用。两项研究均表明,产品销量和推荐数均会促进大学生做出消费决策。其中,产品价格调节了两者对网络消费决策的影响,具体表现为在选购低价格产品时,大学生更加看重产品销量,倾向选购高销量产品; 而在选购中高价格产品时,大学生更加看重产品推荐数,选购高推荐数的产品。本研究为网络电商平台如何针对不同价位产品制定产品展示方案提供了理论支持和实践指导。     

Contribution of social support to home-quarantined Chinese college students’ well-being during the COVID-19 pandemic: the mediating role of online learning self-efficacy and moderating role of anxiety

Due to the outbreak of the COVID-19 pandemic, the implementation of quarantine policy led to an unprecedented home-quarantined living and online learning context for Chinese college students. This study aimed to investigate whether and how social support contributed to home-quarantined Chinese college students’ well-being during the COVID-19 pandemic. In particular, this study examined the mediating role of online learning self-efficacy in explaining how social support contributed to home-quarantined Chinese college students’ well-being. The study also examined the moderating effect of anxiety, which may buffer the effectiveness of social support and online learning self-efficacy in home-quarantined online learning contexts. Data include 2481 responses to an online questionnaire survey from home-quarantined Chinese college undergraduates. Data were analyzed by performing Partial Least Squares regression. Results showed that social support associated positively with home-quarantined Chinese college students’ online learning self-efficacy and well-being. The results revealed a partial mediating effect of online-learning self-efficacy on the positive effect of social support on well-being. The moderating effect analysis found that the positive association of online learning self-efficacy with social support and well-being was stronger in home-quarantined Chinese college students who perceived no anxiety.

     

领悟社会支持对青少年生活满意度的影响

采用问卷法调查了1319名青少年,探讨了领悟社会支持对感恩与青少年生活满意度之间关系的中介效应以及压力性生活事件对此中介效应是否具有调节效应。结果发现：（1）领悟社会支持在感恩与青少年生活满意度之间起着部分中介作用;（2）领悟社会支持的中介作用受到压力性生活事件的调节,压力性生活事件调节了感恩 领悟社会支持 生活满意度这一中介过程的后半路径。因此,领悟社会支持对青少年生活满意度的影响是有调节的中介效应。研究结论对提高青少年的生活满意度具有重要的理论价值和参考价值。     

社交媒体分享线索如何影响消费者的选择：印象管理与自主感缺失

随着社交媒体, 第三方消费点评网站及各类电商平台的蓬勃发展, 消费者能够越来越容易地与他人分享自己的消费和体验。为了适应这一迅猛的发展势头, 企业采取一系列措施加入社交媒体营销刺激消费者分享。如在产品界面添加分享按钮, 在各大社交平台添加主题标签, 或者直接使用带有分享刺激的广告口号。与以往研究关注消费者决策后的分享行为不同, 本研究提出社交媒体分享线索在消费者决策中发挥着重要作用, 影响消费者的判断与选择。具体来说, 本项目认为社交媒体分享线索一方面激发了消费者的印象管理动机, 另一方面也降低了自主感, 在此基础上探究了的两个行为决策结果：产品兴趣和决策终止。本项目具有重要的理论意义, 突破前人研究大多关注决策后分享的局限, 对现有社交媒体分享, 及数字环境如何影响消费行为是有益的补充。在实践上, 对企业如何更好地开展社会化媒体营销有着重要的指导意义。     

青少年网络受欺负与抑郁：压力感与网络社会支持的作用

采用网络受欺负量表、压力感量表、网络社会支持问卷和流调中心用抑郁量表对751名初中生进行调查,考察了青少年网络受欺负与抑郁的关系、压力感在网络受欺负与抑郁间的中介作用以及网络社会支持在其中的调节作用。结果表明：（1）青少年网络受欺负与抑郁存在显著正相关;（2）压力感在网络受欺负和抑郁间起完全中介作用;（3）网络社会支持在网络受欺负事件引起的压力感与抑郁间起调节作用,压力感对青少年抑郁的影响,随网络社会支持水平的提高而降低。     

Helpfulness and economic impact of multidimensional rating systems: Perspective of functional and hedonic characteristics

Nowadays, the multidimensional rating systems are increasingly popular in practice to help consumers evaluate multiattribute products or services. This study aims to examine the helpfulness and economic impact of multidimensional rating systems and the moderating effect of product type (ordinary, premium) from the perspective of product line. To identify the different effects of different product characteristics on consumers' behavior, multidimensional ratings and textual reviews are classified into two different sets according to the product attributes (functional, hedonic). Besides, the effects of review valence are considered simultaneously. Econometric analysis and text mining are conducted on the real data from autohome.com , a leading Chinese automobile rating platform. Results show that (a) in terms of perceived helpfulness, reviews with positive functional ratings or with negative hedonic ratings are perceived more helpful for ordinary product, whereas reviews with positive hedonic ratings are perceived more helpful for premium product. (b) Regarding product sales, the impacts of functional and hedonic ratings on product sales are inverted U‐shape. Furthermore, for ordinary product, variance of functional ratings has a negative effect on product sales, whereas hedonic ratings variance has an opposite impact. Surprisingly, ordinary product consumers tend to pay more attention to the negative hedonic reviews, whereas premium product consumers concentrate more on the negative functional reviews. In summary, various influences of multidimensional reviews and ratings across product type on review helpfulness and product sales are deeply explored in this study, suggesting that firms' online marketing strategies should be contingent on product type and characteristics.     

Psychosomatic complaints in adolescence: Untangling the relationship between offline and online peer victimization,psychosomatic complaints and social support

Offline peer victimization has been linked to psychosomatic complaints. As peer victimization is no longer limited to adolescents’ offline relationships, it is crucial that we investigate whether online peer victimization has similar negative consequences. To date, no study systematically investigated the unique contribution of online vs. offline peer victimization on psychosomatic complaints, and the possible protective effect of social support. The current study disentangled offline and online peer victimization by distinguishing four victim types: non-victims, offline, online, and dual victims (N = 897, 9-to-18-year-olds). In addition, we assessed perceived social support from teachers, parents, friends and classmates. A main effect was found for victim type on psychosomatic complaints. Victims (offline or dual) reported more psychosomatic complaints than non-victims. Notably, online victims reported similar levels of psychosomatic complaints compared to non-victims. Furthermore, although social support from parents and classmates was related to fewer psychosomatic complaints, only limited support was found for a buffering effect of social support.     

Social effects of an anthropomorphic help agent: humans versus computers.

The purpose of this study was to examine perceptions of fairness of a computer-administered quiz as a function of the anthropomorphic features of the help agent offered within the quiz environment. The addition of simple anthropomorphic cues to a computer help agent reduced the perceived friendliness of the agent, perceived intelligence of the agent, and the perceived fairness of the quiz. These differences were observed only for male anthropomorphic cues, but not for female anthropomorphic cues. The results were not explained by the social attraction of the anthropomorphic agents used in the quiz or by gender identification with the agents. Priming of visual cues provides the best account of the data. Practical implications of the study are discussed.