Effects of Explanation Type on Consumers' Perceived Usefulness of Online Reviews and Their Boundary Conditions

In making purchasing decisions, consumers look to online reviews posted by others who have used or experienced the product/service. Most existing studies on online reviews only focused on their content without addressing how their explanation type influences purchasing decisions, not to mention the boundary conditions for such effects. Based on three experimental studies, this paper examines how explanation type affects the perceived usefulness of online reviews and purchasing decisions, and discusses the boundary conditions for such effects. Our findings show that positive explanation type has a positive effect on the perceived usefulness of online reviews, while negative explanation has an insignificant impact. For search products, there is a positive correlation between the online reviews of explained actions and the perceived usefulness of consumer reviews. For experience products, there is a positive correlation between the online reviews of explained reactions and the perceived usefulness of consumer reviews. Further research found that temporal distance may moderate the effects of explanation type and product type on the perceived usefulness of online reviews. This study also provides a new approach for research on the word-of-mouth(WOM) with meaningful implications for e-commerce firms.

Generational Dynamics of Innovation Adoption in Chinese Consumer Markets: A Comprehensive Analysis

This extensive and comprehensive study delves into the intricate dynamics of generational responses to innovative marketing strategies within the dynamic landscape of the Chinese consumer market.Given China’s rapid economic growth and technological advancements,it has become imperative for businesses and marketers to grasp how different generations engage with marketing innovations.This study encompasses Baby Boomers,Generation X,Millennials,and Generation Z,each shaped by unique life experiences and societal contexts,resulting in distinct preferences and behaviors.Furthermore,the study offers a thorough analysis of how diverse generations in China interact with and respond to innovative marketing strategies,providing academic researchers and businesses operating in the rapidly evolving Chinese consumer marketing landscape with actionable insights.Understanding these generational dynamics is crucial for developing marketing strategies that resonate with diverse generational segments and harnessing the power of technology to connect with consumers across all age groups.The dynamic landscape is further enriched by the proliferation of digital technologies,social media platforms,and e-commerce ecosystems.This study scrutinizes how these generational cohorts interact with innovation in marketing,considering preferences,technological adoption patterns,cultural influences,and attitudes toward trust and privacy.Additionally,it examines generational disparities in marketing channel preferences,offering valuable insights for companies aiming to tailor their marketing strategies to effectively engage diverse generational segments in China.Importantly,this research underscores the strategic significance of understanding generational differences in marketing innovation adoption.It emphasizes that this knowledge is not solely an academic pursuit but rather a critical necessity for companies seeking to thrive in one of the most competitive consumer markets globally.By acknowledging and responding to the distinct preferences and behaviors of various generational cohorts,businesses can forge meaningful connections,optimize return on investment,and adeptly navigate the evolving consumer landscape.

Dimensions of Consumer's Perceived Risk in Online Shopping

Perceived risk is an important concept in consumer behavior in online shopping. It impedes the adopting online shopping. A structure model with seven factors of consumer's perceived risk in online shopping is developed in this paper. The results have the descriptive power about Chinese consumers' perceived risk in Internet shopping and provide framework for managerial use in China's e-commerce market environment.

Perceived value of microfinance and SME performance: The role of exploratory innovation

This study examines how perceived value of microfinance and exploratory innovation affect small and medium-sized enterprises(SME)performance in the context of a developing nation.Drawing on the strategic innovation and microfinance literature,we hypothesize that(1)perceived value of microfinance affects exploratory innovation and SME performance,and(2)exploratory innovation serves as an effective mechanism through which microfinance enhances SME per-formance.We employ partial least squares structural equation modeling(PLS-SEM)to test our hypotheses.Using a sample of 581 Ghanaian SMEs with microfinance,the results of the PLS SEM support our hypotheses.We further conducted a qualitative analysis of comments provided by the SMEs(n=144)to gain a deeper understanding of exploratory innovation in developing econo-mies.Our findings show that SMEs purposefully attempt to strengthen their exploratory inno-vation in microfinance.We discuss the theoretical and practical implications of these findings as well as future research avenues.

Leveraging Innovation to Improve Life of Consumer in China

Innovation journey of P&G laundry product in China has been reviewed.Developing product that can improve the life of consumers is the key for P&G to grow in China.Examples on innovations in Tide,Ariel and Downy have been shared.With increasing multi-dimensional consumer need,the industry association,manufactures and government need to work together to develop standards and ensure high quality and sustainable growth of the industry.

Consumer Perceptions of Noni Juice Health Benefits during a 90-Day In-Home Use Test

Noni juice, made from the fruit of Morinda citrifolia, is a health-promoting food from the Pacific Islands with an extensive history of traditional use. Human clinical trials have revealed that noni juice has antioxidant, immunomodulatory and anti-inflammatory properties. Previously, regular noni juice consumers in Europe and traditional healers in Fiji were surveyed to identify potential noni juice health benefits. But to better understand the perception of its health benefits among those with no previous experience with noni juice, an in-home study was conducted in the United States. Three hundred and nineteen adults with untreated chronic health conditions were provided with a 90-day supply of a blinded (unlabeled) commercial noni juice product (Tahitian Noni® Juice), instructed to consume 4 fluid ounces (1/2 cup) each day, and responded to a questionnaire given on days 30, 60 and 90 to evaluate product appeal and perceived effectiveness. A total of 299 people (94%) felt that their health improved in some way after drinking TNJ for 90 days. More than 80% of the subjects reported feeling better or healthier in general. Most participants also concurred with more than two dozen additional positive health perception statements, especially on days 60 and 90. More than 70% of consumers also indicated that noni juice helped them feel better than other wellness supplements they had tried in the past, including other so-called “super fruit” products. These findings seem to corroborate the results of clinical trials and previous consumer surveys regarding the potential for noni juice to provide discernable health benefits when used consistently over time. Such findings may help guide additional placebo-controlled clinical trials in which specific effects may be evaluated more rigorously.

Research on Consumers' WeChat Shopping Behavior Based on TAM Model

In the era when online shopping economy and online economy increasingly dominate social consumption,WeChat shopping has increasingly become a way that everyone accepts and is willing to try.This study applied Technology Acceptance Model commonly used in the field of information technology and rational behavior theory to the field of consumer behavior,and used the perceived ease of use and perceived usefulness in the technology acceptance model to explain consumers'willingness to use WeChat shopping.At the same time,the moderating effect of consumer innovativeness was also studied.The empirical results show that the main effect of perceived ease of use and usefulness is significant,and the moderating effect of consumer innovativeness is not significant.Based on the research results,the study puts forward the corresponding countermeasures and suggestions.

新生代员工资质过剩感对越轨创新行为的影响——一个被调节的多中介模型

随着数字经济蓬勃发展,新兴数字技术在传统领域的应用不断深入,给企业数字化转型带来巨大创新潜能和机会。新生代员工在创新过程中面临“创新悖论”,导致自发性越轨创新行为的发生。根据自我调节理论和自我一致性理论,基于332份调查问卷,构建一个被调节的多中介模型,探讨新生代员工资质过剩感对越轨创新的影响。结果表明,资质过剩感正向影响员工越轨创新行为;角色宽度自我效能感、消极情绪分别在认知和情绪路径上对资质过剩感与越轨创新间的关系起到部分中介作用;心理安全感正向调节角色宽度自我效能感、消极情绪与员工越轨创新间的关系。研究结果有助于厘清新生代员工资质过剩感与越轨创新间的作用机制和边界条件,为有效发挥新生代员工资质过剩感的作用、适当引导员工越轨创新行为、促进组织管理实践提供人力资源的辨识与思考。

数字人民币接受与使用的影响因素和组态路径探索

在数字人民币试点工作全面推进的背景下,明确影响公众接受与使用数字人民币的因素有利于数字人民币的深入推广与普及。基于整合型技术接受与使用统一理论(UTAUT2)模型、创新扩散理论和感知风险理论构建数字人民币接受与使用的影响因素研究模型,通过问卷调查法获取1976份数据,以结构方程模型(SEM)验证假设及变量的净效应,并采用模糊集定性比较分析方法(fsQCA)研究诱发数字人民币高频与低频使用行为的组态路径。SEM研究结果表明:绩效期望、努力期望、社会影响、便利条件、个体创新性正向影响接受意愿,感知风险负向影响接受意愿,便利条件、习惯、接受意愿正向影响使用行为;接受意愿在绩效期望、努力期望、社会影响、感知风险对使用行为的影响中发挥显著中介作用。fsQCA研究结果显示:条件外驱模式、体验侧重模式、内因主导模式、综合作用模式、个性影响模式、安全倾向模式可实现数字人民币高频使用;环境缺失模式、风险阻碍模式会导致数字人民币低频使用。基于此,提出从推进应用场景开发与生态建设、增强用户黏性、培育公民数字素养、提升使用体验与效用、加强安全保障与立法监管、贯彻宣传工作等方面促进数字人民币应用。

服务型领导对知识型员工创新绩效的影响——组织支持感和创造性思维的作用

基于社会信息加工理论和特质激活理论,构建了一个被调节的中介模型,利用调查问卷的形式收集了201名员工的有效数据对假设进行实证检验,研究结果表明:服务型领导对知识型员工创新绩效有显著的正向影响;组织支持感在服务型领导与知识型员工创新绩效间起到部分中介作用;创造性思维正向调节组织支持感与知识型员工创新绩效之间的关系;创造性思维正向调节服务型领导通过组织支持感影响知识型员工创新绩效的中介过程。

城市群背景下的中国消费中心发展研究

消费中心和城市群都是我国重要的区域发展对象,两者之间联系紧密,互动性强。消费中心概念的引入,能够为现有城市群研究提供新视角。城市群作为消费(中心)城市群,能够促进区域消费经济大发展,体现出消费性质差异化、消费形式多样化、消费水平层级化、消费内容普遍化、消费中心化、消费联系性强、消费完整度高、消费文化认同度高等特征,具有消费集聚构建宏大消费场景、消费中心化汇集更多消费动能、消费极化提升区域消费发展层级、整合消费形成区域消费竞争力等多重机制。基于熵值法、Dagum基尼系数及其分解法、Kernel估计法的量化分析表明,各城市群消费中心发展水平总体上呈稳定上升趋势,但不同城市群发展差异大。总体基尼系数走势较为平缓,甚至呈缓慢下降的态势。需要强化体制机制建设,以(国际)消费中心(城市)建设推动城市群发展。

企业技术创新引领市场消费升级的发展机制研究:以青岛市为例

创新能力是判断企业能否为消费者提供更多高科技商品的依据,企业的创新能力提升,可以为消费者提供更加方便的购物体验,创新的消费方式理念影响了消费者的消费习惯。同时,随着数字经济的发展,消费者的消费理念也在逐渐升级,对高科技、高质量的产品接受度更好,促使企业不断地更新升级产品,使产品向智慧化延伸。基于此,本文用熵权法设计企业技术创新与市场消费升级系统耦合协调度评价模型,分析青岛市近几年来企业技术创新和市场消费升级之间的协调度和耦合性,从而得到两者之间的共生关系和相互影响机制,提供青岛市企业技术创新引领发展消费市场升级的对策。

中国元素在国产动漫中的运用对消费者消费行为的影响

近年来,国产动漫产业持续发展,如何合理融入中国元素成为亟待解决的问题。在对相关文献进行梳理的基础上,聚焦感知价值的中介作用,并引入文化认同作为调节变量,探讨国产动漫中中国元素融入方式对消费者行为的影响。结果表明:中国元素在国产动漫中的恰当融入能够有效提升消费者的感知价值,并进一步促进消费行为的发生;在中国元素融入方式对消费者感知价值的影响过程中,文化认同起到了显著的正向调节作用。

社会比较理论视角下企业员工创新身份“双刃剑”效应形成机制探讨——基于追踪问卷调查有效数据的实证检验

企业员工创新身份的“双刃剑”效应缘于对其工作行为共存的创新行为效应和偏离行为效应。笔者基于社会比较理论,在构建了一个企业员工创新身份“双刃剑”效应研究模型的基础上,以来自对高新技术企业员工三个时点追踪调查问卷的有效数据,运用路径分析和bootstrap方法,实证检验了企业员工创新身份与其创新行为和偏离行为之“双刃剑”效应的关联性。检验结果证实:企业员工创新身份通过创新过程参与感与其创新行为正相关;企业员工创新身份通过心理特权感与其偏离行为正相关;企业员工创新身份的“双刃剑”效应,受制于创新普遍性氛围且因之高、低不同而调节方向相反。本研究通过尝试性地将员工创新过程参与感、心理特权感和创新普遍性氛围等相关变量引入探究企业员工创新身份与其创新行为和偏离行为相对应之积极影响和消极影响的关联中,扩展了社会比较理论的应用边界,丰富了组织行为学研究领域的现有相关文献,研究结论有助于为企业有效管理员工创新身份提供理论依据。

服务机器人属性对消费者实现型幸福感的影响研究

当今,机器人越来越多地出现于商业场所,服务中的人际交互转变为人机交互,是否同样能给消费者带来幸福感呢?基于自我决定理论,本文探讨服务机器人属性对消费者实现型幸福感的影响。通过对255份问卷样本数据进行实证分析,结果发现:服务机器人属性对消费者实现型幸福感有显著正向影响;自我控制在服务机器人属性和实现型幸福感间起中介作用;消费者的社交焦虑正向调节服务机器人属性与实现型幸福感的关系,并且加强了自我控制在服务机器人属性与实现型幸福感之间的中介作用;感知隐私风险负向调节了服务机器人属性与实现型幸福感的关系,并且削弱了自我控制在服务机器人属性与实现型幸福感之间的中介作用。

产品共创视角下考虑消费者参与创新的供应链定价与协调

随着互联网技术的发展以及后现代主义消费意识的形成,产品共创已经成为市场中越来越多企业的共同选择。在产品共创视角下,以单制造商和单零售商组成的二级供应链为背景,构建供应链集中式决策模型和分散式决策模型,比较分析两种模型下消费者参与制造商产品创新的程度与制造商促使消费者参与的能力水平两个变量对供应链各成员定价决策的影响,并采用两部定价、收益共享以及成本共担三种协调机制对供应链进行协调。研究表明,当消费者参与产品创新的程度不大于某一阈值时,产品最优售价、需求量以及供应链总利润均与消费者参与产品创新的程度以及制造商促使消费者参与的能力水平呈同向变动关系;两部定价、收益共享以及成本共担三种协调机制均可实现供应链帕累托改进,而且相较于其余两种协调机制,两部定价契约对供应链的协调效果更为明显。

车辆购置税优惠对企业技术创新、经营绩效的作用机制——基于新能源汽车企业的实证研究

基于车辆购置税优惠的视角,以2010—2021年中国新能源汽车上市公司的面板数据为样本,从消费端刺激出发,构建双重差分模型,探究车辆购置税优惠政策与新能源汽车企业经营绩效以及技术创新之间的作用机制。结果表明:车辆购置税优惠能够显著提高新能源汽车企业的经营绩效,且车辆购置税优惠能够通过促进新能源汽车企业的技术创新提升企业经营绩效。进一步研究结果表明,车辆购置税优惠对CEO具有金融背景、两职分离、小规模以及民营新能源汽车企业的技术创新激励效果更强。据此,建议政府延续并进一步完善车辆购置税优惠政策,提高优惠政策相关车辆的筛选标准,完善《车辆购置税优惠的新能源汽车车型目录》车辆退出机制,新能源汽车企业在加大研发投入、提高技术创新水平的同时关注公司治理水平的提升。

在线服务失败类型对消费者重购意愿的影响研究

为研究电商卖家在线服务失败类型对消费者重购意愿的影响,文章从消费者感知信任入手,针对两种情形下(电商卖家未达到平台规则vs未达到卖家承诺)开展了实证研究。结果表明,电商卖家相比较未达到卖家承诺,未达到平台规则,消费者对该卖家的感知信任更高,并且有更高的重购意愿。并且卖家声誉在上述关系中起调节作用。相比较高卖家声誉,电商卖家达到卖家承诺而未达到平台规则对消费者重购的负向影响程度在低卖家声誉的卖家中更加得以体现。

能效“领跑者”制度与企业绿色创新——政府生态环境注意力及高管环保经历的调节作用

节能提效是“双碳”目标下重点用能行业减碳的首要举措。以高耗能行业实施的能效“领跑者”制度为准自然实验,选取2011—2020年沪深A股上市高耗能行业企业微观数据,运用多期双重差分法分析能效“领跑者”制度对“非领跑”企业绿色创新的影响,考察地方政府生态环境注意力和企业高管环保经历对二者关系的调节作用。结果表明:能效“领跑者”制度能够显著提升企业绿色创新水平,政府生态环境注意力和高管环保经历在其中发挥负向调节作用。进一步研究发现,能效“领跑者”制度对非国有性质、低融资约束、低媒体关注度企业绿色创新的正向影响更显著。同时,政府生态环境注意力对国有性质、高融资约束、高媒体关注度企业具有显著负向调节作用,而高管环保经历仅在非国有企业发挥负向调节作用。