基于S-O-R模型的视觉营销对消费者购买意愿的影响研究——以红色文创网店为例

为提高红色文创网店的点击转化率,文章从消费者视角出发,研究影响消费者购买意愿的视觉因素。基于S-O-R模型理论,构建红色文创网店视觉营销对消费者购买意愿因素的理论模型。利用S-O-R模型分析了红色文创网店视觉营销中的商品形象、界面形象以及品牌视觉形象对顾客感知价值及顾客购买意向的影响。通过设计量表和调查问卷进行实证研究,并结合结构方程模型加以论证,得出品牌视觉形象和界面形象是影响消费者购买意愿的关键因素,为设计师和红色文创品牌进行网店设计提供了一定的理论参考和建议。

基于SOR模型的在线健康社区用户药品购买意愿研究

近年来,互联网逐渐成为一种被广泛接受的购买产品和服务的方式,在线健康社区购买药品也不例外。基于SOR模型与信任理论,构建在线健康社区用户药品购买意愿的理论模型,探究药品价值属性(S)、感知信任(O)以及购买意愿(R)之间的作用机理过程。通过问卷调查收集有效样本数据314份,使用SPSS 23和AMOS 26检验分析模型并验证所提出的假设。研究结果表明,药品有效性和价格是两个强影响因素,显著正向影响用户药品购买意愿,且在此过程中,感知信任的中介效应明显;药品安全性对感知信任影响不显著,但对购买意愿具有显著正向影响。研究为后续在线健康社区用户消费行为研究奠定了基础,也进一步丰富了SOR理论的研究内容。

直播情境下基于AISAS模型的冲动性购买影响机制研究

随着互联网和电子商务的快速发展,电商直播应运而生,直播情景下探讨消费者冲动性购买机制也成为研究热点。针对以往文献大多从SOR理论构建影响机制的局限,本文创新性地将数字化营销细分,基于AISAS模型,提出影响消费者冲动性购买的因素有:关注阶段的产品特性和价格折扣,兴趣阶段的场景互动和主播特质,搜寻阶段的信任程度和时间压力。收集324份问卷,利用SPSS进行数据分析并通过AMOS建立结构方程模型。研究结果表明,场景互动和信任程度对消费者冲动性购买具有显著的正向影响,因此应重视直播中的互动效应,建立并发挥信任优势,以此优化直播模式,进一步提高直播转化率。

媒介接触下青年群体自主产品消费意愿的形成机理研究——基于S-O-R理论

培养青年群体自主产品消费意愿是实施扩大内需战略与深化供给侧结构性改革有机结合的有力抓手。基于S-O-R(刺激—有机体—反应)这一环境心理学理论,从“爱国情感”和“政府信任”两大路径出发构建媒介接触下的自主产品消费意愿模型,并将媒介细分为主流媒体和非主流媒体展开对比研究。基于结构方程模型的验证发现,主流媒体和社交媒体刺激了消费者的爱国情感和政府信任,最终影响自主产品消费意愿,且爱国情感路径下的作用更为突出。

Purchase willingness of new energy vehicles: A case study in Jinan City of China

Speeding up the promotion of new energy vehicles is an important measure to optimize the energy structure,promote energy conservation and emission reduction,and develop the economy sustainability.The research uses a questionnaire survey to analyze the residents’willingness to purchase new energy vehicles in Jinan Gty of China,and utilizes the binomial logistic regression model and Global Moran's I to explain the impact of three factors(including responden ts'personal characteristics and subjective cognition,products,and social environment)on the purchase willingness of new energy vehicles.According to the survey,75.12%of the responden ts consider buying new energy vehicles in the future,but only 11.66%of the respondents know new energy vehicles well.It can be seen that the respondents in Jinan City generally have an insufficient understanding of new energy vehicles.It may lead to a decline in residents’trust in new energy vehicles,which will in turm affect their purchase willingness.Based on the survey,we find that women who live far from the city center enjoy high incomes and have a low-carbon awareness,generally exhibit a higher willingness to purchase new energy vehicles.Spatial distribution of the purchase willingness has certain aggregation characteristics,showing a positive spatial correlation pattern.Purchase willingness has a certain positive diffusion effect in space,and areas with a higher purchase willingness have a positive driving effect on their surrounding regions.Spatial distribution of the purchase willingness can be used as one of the breakthroughs in promoting new energy vehicles.In addition,safety,price,after-sales service,and infrastruicture of new energy vehicles are important determinants of people's purchase willingness.Among the types of subsidies,financial subsidy is most effective on the residents’purchase wilingness.Our research provides an impor tant information for the promotion of new energy vehicles in the region.

Logistics Cost Management Models and Their Usability for Purchasing

In many compames, cost management models are abandoned due to their complexity and because of this, the academic literature has experienced a downturn in publications regarding cost management. This paper deepens the understanding regarding the practical usability of cost management models for purchasing decisions, and provides a framework for determining a desired complexity of cost management in different purchasing environments. The complexity is defined along three dimensions identified in literature and the different purchasing environments stem from an adaptation of Kraljic＇s （1983） matrix.

Group Purchasing Organizations (GPOs) in the U.S.: Development and Reform

Objective To study the characteristics, specific functions and policy improvement process of the Group Purchasing Organizations (GPOs) in the U.S. and to provide references for drug group purchasing practices in China. Methods Domestic and foreign relevant literatures, websites were reviewed or searched to analyze the functions and policy improvement process of the GPOs in the U.S. so as to provide references for drug group purchasing practices in China. Results and Conclusion As a third party in the U.S. GPOs has formed a relatively integrated business process and projects service system after long-term development. Supported by corresponding policies and industrial regulations, GPOs have made a great contribution to control the growth of medical and healthcare expenses and improve the efficiency of medical institutions, and its development experience can enlighten the practices in China.

Co-Design and Trust in Social Network’s Websites

This research is focused on internet shoppers co-design, individual tendency of trust, trust belief, and purchase intention. An online questionnaire was set out in survey form on Google Docs in or-der to collect data. The survey was conducted of participants in Mongolia. 236 usable responses were obtained from Mongolian potential customers in order to examine constructs. The findings suggest that co-design and individual tendency of trust have significant positive effect on the trust levels throughout intention to purchase.

基于SEM模型的消费者品牌信任对茶叶购买行为的影响研究

通过调研获取江西省浮梁县370个茶叶消费者相关数据,基于计划行为理论和KAP理论,构建结构方程模型(SEM)实证研究品牌信任、消费认知与购买行为三者之间相互作用关系。研究表明:消费认知在品牌信任对消费意愿、购买行为作用中扮演着部分中介作用;消费意愿在品牌信任、消费认知对购买行为作用中扮演着部分中介作用;消费认知对购买行为具有主导作用,而品牌信任对消费意愿具有主导作用;消费认知对品牌信任具有正向显著影响,而购买行为对消费意愿具有正向显著影响。基于此,从增强茶叶消费者消费认知和提升茶叶消费者品牌信任两方面提出引导茶叶消费者购买行为的对策建议。

From the Voices in the Narratives of After-School Support Advisors: Support for Children’s After-School Support Advisors in Japan

This paper examines how advisors perceive the voices made by Mr.A(pseudonym),the founder of after-school support for children(Initiative Z:pseudonym)in Japan,to advisors who support children.Furthermore,the purpose of this study is to find out how advisors think about the voices and that the voices have led or not advisors to support children,if to do so,what points are key to continuing support for children.Therefore,in Initiative Z,I conducted a survey of two advisors who were approached by Mr.A,who is involved in supporting children as an advisor.As a result of analyzing the narratives obtained from interviews with the two advisors,it was found that the advisor had a sense of being recognized by Mr.A because Mr.A acknowledged the advisor’s way of life.This feeling on the part of the advisor led to trust in Mr.A,and the advisor was in tune with Mr.A’s thoughts on after-school support,suggesting that the advisor was providing support to the child.

农牧民乳制品质量安全的风险感知、政府质量监管的信任与购买意向和行为研究

为了促进农村牧区乳制品消费市场的健康发展,本研究依据内蒙古自治区的东部、中部及西部5个盟市的544份农牧户问卷调查结果,在对农牧民乳制品质量安全的风险感知、对乳制品加工企业的信任情况、对乳制品品牌的满意度、对政府监管乳制品市场的信任度及农牧民对乳制品购买意向和行为统计描述分析的基础上,运用结构方程模型验证它们之间的关系。结果表明:农牧民对乳制品质量安全表现出一定的担忧,但对乳制品加工企业的信任情况、乳制品品牌的满意度、政府监管乳制品市场的信任度较高;此外,农牧民对乳制品有比较高的购买意向,且农牧民购买乳制品的种类以保质期较长的奶茶粉、奶粉等为主,购买种类比较单一;农牧民对乳制品质量安全的风险感知、质量水平的信任、政府监管的信任及品牌的信任均通过购买意向在1%水平上显著影响其购买行为。其中,除了风险感知极显著负向影响购买行为外,其余三个因素均正向影响购买行为。基于此,乳制品企业在产品质量的提高方面要不断下功夫,政府要加大对乳制品市场监管的力度,不断提高公信力,加大农牧区乳制品消费的宣传工作,提高农牧民对乳制品消费的信心和认知,引导农牧民对乳制品多样化的消费,以促进乳业在农牧区的可持续发展。

“合群”对民众主观幸福感影响的实证研究——基于中国社会状况综合调查数据的分析

运用2021年“中国社会状况综合调查数据”,在建立二元Logit模型基础上,使用非线性模型的中介效应检验-KHB方法对“合群”效应进行分解,探讨了“合群”与当前中国民众主观幸福感的关系,验证了“合群”对民众主观幸福感的影响,并进一步比较分析了其中介作用机制。研究发现:“合群”可以显著提升民众的主观幸福感;“合群”通过影响社会信任水平和社会联结程度,进而影响主观幸福感;社会信任水平和社会联结程度是“合群”影响主观幸福感的重要中介机制,其中介效应比例存在一定差异,社会联结程度的解释比例要高于社会信任水平。在此基础上,证实了“合群”对民众主观幸福感增进作用的存在,也为更好地认识“合群”如何有效地促进民众主观幸福感提供了微观证据。

表情符号对潜在消费者的服务补救效果研究

企业常使用人工客服或聊天机器人来回复遭遇服务失败的顾客,以减轻不满。然而,很少有研究探究服务补救中的情感表达工具,即表情符号对潜在消费者的溢出效应。基于SIP理论和调节定向理论,探讨服务补救中回复表情符号对潜在消费者信任及购买意愿的影响。研究表明:(1)线上负面评论处理中,相比无表情符号,有表情符号会提高潜在消费者的购买意愿;(2)信任中介了表情符号对购买意愿的影响;(3)调节定向在中介路径“表情符号→信任→购买意愿”中起调节作用,即对于促进定向的潜在消费者中介路径显著,对于预防定向的潜在消费者,中介路径不显著。研究拓展了表情符号营销、服务补救等领域的内容,对企业有效处理客户反馈并在与客户互动中受益具有实践意义。

在线评论一致性对消费者决策的影响

信任是共享经济发展的关键因素,而基于情感的信任作为其中重要一环,通过在线评论效价影响消费者的决策。本文从在线评论的总评分和细节评分两个维度出发构建了共享短租消费者情感信任的影响机制,并利用2015~2022年中国北京和美国纽约的Airbnb平台订单数据实证分析情感信任对消费者决策的影响。研究结果显示,在线总评论和细节评论包含负面情感更易吸引消费者;当两类评分一致为高评分时消费者购买意愿显著下降。另外,“超赞房东”徽章和整租房源能积极调节两类评分一致性与消费者购买意愿的关系。中国房源对两类评分一致性与消费者购买意愿的关系有负向调节作用。因此,在交易过程中,消费者可多关注包含负面评价的评论信息,同时考虑拥有“超赞房东”徽章的整租房源。

区域品牌信任对跨省旅游购物行为的影响研究--区域品牌类型的调节效应

区域品牌是跨省游客获取旅游商品信息的重要渠道,基于TPB理论探讨了区域品牌信任对跨省游客旅游商品购买意愿的影响机制。研究发现:区域品牌信任正向影响跨省游客购买态度和意愿,区域品牌信任和态度中介主观规范对购买意愿的影响;区域品牌类型调节了“主观规范→区域品牌信任”和“区域品牌信任→购买意愿”两条路径,当以区域旅游商品品牌为依托型时,区域品牌信任对购买意愿有显著影响,主观规范对区域品牌信任影响则更大。

疾病认知对老年高血压患者饮食依从性的影响及调节机制分析

目的:探索疾病认知对老年高血压患者饮食依从性的影响,以及影响过程中学习意愿和医患信任的中介作用和自我效能感的调节作用。方法:采用自编郑州市老年高血压群体健康管理调查问卷对郑州市辖区内的1 290例老年高血压患者进行调查。采用Mplus程序对相关变量构建回归模型,并进行中介效应和调节效应检验。结果:疾病认知可以正向影响老年高血压群体的饮食依从性,而且学习意愿和医患信任在其间发挥中介作用[β医患信任(95%CI)=0.127(0.041~0.213),β学习意愿(95%CI)=0.112(0.036~0.190),P<0.05],中介效应值均为0.021。除此之外,自我效能感可以调节疾病认知对老年高血压患者饮食依从性的影响[β(95%CI)=0.076(0.006~0.146),P=0.012]。结论:疾病认知可通过学习意愿和医患信任两个中介变量影响老年高血压患者的饮食依从性,且自我效能感具有一定的调节作用。

旅游产品直播购物情境下消费者购买行为的前因及其影响机制

直播购物已成为一种新的消费模式,但目前缺乏对直播间消费者购买旅游产品的行为研究。基于刺激-机体-反应范式,文章采取质性研究方法,探讨旅游产品直播购物情境下消费者购买行为的前因及其影响机制。研究发现:1)除信息质量和主播信息源特性外,旅游产品的独特性和直播购物平台的类型、可信度及营销力亦是影响消费者购买行为的外部刺激;2)消费者对外部刺激的内在感知包括观看旅游产品直播时的沉浸状态、感知易用性和感知有用性,影响其对旅游产品直播购物的态度、观看意愿和购买行为;3)消费者是否会从直播间的“观望者”转变成“购买者”,受旅游消费者自身特质及其感知风险的影响。通过厘清各前因变量之间的关系,及其对直播间消费者购买旅游产品行为的影响机制,文章深化了对消费者购买行为的理解,并为旅游产品直播购物行业长效发展提供了理论支撑。

基于重要性—绩效的公共交通服务质量满意度分析

基于顾客满意度模型,挖掘政府购买服务背景下的公交满意度影响机理,从硬件(产品满意度)和软件(服务满意度)两维度构建公共交通满意评价体系;其次,利用结构方程模型确定各公交服务属性在预测整体满意度方面的重要性,采用重要性—绩效分析方法确定公共交通满意度指标的改善优先级;最后,以北京某区为例进行实证。结果显示,公共交通软件(服务满意度)的相对重要性高于硬件(产品满意度),采用重要性-绩效分析方法识别公共交通满意度属性的改善优先级,制定并实施改进策略后,满意度提升9.9%。研究为政府购买服务背景下的公共交通服务水平提升、政策建议和策略制定提供理论支撑。