直播营销中社会临场感对线上从众消费的影响及作用机理研究——行为与神经生理视角

研究以直播营销为背景, 引入产生于通讯领域的社会临场感概念, 在文献归纳分析的基础上首先探讨直播营销环境下社会临场感的内涵和构成; 之后基于从众消费理论通过行为实验的方法探究直播营销中社会临场感影响线上从众消费的认知机制; 进一步, 根据社会临场感理论探讨自我建构和消费者-主播关系强度在此过程中的调节作用; 最后基于社会助长理论, 利用神经科学方法客观性和“过程测量”的优势探索直播营销中社会临场感影响线上从众的情感机制。研究将揭示社会临场感影响线上从众消费行为的机理, 为直播播主和电商卖家提供指导的同时, 帮助消费者了解自我, 以做出更理性的消费决策。     

睾酮与人类决策行为

睾酮是一种类固醇激素, 主要的雄性激素之一。在神经科学与神经内分泌学领域中, 早期研究发现睾酮会对人类的攻击性、社会交往、冲动性等方面产生一定的影响; 后来心理学研究者开始关注睾酮与决策之间的关系, 包括社会性决策的信任、合作、利他与竞争方面以及经济性决策的风险决策。多项研究显示, 睾酮的水平与经济性决策中的风险寻求行为呈正相关关系; 在社会性决策领域中, 高睾酮水平的个体会表现出更高的攻击性、支配性和公平性行为, 同时表现出更低的人际信任。然而这些研究结果也存在难以重复验证的现象, 需要更多的研究探寻可能影响睾酮与决策的其他因素。未来对睾酮与决策的研究可以关注睾酮与消费决策领域、探寻青少年睾酮水平与社会行为的关系以及临床应用等。     

Internal health locus of control predicts willingness to track health behaviors online and with smartphone applications

Given rising technology use across all demographic groups, digital interventions offer a potential strategy for increasing access to health information and care. Research is lacking on identifying individual differences that impact willingness to use digital interventions, which may affect patient engagement. Health locus of control, the amount of control an individual believes they have over their own health, may predict willingness to use mobile health (mHealth) applications (‘apps’) and online trackers. A cross-sectional study (n = 276) was conducted to assess college students’ health locus of control beliefs and willingness to use health apps and online trackers. Internal and powerful other health locus of control beliefs predicted willingness to use health apps and online trackers while chance health locus of control beliefs did not. Individuals with internal and powerful other health locus of control beliefs are more willing than those with chance health locus of control beliefs to utilize a form of technology to monitor or change health behaviors. Health locus of control is an easy-to-assess patient characteristic providers can measure to identify which patients are more likely to utilize mHealth apps and online trackers.     

Virtual voices: social support and stigma in postnatal mental illness Internet forums

Many women with postnatal mental illness do not get the treatment they need and this is often because stigma prevents disclosure. The purpose of this study was to explore online social support for postnatal mental illness, how women experience stigma and potential disadvantages of using Internet forums. Interviews were conducted with fifteen participants who had suffered postnatal mental illness and had used forums. Systematic thematic analysis identified common themes in relation to social support, stigma and disadvantages of using forums. Most women felt they benefited from visiting forums by developing a shared understanding and discourse about their illness. Findings suggest future research should investigate if women benefit from using online social support provided by forums, if use challenges stigma and further explore potential concerns about using forums.     

Applying the extended theory of planned behaviour to predict Chinese people's non‐remunerated blood donation intention and behaviour: The roles of perceived risk and trust in blood collection agencies

Against the backdrop of critical clinical blood shortage in China in recent years, the present research extends the theory of planned behaviour by incorporating two constructs potentially of importance in influencing non‐remunerated blood donation behaviour, namely perceived risk and individual trust in blood collection agencies to predict Chinese people's non‐remunerated blood donation intention and behaviour. A survey was conducted to measure variables of the theory of planned behaviour, and other variables such as experience of non‐remunerated blood donation, perceived risk and individual trust in blood collection agencies. Data to assess non‐remunerated blood donation behaviour were collected via phone interviews. Results of the path analysis are as follows. Subjective norm, perceived behavioural control and individual trust in blood collection agencies are all positively associated with attitudes toward non‐remunerated blood donation, explaining 46.9% of the variance in this variable. Perceived risk is negatively associated with blood donation intention, while subjective norm and attitudes toward non‐remunerated blood donation are both positively associated with blood donation intention. Together, the three variables account for 28.4% of the variance in donation intention. Both having a positive association with non‐remunerated blood donation behaviour, the combination of blood donation intention and donation experience explains 42.8% of its variance.     

The third-space professional: a reflective case study on maintaining relationships within a complex higher education institution

This paper showcases the work of Third Space professionals in a complex higher education (HE) setting, and specifically its impact on the building of trust relationships and innovative approaches. It makes use of a case-study methodological approach, reflecting on the experiences of various stakeholders within pilot phases. The findings reveal challenges related to maintaining trust relationships, which can be threatened by technicist approaches. The reflective case study explores an innovative live-streaming project and the related pedagogical approaches by Instructional Design experts, as Third Space professionals, who have carved out a critical space within a HE setting. This investigation, and its related lessons, highlights that learning-and-teaching aspects, training and support, reconciliation of trust relationships, can be applied to Third Space professionals in other HE institutions.     

Exploring rates of transgender individuals and mental health concerns in an online sample

Background: Prevalence estimates of adults identifying as transgender are scarce, particularly in the United States. Method: The current study endeavored to estimate the prevalence of individuals identifying as transgender in a large online sample of adult U.S. residents (n = 6,727) and compare the prevalence of common mental health disorders (depression, anxiety, attention-deficit/hyperactivity disorder) and the age of onset for individuals identifying as men or women versus those identifying as transgender. Results: The prevalence estimate of individuals identifying as transgender was 0.8%. Individuals identifying as transgender were significantly more likely than individuals identifying as men or women to report having had a single diagnosis or co-occurring diagnoses for all three disorders examined. Additionally, transgender individuals were more likely than individuals identifying as men or women to receive a diagnosis of anxiety or depression at a younger age. Conclusion: Given the prevalence of transgender individuals and the associations with common mental health conditions, clinicians must be informed and competent to care for their clinical needs. This study introduces online crowdsourcing resources as a potentially fruitful option for reaching and researching gender diversity.     

社会支持视角下顾客在线互助心理和行为机制

消费结构升级促使顾客通过参与价值共创获得更高层次心理满足感。顾客间通过网络平台参与交流、互动、分享和互助等价值共创行为,能够获得美好的情感体验,有助于形成人际之间的友谊,也使得顾客得以寻求自我表达和自我实现,收获更高层次的满足感。本研究以社会支持理论为基础,聚焦不同属性顾客在不同类型网站中参与在线互助的心理动机、心理收益和行为方式,采用行为实验、实证调查、案例研究、神经营销学等多种研究方法,深入剖析顾客参与在线互助过程中的心理和行为反应机制。预期研究成果将丰富现有顾客参与心理和行为的理论体系,也为企业激励顾客参与在线价值共创提供理论指导。     

Developing new online calibration methods for multidimensional computerized adaptive testing

Multidimensional computerized adaptive testing (MCAT) has received increasing attention over the past few years in educational measurement. Like all other formats of CAT, item replenishment is an essential part of MCAT for its item bank maintenance and management, which governs retiring overexposed or obsolete items over time and replacing them with new ones. Moreover, calibration precision of the new items will directly affect the estimation accuracy of examinees’ ability vectors. In unidimensional CAT (UCAT) and cognitive diagnostic CAT, online calibration techniques have been developed to effectively calibrate new items. However, there has been very little discussion of online calibration in MCAT in the literature. Thus, this paper proposes new online calibration methods for MCAT based upon some popular methods used in UCAT. Three representative methods, Method A, the ‘one EM cycle’ method and the ‘multiple EM cycles’ method, are generalized to MCAT. Three simulation studies were conducted to compare the three new methods by manipulating three factors (test length, item bank design, and level of correlation between coordinate dimensions). The results showed that all the new methods were able to recover the item parameters accurately, and the adaptive online calibration designs showed some improvements compared to the random design under most conditions.     

Belief,trust, and relationality: a Simmelian approach for the study of faith

Religion has been conceptualised as personal belief in the transcendent. Anthropologists of religion have critiqued such a construct for decades for being based on a Christian Protestant model and one that reflected subsequently modern rationalist Western culture. This construct has increasingly been shown to fail to account for the religiosity of contemporary Christians. Drawing on the sociology of Georg Simmel and based on ethnographic research in a Christian evangelical church, the article proposes a reconceptualisation of religious belief that is experiential and relational. Evangelicals in this case study show that propositional belief plays increasingly a secondary role to belief intended as trust in God and forming a relationship with God and others. Relationships mediate personal religious experience and are shown to be essential to the conversion process, the life of faith, and Christian identity. The study thus bridges the separation between theoretical and empirical works by operationalising Simmel’s sociology.