We‐commerce: Exploring factors influencing online group‐buying intention in Taiwan from a conformity perspective

Group buying is a relatively new online consumption practice. Consumers negotiate product or service prices with businesses to obtain low prices or an increased number of products. This study investigates factors influencing online group‐buying intention from a conformity perspective. An online survey is used to sample 650 online group buyers in Taiwan. Structural Equation Modelling (SEM) is applied to examine the hypotheses within the theoretical framework. Analytical results indicate that social factors (online recommendations, media recommendations, and personal recommendations) positively affect social influence and online group‐buying intention. Individual factors (compliance and attention‐to‐social‐comparison‐information) positively affect social influence and conformity. Psychological factors (financial risk, performance risk, and social risk) negatively affect online group‐buying intention, and are positively correlated with social influence and conformity. Furthermore, social influence (informational influence and normative influence) are positively correlated with conformity and online group‐buying intention. Social influence and conformity are positively correlated with online group‐buying intention. Finally, implications of analytical findings are discussed.     

Influencing light versus heavy engagers of harmful behavior to curb their habits through positive and negative ad imagery

Mass media advertising has increasingly been seen as an important vehicle to influence attitudes and behaviors on issues designed to enhance the well‐being of society overall. However, prior research shows mixed results on the ability of advertising to encourage substantial or long‐term changes in self‐destructive behavior. The current research provides a framework to reconcile previous findings and demonstrates that different psychological processes are occurring when trying to convince light versus heavy engagers to curb their potentially harmful behaviors. Validated across two contexts (texting while driving and excessive gambling), the present study demonstrates that ads containing positive imagery (as opposed to negative imagery) are more effective at influencing heavy engagers to limit their harmful behaviors. Heavy engagers in the harmful behavior seem to resist ads containing negative imagery and do not find them to be more credible or involving. Instead, they are more influenced to curb their harmful behaviors after seeing positive imagery containing characters and situations to which they can relate. On the other hand, light engagers of harmful behavior are more likely to be persuaded to limit their behaviors after exposure to advertising containing negative imagery. The negative imagery evokes perceptions of ad credibility and encourages individuals to think about the advertised problem and consequences. Both credibility and ad involvement are shown to be important mediators of ad effectiveness for light engagers, whereas relatability was not a significant mediator for this group. Implications for the design of effective public service announcements targeted toward these separate groups are discussed. Copyright © 2015 John Wiley & Sons, Ltd.     

The persuasive effectiveness of mini‐films: Narrative transportation and fantasy proneness

Little empirical investigation has been made on mini‐films, an innovative online marketing technique of branded entertainment. This study intends to gain a deeper understanding of the advertising effectiveness of mini‐films. Employing a narrative persuasion research approach, an online survey with hyperlinks to a variety of real mini‐films was conducted to test the aggregate persuasive effectiveness of this marketing innovation. The results demonstrated that narrative transportation has a major influence on the attitude toward the mini‐film; the mini‐film attitude fully mediates the effect of narrative transportation to brand attitude, and subsequently to purchase intention. Furthermore, conceptualized as a normal consumer characteristic, the influence of fantasy proneness on the persuasive mechanism of this online advertising genre has also been under study. Empirical evidence showed that fantasy proneness has a positive influence on narrative transportation. This study has made a contribution to academics and practitioners alike for future research into branded entertainment. Copyright © 2014 John Wiley & Sons, Ltd.     

Antecedents and Outcomes of Older Adults’ Motivations to Volunteer With Experience Corps®

This study examined factors associated with motivations to volunteer among older adults and how these motivations related to the subsequent volunteer experience. Focusing on one large national program, Experience Corps (EC), the authors interviewed 510 volunteers at the time they first volunteered for EC and again after one year of service. Eighty-seven percent were females, with ages ranging from 50 to 93 years. Volunteers were asked why they volunteered for this program; open-ended responses were coded into four types of motivations. Results showed that 33% reported altruistic motives; another 36% reported a mixture of altruistic and self-oriented motives, followed by self-oriented motives (16%) and practical features of the program (15%). Motivational type was regressed on demographic antecedents as well as volunteer history and receiving a stipend. Findings showed that African Americans and males were more likely to be motivated by altruism, whereas non-African Americans were more likely to report volunteering because of practical features of the program. Women were more likely than men to report being motivated by altruistic and self-benefit motives. Thus, recruitment messages regarding the altruistic nature of the volunteer work could be targeted toward older African Americans. Further, appealing to the possibility of doing good for others while doing good for oneself may appeal to older women. In regards to outcomes, motivation type did not affect the volunteer experience, suggesting that retaining volunteers may require different programmatic efforts than recruiting, such as providing supervision and recognizing volunteers’ contributions.     

守范?失范?——作为参照点的社会规范对决策行为的影响

作为参照点的社会规范指个体为实现群体目标保持活动一致性所建立起来的、视为决策与判断标准的规范。社会规范研究经历了从完全理性到有限理性的转变过程。其对决策行为影响的解释机制包括预期理论、后悔理论、"齐当别"抉择模型、程数说和三参照点理论等,能较好解释避税、见死不救与医患冲突等现象。今后研究注意结合社会认知角度,实现研究思想与范式的转变,侧重探索多重参照点、群体决策机制,丰富跨文化研究等,为转型期的守范与失范行为提供科学的解释。     

成人依恋对病理性网络使用的影响:社交自我效能感和孤独感的中介作用

为探讨成人依恋影响病理性网络使用(PIU)的内在机制,采用自陈式问卷调查了483名大学生,通过结构方程模型和bootstrap法考察了社交自我效能感和孤独感在成人依恋与PIU关系中的中介作用。结果表明:(1)孤独感在依恋焦虑和依恋回避对PIU的影响中起中介作用;(2)社交自我效能感和孤独感在依恋回避对PIU的影响中起链式中介作用。研究结论:成人依恋通过社交自我效能感和孤独感的中介作用影响PIU,且依恋焦虑和依恋回避两个维度的中介机制有差异。     

熟练潮-普双言者的语义通达机制:来自通道比较的证据

采用跨语言启动的范畴判断范式,通过2个实验,考察了熟练潮-普双言者在听觉通道内和听-视跨通道条件下的语义通达机制。结果发现,无论是以潮州话词语为启动词,还是以普通话词语为启动词,当词对具有高语义相关时,启动词均对目标词产生了显著的跨语言启动效应;在听觉通道内,两种语言之间的启动量无差异,而在听-视跨通道条件下,L2对L1的启动量显著大于L1对L2的启动量。这些结果表明,熟练潮-普双言者共享语义(概念)表征,词汇表征既相互独立又互相联系,L1与L2的词汇均能直接通达语义表征,但其联系强度及其相互之间的词汇表征联系强度均存在通道差异性。整个研究结果支持Kroll等人的修正分级模型。     

Trauma‐related rumination mediates the effect of naturally occurring depressive symptoms but not momentary low mood on trauma intrusions

Comorbid depression is known to contribute to the maintenance of posttraumatic stress disorder (PTSD) including distressing intrusive trauma memories. It is theorised that depression is a risk factor for persistent PTSD through preventing optimal habituation of distress provoked by trauma memories and reminders, but the underlying cognitive mechanisms responsible are uncertain. The present study investigated trauma‐related rumination as a possible mediator for the effect of depression on trauma intrusions. Participants received a low mood induction or control procedure. Following viewing an analogue trauma film, frequency of film‐related intrusions and associated distress levels were measured and at 1‐week follow‐up. Between the two occasions, participants rated their levels of rumination about the film. Existing depression symptoms but not induced momentary sad mood predicted frequency of film intrusions and associated distress at 1‐week follow‐up. Some evidence was found that ruminative trauma processing mediated the relationship between baseline depressive symptoms and later intrusion frequency and associated distress. Future research is warranted to better understand the role of rumination in the depression–intrusion relationship, which may shed light on the clinical applicability of rumination‐targeted intervention for PTSD and comorbid depression.